How to Complete a Walmart Seller Application

Walmart Marketplace is one of the most lucrative platforms for online sellers looking to expand their reach. With millions of active customers and Walmart’s trusted brand name, becoming a seller on Walmart Marketplace can significantly boost your ecommerce business. However, third-party sellers are required to go through the Walmart seller application process, which is more selective than some other platforms. Therefor, it is essential to prepare thoroughly before applying, including having your business details ready as part of the preparation.

This guide walks you through the entire process of applying for a Walmart Seller Account, ensuring you maximize your chances of approval.

Why Sell on Walmart Marketplace?

Before diving into the application process, here are a few reasons why selling on Walmart Marketplace is a great business opportunity:

• Massive Customer Base: Walmart.com has millions of monthly visitors, providing a large audience for your products.
• Competitive Fees: Unlike Amazon, Walmart doesn’t charge a monthly subscription fee - only a referral fee of 6-15% per sale, depending on the item category.
• Brand Credibility: Listing your products on Walmart boosts customer trust and credibility.
• Low Competition: The Walmart seller application process is more selective, reducing the number of sellers and increasing opportunities for those accepted.
• Resources for Walmart Sellers: Walmart Seller Center is a helpful platform for managing product listings, understanding requirements, fees, inventory management and developing strategies to succeed on the Walmart Marketplace.

Walmart Seller Account Requirements

Before applying, make sure you meet the minimum qualifications necessary for sellers to join the Walmart Marketplace, including having an established business, adhering to customer service standards, and possessing appropriate business documentation. Here are the basic requirements:

• US Business Tax ID and EIN: You need a registered business entity with a Business Tax ID or Business License Number.
• Established Ecommerce Success: Walmart evaluates past ecommerce experience, so having a track record on Amazon, Shopify, or eBay helps.
• Compliant Products: Products must have GTIN/UPC GS1 Company Prefix Numbers. And, the items in your catalog must comply with Walmart Prohibited Products Policy.
• Reliable Fulfillment Capabilities: You must be able to deliver orders on time with quality customer service, and returns capability. Using Walmart Fulfillment Services (WFS) can improve your chances of approval.

Walmart Seller Policies

It's critical for sellers to understand Walmart's commitment to a fair and honest marketplace. Sellers are responsible for being fully aware of all policies and guidelines. Make sure you read the policies in their entirety, so you are compliant with all of the rules and guidelines. Failure to comply can result in the removal of listings, account suspension or account termination. Consider bookmarking these pages for easy reference:

• Walmart Marketplace Seller Retailer Policies: This includes all of the policies such as the Returns policy, prohibited products, Customer Care policy and Shipping and Fulfillment policies. The policies are divided into two sections: seller agreement policies and additional rules and guidelines.
• Seller Code of Conduct: This provides the basis for creating a safe and fair Marketplace for third-party sellers and consumers.

Once you have read the policies and have all of your business documentation prepared, you are ready to apply for a Walmart seller account.

Step-by-Step Process to Apply for a Walmart Seller Account

Step 1: Gather Required Documents

Before starting your application, ensure you have the following documents and information ready:

• Business Information: Complete and accurate business details, including legal business name, address, and contact details.
• Tax Documents: EIN or tax classification documents.
• Bank Account Details: For payments and transactions.
• Product Information: SKU lists with GTINs and pricing.
• Previous Sales Data: Performance history from other platforms (Amazon, eBay, Shopify, etc.).
• Customer Service Plan: Details on your return policies, shipping methods, and customer support process.

Step 2: Visit the Walmart Marketplace Application Page

To apply, go to Walmart's official seller application page at marketplace.walmart.com and click the “Join Marketplace” button.

Step 3: Fill Out the Application Form

Completing the application form in it's entirety is crucial towards getting your Walmart Seller Center account approved. The application form consists of multiple sections, including:

1. Business Information

• Legal business name
• Business address
• Contact details (phone number and email)
• EIN or TIN (matching your business name)
• Business website (optional but recommended)
• Business verification: Submit necessary documentation to confirm compliance with Walmart's minimum qualifications. This ensures that sellers meet the platform's standards before proceeding with account setup and product listings.

2. Product and Ecommerce Experience

• Sales history and estimated monthly revenue
• Platforms you currently sell on (Amazon, Shopify, eBay, etc.)
• Product categories you plan to sell
• Number of SKUs you plan to list on Walmart
• Understanding the Walmart Seller Center Marketplace is crucial for presenting products effectively to potential customers.

3. Shipping and Fulfillment Details

• Shipping carriers you use (UPS, FedEx, USPS, etc.)
• Expected shipping and delivery times
• Returns process
• Whether you plan to use Walmart Fulfillment Services (WFS) or self-fulfill orders

4. Customer Service Plan

• Customer support availability (response time, contact methods)
• Return and refund policy details

Step 4: Submit Your Application

Once you’ve filled out the application, review all of the details carefully and submit it. You should receive an email confirmation acknowledging your application submission.

Step 5: Wait for Walmart’s Approval

The approval process usually takes one to four weeks, depending on Walmart’s review of your business. During this time, Walmart may:

• Request additional documents or clarification
• Evaluate your previous sales history and performance on other platforms
• Verify your ability to meet Walmart’s quality and fulfillment standards

If your application is approved, you’ll receive an invitation to set up your seller account.

What if my Application is Not Approved?

A Walmart seller application can be denied for a variety of reasons, including:

• Missing or inconsistent business documentation
• Lack of ecommerce experience
• Attempting to sell prohibited products
• Poor customer service history or negative reviews on other platforms
• Inability to quickly and efficiently ship orders
• Setting prices too high
• Not meeting Walmart's quality standards for products or inventory
• Poor grammar, errors or lack of detail in the application

If your application is denied, you can appeal the decision by creating a case with Seller Support via the Help button in Seller Center's menu bar. The support team will review your case and contact you if they have any questions. The resolution that Seller Support provides from the appeal will be considered a final decision.

Setting Up Your Walmart Seller Account

All approved marketplace sellers get access to Walmart Seller Center where you register your company, update your account settings, view reports, create product listings, manage catalog performance, and more. Sellers can choose to either manage their listings directly through Walmart's Seller Center or seek help from a solution provider to streamline the process.

Once approved, log into Seller Center and follow these steps to create your Walmart seller account and onboarding:

Step 1: Sign the Retailer Agreement

You’ll need to electronically sign Walmart’s Retailer Agreement, which outlines the marketplace's terms and conditions.

Step 2: Complete Your Seller Profile

• Business Information: Double-check your company details.
• Banking Information: Set up payment details to receive payouts.
• Tax Information: Provide your W-9 (or W-8ECI or W-8BEN tax form if your country of incorporation is not the United States).

Step 3: List Your Products

Use Walmart Seller Center to upload your products manually or via bulk upload using a CSV file. Alternatively, you can integrate an ecommerce platform like Shopify to automate listings.

Step 4: Set Up Shipping and Fulfillment

• Choose between Seller Fulfilled or Walmart Fulfillment Services (WFS).
• Define shipping regions, costs, and estimated delivery times.
• Set up a return policy in compliance with Walmart’s standards.

Step 5: Go Live and Start Selling

After listing products and completing all account setup steps, Walmart will review your account. Once everything is verified, your store will go live, and you can start selling!

Tips to Increase Your Walmart Seller Success

Once your Walmart Seller Account is active, follow these best practices to attract customers and optimize your success:

Optimize Your Listings

• Use high-quality images and detailed product descriptions.
• Conduct keyword research to improve search rankings.
• Ensure competitive pricing to stay ahead of competitors.

Maintain Excellent Customer Service

• Respond to customer inquiries quickly.
• Offer hassle-free returns and refunds.
• Maintain high seller ratings to avoid penalties.

Use Walmart Fulfillment Services (WFS)

• Faster shipping improves customer satisfaction and boosts sales.
• Walmart prioritizes WFS sellers in search rankings.

Monitor Performance Metrics

• Track your Order Defect Rate (ODR), Late Shipment Rate, and Return Rate.
• Use Walmart’s analytics tools to improve sales strategies.

Advertise with Walmart Sponsored Ads

• Walmart Sponsored Ads help increase product visibility and sales.
• Invest in pay-per-click (PPC) campaigns to gain more exposure.

Conclusion

Applying for a Walmart Seller Account requires preparation and a strong ecommerce background. By ensuring your business meets Walmart’s requirements and carefully filling out the application, you can increase your chances of approval. Once onboard, optimizing product listings, using WFS, and maintaining excellent customer service will help you succeed in Walmart Marketplace.

If you’re ready to scale your ecommerce business, apply today and start selling on one of the world’s largest online marketplaces!