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What Is Walmart Marketplace And How To Profit From It

What Is Walmart Marketplace And How To Profit From It

With over 400 million visitors, Walmart Marketplace provides an unmatched opportunity for eCommerce sellers to gain exposure to a diverse and growing customer base.

In this piece, we’ll cover the ins and outs of Walmart Marketplace, how to connect your store to automated order fulfillment, product customization, and shipping options.

The Walmart Marketplace is an eCommerce platform operated by the leading US retailer, Walmart Inc.

Functioning similarly to other online marketplaces like Etsy, eBay, or Amazon, it’s a place for third-party sellers to list and offer products to others.

What sets Walmart Marketplace apart from the rest is its steady focus on competitive pricing, product quality, and customer satisfaction.

Why Selling on Walmart Marketplace Is a Good Idea

Walmart Marketplace logo on a phone screen.

Walmart Marketplace offers an excellent opportunity for online sellers looking for loyal customers and establishing a steady stream of income.

There are clear reasons why many professional sellers choose this eCommerce solution over other sales channels. Let’s go over some of them.

Zero Monthly or Setup Fees

Walmart Marketplace offers an excellent opportunity for online sellers looking for loyal customers and establishing a steady stream of income.

There are clear reasons why many professional sellers choose this eCommerce solution over other sales channels. Let’s go over some of them.

Massive Customer Base

Millions of monthly visitors are actively searching for unique products on Walmart Marketplace.

This gives your store easy access to your target audience and a reliable revenue stream from returning customers.


This leader in online shopping offers extensive resources and tools to help you sell.

Walmart helps optimize your store operations, enhance customer experience, and drive your business to success.

Who Sells on Walmart Marketplace?

Behind each product listing that isn’t Walmart’s own is a third-party vendor or seller with a unique selection of products.

Walmart Marketplace sellers range from small business owners to large enterprises, but they all must meet the same criteria to be listed on the platform.

You can register as a Walmart seller if your store is based in the US, Canada, Mexico, Central America, Chile, China, India, or Africa.

Teaming up with Printify as your partner in print streamlines your Walmart Marketplace seller experience. With our Walmart Integration, you can list products you’ve created to this bustling marketplace within minutes.

Who Are Walmart Marketplace Customers?

A young couple shopping on the Walmart Marketplace app.

The success of all Walmart Marketplace sellers depends on the customers Walmart attracts to its platform. Get ahead by familiarizing yourself with the platform’s audience and values. 

To start, Walmart shoppers come from a wide range of age groups, income levels, and cultural backgrounds. Their quick guide provides a meaningful glimpse into the lives of your future customers.

Value Focused

Most Walmart customers are budget-conscious and appreciate Walmart’s affordable everyday prices. 62% of them come to the platform with a specific product already in mind.

Quick Tip

Carry out keyword research to add the right words to your product listings – it’ll help your target customers find you.

Family Focused

The platform is frequently used by families who rely on Walmart for household essentials like food, clothing, and furniture.

Take note that 24% of all Walmart customers have recently started spending more on pet supplies.

Walmart Loyalty

Around 67% of Walmart customers make weekly purchases, indicating this is their go-to platform for online shopping.

Adding your merch to a platform with high customer loyalty allows you to tap into a community of committed buyers. 

Whether you plan to sell affordable party supplies or premium products – Walmart Marketplace allows you to easily connect with the shoppers you’re looking for.

Checklist: What You Need to Become a Walmart Marketplace Seller

Before you join other professional sellers on this platform, you’ll need to go through a verification process. Preparing all of your company information in advance will ensure smooth onboarding

Why is this process necessary? It’s how Walmart confirms they’re partnering with legitimate and trustworthy businesses.

A Verified Business

A person signing some documents related to their business verification.

To get approved as an online seller, submit documents that verify your business name and business address.

Provide a valid business tax ID or business license number for Walmart to verify that it’s legally registered and authorized to engage in online commerce. This adds an extra layer of trust and credibility to the platform, benefiting sellers and customers alike.

You cannot use your Social Security number as a substitute.

Proven Marketplace or eCommerce Success

Walmart sellers require a proven track record of marketplace or eCommerce success.

Show your overall eCommerce business performance from other online platforms by submitting previous sales records and customer reviews.

These records show your ability to handle online transactions and maintain customer satisfaction.

Walmart Marketplace Account

Walmart Marketplace account creation page.

Fill out the sign-up form on the Walmart Seller Center to create an account.

The process involves providing basic information about you and your business.

Completed Seller Profile

Partner Profile page where one can fill in their company info, set customer service policy, and set up contact, return, and tax info.

A complete profile shows your commitment to delivering excellent service and helps your customers make informed purchasing decisions.

Make sure your profile includes:

  • Logo and description.
    Shoppers want to know who they’re buying from. Add a business logo and a detailed description of what your online store is about.
  • Contact information.
    List a customer service phone number and email address.
  • Shipping methods.
    Provide a list of delivery services available on your store.
  • Store policies.
    Clearly communicate information relating to tax and return policies. These will need to align with Walmart Marketplace policies.

Valid Payment Information

Page for selecting payment, tax, and billing services and a payment method.

During your Walmart Marketplace setup, you must provide your bank account details and sign up with a payment processor. This service is responsible for depositing your Walmart earnings straight into your bank account. 

Your options are Payoneer, Hyperwallet, or PingPong if you’re selling from China, Hong Kong, or India.

Remember to reach out to Walmart’s Seller Support via their contact form if you have any questions or concerns regarding this process.

Complete Shipping Configuration

Seller Fulfillment Settings page with general shipping settings, shipping templates, and fulfillment center settings.

Walmart Marketplace sellers can use one of five shipping methods to deliver orders to customers. These options include:

  • Free value shipping.
    This is the default shipping option with a transit time of three to seven business days. It allows you to use affordable yet slower shipping services without carrier restrictions.
  • Standard shipping.
    It’s an optional shipping rate, which can be enabled through the Seller Center. It guarantees a three to five-business-day transit within 48 states and different transit times for other regions.
  • Free TwoDay Delivery.
    This shipping rate guarantees free delivery within two business days. To offer this rate, you’ll need to use seller-managed fulfillment and apply for a performance criteria evaluation.

    Walmart partners with Deliverr to offer third-party managed fulfillment, which also comes with a two-day delivery service.
  • Freight.
    This shipping method is enabled through your Walmart Seller Center with a transit time of six to ten business days. It’s meant for large and bulky orders.
  • Weekend delivery.
    Select weekend delivery if you use carriers that work on Saturdays. This way, Walmart can provide your customers with the most accurate delivery estimates.

After an order is placed, Walmart will automatically share the expected shipping and delivery dates with the buyer.

For a consistent customer experience, you’re required to provide delivery on all business days from Monday to Friday in your Standard Processing Schedule.

Product Catalog and Fulfillment

Page for adding items to one's Walmart Marketplace catalog.

Provide a product catalog detailing the items you plan to sell with product descriptions, images, prices, and stock-keeping unit (SKU) numbers.

If you use Printify, setting up your catalog is easy with custom print-on-demand products.

Alternatively, guarantee order fulfillment through Walmart Fulfillment Services or another US-based B2C warehouse with returns capability.

The Walmart Marketplace requires your products to have GTIN/UPC GS1 company prefix numbers or request an exemption.

Competitive Pricing

Walmart Marketplace automatic pricing strategy feature page.

If other Walmart Marketplace sellers also offer your item, it will fall under the same product listing. You’ll be competing for the Add to Cart button, which is known as the Buy Box.

Carry out market research of your competitors – on Walmart Marketplace or elsewhere – to see how they price and market their products and whether you can offer enticing alternatives.

If you offer standard shipping, you won’t be eligible to receive a boost in search results or Buy Box prominence.

Excellent Customer Service

Customer Service section of Walmart Partner Profile settings, where one can add their customer service policy.

Walmart emphasizes the importance of high-quality customer service. Therefore, you need to be prepared to handle questions, complaints, and returns promptly and professionally.

This contributes significantly to your seller performance rating and also influences your visibility on the platform.

Be sure to provide clear and actionable customer service information to make selling on Walmart Marketplace a breeze.

What Does It Cost to Sell on Walmart Marketplace?

A person calculating Walmart Marketplace fees.

Walmart won’t charge any setup, subscription, or maintenance fees. Instead, they charge referral fees based on your item’s retail price. Fee percentages vary between product categories.

It’s important to note that referral fees are charged only when products are sold.

What Tools Does Walmart’s Online Marketplace Offer?

The good news for all approved sellers is that Walmart’s marketplace offers a selection of innovative solutions to simplify the whole selling experience.

Let’s look over the tools to see if they match your needs to ensure business growth and sustainability.

A list of criteria for becoming a Walmart Pro Seller and earning a Pro Seller Badge.

To showcase your commitment to providing a quality service to your customers, Walmart has introduced a badge to display on your marketplace products.

This badge is only given to high-performing sellers.

To become one and receive a badge, you must achieve these milestones within the last 90 days:

  • 90% on-time deliveries.
  • 2% cancellations.
  • 60% ratings for 70% of your trending catalog.
  • At least 100 orders.
  • No violations of internal regulations.

Be active for at least 90 days.

List of benefits of Enhanced Returns feature: free returns, seamless experience, and unlimited flexibility.

Everything about Walmart Marketplace reflects its customer-centric theme, and handling order returns is no exception.

Customers have the option to ship returns to you or in-store returns at your facilities or through Walmart fulfillment centers and carriers.

Quick Tip

An easy way to boost customer conversion rates is by offering free returns.

Listing Quality Dashboard feature that lets one optimize their listings for better visibility and traffic.

Make sure your store listings are fully optimized. This means adding clear titles, descriptions, images, and product attributes.

This free tool provides insights into your store listing performance and offers actionable recommendations to improve the visibility and discoverability of your products.

For a more manual approach, check in with Walmart’s Listing Optimization Guide.

Walmart Connect promo page stating: “We connect you more meaningfully to Walmart customers.”

This tool is your way to find your target audience, primarily focused on ad placement with these options:

  • Walmart-sponsored search.
    Offers high-visibility search bar placements tied to specific search terms.
  • Sponsored product ads.
    Positions your products in search, item, and pre-checkout pages.
  • Sponsored brand ads.
    Places ads with your logo and custom headline.

The best part is that you can manage ad placement in the entire catalog yourself or outsource this task to Walmart or another partner.

In addition to that, your Performance dashboard shows your spending, click-through, and customer conversion rates.

Walmart Brand Portal outlining its benefits and target user base.

This feature allows you to manage and protect the intellectual property rights of your Walmart Marketplace seller brand.

It simplifies the process of submitting and tracking all intellectual property claims associated with your business.

Walmart Fulfillment Services page explaining how they ship one's inventory to a WFS facility, where they store, pick, pack, and ship orders to the end customer.

Skip the hassle of inventory management and running your own physical operations by using Walmart Fulfillment Services.

They’ll ensure reliable fulfillment, storage, and shipping on your behalf, reducing your operational workload.

Online Marketplaces vs eCommerce Platforms

Should you connect to a marketplace run by one of the world’s largest supply chains or open your store independently?

Marketplaces provide access to a large customer segment, while eCommerce platforms offer more control over branding.

Marketplace with other sellers.

Exposure to a wide range of customers.

Rely on the reputation of the marketplace.

Referral fees and other monthly fees.

Sales and marketing tools.

Built-in customer support options.

Limited storefront customization.

Dedicated online store only for your business.

You’re responsible for driving traffic to your store.

Build trust independently.

Platform, hosting, and transaction fees.

Add tools based on your specific business needs.

You’re fully in charge of customer support.

Unlimited site customization options.

Consider your business goals to determine whether an online marketplace or an eCommerce platform aligns better with your needs.

Both options have their advantages, and your choice ultimately depends on what you’re looking for. Choose Walmart if you need reliable fulfillment for a reasonable referral fee.

How to Sell on Walmart Marketplace With Print on Demand

Use trusted POD solutions for your Walmart Marketplace listings to simplify the order fulfillment and shipping process. This way, you’ll save valuable time for marketing and growing your business.

Printify offers a wide range of options that cover everything from generating the best store ideas and designs to fulfilling and delivering items to your customers.

Connect Your Store

Once you choose Walmart from our list of automated integrations, you’ll be directed to the Walmart sign-in page to authorize Printify as a partner on your account.

Alternatively, choose from any of the other popular online marketplaces and eCommerce platforms to sell your merchandise.

Pick and Design Products

It’s time to choose what to sell. Go to our Printify Catalog and browse over 900 high-quality products. From apparel and accessories to home decor, you’ll easily find items to sell on Walmart.

Use our beginner-friendly design tool, the Mockup Generator, to upload or create new product designs. Experiment with different colors and placements until you find the perfect fit for your brand.

Publish and Start Selling

It’s time to add product listings to your channels and generate online sales.

Make sure to include a catchy title, detailed description, and profitable prices on the product description page

Then, click the Publish button to post them on your store.

Join Walmart Marketplace and Start Selling Today

Entering Walmart Marketplace can be a game-changer for your POD business.

It offers a wide customer base, an intuitive Seller Center, and Walmart Fulfillment Services. They also provide innovative solutions and support tools to significantly increase brand exposure and sales.

Take advantage of Printify’s seamless integration with Walmart Marketplace and start selling online today!

Make It Happen Today!

This originally appeared on Printify and is available here for wider discovery.
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