Walmart Marketplace lets third-party sellers list products on Walmart.com next to Walmart’s own stock. It’s the second-largest marketplace in the US after Amazon, but it’s more selective: you apply, and Walmart approves sellers rather than letting anyone open an account. The big draw is cost. Walmart charges no setup, monthly or listing fees; you pay a referral fee only when something sells.
At a glance
| What it is | Third-party marketplace on Walmart.com |
| Entry | Application and approval |
| Monthly fee | None |
| Referral fees | Mostly 6% to 15%, by category |
| Fulfillment | Ship yourself or use WFS |
| Main requirement | US business tax ID (for US sellers) |
Requirements
US sellers need a US business tax ID and a W-9, a verifiable business address and a track record of ecommerce selling. Walmart also runs international seller programmes in some countries with their own documents. Expect your application to be reviewed before you can list.
Fees
Referral fees vary by category and, for some, by price tier, mostly between 6% and 15%. Advertising through Walmart Connect is optional and paid per click. That’s the core cost; there’s no subscription to cover in slow months.
Walmart Fulfillment Services
Walmart Fulfillment Services (WFS) stores your stock, packs and ships orders, and handles customer service and returns, with fees based on shipping weight. Walmart recommends WFS as the fastest path to its Pro Seller badge, which brings referral fee discounts, faster payouts and better placement.
Getting started
Check that you meet the requirements, submit the seller application, then complete onboarding in Seller Center. List your best products first and keep stock and shipping speed tight; performance standards decide your visibility.
Listing well on Walmart
Walmart’s search rewards complete listings: clear titles, full attributes, good images and competitive prices. Keep stock levels accurate and ship on time, because late shipments and cancellations hurt your visibility. Many sellers connect Walmart to the tools they already use for Amazon or Shopify so stock stays in sync across channels.
Advertising
Sponsored products through Walmart Connect can help new listings get seen, but test small budgets first.
Who should apply first
Sellers with an established Amazon or Shopify business, steady stock and fast shipping are the best fit. If you’re starting from scratch, build a track record elsewhere before applying, since Walmart reviews your selling history.
Owen’s take
Walmart Marketplace is the natural next step for Amazon sellers who want a second channel with fewer competitors and no monthly fee. It’s not a beginner’s first store, because approval needs an established business.
Who it suits
It suits established US product sellers who can meet shipping standards. It suits less well brand-new sellers without a business or sales history.
Similar options
- Amazon Seller sells products through Seller Central and FBA.
- eBay lets you sell new and used items.
- Shopify lets you build your own online store.
- Ecwid adds a store to an existing site.
More options are in Ecommerce.
Pros and cons
Pros
- No setup, monthly or listing fees
- Fewer sellers than Amazon
- WFS for hands-off fulfillment
Cons
- Approval required
- Needs a US business tax ID
- Strict performance standards
FAQ
Does Walmart Marketplace charge a monthly fee?
No, only referral fees on sales.
What are Walmart’s referral fees?
Mostly 6% to 15%, depending on category.
Can anyone sell on Walmart Marketplace?
No, you apply and Walmart approves sellers.
What is WFS?
Walmart Fulfillment Services, which stores and ships your stock.
What is a Pro Seller?
A badge for top sellers with fee discounts and faster payouts.
