The retail landscape has transformed dramatically in recent years, shifting from traditional storefronts to the convenience of online platforms. Shoppers now have endless options at their fingertips, thanks to major e-commerce giants like Amazon, eBay, Etsy, and Walmart.
Walmart, in particular, has emerged as a dominant force in the online marketplace. In 2023 alone, Walmart achieved online sales of $53.4 billion in the United States, offering an expansive customer base for third-party sellers to access.
Interested in selling on Walmart.com but unsure where to start? This guide will provide you with a step-by-step process to secure approval and become a part of the Walmart Marketplace.
Introduction to Walmart Marketplace
Walmart’s online Marketplace ranks among the largest e-commerce platforms globally, attracting over 255 million weekly visitors.
While Walmart’s traditional retail model involves sourcing and selling products directly, the online Marketplace operates differently. It allows independent third-party sellers to showcase and sell their products to millions of Walmart customers.
This approach not only enables sellers to reach a significantly broader audience but also boosts sales by capitalizing on Walmart’s trusted reputation and substantial traffic.
Why Sell on Walmart Marketplace?
At first glance, Walmart Marketplace may appear similar to other major e-commerce platforms like Amazon and eBay. However, there are key differences that set it apart.
For one, Walmart has more rigorous application requirements compared to Amazon and eBay, which have relatively lenient processes. While this can seem daunting for new sellers, Walmart’s strict vetting enhances the platform’s credibility and maintains its high-quality branding. This, in turn, benefits existing sellers looking to strengthen their reputation.
Another significant advantage is Walmart Marketplace’s straightforward fee Structure. Unlike other platforms that charge monthly subscription fees, Walmart only applies a referral fee for each sale. These fees vary by product category, typically ranging from 6% to 20% of the selling price.
This performance-based model reduces upfront costs, making it a cost-effective solution for sellers. Whether you’re a small business or a large enterprise, Walmart Marketplace offers a seller-friendly environment to expand your reach and grow your sales.
Step-by-Step Guide to Getting Approval to Sell on Walmart Marketplace
Walmart Marketplace is known for its stringent approval process, which can be one of the initial hurdles for sellers on the platform.
Don’t worry—we’re here to guide you. Follow this step-by-step process to secure your approval to sell on Walmart Marketplace.
Step 1: Meet the Criteria
Walmart places a strong emphasis on customer satisfaction and service excellence. To maintain these standards, they only approve vendors who meet their high expectations.
To qualify as a Walmart Marketplace seller, you’ll need to meet these requirements:
- Your business must be registered in the US and have US-based warehouses.
- You must demonstrate a proven track record as an experienced and successful e-commerce seller.
- Your product catalog should be diverse and appealing.
- You should have a history of excellent customer service.
- Your shipping must be fast, and your pricing competitive.
Step 2: Prepare the Required Documents
Once you’ve ensured that you meet Walmart’s eligibility criteria, the next step is to gather all the necessary documents. Here’s what you’ll need:
- US Business Tax ID: This is required for tax purposes and serves as proof that your business is legal and legitimate.
- W-8 or W-9 Tax Forms: These forms are mandatory for tax reporting and compliance with IRS regulations.
- US Business and Warehouse Addresses: Your business and warehouse must be located in the United States to comply with Walmart’s location requirements.
- EIN Verification Letter: Provided by the Department of Treasury, this letter confirms your Employer Identification Number (EIN) and validates your business operations in the US.
- Product Category and Catalog Information: Prepare detailed information about the types of products you plan to sell, their categories, and the size of your product catalog. Ensure none of your items are listed under Walmart’s prohibited products.
Having these documents ready will streamline the approval process and demonstrate your preparedness to Walmart’s Marketplace team.
Step 3: Register to Apply
Step 3: Apply to Walmart Marketplace
Once you have all the required documents ready, it’s time to submit your application to Walmart Marketplace. Follow these steps:
Visit the Walmart Marketplace Website
Navigate to the Walmart Marketplace website and click on the “Join Marketplace” button in the top-right corner of the homepage.Complete the Company Registration Form
Fill out the form with your company details and upload all necessary documents, including tax forms and verification letters.Provide Product and Integration Information
Enter details about the products you plan to sell, including their categories, catalog size, and your intended integration method for product listings with Walmart’s system.Fill Out Shipping and Operations Details
Provide specifics about your shipping methods, warehouse locations, and operational logistics to meet Walmart’s requirements.Review and Submit the Application
Carefully review all the information entered, ensuring that all documents are correctly uploaded and details are accurate. Once verified, submit your application.
After submission, check the email address used to sign up for a message from Walmart containing a “Verify My Account” link. This link expires within 24 hours, so be sure to click and verify your account promptly.
If you don’t receive the email, check your spam folder or request a new verification email. If the issue persists and you’re unable to locate the email, your application may not have been successfully submitted, and you’ll need to restart the process.
Step 4: Wait for Approval
The application review process on Walmart Marketplace typically involves three distinct phases:
Review
Walmart’s team generally takes 2 to 4 weeks to review and process your application. During this time, both Walmart and their verification team carefully examine your submission. They will assess your details for compliance with Walmart’s standards and evaluate whether your business aligns with the platform’s expectations.Follow-Ups
In some cases, Walmart may request additional information or clarification to proceed with your application.Ensure you’re prepared to respond promptly to avoid unnecessary delays. Follow-ups may include inquiries about your business operations, product details, or requests for extra supporting documentation.
Notification
Once the review process is complete, you will receive an email notifying you of the outcome.If your application is approved, this email will likely include further instructions on setting up your Seller Center account and beginning your sales journey on Walmart Marketplace.
To avoid delays, ensure all submitted information is accurate and complete. Stay available for any follow-ups and respond quickly to inquiries for a smoother approval process.
What Happens After I Get Approved to Sell on Walmart.com?
Once you receive your approval email, you’re ready to start selling on Walmart Marketplace! However, before you can begin listing products, there are a few steps you need to complete:
- Create Your Seller Account: Set up your account on Walmart’s Seller Center.
- Verify Your Business Details: Confirm all necessary information, such as your tax ID and business address.
- Set Up Payment and Shipping Details: Configure your payment methods and shipping processes to ensure smooth transactions.
For a more detailed walkthrough on how to fully set up your seller account, check out our complete guide on selling on Walmart.
Is There a Guaranteed Way to Become a Walmart Marketplace Seller?
Currently, there is no surefire way to guarantee approval to sell on Walmart Marketplace. Walmart prides itself on carefully vetting sellers to maintain its reputation for quality and trustworthiness. Meeting and exceeding their criteria is the only path to approval.
Tips to Getting Approved to Sell on Walmart Marketplace
Although there’s no guaranteed method, you can take steps to improve your chances of approval. Here are some top tips to strengthen your application:
Tip #1: Showcase Your Ecommerce Success
Demonstrating your credibility as a trusted online seller can significantly boost your chances. Research indicates that buyers are more likely to choose sellers with higher reputation ratings, such as those on eBay or Amazon.
Since Walmart values its high-quality branding, it prioritizes experienced and established sellers. Highlighting your achievements and expertise in e-commerce can make your application stand out.
If you’re new to online selling, consider starting on platforms like Amazon, Etsy, or Shopify. These platforms offer a simpler onboarding process for beginners, helping you build a proven track record before applying to Walmart.
Tip #2: Avoid Selling Prohibited Products
Walmart’s Prohibited Products Policy provides a detailed list of items that cannot be sold on the platform.
Selling restricted products can result in an automatic rejection of your application. Prohibited items include hazardous materials, alcohol, certain food items, and offensive materials. Carefully review this list to ensure none of your products violate Walmart’s guidelines.
Tip #3: Provide Comprehensive Business Information
From the start, ensure your application includes all relevant information about your business.
A thorough and proactive approach reduces the need for follow-up communication and accelerates the review process. Missing details in your application could lead to delays as Walmart may request clarification multiple times.
For added credibility, consider using your business domain email during registration. This demonstrates professionalism and shows Walmart that you take branding and business seriously.
Tip #4: Demonstrate Excellent Customer Service
Walmart values businesses with a strong focus on customer satisfaction. Highlight your dedication to exceptional customer service in your application.
Include positive reviews and testimonials from past customers to emphasize your reliability. Showcase your ability to respond quickly and resolve issues efficiently, demonstrating that you align with Walmart’s customer-first values.
Tip #5: Offer Competitive Pricing and Fast Shipping
Walmart prioritizes sellers who can deliver competitively priced products paired with fast and dependable shipping services.
In your application, emphasize how you meet these standards. Highlight your pricing strategy and efficient logistics to prove your capability to meet Walmart’s expectations. By showcasing your strengths in pricing and fulfillment, you’ll position yourself as a valuable addition to their marketplace.
What to Do If Your Walmart Marketplace Application Is Denied
It’s possible for Walmart to reject your application, even if you’ve followed the requirements correctly. If this happens, don’t worry—there are steps you can take to improve your chances of approval.
1. Review Your Application
Carefully go over your application to identify any missing or incomplete information. For instance:
- Did you include positive customer reviews to showcase your credibility?
- Are your product prices competitive compared to the market?
Pinpointing areas of weakness or omissions in your application is a crucial first step in making improvements.
2. Revise and Appeal
Once you’ve identified the shortcomings, revise your application accordingly. Update any missing or incorrect information, such as business details, compliance proof, or enhanced product listings.
After making revisions, write a letter of appeal that includes:
- Updated business information
- Evidence of compliance with Walmart’s policies
- Links or screenshots showcasing improved product listings
Log in to Walmart’s Seller Help page and select the “Appeal application decision” option to submit your appeal. Ensure your revised application is clear and complete to strengthen your case.
How to Improve Your Chances After Getting Denied
If your Walmart Marketplace application is denied again, don’t be discouraged—you can always try reapplying in the future. In the meantime, here are three actionable steps to enhance your chances of approval:
1. Strengthen Your Ecommerce Profile
Building a solid track record on other e-commerce platforms like Amazon, Shopify, or eBay can significantly improve your chances of getting approved.
Here are a few tips to boost your profile:
- Collect more positive reviews from satisfied customers.
- Maintain high performance metrics, such as on-time shipping and low return rates.
- Expand your product catalog to showcase a diverse range of offerings, as Walmart values variety in sellers’ inventories.
By establishing yourself as a credible and successful seller, you’ll make a stronger case in your next application.
2. Explore Alternative Platforms
While preparing for your Walmart reapplication, consider diversifying your presence on other platforms like Amazon, eBay, or Etsy.
This approach not only builds your reputation but also helps you grow your business in the meantime. A robust presence on multiple marketplaces demonstrates your ability to thrive as an online seller.
3. Seek Professional Assistance
If you’re unsure how to proceed, leverage marketplace management tools like Threecolts to enhance your e-commerce strategy.
These tools can help you:
- Optimize your seller accounts across various platforms.
- Improve your overall e-commerce metrics.
- Create a more credible and polished seller profile.
By using such resources, you’ll present yourself as a stronger candidate when reapplying to Walmart Marketplace.
8 Best Practices When Selling on Walmart
Getting approved to sell on Walmart Marketplace is a significant accomplishment. To maintain your presence and thrive on the platform, here are eight proven tips to ensure your success:
1. Optimize Your Product Listings
To stand out on Walmart Marketplace, your product listings must be top-notch.
- Use high-quality, true-to-life images that accurately represent your products.
- Write detailed and accurate descriptions that provide all the necessary information customers need.
- Include relevant keywords to ensure your listings remain visible in search results.
Well-crafted listings not only make it easier for customers to find your products but also enhance your credibility as a seller.
2. Encourage Customer Reviews
Customer reviews are vital for building trust and driving conversions. A 2023 survey revealed the following about online shoppers:
- 90.6% of shoppers read reviews.
- 63.3% always read reviews before making a purchase.
- 91.1% consider past customer experiences through reviews before buying.
Positive reviews significantly influence buyer decisions and establish your credibility. To collect more reviews:
- Follow up with customers after their purchase to request feedback.
- Use incentives like promo codes or discounts to encourage honest reviews.
By actively seeking reviews, you’ll build trust among potential buyers and boost your conversion rates.
3. Utilize Walmart Advertising
Leverage Walmart’s wide range of advertising options to increase your product visibility and drive sales.
Walmart offers advertising formats like:
- In-store display ads
- Sponsored ads for brands, products, and videos
- Custom campaigns to direct targeted traffic to your listings
To get the most out of your campaigns, select ad keywords strategically and regularly monitor performance to maximize your return on investment (ROI).
4. Guarantee Compliance
Adhering to Walmart’s policies is crucial for maintaining your account and reputation.
Specifically, compliance with Walmart’s Prohibited Products Policy is mandatory. Attempting to sell restricted items can result in penalties or, in severe cases, account suspension. Always ensure your inventory aligns with Walmart’s guidelines.
5. Strive to Win the Buy Box
The Buy Box is a prominent feature that highlights a seller’s offer when multiple sellers list the same product. Winning the Buy Box can significantly boost your sales.
To secure the Buy Box:
- Offer competitive pricing.
- Provide fast and reliable shipping.
- Maintain high customer ratings.
- Ensure adequate stock levels to meet customer demand.
6. Maintain High Performance Standards
Walmart values sellers who deliver exceptional service. Keep your account in good standing by:
- Ensuring on-time shipments.
- Minimizing refunds and cancellations.
- Providing top-notch customer service.
Consistency in these areas is key to long-term success on Walmart Marketplace.
7. Keep Your Inventory Updated
Accurate inventory management is essential to prevent customer dissatisfaction. Selling products that are out of stock can result in negative reviews and lost trust.
Regularly update stock levels to:
- Avoid overselling items.
- Identify when it’s time to reorder inventory.
Consider using tools like Threecolts Walmart Seller Tools to streamline inventory tracking and improve your overall operations.
8. Maintain Competitive Pricing
Competitive pricing is crucial for attracting customers and staying ahead of the competition.
- Research competitor pricing to ensure your products are attractively priced while maintaining profitability.
- Adjust prices as needed to stay competitive in the market.
Tools like DataSpark can help you create a data-driven pricing strategy to maximize your sales and profit margins.
Increase Your Walmart Sales with Marketplace Management Software
Joining Walmart Marketplace is an excellent opportunity to grow your business and connect with millions of potential customers. As one of the most prominent and trusted retail platforms, Walmart offers unmatched visibility and access to a vast audience.
The good news? You can streamline the entire process with tools like Threecolts. These marketplace management tools make it easier to:
- Optimize your product listings
- Manage inventory efficiently
- Enhance your day-to-day operations
Equipping yourself with the right software ensures that your business runs smoothly and stays competitive on Walmart Marketplace.
For more tips and resources to become a successful Walmart seller, explore our articles on contacting Walmart customer service, Walmart Marketplace tools, and much more.
