Last year, visits to the Walmart website peaked at 551.46 million monthly visitors in December 2024, with users spending an average of 12 minutes per session. That’s a 25% increase, year over year.
Total revenue for fiscal year 2024 reached $648 billion – a 54% increase from 2023’s total of 420 billion – with e-commerce sales exceeding $100 billion annually and showing strong momentum through Q2 2024.
As America’s leading omnichannel retailer, Walmart’s e-commerce division now represents 15.4% of total revenue, with its 21% growth rate significantly outpacing the overall revenue growth of 4.8%.
These numbers are important because they hint at the growth potential of Walmart and why Amazon might have a very concerned eye on their rear view mirror.
This post is going to offer an introduction to selling on Walmart as well as a high-level view of the Walmart marketplace versus that of Amazon’s legendary online business.
If you’re an Amazon seller, you’ve already done 95% of the work that will allow you to be a successful Walmart seller.
Let’s get started!
How to Sign Up to Sell On Walmart
Much like selling on Amazon, getting started selling on Walmart is a simple process. The first step involves creating your selling account in Walmart’s Seller Center and (if you’re using Walmart’s all-in-one selling ecosystem, Walmart Fulfillment Services), adding your WFS details.
If you’re already an Amazon seller, the similarities of WFS vs FBA will make it easy. It takes only one minute to create your Walmart Marketplace account.
From there, you’ll just need to complete the 3-step setup to begin onboarding as a Walmart marketplace seller.
Business Verification – Submit your business details to Walmart to complete your Seller Profile
Payments – Tell Walmart where to send your payments. No setup, subscription, or monthly fees
Shipping – Configure your shipping methods and costs. Select your preferred returns method and carriers for your budget
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Next up, converting your products’ details into Walmart-fulfilled listings. After that, if you’re using Walmart’s WFS, it’s just a matter of sending your items into the Walmart Fulfillment Center.
Now it’s time to discuss the biggest difference between selling on Amazon and selling on Walmart. Compared to Amazon, Walmart is a “gated” community. On Amazon, virtually anyone can register to sell and within a few days have a product listed. On Walmart.com, you need to apply and be approved before you can sell.
Here’s what’s needed to begin the application process:
What are Walmart’s Business Requirements?
Business Tax ID(s) (SSN not accepted) or Business License Number
Supporting documents that verify your Business Name and Address
History of marketplace or eCommerce success
Products that have GTIN/UPC GS1 Company Prefix Numbers
Walmart Fulfillment Services (WFS) allows sellers to store their inventory at Walmart fulfillment centers. After placing an order on Walmart.com, Walmart picks, packs, and ships the item(s) to the customer. WFS also handles all customer support and returns for these orders.
WFS also gives sellers access to Walmart’s Free & Easy Returns program. Participating items are displayed with 2-Day Shipping and Fulfilled by Walmart tags that dramatically increase both visibility and conversion rates for sellers.
Walmart’s WFS:
Stores your products
Prepares them for shipping after orders are placed
Tracks inventory, orders, and shipments with easy-to-read dashboards
Delivers your items
Gain higher search rankings and Buy Box prominence with 2-Day Shipping tags
Supports customer inquiries
Optimize your returns with Walmart’s omnichannel Free & Easy Returns program
Walmart’s fulfillment program features a fixed monthly storage fee and a fulfillment structure based on item weight alone. In addition there’s zero signup or monthly subscription fees!
WFS Product Requirements
There are some limits to the types of products that can be included in the program:
Products must ship to Walmart fulfillment centers from within the United States
Marketplace sellers have 3 options for integrating their catalogs with Walmart.com.
Solution Providers
Walmart partners with a number of leading solution providers to offer a full range of eCommerce services to online sellers
While some solution providers offer wide range of eCommerce services (including item setup inventory, order fulfillment, pricing etc), others provide more specific functions
Integrations are tailored to the precise needs of individual Walmart sellers
API Connection
Marketplace sellers and supplier developers are able to access API tools allowing for integration with the Walmart eCommerce platform.
Seller Center
Using Seller Center, you can Integrate your Walmart products with SellerSetup by Match, Single Item, or Bulk Upload Setup.
How to Get Started with Walmart Sponsored Search Ads
If you’re an Amazon seller, this will feel very familiar!
Just like Amazon PPC advertising, Sponsored Search advertising from Walmart Connect puts your brand and products in front of customers that are searching and browsing Walmart’s site and app for products like yours.
And, like Amazon PPC, you only pay when customers click your ad.
Sponsored Products ads appear in high-visibility placements, including within relevant search results and on item pages. A click advances customers to your product’s item page.
Sponsored Brand ads send your brand logo and products to the top of relevant search results. These premium placements have the highest viewability on search pages and are available to Marketplace brand owners registered with the Walmart Brand Portal.
Automatic Ad Signup on Walmart
New Marketplace sellers are automatically registered to Walmart Ad Center, Walmart’s self-serve ad platform. It offers step-by-step information and strategies that help first time sellers set up their Walmart ad campaigns.
Walmart Connect Advertising First Steps
Check your product eligibility requirements then set your campaign goals
Select the variation of the Walmart Sponsored Search campaign you want to run. Combine Sponsored Products and Sponsored Brands for the best results
Determine your targeting strategy. Just like selling on Amazon, do your research and capitalize on relevant, searchable keywords in your campaigns
You’ve Promoted Your Products, Now Promote Your Brand!
Sponsored Brands ads can help with the launch of new or seasonal items, when promoting items with lower search rankings and to help boost performance of higher-priced items.
Sponsored Brands ads include your brand logo, custom headline and up to four advertised items, with shoppable links.
Sponsored Brands ads are designed to increase awareness and conversion by increasing your product’s and brand’s visibility and conversions
Sponsored Brands ads are great for newer brands that may not yet have high organic search rankings at Walmart
To use Sponsored Brands, Walmart Marketplace sellers must be a brand owner and meet the following criteria:
Based in the United States, China, Hong Kong or the United Kingdom; or a pre-approved seller in India
Rights owner registered with the United States Patent and Trademark Office
Onboarded to the Walmart Brand Portal, Walmart’s intellectual property rights management platform
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How to Determine Your Walmart Ads Targeting Strategy
Choose from two campaign types:
Automatic campaigns
Automatic campaigns depend on Walmart’s algorithm to select the best keywords for your ad campaign. Just like Amazon’s ad program, this is perfect for those new to Sponsored Search advertising
Manual campaigns
With Manual Campaigns, you choose your own keywords. This is a better option for advertisers who have a good idea of the keywords that their products already rank (or are searched) for.
What are the Biggest Differences Between FBA and WFS?
Even though there are a number of ways that selling on Walmart is very much like selling on Amazon, there are significant differences. Here are a few of the biggest ones.
1. Sellers Need to Apply and Be Approved to Sell on Walmart.com
This might be the biggest difference between the two platforms and it’s where Amazon gets the win. With Amazon, virtually anyone can register to sell and within a few days have a product listed. On Walmart.com, you need to apply and be approved before you can sell. In fact, the following sentence is part of Walmart’s welcome page:
“Make sure you have a history of marketplace or eCommerce success. Being an established and credible seller is something we take seriously.”
– Walmart
However, this does mean that there’s a good chance that you’ll have less competition from other sellers on Walmart’s marketplace.
2. When It Comes to Pricing, Walmart Referral Fees Keep It Simple
Walmart marketplace fees are straightforward and feature a simple Walmart referral fee structure.
There is no setup, monthly, or hidden fees for any sellers. Instead, on Walmart, you pay for what you sell. Walmart deducts a referral fee from each completed purchase. The commission rates vary by category and total sales price but range from 6% to 15%.
While Walmart’s fixed storage and fulfillment fee is based on the shipping weight of the product, Amazon’s storage fees also factor in the amount of inventory you have stored in their warehouses.
3. Walmart – No Monthly Subscription Fee for Sellers
Amazon has two different selling plans to choose from. If you want to use Amazon PPC advertising (and who wouldn’t?), you need to opt for the Professional selling plan at $39.99 a month.
By contrast, Walmart doesn’t charge its sellers a monthly subscription fee.
4. Personalized Account Management
Walmart will connect sellers with a WFS fulfillment expert free of charge to develop personalized recommendations on business optimization and growth.
To work with one of Amazon’s dedicated Account Managers, sellers are required to pay $1,600 per month plus a percentage of their sales.
Ready to Start Selling on Walmart?
Canopy’s Partners Achieve an Average 84% Profit Increase!
Here are the similarities that really matter between the two eCommerce platforms.
1. Guaranteed 2-Day Free Shipping PLUS Free Returns
Just like Amazon FBA, when sellers store their products in a Walmart Fulfillment Center, they’re able to offer 2-day free shipping to their customers. Walmart will pick, pack, ship, and deliver orders to your customers within 48 hours. Sounds familiar? Yep, that mirrors Amazon’s FBA features.
2. Let Walmart Manage . . . Everything
Both Amazon and Walmart.com give sellers the option of fulfilling customer orders themselves or through their own proprietary fulfillment centers.
Amazon began offering FBA in 2006, In 2020 Walmart introduced WFS to keep pace with Amazon’s increasingly popular fulfillment option. Much like Amazon’s FBA platform, Walmart manages customer service and returns for its sellers. (This benefit applies to sellers taking advantage of WFS fulfillment)
3. Seller Support
Although Amazon’s seller support typically receives mixed reviews, Walmart will duplicate that effort with dedicated WFS call center associates to take care of marketplace sellers.
4. Ultra-High Quality Listing Content
Both platforms offer their own version of ultra-high quality listing content. On Amazon, brand registered sellers can access A+ Content that features images, infographics, logos, and unique modules.
Walmart sellers don’t need brand registry, but they do need to sign up for WFS. Then, they can create what’s called “Item Page Content.” If you’re not brand registered, this is a big plus for Walmart.
5. Listing Optimization
This is a big one!
As an ecommerce seller, you probably have a good idea how important it is to have your listings fully optimized. Selling on Walmart, that’s not going to change.
If you’re going to sell products online, you need to make sure that your listing is found.
Just like Amazon, it’s in Walmart’s best interest to connect shoppers with high-quality products that fit their needs.
That’s why the Walmart search engine is designed to provide the most relevant products for every search. Too many sellers focus on driving a high volume of traffic, and fail to consider relevancy to their audience.
Instead, you need to focus on selecting keywords and phrases that connect your product with the right shoppers at the right time in the purchasing journey.
Walmart Marketplace: What’s New for 2025
Walmart’s 2025 marketplace and brand strategy has undergone major changes, focusing on expanding both customer experience and seller support systems.
From simple stylistic changes to their font, to a seller funding program, these updates offer a glimpse at Walmart’s determination to keep up with Amazon.
New Brand Identity
In January 2025, Walmart introduced a new proprietary font based on Sam Walton’s original trucker hat design, along with a modernized “spark” logo that now guides digital navigation. The official color scheme standardizes True Blue and Spark Yellow, complemented by updated voice guidelines that balance approachability with technical expertise.
Current Marketplace Performance
The platform shows strong growth metrics, with over 150 million monthly active online shoppers in Q1 2025. Projections indicate annual ecommerce sales will exceed $112 billion by 2027. The U.S. Marketplace achieved 42% year-over-year growth in Q3 2024, now offering more than 700 million SKUs through third-party sellers.
Shopping Experience Improvements
Walmart has launched several new specialized marketplaces:
A premium beauty section featuring over 20 luxury brands with editorial content
A resale marketplace offering 1.7 million pre-owned items across five categories
A dedicated collector shop with specialized shipping protocols for graded collectibles
Local Market Integration
The LocalFinds program now connects 4,600+ stores with local retailers, incorporating in-store pickup options, hyperlocal delivery networks, and community-focused merchandising. Additionally, 2,300+ service centers now support Marketplace-installed tires.
Logistics and Infrastructure Updates
The company has implemented several key improvements:
A new multichannel fulfillment system (September 2024) offering 15% lower costs compared to competitors
Enhanced cross-border importing from three Chinese ports, achieving 40% faster customs clearance
A preferred carrier program providing SMBs with LTL rates 60-70% below market rates and 20% faster inventory processing
Seller Support Programs
Walmart has introduced:
$5 million capital access program for qualified vendors
Storage fee waivers through September 2024
A new global seller app providing unified dashboard management for international vendors
The company’s strategy combines Amazon-scale logistics capabilities with integrated local retail presence, supported by annual ecommerce infrastructure investments exceeding $100 billion.
Frequently Asked Questions About Selling on Walmart (2025)
Q: What are the basic requirements to become a Walmart seller?
A: To sell on Walmart, you need a Business Tax ID (SSN not accepted) or Business License Number, verification documents for your business name and address, proven eCommerce success history, products with GTIN/UPC GS1 Company Prefix Numbers, and a catalog that complies with Walmart’s Prohibited Products Policy. You’ll also need fulfillment capability either through WFS or a U.S.-based B2C warehouse.
Q: How does Walmart Fulfillment Services (WFS) work?
A: WFS is similar to Amazon’s FBA. Walmart stores your inventory, handles picking, packing, and shipping, manages customer support and returns, and provides 2-Day Shipping tags. Products must ship from within the U.S., can’t be perishable or regulated, and must be under 150 lbs with maximum dimensions of 108″ in length and 165″ in length + girth.
Q: What are the costs associated with selling on Walmart vs. Amazon?
A: Walmart has a simpler fee structure with no monthly subscription fees. Sellers pay only referral fees ranging from 6% to 15% per sale, depending on the category. Storage and fulfillment fees are based solely on product weight. In contrast, Amazon charges a $39.99 monthly Professional selling fee plus referral fees and storage fees based on inventory volume.
Q: How can I list my products on Walmart’s marketplace?
A: You have three options: using Solution Providers (third-party services), API Connection (for technical integration), or Seller Center (which offers Single Item, Bulk Upload, or Match Setup). The method you choose depends on your technical capabilities and catalog size.
Q: What advertising options are available on Walmart?
A: Walmart offers Sponsored Products ads (appearing in search results and item pages) and Sponsored Brands ads (featuring brand logos and products at the top of search results). New sellers are automatically registered to Walmart Ad Center, and like Amazon PPC, you only pay when customers click your ads.
Q: How is Walmart’s marketplace performing in 2025?
A: Walmart’s marketplace is showing strong growth with over 150 million monthly active online shoppers and projected annual ecommerce sales exceeding $112 billion by 2027. The platform achieved 42% year-over-year growth in Q3 2024 and offers more than 700 million SKUs through third-party sellers.
Q: What support does Walmart offer to sellers?
A: Walmart provides personalized account management with a free WFS fulfillment expert, dedicated customer service support, storage fee waivers (through September 2024), a $5 million capital access program for qualified vendors, and a global seller app for unified dashboard management. They also offer Item Page Content creation without requiring brand registry.
How Canopy Management Can Help
Canopy Management is a full-service marketing agency for Amazon, Walmart, and TikTok sellers. Our team consists of multi-million dollar, omni-channel entrepreneurs, industry leaders, and award-winning experts.
When you consider the many ways that Canopy Management can help you grow your Walmart business, you’ll see why ecommerce is much easier “under the Canopy.”
Strategic Growth Planning
Listing Copywriting Optimization
Listing Photography
Product Videography
Advertising Management
Customer Service
Demand Side Platform
Full Service Management
Review Aggregation
Ready to Start Selling on Walmart?
Canopy’s Partners Achieve an Average 84% Profit Increase!
