How to Sell Products on Walmart

Founded in 1962 by Sam Walton, Walmart has grown into one of the largest retail corporations globally. Headquartered in Bentonville, Arkansas, Walmart operates as a multinational conglomerate with a significant presence in e-commerce. Initially focused on physical retail, Walmart expanded its operations into the digital realm with the launch of Through strategic acquisitions like and partnerships with various brands, Walmart has strengthened its e-commerce offerings. With a vast network of stores and distribution centers, Walmart’s e-commerce division competes with major online retailers, offering a wide range of products and services to millions of customers across the United States and beyond.

How to Sell Products on Walmart

How to Sell Products on Walmart

Selling products on Walmart can be a highly rewarding venture due to the platform’s vast customer base and high traffic. This comprehensive guide will cover everything you need to know about selling on Walmart, from setting up your account to optimizing your listings and managing orders.

Introduction to Selling on Walmart

Walmart Marketplace is an excellent platform for sellers looking to reach a broad audience. With millions of daily visitors, Walmart provides a significant opportunity for growth. This guide will take you through every step needed to become a successful seller on Walmart.

Getting Started with Walmart Marketplace

Eligibility Requirements

To sell on Walmart Marketplace, you must meet specific eligibility criteria, which include:

  • A U.S. Business Tax ID (SSN not accepted)
  • W-9 or W-8 and EIN Verification Letter from the Department of Treasury
  • Address or place of operation within the United States
  • Product compliance with Walmart’s Prohibited Products Policy

Application Process

  1. Application Submission: Start by visiting the Walmart Marketplace website and submitting your application. Ensure all information provided is accurate and up-to-date.
  2. Approval: After submission, Walmart will review your application. This process typically takes a few weeks.
  3. Verification: Upon approval, you will receive an email with instructions to complete the verification process and set up your account.

Setting Up Your Seller Account

  1. Register Your Account: Follow the link in your approval email to register your seller account.
  2. Complete Profile Information: Fill in your business details, including your business name, address, and contact information.
  3. Set Up Payment Information: Enter your bank account details for payment processing.
  4. Agree to Walmart’s Terms: Read and accept Walmart’s Seller Agreement and policies.

Creating and Managing Product Listings

Product Listing Guidelines

  1. Accurate Descriptions: Provide clear, concise, and accurate product descriptions.
  2. High-Quality Images: Use high-resolution images that showcase your product effectively.
  3. Compliance: Ensure your products comply with Walmart’s guidelines and are not on the prohibited items list.

Optimizing Product Listings

  1. Keyword Optimization: Use relevant keywords in your product titles and descriptions to improve search visibility.
  2. Detailed Descriptions: Include detailed product information, such as dimensions, materials, and usage instructions.
  3. Customer Reviews: Encourage satisfied customers to leave positive reviews.

Product Categorization and Attributes

  1. Correct Categorization: Place your products in the correct categories to ensure they appear in relevant searches.
  2. Attributes: Fill in all relevant product attributes, such as color, size, and brand, to help customers make informed decisions.

Order Management

Processing Orders

  1. Order Notifications: Keep track of order notifications sent by Walmart.
  2. Timely Processing: Process orders promptly to maintain a high seller rating.
  3. Order Updates: Provide customers with updates on their order status, including shipping and delivery information.

Shipping and Fulfillment

  1. Shipping Options: Offer multiple shipping options to cater to different customer needs.
  2. Packaging: Ensure products are packaged securely to avoid damage during transit.
  3. Shipping Labels: Print and attach shipping labels accurately.

Handling Returns and Refunds

  1. Return Policy: Clearly outline your return policy on your listings.
  2. Processing Returns: Process returns efficiently to maintain customer satisfaction.
  3. Refunds: Issue refunds promptly when required and keep customers informed throughout the process.

Pricing Strategies

Competitive Pricing

  1. Market Research: Regularly conduct market research to understand competitor pricing.
  2. Dynamic Pricing: Adjust prices based on market trends and competitor actions.
  3. Price Matching: Consider implementing a price-matching policy to attract price-sensitive customers.

Promotions and Discounts

  1. Sales Events: Participate in Walmart’s sales events and promotions.
  2. Coupons and Discounts: Offer coupons and discounts to encourage purchases.
  3. Bundling: Create product bundles to increase average order value.

Price Parity

  1. Consistency: Ensure your prices on Walmart are consistent with prices on other platforms.
  2. Compliance: Adhere to Walmart’s price parity policy to avoid penalties.

Customer Service Best Practices

Responding to Customer Inquiries

  1. Timely Responses: Respond to customer inquiries promptly to provide excellent service.
  2. Clear Communication: Communicate clearly and professionally with customers.
  3. Helpful Information: Provide helpful and accurate information to assist customers.

Managing Reviews and Feedback

  1. Monitoring Reviews: Regularly monitor customer reviews and feedback.
  2. Responding to Reviews: Respond to negative reviews professionally and constructively.
  3. Encouraging Positive Reviews: Encourage satisfied customers to leave positive reviews.

Enhancing Customer Satisfaction

  1. Quality Products: Ensure your products meet high-quality standards.
  2. Reliable Shipping: Provide reliable and timely shipping services.
  3. Customer Follow-Up: Follow up with customers to ensure satisfaction and address any issues.

Performance Metrics and Analytics

Understanding Walmart Performance Standards

  1. Seller Metrics: Familiarize yourself with Walmart’s performance metrics, including order defect rate and on-time shipping rate.
  2. Compliance: Ensure compliance with Walmart’s performance standards to maintain a good standing.

Using Analytics to Improve Sales

  1. Sales Data: Use Walmart’s analytics tools to track sales data and identify trends.
  2. Customer Insights: Gain insights into customer behavior and preferences.
  3. Inventory Management: Use analytics to manage inventory effectively and avoid stockouts.

Adjusting Strategies Based on Performance Data

  1. Identify Weaknesses: Use performance data to identify areas for improvement.
  2. Strategy Adjustment: Adjust your sales and marketing strategies based on data insights.
  3. Continuous Improvement: Continuously monitor performance and make improvements as needed.

Marketing and Advertising on Walmart

Walmart Sponsored Products

  1. Sponsored Ads: Use Walmart’s Sponsored Products to increase visibility and drive sales.
  2. Ad Campaigns: Create effective ad campaigns targeting relevant keywords and customer segments.
  3. Performance Tracking: Track the performance of your ad campaigns and optimize them for better results.

External Marketing Strategies

  1. SEO: Optimize your product listings for search engines to drive organic traffic.
  2. Content Marketing: Use content marketing strategies to promote your products.
  3. Influencer Partnerships: Partner with influencers to reach a wider audience.

Leveraging Social Media for Walmart Sales

  1. Social Media Presence: Establish a strong presence on social media platforms.
  2. Promotions: Use social media to promote your products and sales events.
  3. Engagement: Engage with your audience on social media to build brand loyalty.

Compliance and Legal Considerations

Adhering to Walmart Policies

  1. Policy Familiarity: Familiarize yourself with Walmart’s seller policies and guidelines.
  2. Policy Compliance: Ensure compliance with all policies to avoid account suspension.
  3. Regular Updates: Stay updated on any changes to Walmart’s policies.

Tax Considerations

  1. Sales Tax: Understand and comply with sales tax requirements for your products.
  2. Tax Registration: Register for sales tax permits where necessary.
  3. Tax Filing: File sales tax returns accurately and on time.

Intellectual Property Rights

  1. Trademark Compliance: Ensure your products do not infringe on any trademarks.
  2. Copyright Compliance: Adhere to copyright laws and regulations.
  3. Brand Protection: Take steps to protect your brand and intellectual property.

Advanced Selling Techniques

Expanding Your Product Line

  1. Market Research: Conduct market research to identify new product opportunities.
  2. Product Development: Develop new products that meet customer needs.
  3. Listing Expansion: Add new products to your Walmart listings to increase sales.

Using Walmart Fulfillment Services

  1. Walmart Fulfillment Services (WFS): Consider using WFS to handle storage, packing, and shipping.
  2. WFS Benefits: Enjoy benefits such as faster shipping and increased visibility.
  3. WFS Enrollment: Enroll in WFS and integrate it with your seller account.

Cross-Selling and Upselling Strategies

  1. Related Products: Promote related products to increase sales.
  2. Bundling: Create product bundles to offer more value to customers.
  3. Upselling: Encourage customers to purchase higher-value items.


Selling on Walmart can be a lucrative opportunity for businesses of all sizes. By following this comprehensive guide, you can set up your account, create effective product listings, manage orders efficiently, and implement advanced selling techniques to boost your sales. Remember to stay updated on Walmart’s policies and continuously optimize your strategies based on performance data to achieve long-term success.

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