How to Sell on Walmart: Step-by-Step Guide to Building and Scaling Your Business

So, you’re thinking about how to sell on Walmart. Smart move. For years, the e-commerce world has felt like it revolves around one giant planet: Amazon.

But honestly, there’s another massive player in the galaxy that too many online sellers overlook. We’re talking about a retail behemoth with a household name, immense customer trust, and hundreds of millions of monthly online visitors. We’re talking about Walmart.

Getting into the marketplace Walmart offers isn’t just about opening another sales channel; it’s about tapping into a different, yet enormous, stream of customers.

It’s about diversifying your business and building a more resilient brand. But let’s be real – it’s not as simple as flipping a switch. There’s a process, a few hoops to jump through, and a strategy you need to nail down.

Feeling a little overwhelmed? Don’t be. That’s why we’re here. This guide will walk you through everything, step-by-step, from understanding the platform to scaling your operations with smart financing. Ready to get started?

Step 1: Understand Walmart Marketplace

Before you even think about filling out an application, you need to get the lay of the land. What exactly is the Walmart Marketplace?

Think of it like a massive, curated online mall where Walmart is the owner. They sell their own products, but they also rent out “storefronts” to third-party sellers – people just like you. This means your products can appear right alongside items sold by Walmart itself, giving your brand a dose of instant credibility.

The key difference between Walmart and, say, Amazon, is the customer base and the level of competition. Walmart shoppers are famously value-driven. They are looking for good products at great prices from brands they can trust. And because Walmart is more selective about who they let in, the marketplace isn’t nearly as saturated. For a savvy walmart seller, this translates to a golden opportunity: a massive audience with fewer competitors vying for their attention. It’s a chance to stand out and build a loyal following.

Step 2: Meet Walmart’s Marketplace Requirements

Alright, so you’re sold on the idea. Now for the big question: can you sell on Walmart? Unlike some other platforms where anyone with a credit card can sign up, Walmart has some specific criteria. They are protective of their brand and want to ensure a positive experience for their customers.

Here’s the thing: think of it less like a barrier and more like a quality filter. If you meet these walmart marketplace requirements, you’re already proving you’re a serious business.

You’ll need to have your ducks in a row. This includes:

• A U.S. Business Tax ID (EIN): You cannot use your personal Social Security Number. This is non-negotiable and means you need a formal business structure like an LLC or S-Corp. If you don’t have one, services like LegalZoom can help you get set up.
• W-9 or W-8 and EIN Verification Letter: This is standard stuff for verifying your business with the IRS.
• A U.S. Business Address & Warehouse: You need a physical presence in the United States for your operations.
• A Track Record of Success: This one’s a bit more subjective, but it’s huge. Walmart wants to see that you have a history of e-commerce success. If you have an established Shopify store or a successful Amazon or eBay presence, make sure to highlight it in your application. They want partners who already know how to manage inventory, fulfill orders, and handle customer service.

Having this information ready before you start shows you’re professional and makes the entire process smoother.

Step 3: Apply to Become a Walmart Seller

Once you’ve confirmed you meet the requirements, it’s time to formally apply. The application itself is surprisingly straightforward and should only take you about 15 minutes to complete if you have all your documents handy.

Head over to the official Walmart Marketplace website to start. You’ll be asked for basic information about your business, including:

• Your Business Tax ID (EIN).
• Your U.S. business address.
• Your planned integration method (we’ll get to that later).
• Details about your product catalog, like the primary categories you sell in.

After you submit, the waiting game begins. Approval isn’t instant; it can take anywhere from a few days to a couple of weeks. Don’t just sit on your hands while you wait. Use this time productively! Start preparing your product data in a spreadsheet, take high-quality product photos, and refine your pricing strategy. When that approval email lands in your inbox, you’ll be ready to hit the ground running.

Step 4: Set Up Your Walmart Seller Account

Congratulations, you’re in! That approval email is your green light. Now it’s time to build your digital storefront. The first thing you’ll do is complete the registration process in Walmart’s Seller Center. It’s a guided, six-step process that includes:

1. Account Creation: Just the basics – creating your username and password.
2. Retailer Agreement: The legal fine print. Read it, understand it, and agree to it.
3. Business Verification: You’ll re-enter your business details here.
4. Payment Info: This is a crucial step. Walmart processes its payments through third-party partners. You’ll need to register with a payment provider like Payoneer to receive your funds.
5. Shipping Info: How will you get products to your customers? You’ll set up your shipping rates, methods, and regions here. You can configure everything from standard economy to two-day shipping.
6. Seller Profile: This is your public-facing page on Walmart.com. Add your company name, a description, your logo, and your customer service policies. Make it professional – this is your brand’s first impression on millions of potential buyers.

Step 5: List Your Products

With your account set up, it’s time for the main event: getting your products live. This is where your preparation pays off. Selling on walmart marketplace is all about the quality of your listings. A great product with a poor listing will go nowhere.

You have a few ways to get your products into the system:

• Bulk Upload: The most common method for sellers with more than a handful of products. You’ll use Walmart’s specific Excel templates to enter all your product information – titles, descriptions, images, prices, etc. – and upload it all at once.
• API Integration: For the more tech-forward businesses, you can connect your existing systems directly to Walmart through an API. This is often done using a third-party connector solution like CedCommerce or Shopify’s native Walmart integration.
• Single Item Setup: If you’re just starting with one or two products, you can use the setup wizard directly in Seller Center to add them one by one.

Whichever method you choose, focus on quality. Walmart uses a “Listing Quality Score” to rank your listings. To get a high score, you need:

• Compelling Titles: Be descriptive and include relevant keywords.
• Great Images: Use high-resolution photos from multiple angles.
• Rich Descriptions: Tell a story. What problem does your product solve? What are its key features and benefits?
• Competitive Pricing: Remember the Walmart shopper. Your price, including shipping, needs to be sharp.

Step 6: Fulfill Orders

The orders are starting to come in. Fantastic! Now comes the most critical part of the customer experience: getting the product into their hands quickly and reliably. If you mess this up, your time on Walmart will be short-lived.

You have two primary options for fulfillment:

1. Seller-Fulfilled: This is the do-it-yourself method. You store the inventory, you pick and pack the orders, and you arrange the shipping. You have full control, but you’re also responsible for everything, including meeting Walmart’s strict shipping timeframes. If you’re just starting, this is a perfectly fine way to go.
2. Walmart Fulfillment Services (WFS): Sound familiar? WFS is Walmart’s answer to Amazon’s FBA. You send your inventory to a WFS fulfillment center, and they handle the rest – storage, picking, packing, and shipping. Products fulfilled through WFS get a “Fulfilled by Walmart” tag and are eligible for two-day shipping. This is a huge trust signal for customers and can significantly boost your sales. Of course, WFS comes with fees, but for many sellers, the benefits of speed and reliability far outweigh the costs, especially when you’re looking to grow.

Step 7: Market Your Products on Walmart

So, your products are listed and your fulfillment is sorted. Time to sit back and watch the sales roll in, right? Not quite. Just like any other marketplace, visibility is key. You need to be proactive in getting your products in front of shoppers.

Your primary tool for this is Walmart Connect, the platform’s advertising arm. Through Walmart Connect, you can run Sponsored Products campaigns. These are pay-per-click (PPC) ads that place your products in prominent positions, like the top of search results. It’s a powerful way to drive traffic and sales, especially for new products.

Beyond paid ads, you can also run promotions. Using the Seller Center, you can set up “Reduced Price” or “Clearance” banners on your listings. These promotions are a great way to attract value-conscious shoppers and clear out seasonal inventory.

Step 8: Manage Customer Service & Returns

Excellent customer service is non-negotiable. Walmart tracks your performance closely through a Seller Scorecard, which measures things like your order defect rate, on-time shipping rate, and customer response time. You need to stay on top of these metrics.

This means responding to customer inquiries within 48 hours and processing returns promptly and professionally. A clear, customer-friendly return policy can actually increase sales, as it gives buyers the confidence to make a purchase. Be fair, be fast, and be helpful. Your reputation depends on it.

Step 9: Scale Your Walmart Business

You’ve made it this far. You’re approved, you’re set up, and you’re making sales. Now the real fun begins: scaling. How do you go from a small side operation to a major revenue stream?

Scaling on Walmart involves a few key activities:

• Expanding your catalog: Adding new, relevant products to attract more customers.
• Investing in advertising: Increasing your Walmart Connect budget to capture more market share.
• Utilizing WFS: Moving more of your top-selling inventory into WFS to improve your shipping speed and conversion rates.
• Optimizing your supply chain: Ordering larger quantities of inventory to get better pricing and avoid stockouts.

But here’s the catch – all of this requires capital. A lot of it. How do you pay for that massive inventory order or fund a major ad campaign before you’ve made the sales? This is where many promising businesses hit a wall. They know how to sell on walmart online, but they don’t have the cash flow to fuel their growth.

Benefits of Selling on Walmart

Let’s quickly recap why this is such a good idea. The upsides are significant:

• Massive Audience: You get access to over 400 million monthly online visitors.
• Less Competition: It’s a less crowded field than Amazon, making it easier for your products to be seen.
• Brand Association: Selling on Walmart lends your brand a level of trust and credibility.
• Simple Fee Structure: There are no monthly subscription fees. You only pay a referral fee (typically 8-15%) when you make a sale.
• Powerful Tools: Access to WFS and Walmart Connect gives you the tools to compete with the big players.

Challenges of Selling on Walmart

Now, let’s be realistic. It’s not a walk in the park. There are challenges to be aware of:

• Strict Approval: You have to be an established business to get in.
• Price is King: Walmart is known for “Everyday Low Prices,” and you’ll be expected to be competitive.
• Performance is Everything: The Seller Scorecard is unforgiving. You must maintain high standards for shipping and customer service.
• Newer Platform: The seller tools and interface, while improving, are generally considered less mature than Amazon’s Seller Central.

Eboost Partners: Financing Your Walmart Business

Remember that growth problem we talked about? The need for capital to scale? That’s precisely where Eboost Partners comes in. We understand the unique challenges and opportunities that come with how to become a walmart seller. Waiting for your payouts to reinvest in your business is a slow, frustrating path. You need capital now to seize the opportunity.

We provide financing solutions for Walmart sellers, with affordable options from $5,000 to $2 million designed specifically for e-commerce entrepreneurs like you. This isn’t just a loan; it’s growth fuel. It’s the money you need to:

• Place that large inventory order to get volume discounts.
• Invest confidently in Walmart Connect ads to dominate your category.
• Cover the costs of sending your products to WFS to boost sales.

We make it simple. With flexible repayment terms up to 24 months and convenient, automatic daily or weekly payments, our financing works with your business’s cash flow, not against it. We’re more than a lender; we’re a partner dedicated to your growth.

Ready to stop worrying about cash flow and start focusing on scaling your Walmart empire? Contact Eboost Partners today to see how our financing solutions can help you achieve your goals.