The Ultimate Walmart Seller Guide: How to Start and Succeed on Walmart Marketplace in 2025

Walmart Marketplace is a fast-growing eCommerce platform that allows third-party sellers to list their products alongside Walmart’s own inventory. With millions of shoppers and less competition than Amazon, selling on Walmart presents a significant opportunity for eCommerce entrepreneurs. However, success on Walmart Marketplace requires strategy, optimization, and compliance with its strict policies.

This guide walks you through the entire selling process, from application to scaling your business on Walmart Marketplace in 2025.

Step 1: Understanding Walmart Marketplace

Unlike platforms like eBay and Etsy, Walmart Marketplace is a curated platform, meaning you must apply and be approved before you can start selling. Benefits of selling on Walmart include:

• Access to Walmart’s massive customer base.
• No monthly subscription fees.
• Increased trust from buyers due to Walmart’s reputation.
• Less competition compared to Amazon.

Step 2: Applying to Sell on Walmart Marketplace

To sell on Walmart Marketplace, you need to apply and meet specific criteria. Follow these steps:

1. Visit the Walmart Seller Application Page – Go to Walmart Marketplace and click “Apply.”
2. Provide Business Details – You must have a registered business (LLC or Corporation) and a U.S. Business Tax ID (EIN).
3. Submit E-Commerce Experience – Walmart prefers sellers with a proven track record on platforms like Amazon, eBay, or Shopify.
4. Ensure High-Quality Products – Walmart requires competitive pricing and fast shipping capabilities.
5. Wait for Approval – Approval can take a few weeks. Be ready to provide additional documentation if requested.

Step 3: Setting Up Your Walmart Seller Account

Once approved, complete your seller account setup:

1. Register for Walmart Seller Center – This is your dashboard for managing listings, orders, and reports.
2. Set Up Payment Information – Walmart pays sellers via Payoneer or direct deposit.
3. Complete Tax and Shipping Details – Set up tax collection settings and configure shipping rates.
4. Choose Fulfillment Methods – Options include self-fulfillment or Walmart Fulfillment Services (WFS).
5. Create Your First Listings – Use high-quality images, competitive pricing, and SEO-optimized descriptions.

Step 4: Product Research & Sourcing

To succeed on Walmart, choose products that meet customer demand. Here’s how to research effectively:

• Use Walmart’s Best Sellers Page – Identify trending products.
• Analyze Competitor Listings – Find pricing gaps and product opportunities.
• Leverage Keyword Tools – Use tools like Helium 10 and Jungle Scout for data-driven insights.
• Source from Reliable Suppliers – Consider wholesalers, manufacturers, or private-label suppliers.
• Ensure Compliance – Products must meet Walmart’s quality and safety standards.

Step 5: Creating High-Converting Walmart Listings

Your product listings play a crucial role in conversions. Optimize them using these strategies:

1. Write a Compelling Title – Use relevant keywords naturally.
2. Use High-Quality Images – Walmart recommends at least four images per product.
3. Craft a Detailed Description – Highlight key features and benefits.
4. Optimize for SEO – Include high-ranking keywords without keyword stuffing.
5. Set Competitive Pricing – Walmart values low prices; consider dynamic pricing tools.
6. Enable Two-Day Shipping – Fast shipping can increase conversions and Buy Box wins.
7. Utilize Walmart Rich Media – Videos and enhanced content can boost engagement.

Step 6: Understanding Walmart’s Fees & Pricing Strategy

Walmart charges sellers based on a commission-based fee structure, meaning you only pay when you make a sale. Fees vary by category but generally range between 6-15%.

Pricing Strategies:

• Competitive Pricing – Walmart prioritizes the lowest-priced offers.
• Repricing Tools – Automate price adjustments to stay competitive.
• Bundling & Discounts – Offer multipacks or bundles to increase average order value.

Step 7: Shipping & Fulfillment Options

Walmart offers different fulfillment methods to ensure fast and reliable delivery:

1. Self-Fulfillment – Ship orders yourself using your preferred carriers.
2. Walmart Fulfillment Services (WFS) – Walmart handles storage, packing, and shipping (similar to Amazon FBA).
3. Third-Party Logistics (3PL) – Partner with a fulfillment center for efficient shipping.

Best Practices for Shipping:

• Offer Free Two-Day Shipping – Helps win the Buy Box.
• Provide Accurate Tracking – Enhances customer trust.
• Use Walmart-Preferred Carriers – Get discounted rates and better service.

Step 8: Promoting & Marketing Your Walmart Listings

Driving traffic and sales requires an effective marketing strategy. Here’s how to boost visibility:

1. Walmart Sponsored Ads

• Use Sponsored Products to appear at the top of search results.
• Set a competitive Cost-Per-Click (CPC) bid to outperform competitors.

2. Optimize Listings for SEO

• Use relevant keywords in titles, descriptions, and backend search terms.
• Regularly update listings to maintain relevance.

3. Leverage External Traffic

• Promote Walmart listings via Google Ads, Facebook Ads, and social media.
• Use influencer marketing to generate organic sales.

4. Utilize Email Marketing

• Engage existing customers with exclusive Walmart offers.
• Send abandoned cart reminders and promotional emails.

Step 9: Managing & Scaling Your Walmart Business

Once you start generating sales, focus on scaling your business:

• Expand Product Selection – Add new SKUs based on market trends.
• Maintain High Seller Performance – Keep order defect rate (ODR) below 2%.
• Monitor Analytics – Use Walmart Seller Center insights to track performance.
• Leverage WFS for Faster Shipping – Improve fulfillment efficiency.
• Automate Inventory Management – Use tools like Deliverr or Sellbrite.

Step 10: Avoiding Common Mistakes

To ensure long-term success, avoid these common pitfalls:

• Violating Walmart’s Policies – Non-compliance can lead to account suspension.
• Slow Shipping Times – Delays affect customer satisfaction and rankings.
• Ignoring Price Competitiveness – Walmart prioritizes sellers with the lowest prices.
• Poor Customer Service – Respond to inquiries and resolve issues promptly.
• Neglecting Ad Campaigns – Walmart Ads help boost visibility and conversions.

Conclusion

Selling on Walmart Marketplace in 2025 offers tremendous opportunities, but success requires strategic planning, optimization, and a commitment to high-quality service. By following this guide, you can successfully launch, grow, and scale your Walmart business.

Start selling today and leverage Walmart’s massive customer base to build a profitable eCommerce brand!