Walmart Marketplace has opened its doors wider to sellers, simplifying its application process to encourage broader participation. While the platform previously maintained a highly selective approach, it now offers a streamlined entry point, verifying business details further down the line. However, a well-prepared application remains crucial for seamless integration.
Essential Criteria for Walmart Marketplace Sellers
To join Walmart Marketplace, sellers must meet these fundamental requirements:
- Valid Business Identification: A Business Tax ID or Business License Number is mandatory (SSN is not accepted).
- Business Verification: Supporting documents that confirm your Business Name and Address are required.
- eCommerce Experience: A demonstrated history of success in online marketplaces or eCommerce platforms is essential.
- Product Identification: Products must have GTIN/UPC GS1 Company Prefix Numbers for standardized identification.
- Product Compliance: The seller’s catalog must strictly adhere to Walmart’s Prohibited Products Policy.
- Fulfillment Capabilities: Sellers must utilize Walmart Fulfillment Services (WFS) or demonstrate the capacity for B2C fulfillment from a US warehouse with return capabilities.
Tips for a Successful Walmart Marketplace Application
Walmart prioritizes sellers who can meet market demands and maintain high performance standards. Here are some key tips to enhance your application’s approval chances:
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Demonstrate eCommerce Expertise: Walmart favors sellers with a proven track record in online sales. While years of experience are valuable, the emphasis is on demonstrated success on platforms like Amazon and eBay. Strong performance metrics, including product success, customer satisfaction, and service quality, are essential. If new to online selling, consider establishing a strong presence on other platforms before applying to Walmart Marketplace.
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Maintain Meticulous Organization: Ensure all business documentation is complete, accurate, and consistent. This includes providing a U.S. business tax ID, Form W-9, EIN verification letter, and accurate U.S. business and warehouse addresses. Consistency in company details across all documents is crucial to avoid delays or rejection. Consider having an accountant verify the accuracy and compliance of your records.
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Prioritize Exceptional Customer Service: Walmart upholds strict customer service standards. Sellers must provide a dedicated business phone number, ensure prompt email responses within 24 hours, have an emergency notification system in place, offer support in English during designated hours, and provide reliable voicemail services. Positive reviews and ratings from other eCommerce platforms can strengthen your application.
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Ensure Efficient Fulfillment: Walmart values timely order fulfillment. Sellers with U.S.-based warehouses and the capacity for prompt processing (ideally within two days) are preferred. Alternatively, sellers can partner with third-party fulfillment services like Deliverr or utilize Walmart Fulfillment Services (WFS) after gaining marketplace access. Dropshipping is permitted if products are delivered quickly in unbranded packaging.
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Offer Products Aligned with Walmart’s Assortment: Ensure your products complement Walmart’s existing offerings. While some flexibility exists, Walmart seeks distinctive products that expand its assortment. Avoid products that are already widely available or fall outside of Walmart’s typical price range.
Navigating Application Denial
Walmart may deny applications for various reasons, including insufficient eCommerce experience, lack of unique product offerings, inconsistencies in documentation, inadequate customer service history, poor product ratings, or unreliable fulfillment processes.
If your application is denied, access your Walmart Seller Center account and navigate to the “Help” section to contact support and appeal the decision.
Conclusion
Walmart Marketplace maintains high standards for seller quality, emphasizing customer service, product value, and operational efficiency. A well-prepared application is essential for success. If you encounter challenges, seek assistance from experts to navigate the process effectively.
