Many Amazon sellers eventually reach a point where they ask the same question:
“Should we expand to Walmart Marketplace?”
For experienced sellers, the answer is increasingly yes.
Brands that diversify early and start selling on Walmart during their growth phase often see stronger revenue expansion and less dependency on a single platform compared to sellers who wait years before exploring additional marketplaces.
At Ecom Ranker, we’ve helped multiple brands expand beyond Amazon and build profitable multi-channel strategies. Walmart has quickly become one of the most valuable platforms for brands looking to scale without dramatically increasing operational complexity.
In this guide, we’ll walk you through:
- Why Walmart Marketplace is growing rapidly
- How Amazon sellers can expand to Walmart efficiently
- The Walmart seller approval process
- How Walmart Fulfillment Services (WFS) works
- Common mistakes brands make when launching
- How to set up listings and advertising
- The key differences between Walmart vs Amazon selling
If your brand is already succeeding on Amazon, the good news is simple:
You’ve already done most of the work required to succeed on Walmart.
Why Walmart Marketplace Is a Huge Opportunity in 2025
Walmart’s online marketplace has evolved from a secondary platform into a serious competitor to Amazon in U.S. ecommerce.
Recent marketplace data shows:
- Around 500 million monthly visitors browsing Walmart’s website and app
- Average session time of 12 minutes per user
- Over 700 million SKUs available from third-party sellers
- $100+ billion in ecommerce sales annually
- 42% year-over-year marketplace growth
These numbers are important for one key reason.
They signal that Walmart is still in a high-growth stage, which means the platform is far less saturated than Amazon.
For brands that expand early, this creates a window to capture market share before competition intensifies.
If you want to understand how marketplace diversification impacts long-term growth, read our guide on
Multi-Channel Ecommerce Strategy
or visit the Ecom Ranker homepage to learn how we help brands scale across multiple marketplaces.
Why Many Amazon Sellers Are Expanding to Walmart
The operational similarities between Amazon and Walmart make expansion surprisingly straightforward.
Most sellers already have:
- Established product catalogues
- GTIN/UPC registered products
- Fulfillment systems in place
- Marketplace operational experience
- Advertising knowledge
This means expanding to Walmart often requires refinement, not reinvention.
Key advantages Walmart offers sellers include:
Lower Competition
Walmart’s marketplace has far fewer sellers compared to Amazon, giving brands more room to gain visibility.
No Monthly Subscription Fee
Unlike Amazon’s $39.99 Professional plan, Walmart charges no monthly seller subscription fee.
Strong Organic Visibility
Because the marketplace is less saturated, optimized listings can rank faster.
Rapid Marketplace Growth
Walmart continues to invest heavily in ecommerce infrastructure, logistics, and seller support programs.
At Ecom Ranker, we frequently help Amazon brands expand to Walmart as part of a multi-platform growth strategy that reduces dependency on a single marketplace.
If you want to explore marketplace growth strategies, check our blog:
Amazon Growth Strategies for Scaling Brands
How to Start Selling on Walmart Marketplace
Setting up a Walmart seller account is relatively quick.
The initial registration takes only a few minutes, but seller approval usually takes 2–3 business days depending on verification.
The process is completed through Walmart Seller Center and involves three key steps.
1. Business Verification
You’ll need to submit your business details to verify your seller profile.
Required information typically includes:
- Business Tax ID (EIN)
- Business license or company registration
- Business address verification
- Contact information
Walmart prioritizes credible and established sellers, which helps maintain marketplace quality.
2. Payment Setup
Next, you’ll configure your payment system so Walmart can send your payouts.
Unlike Amazon, Walmart does not charge any subscription or setup fees, which lowers the barrier for expansion.
Payments are typically processed through Walmart’s partner payment providers.
3. Shipping and Fulfillment Setup
The final step involves setting your:
- Shipping methods
- Delivery timelines
- Return policies
- Preferred carriers
Sellers can either:
- Self-fulfill orders, or
- Use Walmart Fulfillment Services (WFS).
Walmart Seller Approval: Why It’s Different From Amazon
One major difference between Walmart and Amazon is that Walmart operates a gated marketplace.
Unlike Amazon, where almost anyone can register, Walmart requires sellers to apply and receive approval.
To be approved, sellers typically need:
- A registered business entity
- Business Tax ID
- Marketplace or ecommerce sales history
- Products with valid GTIN or UPC codes
- A compliant product catalog
- Fulfillment capability
While this process creates an additional step, it also means:
Your competition tends to consist of more established sellers rather than beginners.
This often results in higher-quality listings and stronger conversion rates across the platform.
Walmart Fulfillment Services (WFS) Explained
Walmart Fulfillment Services operates similarly to Amazon FBA.
It allows sellers to store inventory inside Walmart fulfillment centers while Walmart handles the operational work.
WFS manages:
- Inventory storage
- Picking and packing
- Shipping and delivery
- Customer service
- Returns processing
Products fulfilled through WFS also receive the 2-Day Shipping badge, which significantly improves visibility and conversion.
Benefits of Using Walmart Fulfillment Services
WFS provides several advantages for growing brands:
2-Day Shipping Badge
Products eligible for fast delivery gain higher placement in search results.
Simplified Fee Structure
Walmart charges referral and weight-based fulfillment fees without subscription costs.
Customer Service Support
Walmart handles customer inquiries and return logistics.
Improved Search Rankings
Listings with faster delivery options typically perform better in Walmart’s search results.
Common Mistakes Sellers Make When Launching on Walmart
After helping many brands expand marketplaces, we frequently see three mistakes.
Avoiding these can significantly improve launch performance.
1. Copy-Pasting Amazon Listings
Walmart shoppers behave differently from Amazon shoppers.
Simply copying Amazon titles and bullet points usually results in lower conversion rates.
Listings should be optimized specifically for Walmart’s search algorithm and buyer behavior.
2. Underestimating Approval Timelines
While seller approval may take 2–3 days, product listing approvals can add 3–5 additional days.
Brands launching around seasonal events should plan ahead to avoid delays.
3. Skipping Category Research
Certain categories perform exceptionally well on Walmart, such as:
- Home goods
- Household essentials
- Consumables
- Value-focused products
Other categories may face stronger competition or slower adoption.
Understanding category dynamics is key before launching inventory.
Walmart Advertising: How Sponsored Ads Work
Walmart offers an advertising system similar to Amazon PPC.
Sellers can run campaigns through Walmart Connect, the platform’s advertising network.
The two main ad formats include:
Sponsored Products
These ads appear in:
- Search results
- Product pages
- Recommended sections
Clicks take customers directly to the product page.
Sponsored Brands
Sponsored Brands ads allow sellers to promote:
- Brand logo
- Custom headline
- Multiple products
These ads appear at the top of search results, making them valuable for building brand awareness.
Walmart vs Amazon: Key Differences for Sellers
While the platforms share many similarities, there are several strategic differences.
| Feature | Amazon | Walmart |
|---|---|---|
| Monthly seller fee | $39.99 | $0 |
| Referral fees | 8–15% | 6–15% |
| Fulfillment fees | Weight + dimensions | Weight only |
| Seller approval | Open registration | Application required |
The biggest difference is Walmart’s simpler fee structure and lower seller saturation, which often allows brands to gain traction faster.
How Ecom Ranker Helps Brands Scale on Walmart
Expanding to Walmart can create significant growth opportunities, but success requires a strategic approach.
At Ecom Ranker, we help brands launch and scale on Walmart using proven multi-platform frameworks.
Our Walmart marketplace services include:
Walmart Marketplace Strategy
Custom expansion strategies tailored to your existing Amazon performance.
Listing Optimization
Conversion-focused Walmart listings built around platform-specific search behavior.
Product Photography & Creative
Visual assets designed for high-performing Walmart product pages.
Advertising Management
Full Walmart PPC campaign management focused on profitability.
Full Marketplace Management
End-to-end Walmart account management so brands can focus on growth.
If you’re planning to expand beyond Amazon, Walmart is one of the most important marketplaces to consider today.
Frequently Asked Questions About Selling on Walmart (2025)
What are the basic requirements to become a Walmart seller?
To sell on Walmart Marketplace, you need a registered business with a valid Business Tax ID (EIN), since Walmart does not accept SSNs for seller accounts. You must also provide documents verifying your business name and address, along with proof that you have previous ecommerce or marketplace selling experience.
All products must have valid GTIN or UPC codes issued through GS1, and your catalog must comply with Walmart’s prohibited product policies. Additionally, sellers must be able to fulfill orders either through Walmart Fulfillment Services (WFS) or a U.S.-based warehouse capable of handling returns and customer orders.
How does Walmart Fulfillment Services (WFS) work?
Walmart Fulfillment Services (WFS) works similarly to Amazon’s FBA program. Sellers send inventory to Walmart fulfillment centers, and Walmart handles storage, picking, packing, shipping, customer support, and returns.
Products fulfilled through WFS also receive 2-Day Shipping badges, which can significantly increase visibility and conversion rates. To qualify for WFS, products must ship from within the United States, weigh less than 150 lbs, and meet Walmart’s product compliance guidelines.
One of the biggest advantages of WFS is its simpler pricing model and the absence of monthly subscription fees.
What are the costs of selling on Walmart compared to Amazon?
Walmart Marketplace has a much simpler fee structure compared to Amazon.
Walmart does not charge a monthly subscription fee, while Amazon requires sellers to pay $39.99 per month for a Professional selling account.
Instead, Walmart charges a referral fee ranging from 6% to 15% per sale, depending on the product category. If sellers use WFS, they will also pay fulfillment and storage fees based primarily on product weight.
Amazon, on the other hand, includes additional storage fees based on inventory volume and storage duration, which can increase costs for slow-moving inventory.
