Walmart Marketplace lets approved third-party sellers list products on walmart.com alongside Walmart’s own range. It is smaller and more selective than Amazon, which is exactly why many sellers see it as a second channel worth exploring. This guide covers the Walmart Marketplace basics: how it works, what Walmart typically asks of sellers, how fees and fulfilment work, and what to prepare before you apply. Eligibility rules change, so treat this as general information and always check Walmart’s current requirements.
How Walmart Marketplace works
Unlike open marketplaces where anyone can register and list, Walmart reviews each seller application. Approved sellers list products in Seller Center, set their own prices and choose how orders are fulfilled. Products appear on walmart.com and in the Walmart app, and buyers check out through Walmart.
Because Walmart is protective of its customer experience, it measures sellers closely on shipping speed, order accuracy, cancellations and customer service. Sellers who fall below its standards can lose visibility or have their account restricted.
Walmart Marketplace basics: who can apply
Walmart has historically focused on businesses that can serve US customers reliably. Its application has typically asked for:
- A registered business and a business tax identification number for the country it accepts.
- Business documents such as formation papers and a verification letter or similar proof.
- A track record of selling online, often on other marketplaces or your own website.
- Products with valid GTINs, usually UPC barcodes from GS1.
- The ability to ship quickly within the US and handle returns there.
Walmart has widened access for sellers from some other countries over time, and its criteria continue to evolve. Before you plan around Walmart, check the current eligibility page, and do not assume what applied last year still applies. Some sellers based outside the US operate through a US entity; if you are considering this, read our overview of LLC and LTD formation and take professional advice on your own position.
Fees and costs to plan for
At the time of writing, Walmart’s published model for Marketplace is mainly a referral fee on each sale, which varies by category, rather than a monthly subscription. If you use Walmart Fulfillment Services there are also fulfilment and storage fees. Walmart reviews its fees periodically, so confirm current figures on its fee pages before you model your margins.
Remember the costs outside Walmart too: product cost, freight to the US, import duties, US warehousing if you fulfil yourself, returns, advertising and currency conversion back to Pakistan.
Fulfilment options
Sellers generally choose between three approaches:
- Walmart Fulfillment Services (WFS): you send stock to Walmart’s fulfilment centres and Walmart picks, packs, ships and handles returns. Eligible items can show fast-delivery badges.
- Your own US fulfilment: you ship from your own US premises, which demands reliable staff and carrier accounts.
- A third-party logistics provider: a 3PL stores your stock and ships orders for you, often for several marketplaces at once.
Whatever you choose, valid tracking and on-time delivery are essential. Our 3PL warehouse page explains how a logistics partner can fit into a multi-channel setup.
Walmart and Amazon compared
| Point | Walmart Marketplace | Amazon |
|---|---|---|
| Access | Application and approval | Open registration with verification |
| Competition | Fewer sellers in most categories | Many sellers in most categories |
| Fulfilment service | Walmart Fulfillment Services | Fulfilment by Amazon |
| Fee model | Mainly referral fees | Referral fees plus plan and fulfilment fees |
| Main marketplaces | Mostly US-focused | Many countries |
Many sellers treat Amazon as their main channel and add Walmart once their products, supply chain and operations are stable.
How to prepare before applying
- Get your business documents, tax details and bank information in order and consistent with each other.
- Buy GTINs from GS1 for your own brand products.
- Prepare clean product data: titles, key features, descriptions, images and attributes.
- Decide on fulfilment and confirm you can meet delivery promises.
- Gather evidence of your selling history and customer service performance.
Our Amazon and marketplace services help sellers plan multi-channel growth. Contact us or email info@prosvogue.com.
Frequently asked questions
Can a Pakistani seller join Walmart Marketplace?
Walmart sets its own eligibility rules and has changed them over time. Check the current requirements on Walmart’s seller pages, and take professional advice before setting up any foreign entity to apply.
Do I need UPC barcodes for Walmart?
Walmart generally requires a valid GTIN for each product, which for most sellers means UPC codes bought from GS1. Check Walmart’s current product identifier rules.
Is Walmart easier than Amazon?
It is harder to get in but often less crowded once you are approved. Walmart’s performance standards are strict, so reliable fulfilment matters as much as on Amazon.
Key topics: Walmart Marketplace basics · Walmart Marketplace · online marketplaces · ecommerce sellers · Walmart Fulfillment Services · US ecommerce
