Walmart Marketplace

Walmart Marketplace is an online platform where approved third-party sellers list and sell products directly on Walmart.com, alongside Walmart’s own inventory. When a buyer searches on Walmart.com, they see both Walmart-owned items and marketplace seller listings in the same results.

Unlike Amazon, Walmart Marketplace charges no monthly subscription fee. Sellers only pay a referral fee when a sale is made.

Walmart Marketplace in Detail

Sellers on Walmart Marketplace control their own catalog, set their own prices, and manage fulfillment either independently or through Walmart Fulfillment Services (WFS).

Key features of the platform include:

No monthly fees. There is no subscription cost to maintain a seller account. Sellers pay only when they make a sale.
Referral fees by category. Walmart charges a percentage of each sale, which varies by product category. Electronics carry an 8% referral fee. Apparel, home goods, and toys are typically 15%. For the most current and complete fee table, refer to Walmart’s official seller fee schedule.
Walmart Fulfillment Services (WFS). An optional service where Walmart stores inventory, picks and packs orders, and handles returns. Sellers using WFS earn a 2-day delivery badge, which improves search ranking and conversion. WFS fees start at $3.45 per unit and vary by size and weight.
Seller Center dashboard. The main management hub for listings, orders, performance metrics, and payouts.

All of this makes Walmart Marketplace one of the more accessible large marketplaces to join, with lower overhead than Amazon for sellers who qualify for the approval process.

How to Get Approved for Walmart Marketplace

Walmart Marketplace is not open to all sellers. The approval process typically takes 2 to 4 weeks and requires:

A US business entity (LLC, corporation, or sole proprietorship with an Employer Identification Number).
A US business tax ID. A Social Security Number is not accepted for most categories.
A product catalog with Universal Product Codes (UPCs) or Global Trade Item Numbers (GTINs).
A W-9 form for tax verification.
Demonstrated eCommerce history, such as an existing Shopify store, Amazon account, or eBay seller profile.

Walmart reviews eCommerce track record as part of the application. A live, professional-looking online store strengthens the application by demonstrating that the seller operates an established business rather than applying for the first time without a sales history.

Walmart Marketplace vs. Amazon

The two most meaningful differences between Walmart Marketplace and Amazon are fees and competition.

Amazon charges sellers a monthly subscription fee ($39.99 for a Professional plan) on top of referral fees. Walmart charges no monthly fee. Over 12 months, that difference is nearly $480 in fixed costs before counting a single sale.

Amazon’s third-party seller base runs into the millions. Walmart Marketplace has significantly fewer active sellers, which means less competition per category, better organic visibility for new listings, and a higher chance of winning the equivalent of Amazon’s Buy Box.

Why Is Walmart Marketplace Important for eCommerce Sellers?

Walmart Marketplace matters because it provides access to a large, trusted retail audience without the fixed monthly costs that make Amazon’s fee structure difficult for newer sellers. The lower competition per category means listings are more likely to be seen and purchased without heavy advertising investment.

For Shopify store owners, Walmart Marketplace offers a channel to expand reach without rebuilding a store from scratch. A Shopify store provides the operational foundation (product data, brand identity, and fulfillment workflows) that can also support Walmart Marketplace listings with minimal additional setup.

Frequently Asked Questions

Is Walmart Marketplace free to join?

Yes, Walmart Marketplace is free to join in the sense that there is no monthly subscription fee or setup charge. Sellers pay only a referral fee of 6% to 15% per sale, depending on the product category. Optional WFS fulfillment carries additional per-unit fees. The full fee schedule is available on Walmart’s official seller fee schedule page.

How long does Walmart Marketplace approval take?

Walmart Marketplace approval typically takes 2 to 4 weeks from the date of application submission. The timeline depends on how complete the application is and whether the applicant’s eCommerce history meets Walmart’s standards. Missing documentation is the most common reason for delays or rejections.

Does Walmart Marketplace allow dropshipping?

Yes, Walmart Marketplace allows dropshipping, but with strict requirements. All orders must ship in plain or Walmart-compliant packaging with no third-party branding or invoices included. Sellers must also consistently meet Walmart’s delivery service level agreements. Many dropshippers use WFS to remain compliant with packaging and delivery requirements without managing logistics themselves.