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How to Sell on Walmart Marketplace [2024 Tutorial]

  • 2024 Jul 06
  • haimag
  • Read Time: 9 minutes
  • Category: Guide
How to Sell on Walmart Marketplace [2024 Tutorial]


Breaking into the Walmart.com marketplace can be a game-changer for your business, especially with the platform’s explosive growth.

Last year, Walmart.com raked in over $46 billion, and projections indicate a whopping $60 billion by next year.

Selling on Walmart.com is a golden opportunity for brands looking to expand their reach and boost sales.

With only 7% of Amazon sellers currently on Walmart.com, there’s a vast, relatively untapped market waiting.

This guide will walk you through the five crucial steps to not only start selling on Walmart.com but to thrive and grow your business on this rapidly expanding platform.

Step 1: Applying to Sell on Walmart.com

1.1 Gather Your Information Before you begin, ensure you have the following:

  • U.S. Business Tax ID (EIN)
  • W9 Form
  • U.S. Business Address
  • Product Categories

1.2 Avoid Common Mistakes

  • List Multiple Products: More products increase your approval chances.
  • Double-Check Your Information: Accuracy is key.
  • Build Brand Presence: Ensure your brand has an online presence and good reviews.
  • Avoid Custom Products: Walmart.com doesn’t favor custom or print-on-demand items.
  • Apply from a U.S. IP Address: Applying from outside the U.S. often leads to denial.

1.3 Appeal If Denied If your application is denied, don’t despair. You can appeal the decision, especially if you’ve corrected any mistakes that led to the denial.

Step 2: Listing Your Products

2.1 Tailor Your Listings Don’t just copy your Amazon listings. Walmart has different preferences:

  • Avoid Keyword Stuffing: Keep titles concise and focused.
  • Use High-Volume Keywords: Walmart shoppers search simpler terms.

2.2 Optimize Images

  • Fill All Image Slots: Use all 7-8 allowed images.
  • High-Quality Main Image: Ensure it’s clear and takes up most of the space.
  • Add Icons Sparingly: Icons indicating pack sizes can be helpful.
Here's A Screenshot Showing A Walmart Product Listing With Optimized Titles Images And Attributes Filled Out

2.3 Fill Out Attributes Attributes help with categorization and filtering. Fill out as many required, recommended, and optional attributes as possible to boost your listing quality score.

2.4 Understand the Listing Quality Score This score, ranging from 1 to 100, encompasses:

  • Content and Discoverability: Includes title length, description quality, and absence of spelling errors.
  • Reviews and Ratings: More positive reviews equal higher scores.
  • Offer Score: Affected by stock levels, pricing, and order cancellations.

Step 3: Increasing Your Conversions

3.1 Enroll in Walmart Fulfillment Services (WFS) This is akin to Amazon FBA. Products enrolled in WFS are eligible for two-day shipping, which significantly boosts conversions.

Here's A High Resolution Image Of The Wfs Warehouse Showcasing The Scale And Efficiency Of Walmarts Fulfillment Network 1

3.2 Obtain the Pro Seller Badge Earn this badge by maintaining high listing quality scores and reliable order fulfillment. It enhances trust and visibility.

Here's A Graphic Showing The Breakdown Of A Listing Quality Score With Segments For Content Reviews And Offer Scores

3.3 Use Promotional Tags Tags like “Clearance” or “Reduced Price” can attract more buyers. Some tags are algorithmically awarded, while others can be manually applied.

3.4 Add Rich Media Enhance your product pages with videos, enhanced descriptions, comparison charts, PDFs, and FAQs. This rich media content helps tell your product’s story and can address customer queries directly on the page.

Step 4: Launching Your Product

4.1 Leverage Walmart Advertising Apply through Walmart Connect to run ads directly on Walmart.com. This is similar to Amazon PPC, where you bid on keywords to improve your product’s visibility.

4.2 Participate in Flash Deals and Campaigns Walmart frequently runs themed campaigns. Submitting your product for inclusion can drive significant traffic and sales.

4.3 Drive External Traffic Promote your Walmart listings via social media, email lists, and other channels to generate high-conversion traffic. This external traffic can boost your listings’ ranking.

Step 5: Growing Your Business

5.1 Continuously Optimize Listings Regularly update and improve your listings based on new Walmart guidelines and attribute fields.

5.2 Maintain Advertising Campaigns Run ongoing advertising campaigns to discover new keywords and maintain a broad presence.

5.3 Regularly Submit Deals Participate in flash deals and promotional campaigns to keep your products visible.

5.4 Get Your Products in Walmart Stores Performing well on Walmart.com can lead to your products being stocked in physical Walmart stores. The same merchants who handle .com listings also manage in-store placements.

Here's A Composite Image Showing Elements Of A Launch Campaign Including Social Media Ads Email Marketing And Product Listings

Enhanced Content: In-depth Look at Each Step

Detailed Application Process

1.4 Comprehensive Application Checklist

  • EIN: Obtain an Employer Identification Number (EIN) from the IRS website. This is a straightforward process and is essential for tax purposes.
  • W9 Form: Generate this form from the IRS website. It’s used to report your business’s tax identification information.
  • U.S. Business Address: This can be a physical office or a registered agent address. Ensure it’s valid and correctly formatted.
  • Product Categories: Think broadly and specifically about what you plan to sell. Walmart’s application will ask for primary categories, so choose ones that best represent your offerings.

1.5 Tips for a Successful Application

  • Professional Website: Create a professional website for your brand. Include product information, company details, and customer testimonials.
  • Social Media Presence: Establish a presence on platforms like Facebook, Instagram, and LinkedIn. Regularly post content that engages your audience and showcases your products.
  • Product Reviews: Encourage your existing customers to leave reviews on your website and other platforms like Google Reviews and Yelp.

Advanced Listing Optimization

2.5 Utilizing Eva Platform and Services for Walmart

Eva team can help you find high-volume keywords specific to Walmart. 

For a fraction of the cost of hiring a full-time Walmart dedicated E-commerce expert, Eva can handle all tasks required to grow your Walmart business, including keyword research, listing optimization, and market analysis.

2.6 Creating Compelling Product Titles

  • Be Descriptive Yet Concise: Include the most important product features within the first 50 characters.
  • Avoid Unnecessary Keywords: Focus on terms that buyers are likely to use, avoiding filler words.

2.7 Best Practices for Product Descriptions

  • Highlight Key Features: Use bullet points to list the main benefits and features.
  • Include Detailed Specifications: Add information like dimensions, materials, and usage instructions.
  • Engage the Customer: Write in a conversational tone, addressing potential questions and concerns.

2.8 Image Optimization Strategies

  • Professional Photography: Invest in high-quality images that accurately represent your product.
  • Lifestyle Images: Show your product in use to help customers visualize it in their own lives.
  • Infographics: Include images with text overlays that highlight key features and benefits.

Advanced Conversion Techniques

3.5 Leveraging Customer Reviews

  • Respond to Reviews: Engage with customers by responding to their reviews, both positive and negative. This shows that you value feedback and are committed to improving.
  • Use Reviews in Marketing: Highlight positive reviews in your marketing materials and on social media.

3.6 Implementing Enhanced Content

  • A+ Content: Similar to Amazon’s A+ Content, use enhanced content to create a richer shopping experience. Include detailed descriptions, high-quality images, and videos.
  • Comparison Charts: Compare your product with competitors to highlight your advantages.
  • Instructional Videos: Add videos that show how to use your product, assembly instructions, or other relevant content.

3.7 Utilizing Walmart’s SEO Tools

  • Keyword Research: Regularly update your keyword strategy based on search trends and customer queries.
  • Content Optimization: Continuously improve your product titles, descriptions, and other content based on performance data.

Expanding Your Reach

4.4 Social Media Advertising

  • Targeted Ads: Use platforms like Facebook and Instagram to run targeted ads that drive traffic to your Walmart listings.
  • Influencer Collaborations: Partner with influencers who can promote your products to their followers.

4.5 Email Marketing Campaigns

  • Build an Email List: Collect emails through your website and social media. Offer incentives like discounts or exclusive content.
  • Launch Announcements: Send out email blasts to announce new products or special promotions.

How Eva Can Help

Eva Commerce is a powerhouse in eCommerce technology, assisting brands to thrive on platforms like Walmart and Amazon. Our cutting-edge AI platform and expert support enable brands to optimize their advertising strategies and make data-driven decisions. Here’s how Eva stands out:

  • Context-Aware Advertising Solution: Integrates inventory levels, conversion rates, and profitability metrics across all marketplaces.
  • Partnerships with Industry Giants: Collaborates with TikTok, eBay, Shopify, Google, Meta, Wayfair, Faire, and more.
  • Focus on Profitability: Ensures sustainable growth and effective multimedia mix for marketing.

Unlock Your eCommerce Potential Today

Ready to take your online business to the next level? Try Eva’s powerful AI-driven platform free for 15 days—no credit card needed!

Edited Cta

Looking for tailored assistance? If you need specialized support, our agency services and complimentary logistics solutions are designed to propel your brand forward.


How long does it take to get approved to sell on Walmart.com?

Approval can take anywhere from a few days to a few weeks, depending on the completeness and accuracy of your application.

Can I sell internationally on Walmart.com?

Yes, but international sellers need to fill out a different application form and meet additional requirements.

What products are best suited for Walmart.com?

Products with broad appeal and strong brand presence tend to perform best. Custom-made products are generally not accepted.

How important is it to have a U.S. business address?

It’s crucial. Applications with non-U.S. addresses are often denied.

What are the benefits of Walmart Fulfillment Services (WFS)?

WFS enhances your listing with two-day shipping, increasing your chances of higher conversions.

How do I improve my Listing Quality Score?

Fill out all required and recommended attributes, use high-quality images, and gather positive reviews.

What is the Pro Seller Badge?

A badge that signifies trust and reliability, which can enhance your listings’ visibility and conversion rates.

How do promotional tags work?

Tags like “Clearance” or “Reduced Price” can be added to attract more buyers. Some are algorithm-based, while others can be applied manually.

Is advertising on Walmart.com similar to Amazon PPC?

Yes, you can bid on keywords to improve your product’s visibility on Walmart.com.

How can Eva Commerce help my business grow?

Eva Commerce offers advanced AI tools and expert support to optimize your advertising strategies and ensure profitable growth.

Growing Your Business on Walmart.com

5.5 Advanced Advertising Strategies

  • Product Placement Ads: Bid for product placement ads that appear on competitors’ product pages.
  • Seasonal Campaigns: Plan advertising campaigns around major shopping events and holidays.

5.6 Enhancing Customer Service

  • Quick Response Time: Aim to respond to customer inquiries within 24 hours.
  • Clear Return Policies: Ensure your return policy is customer-friendly and clearly stated.

5.7 Expanding Product Lines

  • Market Research: Regularly conduct market research to identify new product opportunities.
  • Customer Feedback: Use customer feedback to improve existing products and develop new ones.

5.8 Utilizing Data Analytics

  • Sales Data: Regularly review sales data to identify trends and adjust your strategy.
  • Customer Behavior: Analyze customer behavior data to improve the shopping experience.

5.9 Networking and Community Involvement

  • Join Seller Communities: Participate in Walmart seller forums and online communities to share tips and strategies.
  • Attend Webinars and Events: Stay updated with the latest trends and best practices by attending industry webinars and events.


Selling on Walmart.com in 2024 presents a massive opportunity for growth.

By following these steps—applying correctly, listing effectively, increasing conversions, launching strategically, and growing continuously—you can harness the full potential of the Walmart marketplace.

And remember, Eva Commerce is here to help you every step of the way.

Ready to elevate your Walmart business? Book a free consultation with Eva Commerce today.


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 a future of profitability and innovation with Eva.