How to Sell on Walmart Successfully

When Sam Walton opened the first Walmart in 1962, he likely never imagined how much of an impact he would have on the world. In 2009, the modern retail giant launched the Walmart Marketplace, letting third-party sellers offer their products next to Walmart's offerings.

If you want to expand the reach of your online business, you need to know how to sell on Walmart Marketplace. Our guide will give you the tools to succeed as a Walmart Marketplace seller.

What is Walmart Marketplace?

Walmart Marketplace is an e-commerce platform for third-party sellers that operates through the Walmart website. Your products will show up in the search results on the Walmart website, massively increasing your reach.

Similar to how Amazon hosts third-party sellers, the items you list on the Walmart Marketplace will appear alongside products sold by Walmart itself. If you're already familiar with digital storefronts, you can compare Walmart Marketplace versus Amazon to inform your online selling practices.

Benefits of selling on Walmart

Launching an independent online business can be extremely rewarding, but it’s also a lot of work. It requires robust logistics systems and a deep knowledge of electronic data interchange (EDI).

Working with an established retailer, such as Walmart, helps lighten the load. Leveraging the reach of Walmart Marketplace can provide your organization with multiple benefits, including the following:

• High traffic volume: Walmart has unparalleled brand recognition. Millions of consumers head there first when they need to buy something. You can take advantage of that popularity to get eyes on your products instantly instead of building traffic to your own site.
• Cost-effective: You don't have to pay a setup fee to get started with Walmart, and there are no monthly fees to list your products on the site. Instead, you only pay a fee when you sell something. The Walmart Marketplace fees vary based on the type of product you're selling, but they usually fall between 8% and 15%.
• Less work: If you aren’t ready to handle large volumes of invoicing and complex payment systems, Walmart offers a secure, existing platform with its own digital infrastructure. You don't have to worry about site security, maintenance, or other hassles of running your own website.
• Seller tools: Walmart provides a robust suite of tools to help you succeed.

Requirements to sell on Walmart

The first step to becoming a Walmart Marketplace seller is ensuring you qualify. Here's what Walmart requires from its sellers:

• Established business: You'll need a business tax ID or business license number to sell on Walmart Marketplace. A Social Security Number isn't enough. You must also provide documents verifying your business’s name and address.
• Proven track record: Walmart Marketplace isn't the spot to make your business debut. You’re required to show previous success in a marketplace or e-commerce setting.
• Product requirements: Everything you sell through the market needs to have a GTIN/UPC GS1 Company Prefix Number. Walmart prohibits some items, so check the list to make sure what your products are allowed.
• Fulfillment requirements: Your orders must be fulfilled through Walmart Fulfillment Services (WFS) or another B2C warehouse that can handle returns.

6 steps to sell on Walmart Marketplace

So, you've checked all the boxes and qualify to sell on Walmart Marketplace. What's next? Follow these steps to get your products on the site and start selling.

1. Apply to Walmart Marketplace

You know you meet the requirements, but Walmart must verify your qualifications, so start by completing an application. This step is easier if you have your information on hand, including your business tax ID, W9 or W8, and EIN Verification Letter.

2. Set up your account

You’ll then set up your Walmart Marketplace account. Walmart should send an email with a link once you're approved. Fill out the Walmart Retailer Agreement, tax forms, payment information, shipping information, and all other relevant details. It's a relatively straightforward process, but be careful to enter everything correctly to avoid problems down the road.

3. Fill out a partner profile

Now that the tedious work is done, you're in the Seller Center. This is where the fun begins, starting with your partner profile. This lets users learn more about your company, so make it stand out. Include your logo, a description that displays your company's personality, and other elements to build brand awareness. This is also where you explain your policies. Clear policies help you avoid customer complaints.

4. Make your product listings

Next, set up the items you plan to sell. Walmart provides several ways to share details about your products in long and short descriptions. You can also add photos and videos. Make these listings as thorough as possible to help sell your products.

5. Test your work

Before you go live, verify that everything looks correct. Walmart Marketplace lets you preview your listings and place test orders to ensure everything works as intended.

6. Take your products live

If your listings are all in order, you're ready to go. Walmart will review everything to confirm all guidelines are met. Once the review is complete, you're officially a Walmart Marketplace seller.

How to sell on Walmart Marketplace: 4 best practices

The basic steps get you started, but far more goes into a successful Walmart Marketplace store. These best practices will help you ramp up your efforts:

1. Optimize listings: Use high-quality photos, incorporate SEO keywords, and make descriptions concise and accurate. Go beyond the minimum requirements to provide details and information for consumers.
2. Price competitively: Profits are vital, but you’ll sell more if you price your products competitively, especially since Walmart is known for low prices.
3. Do market research: Examine your competitors’ tactics to gain a competitive edge. Improve your listings, offerings, and service to beat out the competition.
4. Provide the best customer service: Although Walmart Marketplace makes selling easy, you're still responsible for providing customer service. Respond quickly and professionally to customers when they have questions or issues with their orders.

Walmart seller tools and programs

Walmart makes its marketplace even more accessible by providing sellers with tools and support. Here are some of the resources you can use as a seller:

• Walmart Fulfillment Services: Walmart simplifies fulfillment for you when you use their services. They don't enforce minimums or maximums for your inventory, so it's flexible and scalable as your business grows. After joining Walmart Marketplace, you ship your stock to the WFS facility, and they take care of the rest.
• Seller Center: Walmart Marketplace sellers have a robust dashboard that helps manage orders and inventory. You get access to insights and analytics to track your performance and make informed decisions. There’s also the Unpublished Items Dashboard, which shows your items that aren't currently published so you can fix any issues.
• Expedited delivery: Consumers want their items quickly when they shop online; Walmart's signature TwoDay and ThreeDay Delivery options will persuade more shoppers to choose your products. When you enable expedited shipping options, your products often appear higher in search results.
• Walmart Sponsored Search: Selling on Walmart Marketplace automatically puts your products in front of countless potential customers. For even more attention, use the Walmart Connect program for paid advertising options. The sponsored product ads and sponsored brand options increase your visibility in search results.
• Enhanced Returns: Walmart lets sellers offer Enhanced Returns, which allow customers to return items online or in Walmart stores. Flexible, free returns can increase sales because buyers have peace of mind if their purchases don't work out.
• Biz Mentor: The Biz Mentor tool gives you real-time insights to help you improve. It offers actionable suggestions about pricing, inventory, and other factors to boost your performance.

Sell on Walmart Marketplace with help from Orderful

Now that you know how to sell on Walmart Marketplace, why not take your business to the next level? Expand your business to Amazon, Shopify, and beyond with help from Orderful.

Orderful can make your online sales faster and easier with electronic data interchange (EDI) solutions. Speak to one of our experts about implementing EDI today. We can work with you to ensure you’re using EDI to its full potential.