Finding Your Path: How to Get Your Product in Walmart

Updated on : April 9, 2024
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Finding Your Path: How to Get Your Product in Walmart

Embark on your eCommerce journey with Walmart Marketplace! Learn the key steps to join, navigate the intricate qualifications, and unlock success on this retail giant. Discover the unique dynamics of selling on both Walmart and Amazon, helping you make informed decisions for your business.

How to join Walmart marketplace?

Are you eyeing Walmart Marketplace seller as your next eCommerce venture? To embark on this journey as an individual seller, understanding and meeting the qualifications is the first crucial step. Let’s delve into the intricacies:

Business Identification:

  • Requirement: A valid Business Tax ID or Business License Number. Notably, Social Security Numbers (SSN) won’t suffice.
  • Implementation: Acquiring the necessary Business ID is akin to obtaining your eCommerce passport.

Document Verification:

  • Requirement: Submission of supporting documents for a rigorous verification process of your Business Name and Address.
  • Implementation: Think of it as presenting your credentials at the marketplace entrance – a necessary step for trust and transparency.

eCommerce Track Record:

  • Requirement: Demonstrating a successful history in the eCommerce or marketplace realm is a valuable asset.
  • Implementation: Showcase your eCommerce prowess, emphasizing past victories and experiences that set you apart.

Product Identification Numbers:

  • Requirement: Equip your products with GTIN or UPC numbers, complete with a GS1 Company Prefix.
  • Implementation: Think of GTIN/UPC as the unique fingerprints of your products – essential for proper cataloguing.

Catalog Adherence:

  • Requirement: Ensure your product catalog aligns seamlessly with Walmart’s Prohibited Products Policy.
  • Implementation: Consider it as adhering to the marketplace’s rulebook, ensuring only compliant items grace your virtual shelves.

Fulfilment Flexibility:

  • Requirement: Opt for flexibility in order fulfilment, choosing between Walmart Fulfillment Services (WFS) or a US-based Business-to-Consumer (B2C) warehouse with return-handling capabilities.
  • Implementation: It’s akin to selecting your preferred mode of transportation – aligning with your unique business needs.

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Can You Sell on Both Amazon and Walmart?

Yes, you can sell on both Walmart and Amazon simultaneously. Many businesses and individuals choose to diversify their e-commerce presence by listing their products on multiple online marketplaces, including both Walmart and Amazon.

Selling on Walmart vs Amazon

Pros & Cons: Walmart vs. Amazon

Decision Reminder: You don’t have to choose one or the other. Evaluate how selling on both platforms can complement your strategy.

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Similarities in Selling: Walmart vs Amazon

Fulfillment Services & Shipping:

  • Walmart Fulfillment Services (WFS) vs. Amazon FBA
  • Next-day or Two-day Shipping Options
  • Free Shipping for Meeting Order Minimums

Listing Optimization:

  • Importance of Clear Product Photos
  • Utilizing Infographics for Selling Features
  • Inclusion of Keywords for SEO
  • Rich Media Content on Walmart vs. A+ Content on Amazon

Existing Traffic and Marketplaces:

  • Monthly Unique Visitors on Walmart (120 million) vs. Amazon (200 million)
  • Leveraging Existing Traffic for Sales
  • Organic Ranking Based on Keyword Relevance
  • Utilizing Pay-per-click (PPC) Advertising

Customer-Centric Focus:

  • Low-cost or Free Expedited Shipping
  • Emphasis on High-Quality Products
  • Commitment to Customer Service
  • Policies to Ensure Product Quality and Service Standards

Conversion Fuels Ranking:

  • Significance of Conversion Rates
  • Creating Compelling Listings for Higher Conversions
  • Impact on Organic Ranking on Both Platforms

Key Takeaway:

Discover the possibility of selling on both Walmart and Amazon simultaneously. Compare qualifications, fees, and existing traffic to make informed decisions for your business.

Exploring Walmart Challenges: Is Selling on Walmart Challenging?

Becoming a Walmart seller involves navigating through various challenges, but the level of difficulty varies based on individual experiences and several factors. The process encompasses meeting Walmart’s criteria, which can present obstacles, yet the potential rewards make it an enticing platform for e-commerce ventures.

Factors Influencing the Selling Experience:

  1. Product Type and Competition: The nature of your product and the competition within your niche significantly impact the selling journey on Walmart. While some sellers successfully leverage the platform’s large customer base, others might find it challenging to stand out.
  2. Pricing and Marketing Efforts: Strategic pricing and effective marketing efforts are crucial components. Sellers need to adopt adaptable strategies to navigate pricing competition and efficiently promote their products.
  3. Fulfillment Efficiency: Efficient order fulfilment is a critical aspect. Success depends on how well sellers manage inventory, ensure on-time shipping, and maintain overall fulfilment efficiency.

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Challenges and Opportunities on Walmart Marketplace:

  1. Approval Process: The approval process can be challenging, involving strict criteria such as a valid Business Tax ID or Business License. Demonstrating a successful track record in e-commerce is essential.
  2. Competition and Walmart Buy Box Visibility: Fierce competition on the platform, including established sellers and brands, makes gaining visibility and winning the Walmart Buy Box a notable challenge for newcomers.
  3. Seller Performance Standards: Sellers are closely monitored, necessitating consistent high-quality service, on-time shipping, and low order defect rates to maintain a positive reputation.
  4. Fee Structure and Listing Management: Navigating the fee structure and effectively managing Walmart product listing optimization are ongoing challenges. Sellers must master platform-specific tools, analytics, and maintain an understanding of Walmart’s fee structure.

Why Choose Walmart Marketplace for Selling?

Vast Customer Base:

  • Walmart boasts millions of regular online and in-store shoppers.
  • Immediate access to a diverse and extensive audience can significantly boost your sales.

Trust and Credibility:

  • Associating your brand with Walmart instils trust and credibility.
  • Walmart’s household name status enhances confidence in potential buyers.

Open Call Opportunity:

  • Walmart’s annual open call provides a chance to have your products in Walmart stores nationwide.
  • Invitation to this opportunity is reserved for successful online sellers on the Walmart Marketplace.

Web Traffic Advantage:

  • Benefit from substantial web traffic on Walmart’s platform.
  • Increased visibility among a large number of visitors enhances the chances of turning browsers into buyers.

Advertising Tools and Fulfillment Services:

  • Leverage Walmart’s suite of advertising tools for effective product promotion.
  • Streamline operations with Walmart’s fulfilment services for efficient and reliable order processing.

Diversification and Global Growth:

  • Diversify sales channels to mitigate dependence on a single revenue source.
  • Access valuable data and analytics tools for strategy refinement, with potential international growth opportunities.

Business Intelligence and Analytics Tool

It only takes a few seconds to fill out the signup form and start trying out KwickMetrics.

14-day free trial. No credit card required, cancel at any time.

Succeeding on Walmart Marketplace

Strategic Planning:

  • Meticulously plan your approach to selling on Walmart Marketplace.
  • Consider market trends, customer preferences, and competitor strategies.

Regulatory Adherence:

  • Ensure compliance with regulatory guidelines set by Walmart.
  • Meeting eligibility criteria and providing accurate information are crucial.

Competitive Pricing:

  • Implement a competitive pricing strategy to attract customers.
  • Regularly review and adjust your pricing based on market dynamics.

Customer Service Commitment:

  • Maintain an unwavering commitment to customer service.
  • Address customer queries promptly and resolve issues to build a positive reputation.

Continuous Optimization:

  • Continuously optimize your product listings for visibility and relevance.
  • Stay updated on Walmart’s platform changes and adapt your listings accordingly.

Leverage Walmart Fulfillment Services (WFS):

  • Consider using Walmart Fulfillment Services for efficient order processing.
  • Evaluate the suitability of WFS based on your business needs and customer expectations.


  • Stay adaptable to changes in the eCommerce landscape.
  • Embrace new technologies, trends, and customer preferences for sustained success.

Prioritize Customer Satisfaction:

  • Make customer satisfaction a top priority.
  • Positive reviews and customer feedback contribute significantly to your success.

FAQs In relation to Walmart Marketplace

Can I sell on both Walmart and Amazon simultaneously?

Explore the possibilities of diversifying your eCommerce presence by selling on both Walmart and Amazon.

What are the key qualifications for joining Walmart Marketplace?

Understand the crucial qualifications, from business identification to eCommerce track record, for a successful entry into Walmart Marketplace.

How does Walmart’s fulfillment flexibility benefit sellers?

Learn about the options like Walmart Fulfillment Services (WFS) and B2C warehouses, and choose the fulfillment method that aligns with your business needs.

What challenges can sellers face on Walmart Marketplace?

Dive into the potential obstacles, from the approval process to competition, and strategize to overcome challenges on the Walmart platform.

Why choose Walmart Marketplace for selling?

Discover the advantages, including a vast customer base, trust, open call opportunities, and advertising tools, that make Walmart Marketplace a compelling choice for sellers.


Succeeding on Walmart requires dedication, adaptability, and customer-centric strategies. Leverage the vast customer base, trust, and open call opportunities. Strategic planning, regulatory adherence, and continuous optimization are your tools for triumph in the dynamic Walmart Marketplace. Happy selling!

Discover more about KwickMetrics by using our demo account

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