This is the 2026 Beginner's Guide to Selling on Walmart Marketplace.
Walmart Marketplace allows third-party sellers to list products alongside Walmart's own inventory, reaching millions of customers who trust the Walmart brand.
It is particularly suitable for established sellers in print-on-demand, custom products, and other e-commerce categories looking to expand their reach in the US market.
This guide covers the platform overview, seller requirements, the application process, approval strategies, and key steps to get started.
What Is Walmart Marketplace?
Walmart Marketplace is a dynamic online platform where businesses can sell their products alongside Walmart's own inventory. It's a digital arena that connects sellers with a vast and diverse customer base, offering a wide range of products from various categories.
This marketplace is particularly appealing to entrepreneurs and small business owners, as well as designers, artists, and larger organizations, due to its extensive reach and the reputation of Walmart as a trusted retail brand.
For those looking to expand their online presence, Walmart Marketplace offers an opportunity to tap into a large and engaged audience. Its integration with Walmart's robust logistics and customer service framework provides a seamless shopping experience, making it a lucrative option for sellers.
The platform is especially beneficial for those in the print-on-demand sector, offering a vast market for unique and customized products.
Why Sell Your Products on Walmart Marketplace?
Selling your products on Walmart Marketplace offers several strategic advantages, especially for businesses in the print-on-demand sector.
Walmart's vast and diverse customer base presents a golden opportunity for increased sales and brand exposure. By listing products on this platform, you can reach a wide audience that may not be accessible through other channels.
Walmart's reputation as a trusted retail giant lends credibility to your products. This trust factor can be pivotal in convincing customers to choose your offerings over competitors'.
Walmart Marketplace provides a structured yet flexible environment for sellers to grow their businesses. With access to Walmart's robust analytics and customer insights, you can make informed decisions to optimize your sales strategies and product offerings.
This environment is conducive for entrepreneurs, designers, and small business owners looking to expand their reach in the e-commerce landscape.
How Walmart Marketplace Works?
Marketplace sellers on Walmart are independent businesses using Walmart's massive customer traffic and platform infrastructure of the total platform.
Once listed and approved, products are made visible to shoppers on Walmart.com and the Walmart app, where customers can place orders directly through the checkout system provided by Walmart.
The sellers are responsible for managing their listings, set pricing, handle inventory and return shipping, and provide customer service.
Orders can be fulfilled through a seller's own logistics systems or via the usage of Walmart Fulfillment Services (WFS), which handles warehousing, shipping, and returns on behalf of the seller.
Walmart supports daily operations with performance dashboards, sales analytics, and inventory management tools. These insights help drive listing optimization, service-level standards, and conversion rate improvement.
Walmart focuses on fast shipping, accurate listings, and customer satisfaction, which makes operational consistency a success driver.
This model enables print-on-demand and e-commerce sellers to scale their businesses without depending on physical retail. With reliable fulfillment partners and compliant product catalogs, sellers can expand their reach efficiently by meeting Walmart's strict marketplace standards.
What Are Walmart's Criteria for Inviting New Sellers?
Walmart Marketplace has specific criteria for inviting new sellers, focusing on ensuring a high-quality shopping experience for its customers. Key factors include:
- Product Quality and Compliance: Products must meet Walmart's standards of quality and comply with all relevant regulations.
- Competitive Pricing: Pricing should be competitive, offering value to Walmart customers.
- Operational Excellence: Sellers need robust operational capabilities, including efficient fulfillment, inventory management, and customer service.
Walmart looks for sellers with a proven track record of marketplace success and positive customer feedback. This reflects Walmart's commitment to maintaining its reputation as a trusted retail platform.
What Are the Requirements to Join Walmart?
Potential sellers must have a history of marketplace or eCommerce success. Walmart carefully reviews your past sales performance to assess your ability to provide excellent customer service and fulfill orders with high efficiency.
Your business must uphold the integrity of its product catalog with UPC compliance for all listed items. This ensures that product listings are accurate, enhancing the shopping experience for customers.
All applicants must have robust fulfillment systems in place to manage orders effectively. Walmart demands a track record of timely delivery and a professional handling of returns, which is crucial for maintaining customer satisfaction and compliance with their service standards.
How to Get Approved to Sell on Walmart Step by Step?
Securing approval to sell on Walmart Marketplace requires more than filling out an application. Walmart prioritizes customer satisfaction, operational reliability, and long-term seller quality.
To succeed, sellers must demonstrate that their business meets Walmart's standards across compliance, fulfillment, and customer experience.
Below is a clear and practical eight-step guide to help you navigate the Walmart seller approval process from preparation to launch.
1. Start with a Real Business
Walmart Marketplace is designed for established businesses, not casual or individual sellers. Your business should be legally registered, preferably in the United States. At a minimum, you'll need:
- A U.S. business tax ID
- A completed Form W-9
- An EIN verification letter
These documents allow Walmart to verify your business identity and tax compliance.
2. Organize Company Documents
Before applying, ensure all your business information is accurate and consistent. This includes:
- Legal business name and structure
- U.S. business address and warehouse address
- Tax and banking information
Missing or inconsistent documentation is one of the most common causes of application delays or rejections.
3. Self-Check Customer Service, Fulfillment, and Product Suitability
Before submitting your application, evaluate whether your operations align with Walmart's expectations:
- Customer service: Dedicated business contact details and fast response times
- Fulfillment: Reliable logistics that meet Walmart's shipping and delivery requirements
- Product suitability: Products must be competitively priced, high quality, and compliant with Walmart's Prohibited Products Policy
Walmart favors sellers who can consistently deliver a smooth and reliable customer experience.
4. Complete the Application Process
Submit your application through the Walmart Marketplace Seller Center. Provide detailed and accurate information about your business, operations, and products. Take your time—errors or omissions at this stage can significantly slow down the approval process.
5. Wait for Approval
After submission, Walmart will review your application. The approval process typically takes 2–4 weeks. During this period, Walmart may contact you for additional documentation or clarification. Prompt and professional responses can help keep the process moving smoothly.
6. Registration and Account Setup
Once approved, complete your seller account setup by:
- Adding payment and tax information
- Configuring shipping and return settings
- Completing your partner profile
This step ensures your account is fully operational and ready to list products.
7. Upload and Optimize Your Product Listings
Use Walmart's Bulk Upload tools or API to upload your products. Make sure each listing includes:
- Clear and accurate product titles
- High-quality images
- Detailed descriptions and specifications
Well-optimized listings not only improve approval outcomes but also increase conversion rates once your products go live.
8. Start Selling on Walmart Marketplace
After completing setup and product uploads, your store is ready to launch. Begin selling on Walmart Marketplace while closely monitoring performance metrics, customer feedback, and operational compliance. Continuous optimization is key to long-term success on the platform.
How to Increase Your Chances of Getting Approved?
To enhance your chances of getting approved to sell on Walmart Marketplace in 2024, it's crucial to focus on several strategic aspects of your business:
- Uphold Superior Product Standards: Ensuring that your offerings exceed Walmart's quality expectations and fully comply with regulatory demands is fundamental.
- Demonstrate Business Reliability: Illustrate your business's dependability through a consistent history of positive customer reviews and steady sales figures. This aspect reassures Walmart of your capability to maintain their standard of customer satisfaction.
- Adopt Competitive Pricing and Exceptional Customer Service: Walmart values sellers who can offer competitive prices without compromising service quality. Balancing affordability with high-quality customer support can give you an edge in the approval process.
Additionally, Walmart values sellers who can offer a unique product mix or fill a gap in their existing inventory. Showcasing how your products can enhance Walmart's current offerings can be a significant advantage.
Which Products Can Be Better Approved by Walmart?
When determining which products are more likely to be approved by Walmart, consider both the broader market trends and Walmart's specific standards.
High-Demand Products
Products that fill current inventory gaps at Walmart are more likely to be approved. These include consumables and daily necessities that meet ongoing consumer demand, such as air fresheners and masks.
Similarly, smart home devices that offer enhanced living convenience are increasingly popular and likely to be considered.
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Quality and Compliance
Baby's products that are non-toxic and meet strict safety standards are examples of items that Walmart may prioritize.
Any health supplements that are FDA approved and clearly label all ingredients might also stand a better chance of being accepted due to their compliance with health and safety regulations.
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What if Your Application Is Rejected by Walmart?
When facing a rejection from Walmart, it's essential to not view it as a setback but as an opportunity to refine and improve your approach. Here's what you can do if your application to sell on Walmart is not initially approved:
Understand the Reasons for Rejection
Thoroughly review the feedback from Walmart. Typically, they will provide specific reasons why your application was not successful. This might relate to your pricing strategy, product categories, compliance issues, or operational capabilities. Understanding these points is crucial for addressing them effectively.
Enhance Your Business Operations
Use the feedback as a guideline to enhance your business aspects that didn't meet Walmart's criteria. This could involve improving product quality, updating your supply chain logistics, or ensuring better customer service practices. It might also be beneficial to enhance your online presence or customer reviews to build a stronger case for your business reliability and reputation.
Reapply with Confidence
Once improvements have been made, prepare your documents and reapply. Make sure to highlight the changes and upgrades you have implemented based on Walmart's feedback. Show a clear narrative of growth and adaptation in your new application to increase your chances of approval.
How About Walmart Marketplace Fees?
Walmart Marketplace fees are an important consideration for sellers. Unlike platforms with monthly subscriptions, Walmart uses a commission-based model with no monthly, setup, or listing fees—you only pay when an item sells.
Referral Fees (Commission)
These are a percentage of the total sales price, including item price, shipping, handling, gift wrap, and other charges. The rates vary by category and typically range from 5% to 15%, though some categories—like certain jewelry tiers—can reach 20%.
Many categories use tiered pricing based on the item price. For example:
- Apparel: 5% for items priced $15 or less, 15% for items over $20
- Jewelry: 20% for items priced $250 or less, 5% for items over $250
No Monthly Fees
This makes it especially attractive for businesses with variable or growing sales volumes. Additional costs may apply if using Walmart Fulfillment Services (WFS) for storage or shipping.
Additional Fulfillment Fees
Sellers using Walmart Fulfillment Services (WFS) may incur extra fees for standard, oversized, and bulky items depending on weight and dimensions.
How to Sell Products in Walmart Stores?
Selling products in Walmart stores offers an incredible opportunity for visibility and growth. However, it's important to grasp the process to get your products on their shelves. Here's a step-by-step guide on how to navigate this journey:
- Apply for Walmart Marketplace: Initially, apply online for the Walmart Marketplace. This step involves providing detailed business information, including your history, sales figures, and product details. Walmart is selective, seeking partners that align with their customer base and corporate values.
- Showcase Your Unique Offerings: Highlight what sets your products apart. Walmart looks for items that can either fill a gap in their existing inventory or outshine current offerings in terms of quality or price. Unique, innovative products have a better chance of catching their attention.
- Prepare for Compliance and Quality Standards: Walmart maintains high standards for quality and compliance. Ensure your products meet all relevant safety standards and regulations. You might need to provide proof of compliance and undergo a quality assurance process.
- Optimize for Competitive Pricing and Logistics: Competitive pricing is key. Analyze the market and price your products competitively. Additionally, Walmart values efficient logistics. Demonstrate your capability to handle large orders and maintain consistent stock levels.
- Engage in the Onboarding Process: Once approved, you'll go through an onboarding process. This includes setting up your account, attending training sessions, and integrating your product catalog with Walmart's system. Take this phase seriously as it sets the foundation for your success on the platform.
By following these steps, your products can find a place in Walmart's vast retail landscape. Remember, persistence and attention to detail are vital in this process. Walmart's platform can catapult your brand to new heights, making the effort well worth it.
Read More:
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PrintKK services will greatly improve the odds of you being approved for the opportunity to sell at Walmart. In addition to the support offered, PrintKK has many different items that can be customized, assisting the seller in developing effective ideas for products.
Streamlined Listings & Compliance
The PrintKK will help you ensure your products meet the Walmart guidelines through high-quality images and rich content. At the same time, you will find it easier to deal with issues of compliance and quality.
Operational Support
PrintKK also offers logistics and fulfillment services, and it optimizes inventory management and fulfillment. Being able to prove operational effectiveness and a scalable supply chain goes a long way in obtaining Walmart approval.
Flexibility & Creativity
With varied products and AI tools to design, sellers can rapidly explore new concepts, adjust to marketplace trends, and develop differentiated products that differentiate themselves — all within the framework of being legal and aligned to what Walmart wants.
Conclusion
In 2026, Walmart Marketplace remains a powerful growth channel for e-commerce sellers, especially in print-on-demand and custom products.
Success requires a registered U.S. business, proven track record, compliant products, reliable fulfillment, and strong customer service. While approval is selective, preparation and persistence pay off — many sellers now get approved faster than before.
Partner with platforms like PrintKK to streamline listings, ensure compliance, and scale operations. Start strong, optimize continuously, and turn Walmart into a key pillar of your business.
FAQs
Who can join Walmart?
Walmart Marketplace welcomes established businesses and brands with a track record of sales. Sellers must meet quality and service standards. Small companies, startups, and larger enterprises are all eligible if they comply with Walmart's requirements.
Can individuals sell on Walmart?
Walmart primarily works with registered businesses, not individual sellers. To join, you need a legal business entity, tax ID, and proper documentation. Individuals without a business structure typically cannot sell directly on the platform.
Is it hard to get approved to sell on Walmart?
Approval can be challenging because Walmart focuses on quality, pricing, and reliability. Sellers must show strong operations, good customer service, and products that meet marketplace standards. Careful preparation increases approval chances.
Why is Walmart seller application denied?
Applications are usually rejected if products fail compliance, pricing is uncompetitive, or operational capabilities are insufficient. Missing documents or poor past sales performance can also cause denial, so attention to details is critical.
How long does it usually take Walmart to approve a seller?
The verification and approval process typically takes two to four weeks. This depends on how complete your application is, product review requirements, and Walmart's evaluation of your business and operational readiness.
Is it profitable to sell at Walmart?
Selling on Walmart can be profitable due to its large customer base. Success depends on competitive pricing, product selection, and efficient order fulfillment. Careful planning and meeting Walmart standards help maintain steady sales.
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