Selling on Walmart Marketplace in 2025 is a smart move for eCommerce professionals looking to tap into a high-traffic retail giant. With millions of monthly shoppers, Walmart offers huge potential—but setting up a Walmart Seller Center account isn’t as straightforward as other platforms.
This guide will walk you through everything you need to know, including how to sign up for Walmart Seller Central, meet the seller account requirements, complete the Walmart seller application, and navigate your Walmart Seller Central login with ease.
Let’s get started and help you launch your Walmart selling journey successfully.
Benefits of Selling on Walmart Marketplace
Selling on Walmart Marketplace in 2025 offers serious advantages for professional sellers and growing eCommerce businesses. With a loyal customer base and massive reach, here’s why creating a Walmart Seller Center account can be a game-changer:
1. Massive Customer Reach
Walmart.com receives over 100 million monthly visitors, giving you access to one of the largest online marketplaces in the U.S. This exposure allows sellers to put their products in front of a vast and ready-to-buy audience.
2. Low Competition Compared to Amazon
While Amazon is saturated with third-party sellers, Walmart is more selective. This means less competition, especially for established sellers with strong operations, good products, and solid customer service.
3. Lower Seller Fees
Walmart does not charge a monthly fee to sell. Instead, it charges referral fees on each sale (typically 6%–20%, depending on the category). This makes it more cost-effective for sellers who don’t want to pay subscription costs like those on Amazon.
4. Omni-channel Potential
With programs like Walmart Fulfillment Services (WFS) and in-store pickup, sellers can easily take advantage of omnichannel selling. This allows you to expand beyond online-only models and create a hybrid retail approach.
5. Walmart’s Brand Trust
Consumers trust Walmart for value and reliability. Selling on its marketplace automatically adds credibility to your brand—especially if you’re new to online selling or transitioning from smaller platforms.
6. Advertising and Growth Opportunities
Walmart offers advanced advertising tools like Walmart Connect, helping sellers boost visibility with sponsored listings, search ads, and product placement opportunities.
Walmart Seller Center Account Requirements
Before diving into the Walmart Seller Center, it’s essential to understand the eligibility criteria and documents required to create a seller account successfully. Walmart’s marketplace is not open to everyone. They maintain a selective approach to ensure high-quality sellers that align with their customer service and product standards.
Here’s a detailed breakdown of all the requirements for becoming a Walmart Marketplace seller in 2025:
U.S. Business Tax ID (EIN)
To register, you must have a valid U.S. business tax ID (Employer Identification Number). Walmart does not accept sole proprietors without an EIN. This ensures that the platform is used by registered legal entities, such as LLCs, corporations, or partnerships.
U.S. Business Address
You must have a U.S.-based business address to complete the application. This is important for tax verification, legal documentation, and logistics purposes. Even if you’re a global seller, Walmart expects you to have an American point of contact.
W-9 or W-8 Tax Form
You’ll need to submit either a W-9 (U.S. entities) or W-8 (non-U.S. entities) form. This helps Walmart determine the correct tax withholding and reporting requirements under U.S. tax law.
Product Catalog Requirements
Walmart wants experienced eCommerce sellers with a history of high-quality product listings. During registration, you’ll be asked to provide:
Estimated number of SKUs you plan to sell
Product categories (e.g., electronics, home, health, etc.)
Proof that your products meet Walmart’s Prohibited Products Policy
Note: Walmart does not allow products that violate copyright, safety standards, or regulatory compliance.
Integration Readiness (for Advanced Sellers)
If you’re a high-volume seller or using multichannel software (e.g., Shopify, BigCommerce, or custom APIs), Walmart checks whether your business is integration-ready. They often ask:
Do you have an inventory feed?
Can your platform handle Walmart’s technical requirements?
Are you using any approved integration partners?
This is not mandatory for small sellers but offers smoother onboarding.
Fulfillment Plan
You need a clear strategy for order fulfillment. Walmart prioritizes sellers who:
Can ship nationwide within 1–2 business days
Have U.S.-based warehouses or use Walmart Fulfillment Services (WFS)
Provide valid tracking IDs and delivery confirmations
If your fulfillment method is unreliable or limited, Walmart may reject your application.
Previous eCommerce Experience
Walmart asks for details about your sales history on other platforms like Amazon, eBay, or Shopify. You may need to provide:
Sales performance metrics
Customer feedback or ratings
Return rate statistics
This helps Walmart assess your ability to manage customers and logistics professionally.
Business Verification Documents
In addition to a tax ID and address, you may be required to submit:
Articles of Incorporation or LLC Certificate
Proof of identity of the business owner or director (driver’s license, passport)
Banking information for payments
Walmart uses these documents to verify legitimacy and reduce fraud on the platform.
Return Policy and Customer Service Standards
Walmart requires you to adhere to their customer-centric policies, including:
Clear and generous return policy (usually 30 days or more)
Fast response time to customer inquiries (within 24 hours)
Dedicated customer service team or representative
Your return policy must be equal to or better than Walmart’s default terms.
Professional Presentation
During the application process, you will be asked to provide:
Professional email domain (e.g., yourname@yourcompany.com)
Business website (not required, but highly recommended)
Brand identity materials (logos, catalogs, product photos)
A professional image increases your chances of approval and shows Walmart that you’re a serious seller.
Pro Tip: Avoid Common Mistakes That Delay Approval
Many sellers face delays or rejection because of:
Using personal email addresses (like Gmail or Yahoo)
Incomplete or inconsistent tax forms
Unrealistic shipping plans
Listing prohibited or restricted products
Ensure that your documentation and business operations are aligned with Walmart’s requirements to avoid setbacks.
Complete Walmart Seller Center Setup Tutorial
Setting up your Walmart Seller Center account may feel overwhelming at first, but with the right guidance, it becomes a seamless process. Below is a step-by-step walkthrough covering everything you need to do—from applying to start selling—within Walmart’s Seller Center dashboard.
Apply to Become a Walmart Marketplace Seller
Go to the Walmart Marketplace Application Page
Visit the official application page: https://marketplace.walmart.com
Click on “Join Marketplace” or “Request to Sell”.
Complete the Application Form
The application form typically takes 10–15 minutes and requires the following:
Business name and DBA (if applicable)
U.S. Business Tax ID (EIN)
Address and contact details
Primary product categories
eCommerce experience (e.g., Amazon, eBay, Shopify)
Estimated monthly order volume
Fulfillment method (Self-fulfillment or Walmart Fulfillment Services)
Submit the Application
Once completed, Walmart will review your application. The review process typically takes 3–4 business days, but during high-demand periods, it can take up to 1–2 weeks.
If approved, you’ll receive a Walmart Seller Central Invitation Email.
Accept the Invitation & Create an Account
Click the link in the approval email to sign up and create your Walmart Seller Center account.
You’ll be redirected to the Walmart Seller Central registration page.
Provide the following:
Username and password for your Walmart account
Legal business name
Tax classification (LLC, Corporation, etc.)
W-9 or W-8 form submission
Once you’ve created your login, you can proceed to complete your Walmart Partner Profile.
Step 3: Complete Your Partner Profile
Your Partner Profile is what buyers and Walmart use to understand your business. To set it up:
Add Company Info
Business display name
Company description
Customer service email and phone number
Return address
Set Up Shipping Options
Define:Shipping regions (continental U.S., Alaska, Hawaii, etc.)
Shipping methods (Standard, Expedited, 2-Day)
Pricing (free shipping or calculated)
Configure Return Policy
Walmart recommends a 30-day minimum return window.
Include:Return window duration
Return method (Return to seller or Walmart)
Restocking fee (if any)
Upload Business Logo
Upload a high-quality image of your business logo to enhance your branding.
🚀 Tip: A complete Partner Profile is critical to build trust with buyers and for listing approval.
Provide Banking & Payment Details
To receive payouts, you must connect your business bank account via Walmart’s payment partner, Payoneer or Hyperwallet (PayPal service).
Choose a payment provider
Link your account
Verify your identity and bank information
Walmart typically pays out every two weeks, but this can be adjusted based on your sales performance and account status.
Upload Your Product Catalog
Once your account is approved and set up, it’s time to list products.
You have three options for uploading products:
Single Listings via Seller Center
Ideal for beginners or low volume sellers
Fill in fields manually (title, description, category, price, shipping)
Bulk Upload via Excel Templates
Use Walmart’s flat-file Excel templates to upload multiple SKUs
Templates vary by category (apparel, electronics, beauty, etc.)
Third-Party Integration (Advanced)
Integrate using APIs or tools like:
Shopify Walmart App
CedCommerce
Linnworks
Sellbrite
🚨 Note: Your product data must comply with Walmart’s content guidelines. Poor-quality listings may be suppressed or rejected.
Set Up Tax Settings
You are required to collect and remit taxes where applicable. Walmart does this automatically in most states, but you must confirm or update your tax nexus settings.
Go to:
Settings → Tax Settings
Select applicable states where you conduct business
Upload your tax documentation (if applicable)
Choose a Fulfillment Strategy
You have two main options:
A. Self-Fulfillment
You ship products from your own warehouse or 3PL provider. You must:
Offer valid tracking IDs
Ship within 1–2 business days
Provide delivery confirmation
B. Walmart Fulfillment Services (WFS)
Walmart stores, picks, packs, and ships for you. Benefits include:
Prime-like 2-day delivery badge
Walmart handles returns
Better search visibility
🔑 Using WFS increases buy box chances and enhances customer trust.
Go Live!
After all these steps, Walmart will conduct a final review of your account.
If everything is in place:
You’ll receive a “Ready to Launch” confirmation.
Your products will go live on Walmart.com.
To monitor performance:
Go to Seller Center Dashboard
Track sales, orders, reviews, and product metrics
Tips for a Smooth Walmart Seller Centre Account Setup
Getting your Walmart Seller Center account up and running is a major milestone—but it’s only the first step toward building a thriving business on Walmart Marketplace. To ensure a seamless experience from application to launch (and beyond), you’ll need to adopt a strategic approach. These essential tips will help you set up your Walmart selling account correctly and lay the groundwork for long-term success.
Prepare Your Business Credentials in Advance
Before diving into the signup process, make sure all your business documentation is in place. Walmart only accepts registered legal entities—this means:
A U.S.-based business with an EIN (Employer Identification Number)
A valid W-9 or W-8BEN form for tax compliance
A verifiable U.S. address and business phone number
A dedicated business bank account for transactions
Taking the time to verify these details before you begin will help prevent delays or rejections in the application process.
Create a Professional Business Presence
Walmart values professionalism and credibility. You’re more likely to be approved if you already have:
An active website or branded storefront (Amazon, eBay, Shopify)
Social media profiles that reflect your brand identity
Professional contact details (avoid Gmail/Yahoo; use a custom domain email)
Adding this information to your Walmart seller application can significantly increase your approval odds.
Choose Your Product Categories Wisely
Be intentional about the types of products you plan to sell. Walmart is selective about certain categories—especially gated or restricted items like supplements, electronics, and perishables.
When selecting your categories:
Stick to products that comply with Walmart’s policies
Focus on high-demand but underserved niches
Ensure your supply chain can support volume and consistency
Optimize Listings from the Start
Once your account is approved, the next step is listing your products. High-performing listings typically include:
Keyword-optimized titles with 50–75 characters
High-resolution images (minimum 1000×1000 px, white background)
Clear, structured bullet points with key features
UPCs or GTINs for product identification
Competitive pricing and accurate shipping data
Optimized listings not only improve discoverability but also increase your chances of winning the Buy Box.
Keep Pricing Competitive
Walmart is synonymous with low prices. To stay ahead:
Regularly monitor competitor pricing
Use repricing tools to automatically adjust your prices
Offer bundle deals or multipacks to add perceived value
Consistency in pricing strategy helps you stay competitive and maintain better seller performance metrics.
Use Walmart Fulfillment Services (WFS)
If you want faster shipping, higher visibility, and more trust from customers, enroll in Walmart Fulfillment Services. With WFS, you can:
Offer 2-day shipping nationwide
Get customer service handled by Walmart
Reduce your operational load
It’s a great option for new sellers who want to scale without third-party logistics (3PL) complexity.
Stay Ahead of Inventory Management
Running out of stock is one of the fastest ways to lose Buy Box eligibility. To avoid this:
Use inventory syncing tools or connect to your ERP system
Set reorder thresholds and maintain buffer stock
Track inventory performance in real time
Walmart prefers reliable sellers who can consistently deliver what’s listed.
Provide Top-Tier Customer Support
Fast, friendly, and efficient customer service is a major performance metric. To meet Walmart’s standards:
Respond to buyer messages within 24 hours
Resolve disputes and refund issues quickly
Monitor customer reviews and act on feedback
Maintaining high customer satisfaction can directly impact your visibility and conversion rates.
Track Your Key Seller Metrics
Walmart gives sellers access to powerful performance analytics via Seller Center. Keep an eye on:
Order Defect Rate (ODR) – aim for less than 2%
On-Time Delivery Rate (OTD) – target above 95%
Cancellation Rate – keep this under 1.5%
These metrics affect your seller score and Buy Box eligibility. Act quickly if any indicator drops below Walmart’s benchmark.
Familiarize Yourself with Walmart Policies
Walmart updates its rules frequently. Make it a habit to:
Bookmark and review the Walmart Marketplace Seller Help page
Join seller forums or newsletters for news and updates
Stay aware of restricted products, return policies, and performance standards
Being proactive about compliance saves you from account suspensions or surprise policy violations.
How Long Does Walmart Seller Centre Approval Take?
The Walmart seller approval process typically takes 5 to 10 business days, though it can vary depending on the accuracy of your application and the completeness of your documentation.
Here’s a breakdown of what influences the timeline:
Complete Application: If your initial application includes all the required business documents (like EIN, W-9, and valid contact information), the approval is generally faster.
Business Credibility: Established businesses with existing eCommerce presence (such as on Amazon, eBay, or Shopify) are often approved quicker.
Verification Process: Walmart manually reviews applications to ensure compliance with its seller standards, which can sometimes cause delays.
Pro Tip:
If you haven’t heard back within 10 business days, follow up with Walmart Marketplace Support to check your application status. Be professional and provide your application ID for a faster response.
Walmart Seller Centre: FAQs
Walmart Seller Center is the official platform where third-party sellers manage their business on the Walmart Marketplace. It provides all the tools and features needed to list products, manage inventory, track orders, process returns, and analyze performance. Through Seller Center, sellers can also optimize listings, access reports, use advertising tools, and enroll in Walmart Fulfillment Services (WFS) to offer fast shipping. It’s the central hub for running a successful store on Walmart.com.
To become a Walmart seller, you must meet these key requirements:
U.S.-based business with a U.S. Tax ID
EIN (Employer Identification Number)
Verifiable history of marketplace or eCommerce success
W-9 or W-8 form
Product catalog with UPCs or GTINs
Ability to fulfill orders quickly and reliably
Meeting these criteria increases your chances of approval and long-term success on the platform.
Yes, Walmart does not charge any setup or subscription fees to join the Seller Center. However, sellers are subject to referral fees based on product category, which typically range from 6% to 20% per sale. There are also optional costs, such as Walmart Fulfillment Services (WFS) or advertising tools, if you choose to use them.
Conclusion
Setting up your Walmart Seller Center account in 2025 is more than just creating an online profile—it’s a strategic move toward tapping into one of the largest retail ecosystems in the U.S. With the right preparation, clear understanding of Walmart’s seller requirements, and commitment to marketplace best practices, you can establish a profitable presence on Walmart Marketplace.
From the initial Walmart Seller Central sign-up to managing product listings, pricing, shipping, and customer service—every step matters. And with Walmart’s increasing focus on trusted sellers and fast fulfillment, there’s never been a better time to get started.
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