Walmart Marketplace is one of the fastest-growing e-commerce platforms, providing sellers with an opportunity to tap into a massive customer base. With over 120 million unique monthly visitors, Walmart offers entrepreneurs a competitive space to build a profitable business. However, succeeding on Walmart requires a strategic approach, from setting up your seller account to optimizing listings and managing inventory effectively.
1. What Is Walmart Marketplace
Unlike Amazon, Walmart Marketplace operates as an invitation-only platform for third-party sellers. While this exclusivity makes it more competitive, it also ensures that customers get high-quality products from reputable sellers.
Why Sell on Walmart?
- Huge Customer Base: Access to millions of loyal Walmart shoppers.
- Lower Seller Fees: Walmart charges lower referral fees than Amazon.
- Less Competition: Since Walmart Marketplace is not open to all, competition is lower than on Amazon or eBay.
- Trust & Credibility: Selling on Walmart gives your brand instant credibility due to Walmart’s strong reputation.
Now, let’s dive into the steps to starting a successful Walmart business.
2. Applying for a Walmart Seller Account
Before selling on Walmart, you must apply and get approved. Walmart only accepts sellers that meet specific quality and performance standards.
Walmart Seller Requirements:
- A legitimate U.S. business with a tax ID (EIN).
- A history of successful e-commerce sales (on Amazon, Shopify, etc.).
- High-quality products with competitive pricing.
- Fast and reliable shipping capabilities.
- Excellent customer service and positive reviews.
How to Apply:
- Visit Walmart Marketplace’s website and click “Apply.”
- Fill out the application with details about your business.
- Submit your EIN, tax documents, and company details.
- Provide previous sales performance data (from Amazon, Shopify, etc.).
- Wait for approval, which can take 2-4 weeks.
Once approved, you can set up your Walmart Seller Center account and start listing products.
3. Choosing the Right Products to Sell
Success on Walmart depends largely on what you sell. Walmart customers are price-conscious, so you need to offer affordable yet high-quality products.
Best-Selling Categories on Walmart:
Home & Kitchen
Electronics & Accessories
Clothing & Apparel
Health & Beauty
Toys & Baby Products
What Makes a Product Successful on Walmart?
- Competitive Pricing: Walmart prioritizes sellers with the lowest prices.
- High Demand: Sell products that have a consistent sales history.
- Low Return Rate: Avoid products with frequent complaints or defects.
- Brand Authorization: Selling brand-name products? Ensure you have legal authorization to do so.
Use tools like Helium 10, Jungle Scout, or Walmart’s Trending Products page to research high-demand items.
4. Optimizing Your Product Listings
Once your products are approved, you need to optimize your listings for visibility and conversions. Walmart uses a search algorithm similar to Amazon’s, so SEO and keyword optimization are crucial.
Key Elements of a High-Converting Walmart Listing:
Title Optimization
- Include primary keywords (e.g., “Stainless Steel Water Bottle – Leakproof & BPA-Free”).
- Keep it short and descriptive (50-75 characters is ideal).
- Avoid unnecessary words or filler.
High-Quality Images
- Use at least 4-6 professional images.
- Show the product from different angles.
- Include lifestyle images for better engagement.
Bullet Points & Descriptions
- Use clear and scannable bullet points to highlight key features.
- Write a detailed, persuasive description with SEO keywords.
- Focus on benefits, not just features.
Competitive Pricing
- Walmart promotes the lowest-priced listings.
- Use automated repricing tools to stay competitive.
SEO & Keywords
- Research high-ranking keywords using Walmart’s SEO tools.
- Include long-tail keywords in titles, descriptions, and bullet points.
A well-optimized listing boosts visibility, clicks, and conversions.
5. Managing Inventory & Fulfillment
Efficient inventory management and fast shipping are crucial for success on Walmart.
Fulfillment Options:
1. Walmart Fulfillment Services (WFS)
Walmart’s version of Fulfillment by Amazon (FBA). You send inventory to Walmart’s warehouses, and they handle storage, packing, and shipping.
Faster 2-day shipping eligibility
Walmart prioritizes WFS sellers in search rankings
Reduced fulfillment stress for sellers
2. Self-Fulfillment
You can ship orders yourself or use third-party logistics (3PL) services like ShipBob or Deliverr.
✅ More control over inventory
✅ Lower fulfillment costs (if managed efficiently)
3. Dropshipping
Selling without holding inventory. You work with trusted suppliers who ship products directly to customers.
✅ Low startup costs
✅ No need to store inventory
However, Walmart has strict dropshipping policies—you must use reliable suppliers and avoid long shipping delays.
6. Marketing & Driving Sales on Walmart
Once your store is live, focus on marketing and promotions to drive traffic and boost sales.
Top Strategies to Increase Sales on Walmart:
1. Leverage Walmart Sponsored Ads
Walmart offers pay-per-click (PPC) advertising, similar to Amazon Ads.
- Sponsored Products: Promote your products at the top of search results.
- Display Ads: Target customers across Walmart’s website.
Running ads boosts visibility and increases conversions.
2. Offer Competitive Pricing & Discounts
- Use Walmart’s “Rollback” feature for discounts.
- Offer limited-time promotions to attract buyers.
- Use automated repricing tools to stay competitive.
3. Get More Reviews
Reviews boost credibility and sales. Encourage happy customers to leave positive reviews through follow-up emails.
4. Optimize for Walmart’s Buy Box
The Buy Box drives the majority of sales. To win it, you need:
Lowest price among competitors
Fast shipping (2-day delivery preferred)
High seller ratings
5. Promote Your Products on Social Media
Drive traffic to your Walmart listings using:
Facebook & Instagram ads
TikTok influencer promotions
Email marketing
More traffic = More sales!
7. Scaling Your Walmart Business
Once your Walmart business is profitable, focus on scaling and expanding.
Key Strategies to Grow Your Business:
Expand your product catalog with more high-demand products.
Use Walmart Fulfillment Services (WFS) to qualify for 2-day shipping.
Automate inventory management with tools like Sellbrite or Ecomdash.
Sell on multiple marketplaces (Amazon, Shopify, eBay) to diversify income.
Partner with wholesalers or private-label manufacturers to create exclusive products.
Scaling requires smart inventory management, marketing, and automation.
Final Thoughts
Starting a successful business on Walmart is an exciting and profitable opportunity. By choosing the right products, optimizing listings, using Walmart ads, and providing top-notch customer service, you can build a thriving e-commerce business.
