Skip to content Walmart Marketplace is a website where Walmart sells products from other companies like the 3rd party sellers. It was launched in 2006 and it has grown to be one of the largest e-commerce sites in the world.
Walmart launched the WFS (Walmart Fulfilment Services) program in February 2020, just before the pandemic sparked a lockdown across the world.
Who wouldn’t want their products to be seen by hundreds of millions of potential shoppers each year?
Listing on Walmart Marketplace is easy and our Seller Guarantees and pricing discounts will help you make your items stand out from the crowd.
The marketplace offers a variety of products to its customers and they can choose between different brands, price points, and product categories. Walmart Marketplace has over 1 million sellers on its website and serves more than 140 million customers every year.
Walmart Marketplace’s target market is people who are looking for convenience when it comes to shopping. They want to be able to get everything they need from one place without having to go out of their way or do any extra work.
Remember that Walmart already has the trust of older generations that never shopped on Amazon or anywhere else online. So if you have an older demographic buying your products, Walmart Seller Central may be the ideal marketplace for you.
This is what you need to apply to sell at Walmart :
Must have a US Business Tax ID
W9 or W8 and EIN Verification Letter from the Department of Treasury that verifies your US business address or place of physical operations
Address or place of physical operations
US Business address
Planned integration method for your product catalog
Primary product categories, catalog size, and related information (e.g. total SKUs you will be selling on Walmart.com initially with verified UPC information and used vs. refurbished, etc.)
Providing as much information about your business upfront will save you time later. If you do have back-and-forth correspondence with Walmart Marketplace to fill any gaps in your application, it’s a good idea to act fast to avoid any delays in the review process.
Walmart‘s seller onboarding process is an organized approach that ensures your online store is set up smoothly and efficiently. Here’s what you can expect during this crucial phase:
Once your seller account is established, you’ll move into onboarding. This is where you’ll make critical decisions, such as selecting your integration method, which could involve using APIs or third-party platforms to sync your inventory seamlessly.
During this stage, you’ll also start uploading your product listings. This is an essential step to prepare your store for launch, and it’ll include adding detailed product information and images.
Timing can vary, as the onboarding duration largely depends on the speed at which you complete necessary tasks, including order testing scenarios to ensure everything operates without hitches. The faster you tackle these, the quicker you can progress.
Milestones include:
After completing the onboarding tasks, the next step is to request approval for your store launch. This involves a comprehensive review by Walmart to guarantee that all systems are functional.
Once your store is approved, it goes live, allowing customers to purchase your products almost immediately. While your listings become available for transactions quickly, they generally become fully searchable within 24 to 48 hours.
To ensure a smooth onboarding experience, prepare by having all necessary product information and integration tools ready beforehand. This preparation will help minimize delays and position your store for a successful start.
Only vendors with an existing retail relationship with Walmart can use Walmart Fulfillment Services. It is offered among Marketplace sellers, but those currently with the Marketplace longest and/or with the most sales can avail of this service.
To use WFS, you will need the application (available from Seller Center). It checks one of the following:
You are already a Marketplace seller in good standing
You have a Marketplace ID
Once you have your account verified and approved, you will need to register each item that you intend to sell with Walmart’s fulfillment center and formally apply for whitelisted status.
When you’re selling products on Walmart Marketplace, the platform charges certain fees, primarily based on the successful sale of your items. Here’s a comprehensive breakdown to help you navigate these costs.
Walmart Marketplace applies a referral fee as a percentage of the sales price of each product. This is deducted only once a sale is finalized. The rate varies according to the product category and ranges typically around 15%, with some categories offering rates as low as 6%.
Certain categories feature variable fees depending on the product’s total sales price:
These fees help Walmart maintain the marketplace ecosystem, covering everything from customer service to platform maintenance, ensuring sellers can effectively reach a massive audience. Keep these considerations in mind to better gauge your pricing strategies and profitability.
Walmart has a variety of marketing tips for sellers, which will help them promote their business. They are:
1– You can get more views by using the right keywords and tagging your products correctly. This will help you rank higher on the site.
2– You should also use common keywords in your product descriptions and title tags to attract more shoppers from search engines.
3– Use relevant images in your product descriptions to increase the chances of shoppers clicking through to your product page.
4– You can also use Walmart’s store ads to promote your products and get more views on them.
5– You should also create a personalized landing page for each of your products so that you can capture leads.
Handling product returns can often be a costly and stressful process for sellers. However, there are strategic ways to reduce both the expenses and the hassle involved:
Join Enhanced Return Programs: Consider enrolling in programs that offer reduced fees for processing returns. These initiatives often provide access to lower rates on return shipping and customer service, which can significantly cut costs.
Simplify Label Printing: Opt for services that streamline the label printing process. This not only saves time but also helps in reducing errors, ensuring that returns are processed smoothly.
Offer Flexible Return Options: By providing free returns and multiple return methods, you enhance the shopping experience, potentially boosting customer satisfaction. A seamless return process encourages repeat purchases and positive reviews.
Utilize Shipping Services Wisely: Select a preferred shipping service that offers discounted rates and efficient return logistics. This ensures that your returns are handled promptly and cost-effectively, keeping expenses down while maintaining high service standards.
By adopting these tactics, sellers can effectively manage returns, lowering both the financial burden and the operational stress associated with them.
Before diving into Walmart Sponsored Products, it’s crucial to ensure your business meets the necessary criteria. Whether you’re a brand, a Walmart supplier, or a marketplace seller, you need to display:
Furthermore, eligible products must adhere to these guidelines:
For those targeting Search In-grid placements, products must also:
Begin your journey by completing an interest form to be connected with an advertising partner from Walmart. This partner provides all the information needed and facilitates the onboarding process.
Alternatively, communicate directly through Walmart Connect, or send an email request for self-serve platform access. Another viable path is utilizing third-party AdTech platforms. Consider reaching out to one of Walmart’s four official advertising partners:
Once you’ve gotten access, select the type of Sponsored Products campaign that aligns best with your objectives. There are two distinct options available:
Best suited for beginners or those aiming for broader audience exposure. Automatic campaigns present your ads to users searching for related items. Key advantages include:
Perfect for businesses with a clear understanding of their target audience and advertising goals. This approach allows for keyword-based targeting and offers:
Embarking on Walmart Sponsored Products can significantly boost your product visibility, provided you navigate each step with clarity and informed decision-making.
Employing Walmart Sponsored Products can be a game-changer, but it’s vital to approach it with a strategic mindset. Here are the crucial elements to keep in mind:
Walmart uses a first-price auction system. This means if you win a bid, you’ll pay exactly what you offered. Therefore, it’s wise to start with a bid priced at about 70% of your maximum budget. This provides some leeway for adjustments based on performance outcomes.
Sponsored Products require payment only when a user clicks on your ad. This cost-per-click (CPC) model allows you to manage expenditure effectively. You should carefully monitor the results to make informed decisions and modify bids over time to maximize return on investment.
Walmart allows you to choose different match types—phrase, broad, exact, and auto—depending on your goals. For example, using the exact match for best sellers can drive targeted traffic. On the other hand, broad match can enhance visibility for new products.
Unlike some other marketplaces, Walmart only displays either organic or paid listings for the same item in search results. This requires careful planning to prevent paid ads from overshadowing products that already enjoy strong organic rankings. Monitor your campaigns to ensure that ads complement rather than compete with your organic listings.
By keeping these considerations in mind, you can craft an effective strategy for leveraging Walmart Sponsored Products to boost your sales and visibility, ultimately aligning your advertising efforts with your business objectives.
Sponsored Products ads on Walmart Marketplace are a powerful advertising tool designed to enhance the visibility of your products and drive sales. These are native, cost-per-click (CPC) advertisements that direct potential customers to the product detail pages of the items being promoted. You only incur costs when a customer clicks on your ad, providing an efficient way to enhance product exposure without upfront financial obligations.
Search In-grid: Positioned on the first page of search results, making your product one of the first things shoppers notice when they search for related items.
Buy Box: Displayed as the most relevant alternative directly on product detail pages, increasing the chances of catching the shopper’s eye as they consider different buying options.
Product Carousel: Your items are showcased on search, category, and item pages as a recommended alternative, further boosting the likelihood of product discovery.
These strategic placements ensure that your products are seen by potential buyers at multiple stages of their shopping journey, thus increasing the probability of generating more sales for your business.
Walmart is offering a new fulfillment service to its sellers that will rival Fulfillment by Amazon. This might be just the right service you were looking for when crafting your next business plan. Walmart launched WFS in February of 2020.
If you are a current seller, log into your Walmart Seller Center account to learn about the WFS eligibility. If you want to sell on Walmart using Fulfillment by Walmart services, fill out the interest form.
Walmart is now looking for reliable partners to join their WFS!
WFS provides a robust set of tools to help you keep your finger on the pulse of your business performance. Here’s what you can expect:
Dashboards: Gain instant insights with user-friendly dashboards that display real-time sales data. Track trends and key metrics effortlessly to stay informed about the health of your business.
API Access: Seamlessly integrate your existing systems with WFS through direct APIs. This allows you to manage crucial aspects of your business, like inventory levels, shipment updates, and order tracking, all in one place.
Seller Center: Centralize your operations using the comprehensive Seller Center platform. Here, you can efficiently oversee inventory management, monitor shipping processes, and ensure orders are tracked from initiation to delivery.
Third-Party Integrations: Extend functionality with third-party solutions that connect with WFS. These tools offer additional flexibility and customization to suit your specific business needs.
By using these tools, businesses can effectively manage and optimize their operations while keeping up-to-date with critical performance metrics.
Expanding your business to include Walmart Marketplace as a sales avenue can significantly strengthen your income diversification strategy. By tapping into this platform, you are not just adding another sales stream; you are effectively spreading and minimizing business risks.
Here’s how it works:
Broader Reach: With Walmart’s extensive customer base, you access a wider audience, increasing sales potential across different demographics.
Risk Mitigation: Imagine operating with multiple sales channels—Amazon, an online store, and Walmart Marketplace. If one channel underperforms, the others can compensate, cushioning potential financial impacts.
Operational Flexibility: Diversifying allows you to adjust strategies as needed. If one platform faces market fluctuations, strong performance on another can stabilize your overall revenue flow.
Leveraging Walmart Marketplace, alongside other platforms, builds a safety net for your business, ensuring that no single channel holds all the power over your success.
* If you would like to add or correct anything on this post please contact our Walmart department at walmart@prolificzone.com