seller
- What changed
- Selling as a third party seller on Walmart.com
- When
- Updated October 2026; new seller savings run to January 31, 2027
- Who it affects
- US and eligible international businesses with ecommerce history
- What to do
- Prepare tax ID, documents and GTINs, then apply through Join Marketplace
Key takeaways
- Walmart Marketplace is application based: prepare tax ID, documents, GTINs and a fulfillment plan.
- No setup or monthly fees; referral fees are charged on the total sales price by category.
- New sellers going live by January 31, 2027 can claim referral, WFS and ad savings.
- 1Sign up
Business email and onboarding
- 2Verify
Tax ID, documents, government ID
- 3Get paid
Connect a payment processor
- 4Ship
Seller fulfilled, WFS or both
- 5List
Match, upload or API
- 6Advertise
Sponsored Search via Walmart Connect
Who can sell on Walmart Marketplace?
Walmart reviews every seller before approval. Its registration guide, dated February 11, 2026, lists what you need before you apply. Social Security numbers are not accepted, so you need a registered business. Products without a GS1 company prefix may qualify for a GTIN exemption. International sellers from a list of eligible countries can apply with extra documents.
- Business tax ID or business license number
- Documents that verify business name and address
- A history of marketplace or ecommerce success
- Products with GTIN or UPC GS1 company prefix numbers
- A catalog that complies with the Prohibited Products Policy
- Fulfillment through WFS or a US B2C warehouse that handles returns
How to apply and set up your account, step by step
After signing up through Join Marketplace, Walmart's guide sets out these steps in Seller Center. Business verification takes from a few minutes to two business days, and the most common delay is tax details that do not exactly match IRS records. Our Walmart Seller Center guide walks through each screen.
- Sign up with your business email and start the onboarding
- Verify your business: entity type, tax registration and a government ID
- Choose a payout method through a third party payment processor
- Add market details: business name and customer service contacts
- Set shipping and returns: seller fulfilled, WFS or both
- Set up your catalog by match, single item, bulk upload, API or provider
Walmart Marketplace fees
Walmart says there are no setup or monthly fees. You pay a referral fee only when an item sells, calculated on the total sales price, which includes item price, shipping and other charges. The Everything Else category pays 15%, personal computers 6% and consumer electronics 8%. Some categories use price tiers: beauty, health and personal care pays 8% on items of $10 or less and 15% above; apparel pays 5%, 10% or 15% depending on price. WFS fees and advertising are separate.
New sellers also face a payment hold after launch; Walmart says its length depends on your country of incorporation.
Walmart referral fees, selected categories
New seller savings for 2026
Walmart's New Seller Savings program runs from February 2, 2026 to January 31, 2027 for stores that go live in that period. It offers up to $72,000 off referral fees, worth 20% off base referral fees on the first $50,000 in sales, 30% from $50,000 to $500,000 and 40% above that. It also offers 10% off WFS fees up to $2,000, up to $1,000 in search engine marketing credits and up to $500 in Walmart Connect ad credits. Conditions apply, and you opt in on the payments page after going live.
New Seller Savings 2026
Listing products that rank on Walmart
You can match existing Walmart items or create new ones. Titles, key features, images and attributes all feed Walmart search, and complete attributes matter more than many Amazon sellers expect. A straight copy of an Amazon listing is rarely the best version. Walmart also offers an AI powered listing tool in Seller Center. After you add inventory, Walmart says account setup can take up to four hours to complete. Our Walmart listing optimization service rewrites content for Walmart's rules.
- Fill every required and recommended attribute
- Use clear, keyword led titles within Walmart's style rules
- Upload several high quality images
- Keep prices competitive with other channels
Walmart Fulfillment Services (WFS)
WFS is Walmart's equivalent of FBA. Walmart stores your inventory, picks, packs and ships orders in two days or less, handles order questions, and lets shoppers return items in store or by mail. There are no setup or monthly fees and no inventory minimums, though Walmart recommends at least 50 items with continual replenishment. Eligible products weigh up to 500 lb, must not need temperature control and must be shipped from the US or cleared through customs.
WFS stock can also fulfill orders from your own site, Amazon, eBay, Shopify and TikTok Shop through Multichannel Solutions, in unbranded packaging. Use Walmart's cost estimator to compare WFS with your current fulfillment.
Advertising with Walmart Connect
Walmart Connect offers Sponsored Search ads in three formats: Sponsored Products, Sponsored Brands and Sponsored Videos. Most new sellers start with Sponsored Products in automatic campaigns to collect search term data, then move proven keywords into manual campaigns. Our Walmart PPC management guide explains campaign types, bidding and how Walmart differs from Amazon.
Performance standards to protect your account
Walmart holds sellers to standards for on time shipping, valid tracking, cancellations and responsiveness, and shows them in Seller Center. Falling short can limit listings or lead to suspension. Use approved carriers, set realistic handling times and check the dashboard weekly. Walmart also has a policy on inactive seller accounts; see our Walmart seller news for recent changes.
Walmart vs Amazon: should you sell on both?
Walmart charges no monthly fee, but it is application based and its search and ads work differently. For brands already succeeding on Amazon, Walmart is usually the next channel to add, provided stock and operations can support both. Our Walmart vs Amazon for sellers comparison covers fees, fulfillment and audiences.
Where PPC Spider helps
PPC Spider's Walmart Marketplace management team handles applications, onboarding, listings, WFS and Walmart Connect, and SpiderOS monitors bids, budgets, search terms and stock across channels. Full-service plans start at $1,950 a month; see agency pricing. Prefer to learn it yourself? Try our Walmart seller course.
Sources
- Walmart Marketplace: How to start selling on Walmart.com, a step by step guide (marketplace.walmart.com/seller-registration-guide/)
- Walmart Marketplace: Referral fees (marketplace.walmart.com/referral-fees/)
- Walmart Marketplace: New-Seller Savings 2026 (marketplace.walmart.com/new-seller-savings-2026/)
- Walmart Marketplace: Walmart Fulfillment Services (marketplace.walmart.com/walmart-fulfillment-services/)
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