Walmart Seller Application: The Complete Guide to Getting Approved (2026)

The Walmart seller application process is selective, resulting in lower competition compared to platforms like Amazon. Sellers who get accepted gain access to over 120 million monthly visitors with zero monthly subscription costs.

Unlike Amazon's $39.99/month fee, there are no initial setup or monthly subscription fees for a Walmart seller account, but commission fees apply when items sell. And because Walmart's seller application process is more selective than some other platforms, you'll face far less competition.

This guide covers everything you need to learn before applying:

• Requirements for your ecommerce business
• True costs and how commissions work
• Step-by-step registration walkthrough
• Tips to get accepted faster
• What to do if you're denied

Whether you're expanding from Amazon or launching on a new platform, here's how to navigate the Walmart seller application successfully.

Is It Worth Selling on Walmart Marketplace?

Short answer: yes—if you have an established ecommerce business and can meet the platform's requirements.

Here's why sellers are expanding to Walmart.com:

Massive reach, lower costs. The marketplace attracts over 120 million unique visitors monthly. There are no initial setup or monthly subscription fees for a Walmart seller account, but commission fees apply when items sell—just 6-15% depending on category. Compare that to Amazon's $39.99/month plus similar referral rates.

Less competition. The application process for a Walmart seller account is selective, resulting in lower competition compared to platforms like Amazon. More visibility, better Buy Box odds.

Built-in trust. Customers already associate the brand with reliability and value. That credibility transfers to your listings.

Omnichannel returns. Customers can return your products at any of 4,700+ stores in person. This convenience drives satisfaction and encourages repeat purchases.

A community of established sellers. Walmart Marketplace is a community of professional sellers whose high-quality products complement first-party offerings. Being part of this community signals credibility to shoppers.

The trade-off? A registered business entity is required for a Walmart seller account; individual sellers using Social Security Numbers are not accepted. You'll also need proven sales history and products with proper UPC codes.

If you meet those requirements, this is one of the best opportunities to grow your sales without Amazon's overcrowded competition.

Walmart Seller Account Requirements

Before starting your Walmart seller application, make sure you meet these minimum qualifications. Sellers are required to have an established business to apply for a Walmart seller account.

Registered company required. A registered business entity is required for a Walmart seller account; individual sellers using Social Security Numbers are not accepted. You need a legal entity with a U.S. Tax ID (EIN) or License Number. You'll also need a verified U.S. address and a U.S. bank account to receive payouts.

Proven ecommerce success. To create a Walmart seller account, applicants must demonstrate established success and operational readiness. A proven track record of success on other marketplaces like Amazon or eBay significantly increases approval chances for a Walmart seller account.

Products with proper identifiers. Products must have GS1-verified GTIN/UPC prefix numbers to be listed on Walmart. Products must comply with Walmart's Prohibited Products Policy and have GS1-upgraded UPC codes. Even one prohibited item will result in automatic denial.

Fulfillment capabilities. You must be able to ship products within 1-2 days and have a U.S. return address. Orders must be fulfilled through either a B2C U.S. warehouse with returns capability or through Walmart Fulfillment Services (WFS).

Customer service readiness. Walmart requires sellers to adhere to customer service standards as part of the application process. You'll need a clear plan for handling inquiries, returns, and refunds before you apply.

The primary contact for the Walmart seller account must be authorized to manage the account, so make sure the right person in your company is handling the registration.

How to Apply for a Walmart Seller Account

The registration takes about 10-15 minutes to complete—if you have everything ready. Sellers must gather required documents before starting their application for a Walmart seller account.

Step 1: Gather Your Documents

Before starting, have these ready:

• Legal company name and address
• Tax ID (EIN) or License Number
• U.S. bank account details for payouts
• W-9 tax form (or W-8ECI/W-8BEN if incorporated outside the U.S.)
• Product information including GTINs/UPCs and pricing
• Sales history and performance data from other marketplaces
• Your customer service plan (return policy, shipping methods, support details)

Having this information prepared makes the registration smoother and helps you get accepted faster.

Step 2: Visit the Marketplace Signup Page

Go to marketplace.walmart.com and click "Join Marketplace." You must select your market and provide your country or region of incorporation during this step.

Step 3: Complete the Company Information Section

Enter your legal company name, address, and contact details. Your EIN or TIN must match your company name exactly—mismatches cause verification failures and delays.

Adding your website is optional but recommended. It helps verify your legitimacy.

Pro tip: Using an Outlook email address may improve your chances.

Step 4: Share Your Ecommerce Experience

The marketplace evaluates your selling history, so be thorough here. A proven track record of success on other marketplaces like Amazon or eBay significantly increases approval chances for a Walmart seller account. You'll provide:

• Platforms you currently sell on (Amazon, eBay, Shopify, etc.)
• Sales history and estimated monthly revenue
• Product categories you plan to sell
• Number of SKUs you plan to list

Pro tip: Selecting the "DIY" category may increase your odds of getting accepted.

Step 5: Set Up Shipping and Fulfillment

Specify your shipping carriers (UPS, FedEx, USPS), expected delivery times, and returns handling. You'll also indicate whether you plan to use WFS or self-fulfill orders.

Remember: you must be able to ship products within 1-2 days and have a U.S. return address.

Step 6: Submit and Complete Verification

Review all details carefully. Completing the application form in its entirety is crucial for getting a Walmart seller account approved. Once submitted, you'll receive an email confirmation.

The platform will then run a verification check to confirm your company name and address match your records.

How Long Does Walmart Seller Approval Take?

The approval process for a Walmart seller account usually takes one to four weeks. During this time, the platform reviews your documentation, ecommerce history, and operational capabilities.

What happens during review:

• The team verifies your company name and address match your records
• They evaluate your sales history and performance on other marketplaces
• They confirm your ability to meet shipping and customer service standards
• They check that your catalog complies with the Prohibited Products Policy

Walmart may request additional information during the approval process. Check your email regularly—slow responses will delay your timeline.

Once accepted, you'll receive notification of your assigned selling and item limits via email and in Seller Center. These limits are based on your sales volume, performance metrics, and customer feedback. You can request an increase later if your account is eligible and in good standing.

What If Your Application Is Denied?

A rejection isn't necessarily the end. If a Walmart seller application is denied, sellers can appeal the decision by creating a case with Seller Support.

Common reasons registrations get rejected:

• Missing or inconsistent company records
• Tax information that doesn't match IRS data
• Lack of ecommerce experience or sales history
• Prohibited products in your catalog
• Poor seller ratings or negative reviews on other marketplaces
• Inability to meet shipping requirements (1-2 day fulfillment)
• Prices set significantly higher than competitors
• Incomplete forms or missing details

How to appeal: If a Walmart seller application is denied, sellers 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 questions.

Be prepared to provide additional records or clarification about whatever caused the rejection. If it was a mismatch, gather the correct paperwork. If it was lack of experience, consider building more sales history elsewhere first.

Important: The resolution that Seller Support provides is considered a final decision. Make your appeal count by addressing the specific reason directly.

If your appeal is unsuccessful, you can continue building your track record on other marketplaces and reapply in the future.

Setting Up Your Account After Getting Accepted

Once approved, sellers gain access to Walmart Seller Center to manage their account and listings. Here's how to complete setup and start selling.

Sign the Retailer Agreement

First, you need to electronically sign Walmart's Retailer Agreement to set up your seller account. This outlines the terms and conditions for selling on the marketplace. Read it carefully—you must acknowledge and agree to all policies and guidelines. Sellers must adhere to Walmart's Marketplace policies to avoid removal of listings, account suspension, or termination.

Complete Your Company Profile

Verify your company information and set up your payment details. You'll provide your W-9 tax form (or W-8ECI/W-8BEN if incorporated outside the United States). Double-check that your banking information is correct—this is where you'll receive your payouts.

List Your Items

You can upload products manually through Seller Center or use bulk upload via CSV file. Sellers can choose to manage their listings directly through Walmart's Seller Center or seek help from a solution provider to streamline the process.

Make sure every item has a GS1-verified UPC and complies with marketplace policies. Use the Listing Quality Dashboard to check your Listing Quality Score and get recommendations for content and pricing optimization.

Configure Shipping and Fulfillment

Choose between self-fulfillment or WFS. Define your shipping regions, costs, and estimated delivery times. Set up your return policy in compliance with marketplace standards.

Go Live

After listing products and completing all account setup steps, Walmart will review your account before it goes live. Once everything is verified, your store becomes active and you can start selling.

Walmart Fulfillment Services (WFS): Should You Use It?

If you want better visibility and faster sales, WFS is worth serious consideration.

What WFS does for you. The service handles storage, packing, and shipping for your orders. Your items get two-day delivery to customers, and you don't have to manage the logistics yourself.

The visibility boost. Items fulfilled by Walmart Fulfillment Services earn the 'Fulfilled by Walmart' badge and often see higher search rankings. The platform prioritizes WFS sellers in search results, which means more eyes on your products.

Easier returns for customers. Products fulfilled through WFS can be returned online or in person at any store location. This convenience improves customer satisfaction and encourages repeat purchases—a major advantage over competitors who only offer mail-in returns.

Competitive pricing. WFS rates average 15% less than comparable fulfillment services. Your costs vary based on product size and weight, but the pricing is designed to compete with Fulfillment by Amazon (FBA).

When to use WFS: If you're serious about scaling on this marketplace, WFS helps you compete for the Buy Box and reach customers who filter for fast delivery. It's especially valuable if you're already using FBA and want a similar hands-off fulfillment experience.

When to self-fulfill: If you have low volume, oversized items, or already have an efficient operation, self-fulfillment might make more sense financially. You can always start with self-fulfillment and continue expanding to WFS as you grow.

Understanding Seller Limits

The marketplace doesn't give every seller unlimited access from day one. Here's how the limit system works.

How limits are assigned. After your account is active, the platform assigns selling and item limits based on your sales volume, performance metrics, and customer feedback. You'll receive notification of your specific limits via email and in Seller Center.

What counts toward your limits. The platform tracks both the number of items you list and your overall selling activity. These limits help maintain marketplace quality by ensuring sellers can handle their order volume.

What happens if you hit your limit. If a seller reaches or exceeds their item limit, their account will be paused while Walmart evaluates the situation. This isn't a penalty—it's a checkpoint to make sure you can scale responsibly.

How to request an increase. You can request a limit increase if your account is eligible and in good standing. The team looks at your sales history, fulfillment performance, and customer feedback when evaluating these requests. Consistent performance and positive metrics are your best path to higher limits.

Start within your assigned limits, build a track record of reliable fulfillment and good customer service, and the increases will follow.

Start Selling on Walmart Marketplace

The Walmart seller application is selective for a reason—the platform wants sellers who can deliver quality products and reliable service to their 120 million monthly visitors.

If you have a registered company, proven ecommerce success, and items with proper UPC codes, you're already ahead of most applicants. Follow the steps in this guide, gather your records before you start, and complete every section of the registration thoroughly.

You can start selling on Walmart Marketplace by sharing a few details about your business and adding your first item. Once accepted, focus on optimizing your listings, maintaining strong performance metrics, and considering WFS to boost your visibility.

The sellers who succeed treat this as a serious channel—not an afterthought. Continue building your catalog, delivering great customer service, and the growth will follow.

Ready to apply? Visit marketplace.walmart.com and start your registration today.