How do I log in to Walmart Seller Center?

Approved sellers log in at seller.walmart.com with the email and password set during onboarding. If you have not been approved yet, you need to apply through the Join Marketplace link on Walmart's seller site first. Multiple users can be added with their own logins and permissions.

Is Walmart Seller Center free?

Walmart says there are no setup or monthly fees. Sellers pay a referral fee only when an item sells, typically 15% for most categories, with lower or tiered rates in some. Walmart Fulfillment Services and advertising are optional extra costs.

What do I need to sell on Walmart Marketplace?

You need a registered business with a tax ID that matches IRS records, business documents, GTINs or UPCs for your products, a catalog and sales history to show, a fulfillment plan and a verifiable US return address. Walmart reviews each application.

How long does Walmart Seller Center verification take?

Walmart's onboarding guide says business verification can take from a few minutes to two business days. Walmart does not publish a fixed time for the initial application review, and missing or mismatched tax details are the most common cause of delays.

Is Walmart Seller Center the same as Amazon Seller Central?

They do the same job for different marketplaces. Both manage listings, orders, fulfillment, payments and ads. Walmart requires an application, has no monthly fee and uses WFS instead of FBA. Amazon now also lets sellers manage some Walmart orders from Seller Central.

Walmart Seller Center: Setup, Fees and How It Works

What changed: Walmart Marketplace's back office for third-party sellers
When: Updated October 2026
Who it affects: Brands and retailers approved to sell on Walmart.com
What to do: Prepare tax ID, GTINs and fulfillment plan before applying

Key takeaways

Walmart Seller Center access starts with an application and business verification.
No setup or monthly fees; most categories pay a 15% referral fee per sale.
WFS two-day delivery and complete listings drive buy box wins on Walmart.com.

Ready to apply?

EIN that matches IRS records
Business documents
GTINs or UPCs from GS1
Ecommerce sales history
WFS or US warehouse plan
US return address

What is Walmart Seller Center?

Seller Center is Walmart's equivalent of Amazon Seller Central. Once approved, sellers log in to create and manage item listings, process orders, set up shipping or Walmart Fulfillment Services, track payments, watch performance metrics and run Sponsored Search ads through Walmart Connect.

Unlike Amazon, Walmart Marketplace is application based. You cannot simply open an account and start listing; Walmart reviews the business first. If you are weighing the two channels, our Walmart vs Amazon for sellers comparison covers the differences.

What you need before you apply

Walmart's application asks for business details and favours sellers with an ecommerce track record. Third-party guides consistently list the items below. Have them ready so the review is not delayed.

A US business tax ID (EIN) or equivalent, matching IRS records
Business name, address and supporting documents
Product identifiers: GTINs or UPCs, ideally from GS1
Details of your catalog and ecommerce sales history
A fulfillment plan: Walmart Fulfillment Services or your own US warehouse
A verifiable US return address

How to apply and complete onboarding, step by step

Applications start from the Join Marketplace link on Walmart's seller site. After approval, Walmart's Marketplace Learn guide sets out the onboarding steps inside Seller Center. Walmart says items can only be published on Walmart.com once account setup is complete.

Submit the Marketplace application with business and catalog details
Verify your business: tax registration must match IRS or government records
Add market details, including customer service contact information
Choose fulfillment: Walmart Fulfillment Services or ship yourself
Set up payment and tax details
Create or match item listings, then publish

1Apply
Join Marketplace application
2Verify
Tax ID must match IRS
3Market details
Customer service info
4Fulfillment
WFS or ship yourself
5Publish
Items go live on Walmart.com

How long does approval and verification take?

Walmart does not publish a fixed approval time for applications. For the business verification step inside Seller Center, Walmart's guide says it can take from a few minutes to two business days. The most common cause of delay is a mismatch between the business name or tax ID entered and the IRS record, so copy details exactly.

Walmart Seller Center fees

Walmart says there are no setup or monthly fees: sellers pay a referral fee only when an item sells. The fee is a percentage of the total sales price, which includes the item price plus shipping and other charges. Most categories pay 15%, with lower rates for categories such as personal computers (6%) and consumer electronics (8%), and price-based tiers in apparel, beauty, grocery and others.

Fulfillment and advertising are separate costs. If you use WFS, Walmart charges fulfillment and storage fees; Walmart offers a WFS cost estimator. Walmart has also run new seller fee incentives, so check the current offers in Seller Center when you are approved.

No setup or monthly subscription fee
Referral fee per sale, by category
WFS fees only if you use Walmart fulfillment
Advertising spend only if you run ads

Walmart referral fee by category

Most categories15%
Automotive12%
Consumer electronics8%
Personal computers6%

Source: Walmart Marketplace, 2026

Walmart Fulfillment Services (WFS)

WFS is Walmart's fulfillment program, similar to FBA. Walmart stores your inventory, ships orders with two-day delivery and handles customer service and returns for those orders. Walmart also offers multichannel fulfillment from WFS for orders from other sites.

Two-day delivery matters on Walmart.com because fast shipping tags and the buy box both favour reliable delivery. If you ship yourself, set realistic handling times and shipping templates in Seller Center.

Listings and the Walmart buy box

Walmart listings are built from item setup in Seller Center, either one at a time, by spreadsheet upload or through an integration. Titles, key features, images and attributes all feed Walmart search. Price competitiveness and delivery speed decide who wins the buy box when several sellers offer the same item.

Walmart's search engine weighs content quality differently from Amazon, so a straight copy of your Amazon listing is rarely optimal. Our Walmart listing optimization service rewrites content for Walmart's rules and attributes.

Complete every required and recommended attribute
Use clear, keyword-led titles within Walmart's style rules
Upload multiple high-quality images
Keep price competitive with other channels
Offer two-day delivery where possible

Advertising from Seller Center

Walmart Connect runs Sponsored Search ads, Walmart's equivalent of Sponsored Products, plus brand formats and display. New sellers usually start with automatic campaigns to collect search term data, then move proven terms into manual campaigns. Walmart also offers search engine marketing to reach shoppers on Google. Our Walmart advertising agency page covers the setup in detail.

Performance metrics to watch

Walmart holds sellers to performance standards for on-time shipping, valid tracking, cancellations and customer responsiveness, and the dashboard in Seller Center shows where you stand. Falling below the standards can limit listings or lead to suspension, so review the dashboard weekly and fix carrier or stock issues quickly. Check Seller Center for the current thresholds, because Walmart updates them.

Where PPC Spider helps

PPC Spider is an Amazon and marketplace agency. Our Walmart Marketplace management team handles onboarding, listings, WFS and Sponsored Search, and SpiderOS monitors bids, budgets, search terms and stock across channels. See agency pricing: PPC plans start at $995 a month and full-service at $1,950. Prefer to learn it yourself? Try our Walmart seller course.

Sources

Walmart Marketplace: Sell on Walmart (marketplace.walmart.com/sell-on-walmart/)
Walmart Marketplace: Referral fees (marketplace.walmart.com/referral-fees/)

Want this done for your account?

We run these playbooks on client accounts every day. Start with a free audit.

Get a free audit