Selling on Walmart Marketplace can give brands another major ecommerce channel beyond Amazon, eBay, Shopify, and other marketplaces.

But getting started requires more than simply creating an account. Walmart checks business information, supporting documentation, ecommerce history, product identifiers, catalog compliance, and fulfillment capabilities before allowing a seller to operate on the marketplace.

According to Walmart's current seller requirements, applicants need a Business Tax ID or Business License Number, supporting documents verifying their business name and address, a history of marketplace or ecommerce success, compliant product identifiers, a compliant catalog, and either a qualifying B2C U.S. warehouse or Walmart Fulfillment Services (WFS). (Marketplace Learn)

If you're planning to sell on Walmart in 2026, this guide explains the Walmart seller account approval process, marketplace fees, WFS costs, product requirements, common mistakes, and current New-Seller Savings opportunities.

What Is Walmart Marketplace?

Walmart Marketplace is Walmart's third-party ecommerce platform.

Instead of Walmart purchasing and owning every product listed on Walmart.com, third-party sellers can list eligible products and sell directly to Walmart customers.

Sellers manage their products through Walmart Seller Center and can choose between seller-fulfilled solutions and Walmart Fulfillment Services.

Walmart also allows eligible sellers to expand into additional markets, including Canada, Mexico, and Chile. (Walmart Marketplace)

For brands already selling on Amazon, Walmart can therefore become an important second marketplace rather than a replacement for an existing sales channel.

Why Brands Are Adding Walmart Alongside Amazon in 2026

There are several reasons ecommerce brands are considering Walmart Marketplace as part of their multichannel strategy.

1. No Setup or Monthly Marketplace Fee

Walmart currently states that there are no setup or monthly marketplace fees. Instead, sellers pay referral fees when products sell.

Current referral fees generally range from 6% to 15%, depending on the category and total sales price. (Walmart Marketplace)

However, sellers should consider the complete cost structure, including fulfillment, storage, advertising, returns, shipping, product costs, and marketplace fees.

2. Another Major Sales Channel

Selling on Walmart can diversify revenue instead of relying entirely on Amazon.

Brands can also use Walmart alongside their own Shopify store, eBay, or other marketplaces.

If you're already selling on Amazon and want to expand to Walmart, our Amazon seller account management service can help manage the operational side of your Amazon business while you expand into additional channels.

3. WFS Can Simplify Fulfillment

Walmart Fulfillment Services allows sellers to send inventory to Walmart fulfillment centers, where Walmart handles picking, packing, shipping, customer support, and returns.

Walmart currently describes WFS as an end-to-end fulfillment solution that can provide two-day fulfillment for eligible items, with heavier items potentially taking longer. (Marketplace Learn)

What Are Walmart Marketplace Seller Requirements?

Before applying, make sure your business meets Walmart's current minimum qualifications.

Walmart currently lists the following requirements: (Marketplace Learn)

1. Personal Identification

Applicants need to provide a copy of a personal ID and information for the applicant or legal representative.

2. Business Tax ID or Business License Number

Walmart requires a Business Tax ID or Business License Number. An SSN is not accepted as the Business Tax ID for this requirement.

The exact documentation depends on your business structure and country of incorporation.

3. Business Name and Address Documentation

You need supporting documentation that verifies your business name and address.

Make sure the information you enter during registration matches your official documents.

Walmart specifically advises sellers to enter business information exactly as it appears on their tax or government-issued documentation to avoid verification delays. (Walmart Marketplace)

4. Marketplace or Ecommerce History

Walmart lists a history of marketplace or ecommerce success as one of its minimum requirements.

If you already sell on Amazon, eBay, Shopify, or another ecommerce platform, keep relevant business and sales information available.

5. GTIN/UPC Product Identifiers

Walmart requires products to have appropriate GTIN/UPC identifiers associated with a GS1 company prefix.

However, some products may qualify for a GTIN exemption.

If you sell eligible products without a product ID, you can review Walmart's GTIN exemption process before creating your catalog.

6. Compliant Product Catalog

Your catalog must comply with Walmart's Prohibited Products Policy and other marketplace requirements.

This means sellers should review their products, claims, descriptions, images, brands, and product identifiers before uploading their catalog.

7. Fulfillment Capability

Walmart requires fulfillment through Walmart Fulfillment Services or another B2C U.S. warehouse with returns capability and the ability to meet Walmart's Seller Performance Standards. (Marketplace Learn)

How to Apply for a Walmart Seller Account

Walmart currently breaks seller onboarding into five main steps:

1. Verify your business
2. Choose your payout method
3. Add market details
4. Manage fulfillment
5. Set up your catalog

Source: Walmart Marketplace. Let's look at each step.

Step 1: Verify Your Business

During business verification, Walmart checks your business details and documentation.

You should have:

• Business Tax ID or Business License Number
• Business entity information
• Business name
• Business address
• Supporting documentation
• Personal identification

Walmart says business verification can take from a few minutes to two business days. (Walmart Marketplace)

The most important thing is consistency.

Your business information should match your official tax and government documentation.

Step 2: Choose Your Payout Method

After business verification, you'll configure how you receive marketplace payouts.

Walmart currently supports Marketplace Wallet and approved third-party payout processors, with availability varying by location. (Marketplace Learn)

For the latest payout options and setup requirements, review Walmart's payment and payout information guide.

Do not assume that a specific payment processor is automatically required for every seller.

The available options depend on your location and Walmart's current payment setup.

Step 3: Add Your Market Details

You'll provide information such as:

• Business display name
• Customer service email
• Customer service telephone number
• Relevant tax information
• Market-specific details

International sellers may have additional verification requirements.

For example, Walmart's current registration guide lists additional documentation for international sellers, including company and incorporation documents and country-specific tax information. (Walmart Marketplace)

Step 4: Configure Fulfillment

Next, you choose how orders will be fulfilled.

You can use:

• Seller Fulfilled Solutions
• Walmart Fulfillment Services
• A combination of available fulfillment methods

Walmart provides several shipping options, and sellers can manage their shipping and return settings inside Seller Center. (Walmart Marketplace)

If you're considering WFS, read Walmart's Walmart Fulfillment Services overview before sending inventory.

Step 5: Set Up Your Catalog

Once your account and fulfillment setup are ready, you can create or upload your product catalog.

Walmart currently provides several catalog setup options, including:

• Seller Center
• Bulk upload
• API connection
• Solution providers
• Walmart's listing tools

Walmart says sellers can also request GTIN exemptions for eligible products that don't have product IDs. (Walmart Marketplace)

This is where product content quality becomes especially important.

Your product titles, descriptions, images, attributes, identifiers, pricing, inventory, and shipping information should all be accurate before products go live.

How Long Does Walmart Seller Account Approval Take?

Walmart's current registration guide states that business verification can take a few minutes to two business days.

Walmart also states that overall onboarding takes about 10 days on average when sellers provide accurate information and respond to additional inquiries promptly. (Walmart Marketplace)

Your actual timeline can be longer if:

• Business information doesn't match
• Walmart requests additional documentation
• Product information needs correction
• Your catalog requires additional review
• Fulfillment setup isn't completed
• Payment or payout setup is delayed

Therefore, avoid promising clients a guaranteed approval date.

What Does It Cost to Sell on Walmart Marketplace?

One of Walmart Marketplace's biggest advantages is its relatively straightforward marketplace fee structure.

Walmart currently states that there are:

• No setup fees
• No monthly marketplace subscription
• Referral fees charged when products sell

Referral fees currently range from 6% to 15%, depending on category and total sales price. (Walmart Marketplace)

However, your actual Walmart selling costs can include:

• Referral fees
• WFS fulfillment fees
• WFS storage fees
• Advertising
• Shipping
• Returns
• Product costs
• Discounts and promotions
• Other applicable service fees

So you should calculate profitability at the SKU level rather than looking at the referral fee alone.

Walmart WFS Guide: How Walmart Fulfillment Services Works

Walmart Fulfillment Services (WFS) is Walmart's fulfillment solution for Marketplace sellers.

With WFS, sellers send inventory to Walmart fulfillment centers.

When a customer places an order, Walmart handles:

• Picking
• Packing
• Shipping
• Customer support
• Returns

Walmart currently describes WFS as an end-to-end logistics solution that includes storage and fulfillment, with two-day fulfillment available for eligible products. (Marketplace Learn)

You can review Walmart's current WFS onboarding and setup guide before sending inventory.

WFS Fulfillment Fees

WFS fulfillment costs are based on factors including product dimensions and weight.

Additional fees can apply to categories or products such as:

• Apparel
• Hazardous materials
• Products priced below $10
• Oversized products

Walmart's current WFS documentation recommends reviewing the current fee schedule or using its cost estimator for your actual products. (Marketplace Learn)

You can check the latest Walmart WFS fee information before calculating your margins.

WFS Storage Fees

Storage costs are based on the volume of inventory stored at Walmart fulfillment centers and how long the inventory remains there.

Walmart's Inventory Health reporting separates inventory into age ranges such as:

• 0–90 days
• 91–180 days
• 181–270 days
• 271–365 days
• 366–450 days
• 450+ days

This makes inventory velocity an important consideration when deciding how much stock to send to WFS.

Don't send large quantities of slow-moving inventory simply because WFS is convenient.

Instead, calculate: Expected sales velocity + fulfillment cost + storage cost + product margin = actual WFS profitability

Is Walmart WFS Worth Using?

There isn't one answer for every seller.

WFS can make sense when:

• Your products sell consistently
• You want Walmart to handle fulfillment
• You need scalable logistics
• Your inventory turnover is healthy
• Your margins can absorb fulfillment and storage costs

Self-fulfillment may make more sense when:

• You already have an efficient warehouse
• Products have unusual fulfillment requirements
• Inventory moves slowly
• You have strong shipping infrastructure

Walmart reports that items with the "Fulfilled by Walmart" tag and delivery promises of two days or less have seen 50% average GMV growth in Walmart's first-party data. This is Walmart-reported average performance and should not be treated as a guaranteed result for an individual seller. (Marketplace Learn)

For a broader view of managing inventory and fulfillment across marketplaces, you can also read our multi-marketplace management case study.

Walmart New-Seller Savings 2026

Walmart's New-Seller Savings 2026 program offers eligible new sellers up to $75,000 in potential savings and benefits.

The current program includes:

• 20% off base referral fees on the first $50,000 in GMV
• 30% off base referral fees between $50,000 and $500,000 in GMV
• 40% off base referral fees above $500,000 in GMV
• 10% off WFS fulfillment fees until reaching $2,000 in savings
• 50% SEM rebate up to $1,000
• Up to $500 in Walmart Connect advertising credits

The program currently runs through January 31, 2027, subject to eligibility and promotional terms. (Walmart Marketplace)

You can review the current Walmart New-Seller Savings program before planning your launch.

Important

The $75,000 figure is a maximum potential benefit, not guaranteed cash savings.

Your actual benefit depends on eligibility, sales volume, advertising activity, fulfillment usage, and the specific Walmart solutions you use.

Common Walmart Marketplace Approval Problems

Several issues can slow down the onboarding process.

1. Inconsistent Business Information

If the information you enter doesn't match your official documents, Walmart may need additional verification.

Always enter your legal business information exactly as it appears on your government or tax documents.

2. Missing Documentation

Make sure you have the required documents before beginning registration.

This reduces the chance of delays during verification.

3. Incorrect Product Identifiers

Don't use questionable or inaccurate UPC/GTIN information.

If your product is eligible for a GTIN exemption, use Walmart's official exemption process instead.

4. Non-Compliant Products

Review Walmart's Prohibited Products Policy before uploading your catalog.

Not every product is eligible for sale on Walmart Marketplace.

5. Weak Ecommerce History

Walmart currently lists a history of marketplace or ecommerce success among its minimum requirements.

If you already operate on another marketplace, keep relevant information ready.

6. No Fulfillment Plan

Before applying, decide whether you will use WFS, seller fulfillment, or another qualifying solution.

Your fulfillment operation needs to meet Walmart's requirements for shipping and returns.

Walmart Marketplace vs Amazon

Fees, requirements, and programs change over time, so sellers should always check the current policies before making financial decisions.

For brands managing both platforms, the challenge isn't simply getting approved.

You also need consistent product content, inventory, pricing, fulfillment, advertising, and performance management across channels.

If you need support, our Walmart Marketplace management services can help with account operations, catalog management, optimization, and ongoing marketplace management.

Walmart Marketplace Approval Checklist

Before submitting your application, make sure you have:

• Business Tax ID or Business License Number
• Personal identification
• Business entity information
• Supporting business-name documentation
• Business address documentation
• Marketplace or ecommerce history
• GTIN/UPC product identifiers
• GTIN exemption information if applicable
• Compliant product catalog
• Fulfillment plan
• Returns plan
• Customer service information
• Payout information
• Shipping information

Walmart's current minimum requirements can be reviewed in its official Marketplace requirements guide.

How to Increase Your Chances of a Smooth Walmart Launch

Getting approved is only the first step.

Once your account is active, focus on five areas:

1. Catalog Quality

Create complete, accurate, conversion-focused product listings.

2. Competitive Pricing

Keep your prices competitive while protecting your margins.

3. Fast Fulfillment

Use WFS or an efficient seller-fulfilled operation to provide reliable delivery.

4. Inventory Management

Avoid both stockouts and excessive slow-moving inventory.

5. Advertising

Once your listings are ready, use appropriate Walmart advertising solutions to increase product visibility.

Walmart itself highlights catalog, content, pricing, shipping, and visibility as key components of its seller success formula. (Walmart Marketplace)

Final Takeaway

Walmart Marketplace can be a valuable growth channel for brands that want to diversify beyond Amazon and build a stronger multichannel ecommerce operation.

But successful Walmart selling starts before the first product goes live.

You need: Accurate business information + compliant products + ecommerce history + strong catalog data + reliable fulfillment + competitive pricing.

Once you're approved, the focus shifts toward profitable growth.

That means managing:

• Product listings
• Content quality
• Pricing
• Inventory
• Fulfillment
• Advertising
• Returns
• Seller performance
• Overall marketplace profitability

For brands that already operate on Amazon or multiple marketplaces, managing all of these areas internally can become time-consuming.

Our Walmart Marketplace management services are designed to help brands manage and optimize their Walmart operations.

You can also explore our marketplace onboarding guide if you're planning to expand across multiple ecommerce platforms.

About This Guide

Written by: Cotasks IT Solutions — Marketplace Management Team

This guide was reviewed against Walmart Marketplace and Walmart Marketplace Learn documentation available in September 2026.

Walmart's seller requirements, fees, fulfillment rates, promotional programs, and policies can change. Always verify current requirements and fees inside Seller Center and Walmart's official documentation before making financial or operational decisions.