How to Sell on Walmart?

Is your online business thriving on Amazon, eBay, TikTok, and other platforms, and you're ready to expand to a new marketplace? Look no further than One of the fastest-growing online marketplaces, presents a world of opportunities for businesses of all sizes.


This all-inclusive guide provides a roadmap for setting up your store on, from application to product listing, ensuring you navigate the complexities of online retail with ease. It also covers building a solid reputation through Walmart's suite of on-platform services.


The Step-By-Step Process of Selling on  


Setting up a store and launching your first products on is straightforward but can be confusing for beginners. Here's a detailed step-by-step guide to help you get started.


Step 1: Apply to become a Walmart seller.


Before applying, ensure your business meets Walmart's requirements. You'll need a US business tax ID (SSN isn't accepted), W9 (you can generate this on, and an EIN verification letter from the Department of Treasury verifying your US business address. Applications must include a US address to be accepted.


Prepare your business information beforehand to speed up your application and avoid getting timed out. This includes your brand name, address, US business tax ID, planned integration method for Walmart's platform (e.g., direct integration, solution provider), and product category.


Once ready to apply, go to and click "Join Marketplace." Fill in all the required details about your business and submit the application. Depending on your business type and category, approval can take a few weeks.


How to Fail the Application


Here are some of the reasons Walmart might reject your application. 


  1. You're applying using an international IP address. Remember that Walmart prefers US-based applicants. There's a separate application for international sellers, but applicants still need a US address.
  2. Declare only a few SKUs. Walmart favors sellers with products in multiple categories. However, you can still apply with just one or two items, although this may reduce your likelihood of getting approved.
  3. Sell custom-made or print-on-demand products. Unlike Amazon, Walmart only accepts products that consumers are already using.  
  4. Enter inaccurate or incomplete details. Always double-check every piece of information you provide before submitting your application. Once you hit "Submit," you cannot retrieve it. 
  5. Your brand isn't performing well in other marketplaces. Walmart will check your overall online presence and check if you have a website or existing stores on other marketplaces. They'll also check your ratings and feedback.


Tip: If Walmart rejects your application, you can appeal the decision if you believe it was incorrect. Walmart will then review your application again and may change its original decision if it finds your appeal is justified.


Once approved, complete your registration using the Walmart Registration Wizard. You'll need to provide further details, such as company information, tax information, and payment details (a Payoneer account is recommended).


Next, agree to Walmart's Marketplace Retailer Agreement, which outlines the terms and conditions of your partnership with Walmart. Then, complete your partner profile, which includes your company logo, description, privacy policy, shipping, and return policies. 


Step 2: List your products.


First, you must choose an integration method. Decide if you will use the Walmart API, bulk uploads, or a solution provider for product listing. Use your preferred method to upload your product details, including SKU, description, pricing, and inventory. 


What to Keep in Mind When Listing Products on Walmart


  1. Don't stuff your product titles with keywords like what you do on Amazon. Unlike other platforms, Walmart's algorithm rewards stores that use short and clear titles on their listings. 
  2. Opt for high-volume keywords over niche-specific ones on Walmart. This is ideal because Walmart has fewer product categories than other platforms, making it easier for shoppers to find items using popular keywords. Also, Walmart shoppers generally use simpler search terms.
  3. Walmart scores your listings based on their compliance with Walmart's Guidelines. Among the things they check is how many photos you've included in each item. They require filling out the 7 or 8 slots provided. Missing a slot could result in a lower Listing Quality Score (LQS), which can affect your ranking and conversion.
  4. Fill out the attributes field. Walmart categorizes its products based on attributes to make it easier for buyers to filter their search. These attributes include size, weight, color, storage type, etc. Fill out the required, recommended, and optional attributes for maximum optimization. This helps your listings get indexed much faster and earn a higher LQS.


What exactly is a Listing Quality Score?


Walmart's Listing Quality Score evaluates the quality of product listings. It helps sellers optimize their listings to meet Walmart's standards and customer expectations, boosting visibility and sales. It is calculated based on several key factors.


  • Content and Discoverability: This includes the quality and completeness of the product title, description, images, and specifications. 
  • Offer: This factor considers the competitiveness of the product's price, the item's availability (stock levels), and the fulfillment options offered (such as shipping speed and cost).
  • Ratings and Reviews: Products with higher customer ratings and more reviews tend to receive a higher LQS. 
  • Post-Purchase Quality: This encompasses aspects like return rates and customer complaints. Products with lower return rates and fewer complaints score better.    


Step 3: Boost your listing conversions.


A high L QS isn't the only thing you should aim for to increase your conversions. There are many other things you can do. One is to use Walmart Fulfillment Services (WFS). Shipping through WFS not only guarantees that your parcels reach their destinations within two days, which makes your buyers happy, but it also adds points to your LQS.


Another option is to obtain a Pro Seller Badge. This badge indicates that, although new to the platform, your brand is a quality service provider that consistently delivers on time and offers free online or in-store returns. Check your seller dashboard for information on obtaining a Pro Seller Badge.


Obtaining promotional tags for your listings also increases the likelihood of sales. Walmart offers different promotional tags to qualified listings, including Rollback, Best Seller, Clearance, Great Value, and Reduced Price. Walmart can put this on your listings or require you to submit proof of qualification.


Adding rich media is another way to stand out from the competition. Rich Media is Walmart's version of Amazon's A+ Content, allowing brands to showcase their products more creatively and engagingly. It lets you add videos, images, PDFs, comparison charts, and other elements to your product descriptions to attract more traffic.


Step 4: Consider paid advertising.


To ensure consistent brand growth, you'd want to get the most clicks and conversions during the launch of your listings. But this can be challenging for new stores. This is where Walmart's advertising services come in. 


Running ads is an effective way to tap into Walmart's vast retail audience and extensive data on shopper behaviors. To run ads, you must apply for Walmart Connect, Walmart's advertising platform, where you can bid on keywords and ad placements. 


Your Selling Journey Starts Here and Now!


Venturing into as a new marketplace for your online business can be a transformative move, broadening your reach and amplifying your sales potential. This guide has walked you through every crucial step—from securing your seller status to listing and promoting your products—ensuring you're well-prepared to tackle the complexities of online retail on one of the world's largest platforms.


As you move forward, remember that success on isn't just about launching your products but about continuously optimizing and adapting to marketplace dynamics. Utilize Walmart's tools and insights, engage with customer feedback, and keep refining your strategy to stay competitive. Your business can flourish in this expansive retail environment with persistence and a keen eye for customer needs.