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Amazon sellers who expand to Walmart earlier in their growth journey often see stronger overall revenue growth and reduced platform dependency compared to those who wait several years.

Here’s why Walmart’s marketplace matters more in 2025, and the systematic approach experienced multi-platform sellers use to capture growth without doubling operational complexity.

Updated: October 2025

Why Walmart’s Marketplace Momentum Matters in 2025

Walmart’s marketplace attracts approximately 500 million monthly visitors, with users spending an average of 12 minutes per session, according to publicly available traffic data from early 2025.

Total revenue for Walmart’s fiscal year 2024 (ending January 31, 2025) reached $648 billion, with e-commerce sales exceeding $100 billion annually, per Walmart’s financial reports. The U.S. Marketplace grew 42% year-over-year in Q3 2024, according to Walmart’s publicly released marketplace data, now offering over 700 million SKUs through third-party sellers.

These aren’t just impressive numbers. They represent a strategic window for brands already succeeding on Amazon to capture market share before competition intensifies to Amazon-level saturation.

How to Sign Up to Sell on Walmart

Creating a Walmart seller account takes under 5 minutes through Seller Center, though approval typically requires 2-3 business days for established sellers with proven eCommerce history and valid GTINs.

The process involves three steps in Walmart’s Seller Center:

1. Business Verification

Submit your business details to complete your Seller Profile. You’ll need your Business Tax ID or Business License Number and supporting documents that verify your business name and address.

2. Payment Setup

Tell Walmart where to send your payments. There are no setup, subscription, or monthly fees, a significant advantage over Amazon’s $39.99 Professional selling plan requirement.

3. Shipping Configuration

Configure your shipping methods, costs, and preferred returns process. Select your carriers based on your budget and fulfillment strategy.

If you’re already an Amazon seller, you’ve done 95% of the work needed to succeed on Walmart. The platforms operate on similar principles, making expansion straightforward for experienced marketplace sellers.

The Walmart Approval Process: What Makes It Different

Unlike Amazon’s open registration, Walmart operates a gated marketplace requiring application approval, business verification, and demonstrated eCommerce success before you can list products.

Walmart states explicitly: “Make sure you have a history of marketplace or eCommerce success. Being an established and credible seller is something we take seriously.”

While this creates an additional hurdle for new sellers, it also means your competition skews toward more established brands, potentially creating a higher-quality marketplace environment.

Walmart’s Business Requirements

What You Need to Apply:

• Business Tax ID (SSN not accepted) or Business License Number
• Supporting documents verifying your Business Name and Address
• Demonstrated history of marketplace or eCommerce success
• Products with GTIN/UPC GS1 Company Prefix Numbers
• Catalog complying with Walmart Prohibited Products Policy
• Fulfillment capability through WFS or B2C US warehouse with returns

The approval barrier means your competition consists of more serious sellers with proven track records rather than inexperienced merchants testing the waters.

What Walmart Fulfillment Services (WFS) Includes

WFS provides storage, picking, packing, shipping, customer service, and returns handling with zero monthly subscription fees, giving your products 2-Day Shipping badges that increase visibility and conversion.

Walmart Fulfillment Services operates similarly to Amazon’s FBA with storage, pick/pack/ship, and customer service handling, but with zero monthly subscription fees and a simpler fee structure based solely on product weight.

How WFS Works

WFS allows sellers to store inventory at Walmart fulfillment centers. After customers place orders on Walmart.com, Walmart picks, packs, ships, and delivers items. WFS also handles all customer support and returns.

Key WFS Benefits

Free 2-Day Shipping Badge

Products fulfilled through WFS display with 2-Day Shipping and “Fulfilled by Walmart” tags that increase visibility and conversion rates.

Comprehensive Support

• Stores your products in Walmart fulfillment centers
• Prepares items for shipping after orders are placed
• Tracks inventory, orders, and shipments with intuitive dashboards
• Delivers items to customers within 48 hours
• Higher search rankings and Buy Box prominence with 2-Day tags
• Handles customer inquiries and support
• Manages returns through Walmart’s omnichannel Free & Easy Returns program

Transparent Fee Structure

Walmart’s referral fee is calculated as a percentage of your total sale price:

Referral Fee = Sale Price × Category Rate

For example, a $50 product in a category with a 15% referral rate would generate a $7.50 fee: $50 × 0.15 = $7.50

Your total Walmart fees per order combine the referral fee with weight-based fulfillment costs:

Total Fees = (Sale Price × Referral Rate) + Fulfillment Fee

For a $40 product with 10% referral rate and $4.50 fulfillment fee: ($40 × 0.10) + $4.50 = $8.50 total fees

Walmart’s fulfillment program features a fixed monthly storage fee and fulfillment costs based on item weight alone. No signup fees, no monthly subscription fees.

WFS Product Requirements

Products eligible for WFS must meet these criteria:

• Ship to Walmart fulfillment centers from within the United States
• Not perishable or regulated products
• Comply with Walmart’s prohibited products list
• Maximum weight: 150 lbs
• Maximum dimensions: 108″ length and 165″ length + girth

Common Pitfalls When Launching on Walmart

New Walmart sellers typically face three challenges: copying Amazon listings without platform-specific optimization, underestimating approval timelines by 1-2 weeks, and launching without researching category-specific performance benchmarks.

1. Treating Walmart Like Amazon (The “Copy-Paste” Problem)

We see sellers who directly port Amazon listings to Walmart without optimization experience lower conversion rates. Walmart’s customer base skews toward value-conscious buyers seeking different product attributes than Amazon’s audience. The solution: Optimize titles and bullets specifically for Walmart’s search algorithm and customer expectations.

2. Underestimating the Approval Timeline

Application review typically takes 2-3 business days for established sellers, but product listing approval can take an additional 3-5 days. Brands that don’t account for this miss critical launch windows. Start the process 2-3 weeks before your intended go-live date.

3. Launching Without Category Research

Not all categories perform equally on Walmart versus Amazon. Home goods and consumables typically show strong performance, while electronics face steeper competition. Research category-specific benchmarks before committing significant inventory.

How to Set Up Your Walmart Product Listings

You can add products through three methods: partnering with solution providers for full-service integration, connecting via API for direct technical integration, or using Seller Center for manual, bulk, or match-based setup.

You have three integration options for adding your catalog to Walmart.com, each suited to different operational needs and technical capabilities.

Solution Providers

Walmart partners with leading solution providers offering full-range eCommerce services to online sellers. While some providers offer comprehensive services (item setup, inventory management, order fulfillment, pricing), others provide specialized functions. Integrations are tailored to individual seller needs.

API Connection

Marketplace sellers and supplier developers can access API tools for direct integration with Walmart’s eCommerce platform, ideal for brands with technical resources or existing inventory management systems.

Seller Center

Using Seller Center, you can integrate Walmart products through SellerSetup by Match, Single Item, or Bulk Upload Setup. This is the most accessible option for sellers managing smaller catalogs.

How to Get Started with Walmart Sponsored Search Ads

Walmart’s PPC platform works like Amazon’s Sponsored Products with auction-based keyword targeting, automatic Ad Center registration for new sellers, and typically lower cost-per-click rates across many categories.

Following the same model as Amazon PPC advertising, Sponsored Search advertising from Walmart Connect puts your brand and products in front of customers searching and browsing Walmart’s site and app. You only pay when customers click your ad.

Walmart Sponsored Advertising Options

Sponsored Products

Appear in high-visibility placements within relevant search results and on item pages. Clicks advance customers directly to your product’s item page.

Sponsored Brands

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 Registration

New Marketplace sellers are automatically registered to Walmart Ad Center, Walmart’s self-serve ad platform offering step-by-step guidance for first-time advertisers.

Getting Started with Walmart Connect Advertising

First Steps:

• Check product eligibility requirements and set campaign goals
• Select campaign variation; combine Sponsored Products and Sponsored Brands for best results
• Determine targeting strategy through keyword research
• Capitalize on relevant, searchable keywords in campaigns

Using Sponsored Brands to Build Awareness

Sponsored Brands ads help launch new or seasonal items, promote items with lower search rankings, and boost performance of higher-priced products.

What Sponsored Brands Include:

• Brand logo
• Custom headline
• Up to four advertised items with shoppable links
• Increased awareness and conversion through enhanced visibility

Sponsored Brands work particularly well for newer brands without high organic search rankings at Walmart.

Sponsored Brands Requirements:

To use Sponsored Brands, Walmart Marketplace sellers must be brand owners meeting these criteria:

• Onboarded to Walmart Brand Portal (Walmart’s intellectual property rights management platform)
• Based in United States, China, Hong Kong, United Kingdom, or pre-approved seller in India
• Rights owner registered with United States Patent and Trademark Office
• Onboarded to Walmart Brand Portal (Walmart’s intellectual property rights management platform)

Walmart Ads Targeting Strategy

Choose your campaign type based on your experience and goals:

Campaign Type	Best For	How It Works	When to Use
Automatic	New advertisers, product testing	Walmart’s algorithm selects keywords	Starting out, testing demand, limited keyword data
Manual	Experienced advertisers	You choose specific keywords	Know your high-performing keywords, want precise control

Automatic Campaigns

Walmart’s algorithm selects the best keywords for your ad campaign. Perfect for advertisers new to Sponsored Search or testing new products.

Manual Campaigns

You choose your own keywords. Better for advertisers who understand which keywords their products rank for or generate searches.

Walmart WFS vs Amazon FBA: Key Differences

The biggest operational difference is Walmart’s zero monthly subscription fee versus Amazon’s $39.99 Professional plan, plus WFS uses simpler weight-based fulfillment fees while Amazon adds volume and time-based storage costs.

While selling on Walmart resembles selling on Amazon in many ways, significant differences impact your strategy and profitability.

1. Sellers Need Approval to Sell on Walmart

The biggest operational difference: Walmart requires application and approval before you can sell. Amazon allows virtually anyone to register and list products within days.

However, this gated approach means less competition from low-quality sellers. Your competition skews toward established brands with proven track records.

2. Walmart’s Simpler Fee Structure

Fee Type	Amazon FBA	Walmart WFS
Monthly Subscription	$39.99 Professional Plan	$0
Referral Fee	8-15% (varies by category)	6-15% (varies by category)
Storage Fees	Based on volume + time	Based on volume
Fulfillment Fees	Weight + dimensions	Weight only

Fee structures as of October 2025. Both platforms adjust fees periodically; verify current rates in Seller Central.

Walmart marketplace fees are straightforward with a simple referral fee structure. You pay only for what you sell through referral fees ranging from 6% to 15% per completed purchase, depending on category and total sales price.

While Walmart’s fixed storage and fulfillment fee is based on shipping weight, Amazon’s storage fees also factor in the amount of inventory stored in warehouses, creating higher costs for slower-moving inventory.

3. No Monthly Subscription Fee

Amazon requires the $39.99/month Professional selling plan to access PPC advertising. Walmart charges no monthly subscription fee, allowing sellers to reinvest those savings into advertising or inventory.

4. Personalized Account Management

Walmart connects sellers with a WFS fulfillment expert free of charge to develop personalized recommendations on business optimization and growth.

To work with Amazon’s dedicated Account Managers, sellers pay $1,600 per month plus a percentage of sales.

What Walmart and Amazon Have in Common

Both platforms offer 2-day fulfillment programs, handle customer service and returns for fulfilled orders, provide advertising systems, offer enhanced listing content, and use similar search algorithms to connect shoppers with relevant products.

The operational similarities between the two eCommerce platforms create an easy transition path for experienced Amazon sellers.

1. Guaranteed 2-Day Free Shipping Plus Free Returns

When sellers store products in a Walmart Fulfillment Center, they offer 2-day free shipping to customers. Walmart picks, packs, ships, and delivers orders within 48 hours, mirroring Amazon’s FBA features exactly.

2. Full Fulfillment Management

Both platforms give sellers the option of fulfilling customer orders themselves or through proprietary fulfillment centers. Walmart introduced WFS in 2020 to match Amazon’s FBA platform launched in 2006. Like Amazon, Walmart manages customer service and returns for WFS sellers.

3. Seller Support Systems

Both platforms offer dedicated support, though Amazon’s seller support typically receives mixed reviews. Walmart provides dedicated WFS call center associates for marketplace sellers.

4. Enhanced Listing Content

Both platforms offer premium listing content options. Amazon provides A+ Content for brand registered sellers featuring images, infographics, logos, and unique modules.

Walmart sellers don’t need brand registry but must sign up for WFS to access “Item Page Content.” If you’re not brand registered on Amazon, this represents a significant advantage.

5. Listing Optimization Principles

Both platforms prioritize connecting shoppers with relevant, high-quality products matching their needs.

The Walmart search engine provides the most relevant products for every search, operating on parallel principles to Amazon. Success requires selecting keywords and phrases that connect your product with the right shoppers at the right moment in the purchasing journey, rather than simply driving high traffic volume.

Walmart Marketplace: What’s New for 2025

Walmart’s 2025 marketplace and brand strategy underwent major changes, focusing on expanding customer experience and seller support systems.

New Brand Identity

In January 2025, Walmart introduced a proprietary font based on Sam Walton’s original trucker hat design, along with a modernized “spark” logo guiding digital navigation. The official color scheme standardizes True Blue and Spark Yellow, complemented by updated voice guidelines balancing approachability with technical expertise.

Current Marketplace Performance

As of mid-2025, Walmart Marketplace has surpassed 200,000 active sellers, with 44,000 new sellers joining in just the first five months of 2025 alone, representing the fastest onboarding rate in the platform’s history.

The platform shows strong growth metrics with over 150 million monthly active online shoppers in Q1 2025, according to Walmart’s publicly released data. Projections indicate annual ecommerce sales will exceed $112 billion by 2027.

New-Seller Savings Program

Launched in early 2025 and currently available to qualifying new sellers, this program offers substantial incentives for sellers joining the marketplace, both domestic and international. Benefits include:

• 30% discount on base referral fees for first $50K in GMV
• 75% discount on referral fees for GMV between $50K and $750K
• Up to $2K in WFS credits covering fulfillment and storage fees
• $1K advertising credits for new advertisers through Walmart Connect
• Available to eligible sellers from multiple countries including Canada, China, India, United Kingdom, and Vietnam

The program demonstrates Walmart’s commitment to attracting established sellers from global markets while providing meaningful financial incentives during the critical startup phase.

Shopping Experience Enhancements

Walmart launched several specialized marketplaces:

• Premium beauty section featuring 20+ luxury brands with editorial content
• Resale marketplace offering 1.7 million pre-owned items across five categories
• Dedicated collector shop with specialized shipping protocols for graded collectibles

AI-Powered Shopping Integration

In October 2025, Walmart announced a partnership with OpenAI enabling customers to complete purchases directly through ChatGPT, signaling a fundamental shift from search-based to conversation-based shopping. This integration allows shoppers to describe their needs in natural language rather than searching with keywords.

The company also launched Sparky, its AI shopping assistant, in June 2025 to provide personalized product recommendations and streamline the purchase process. These developments represent Walmart’s commitment to meeting customers where they naturally communicate, fundamentally changing how products are discovered and purchased on the platform.

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 support Marketplace-installed tires.

Infrastructure and Logistics Enhancements

Key improvements for 2025:

• 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
• Preferred carrier program providing SMBs with LTL rates 60-70% below market rates and 20% faster inventory processing

Seller Support Program Expansion

Walmart introduced:

• $5 million capital access program for qualified vendors
• Storage fee waiver programs for qualified new sellers
• 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?

Walmart requires a Business Tax ID, proven eCommerce history, and valid GTINs for all products. Specifically, you need a Business Tax ID (SSN not accepted), verification documents for your business name and address, demonstrated marketplace success, products with GTIN/UPC GS1 Company Prefix Numbers, and catalog compliance with Walmart’s Prohibited Products Policy. Fulfillment capability through WFS or a U.S.-based B2C warehouse is also required.

Q: How does Walmart Fulfillment Services (WFS) work?

WFS operates identically to Amazon’s FBA by storing your inventory, handling picking, packing, and shipping, managing customer support and returns, and providing 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. The key difference from FBA: no monthly subscription fees and simpler weight-based fulfillment costs.

Q: What are the costs associated with selling on Walmart vs. Amazon?

Walmart has no monthly subscription fees while Amazon charges $39.99/month for Professional sellers. Walmart’s referral fees range from 6% to 15% per sale depending on category, and storage and fulfillment fees are based solely on product weight. In contrast, Amazon charges referral fees plus storage fees based on inventory volume and time stored, which can create higher costs for slower-moving inventory.

Q: How can I list my products on Walmart’s marketplace?

You have three options for catalog integration: Solution Providers (third-party services offering full eCommerce support), API Connection (for technical integration with existing systems), or Seller Center (offering Single Item, Bulk Upload, or Match Setup). The method you choose depends on your technical capabilities and catalog size. Most sellers starting with under 100 SKUs find Seller Center’s bulk upload the most efficient approach.

Q: What advertising options are available on Walmart?

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. Like Amazon PPC, you only pay when customers click your ads. Many categories show lower cost-per-click rates compared to Amazon, though actual performance varies by category and competition level.

Q: How is Walmart’s marketplace performing in 2025?

Walmart’s marketplace shows strong growth with over 150 million monthly active online shoppers, per publicly available data. Projected annual ecommerce sales will exceed $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. This growth creates opportunity for established sellers to capture market share before competition intensifies to Amazon-level saturation.

Q: What support does Walmart offer to sellers?

Walmart provides personalized account management with a free WFS fulfillment expert, dedicated customer service support, storage fee waiver programs for qualified new sellers, 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, a significant advantage over Amazon’s A+ Content which requires brand registration.

How Canopy Management Can Help You Succeed on Walmart

While Walmart’s platform provides the infrastructure for success, many sellers accelerate their growth by partnering with specialized agencies.

Canopy Management specializes in multi-platform eCommerce strategy, helping established Amazon sellers expand to Walmart with systematic frameworks that minimize trial-and-error and operational complexity.

As a full-service marketing agency for Amazon, Walmart, and TikTok sellers, our team brings deep marketplace expertise and proven multi-platform experience.

Our Walmart Marketplace Services

Strategic Growth Planning

We develop customized expansion strategies based on your current Amazon performance, category benchmarks, and competitive positioning on Walmart.

Listing Copywriting Optimization

Platform-specific optimization that accounts for Walmart’s unique search algorithm and customer base, not just copying Amazon listings.

Listing Photography & Product Videography

Visual content optimized for Walmart’s item page requirements and customer expectations.

Advertising Management

Cross-platform PPC expertise leveraging Walmart’s typically lower cost-per-click rates compared to Amazon for maximum ROI.

Customer Service

White-glove customer support ensuring your Walmart reputation matches your Amazon performance.

Demand Side Platform (DSP)

Advanced programmatic advertising for brands ready to scale beyond sponsored ads.

Full Service Management

Complete marketplace management allowing you to focus on product development and strategic growth.

Review Aggregation

Systematic approach to building review velocity and maintaining high ratings on Walmart.

When you consider the ways Canopy Management can help you grow your Walmart business, you’ll see why ecommerce is easier “under the Canopy.”

Our systematic frameworks help sellers avoid the common pitfalls we’ve seen impact performance in the first 90 days, from listing optimization issues to inventory positioning mistakes. We treat your Walmart expansion as a strategic growth initiative, not just another marketplace to manage.

Ready to expand to Walmart with an experienced partner? Contact Canopy Management to discuss your multi-platform growth strategy.