If you already sell on Amazon or Shopify in the US, Walmart Marketplace is usually the next channel people ask me about. It's the obvious "second Amazon": a huge US retailer with millions of shoppers, and far fewer third-party sellers competing for them.
But it isn't right for every brand, and it rarely takes off overnight. Here's how to decide.
Who Walmart suits
Walmart tends to work best for brands that:
- Sell in the US and can deliver reliably to US customers. Walmart Marketplace is US-focused.
- Already sell well elsewhere, especially on Amazon, with listings, reviews and stock they can build on.
- Sell everyday products at fair prices. Walmart shoppers are value-aware, so competitive pricing matters.
- Can meet delivery promises, either with their own fulfilment or with Walmart Fulfillment Services (WFS).
It's usually a weaker fit for very new brands with no sales history, for handmade or very niche products, and for sellers who can't ship within the US.
What's changed for sellers recently
Walmart has been working to attract more marketplace sellers:
- At its August 2025 seller summit, Walmart announced AI-powered listing tools for creating items one by one or in bulk, a Smart Assistant for round-the-clock seller support, expanded next-day delivery in major cities, and reduced referral fees on selected categories for the peak season.
- In 2026, seller news sources reported further referral fee cuts across a range of categories.
The direction is clear: Walmart wants more sellers, and it's making setup and selling easier. Always check the current fee table in Seller Center before you price your products, because category rates change.
What it takes to get approved
Walmart reviews every seller application. Be ready with:
- Your business details and tax information
- Proof of a track record selling online, on other marketplaces or your own store
- A product catalogue that fits Walmart's categories and rules
- A plan for fulfilment and returns that meets their delivery standards
A strong history on Amazon or Shopify makes approval much more likely. If you're turned down, improve what they flag and reapply later.
The costs
Walmart charges a referral fee on each sale, which varies by category, rather than a monthly subscription. On top of that, budget for:
- Fulfilment: your own shipping costs or WFS fees
- Advertising: Walmart Sponsored Products help new listings get seen early
- Time: setting up listings properly and handling orders and messages every day
What to expect in your first months
- Months 1–2: setup, listing your best products, connecting stock, and small early sales.
- Months 2–4: reviews build up, ads start to work, and you learn which products Walmart shoppers want.
- Month 4 onwards: a clearer picture of whether Walmart is worth more investment.
Walmart sales usually start smaller than Amazon and grow more slowly. But for the right products, they're profitable sales with less competition.
“Walmart isn't a quick win. It's a second engine for brands that already have the first one running.”
Protect your account from day one
Walmart watches seller performance closely: on-time shipping, valid tracking, cancellations and how quickly you answer customers. Keep stock in sync with your other channels so you never sell what you don't have, and set handling times you can always meet.
Is Walmart right for you?
0 / 6 DONEThe short version
If you sell in the US, already have traction on Amazon or Shopify, and can deliver reliably, Walmart Marketplace is well worth adding. Go in with realistic expectations, Walmart-specific listings, and stock that stays in sync with your other channels.
I help US brands get onto Walmart Marketplace and run it alongside their other stores. Book a free call and we'll check whether it fits your products.
Sources: Walmart: new seller capabilities and tools announced at the Marketplace Seller Summit (August 2025) · Nova Data: Walmart Marketplace referral fee cuts (June 2026). Fees and requirements change, so check Walmart Seller Center for the current details.
