How do you sell on Walmart Marketplace in 2026?

What do you need to sell on Walmart?

Walmart lists seven minimum qualifications on marketplace.walmart.com. Can you sell on Walmart Marketplace without them? No: the application is reviewed against this list.

• Business tax ID (SSN not accepted) or business license number.
• Supporting documents that verify your business name and address.
• A history of marketplace or ecommerce success.
• Products with GTIN/UPC GS1 company prefix numbers.
• A catalog that complies with Walmart's Prohibited Products Policy.
• Fulfillment through Walmart Fulfillment Services (WFS) or another B2C US warehouse with returns capability.
• An account with a compatible payment processor.

US sellers with an EIN are classified W-9, and Walmart may ask for an IRS letter such as CP575 or 147C. Sellers incorporated outside the US use W-8ECI (with an EIN) or W-8BEN-E (without one). There is a separate guide for China-based sellers in Chinese.

How do you apply to sell on Walmart and get approved?

The Walmart seller application and onboarding run in this order (Marketplace Learn, updated 31 August 2026):

1. Apply. Walmart seller sign up is at seller.walmart.com/signup. Optional Express setup can import your business details and catalog from another marketplace.
2. Verify the business. Legal name, entity type, phone, registration number and the applicant's ID. This takes a few minutes to a few business days. Details must match your official documents or verification is delayed.
3. Set up payouts. Marketplace Wallet or an approved third-party payout provider; ACH direct deposit is not available. Finish within 30 days or the account is declined.
4. Set up the store. Customer service details, WFS or seller-fulfilled shipping, and a verifiable return address.
5. Add your catalog. Match existing Walmart items, add single items, bulk upload, connect by API or use a solution provider.
6. Publish and sell. Items publish once setup is complete. A New Seller Payment Hold applies while you build sales history.

Most rejections we see come from mismatched names and addresses across documents. Make the legal name on your tax ID, bank and address proof identical before you apply.

How much does it cost to sell on Walmart?

Walmart charges no setup, monthly or hidden fees. You pay a referral fee only when an item sells, as a percentage of the total sales price (item price plus shipping, handling, gift wrap and other charges). Selected categories:

Walmart also advertises up to $75K in new-seller savings (conditions apply, offer ends 31 January 2027) and referral fee discounts of 25% to 100% on eligible Customer Favorites items. Compare your margin channel by channel with our Walmart vs Amazon calculator.

Should you use Walmart Fulfillment Services (WFS)?

WFS is Walmart's version of FBA: Walmart stores, picks, packs and ships your orders in two days or less, handles customer questions and takes returns in stores or by mail. There are no setup or monthly fees and no minimum inventory, though Walmart recommends starting with at least 50 items. Items can weigh up to 500 lb and measure up to 120 x 105 x 93 inches with packaging, must be non-perishable, and must ship from the US or be cleared through customs.

Walmart says sellers using WFS see 50% GMV growth on average for items with the Fulfilled by Walmart tag (Walmart first-party data). Standard fees:

How do you find best-selling categories and what to sell on Walmart?

Use Walmart's own demand data before you guess. Seller Center has three tools for this:

• Analytics, Search insights: sales information, the keywords shoppers use and listing recommendations.
• Growth, Assortment growth: items Walmart recommends you add to your catalog.
• Customer Favorites: items Walmart says shoppers frequently search for and buy, picked from search trends and sales signals. Listing them at a competitive price can earn a referral fee discount.

For an Amazon brand, the fastest route is your existing best sellers, filtered by two questions: does the margin survive Walmart's referral fee in that category, and can you win the Buy Box on price and two-day delivery? Start with the 10 to 30 items that pass both, not the whole catalog.

Is selling on Walmart worth it for an Amazon brand?

For most brands already doing $100K+ a month on Amazon, yes. Walmart's Q2 FY27 SEC filing shows Walmart U.S. eCommerce up 24% and marketplace sales up 52% in the quarter to July 2026, and the seller field is far thinner than on Amazon.

The catch is that copied Amazon listings underperform; Walmart rewards complete, Walmart-specific item setup. Our home goods client went from $0 to $42K a month on Walmart in 5 months with rebuilt listings, WFS on fast movers and Walmart Connect (case study). Shaazford runs Walmart for a flat $1,600 a month, $500 a month off both when bundled with Amazon.