How to get approval to sell on Walmart.com

Retail has transformed dramatically in recent years. Online shopping platforms now dominate the landscape, with Amazon, eBay, Etsy, and Walmart leading the charge.

Like we mentioned in some of our earlier posts, Walmart has emerged as a particularly powerful player in online retail. Its massive reach creates an incredible opportunity for third-party sellers looking to connect with millions of potential customers.

However, getting into the platform isn’t a piece of cake. Let’s walk through exactly how to get approved for Walmart Marketplace.

How Walmart Marketplace differs from competitors

At first glance, Walmart Marketplace might seem similar to Amazon or eBay. However, there are key differences worth noting.

While Amazon and eBay maintain relatively open application processes, Walmart implements strict vetting and approval procedures. Though this creates higher barriers to entry, it enhances the platform’s credibility and quality standards—ultimately benefiting approved sellers.

Walmart Marketplace also features a straightforward fee structure. Unlike some platforms, there are no monthly subscription fees. Instead, Walmart charges a referral fee on each sale, typically between 5% and 15% depending on the product category. This approach reduces upfront costs and keeps expenses directly tied to your sales performance.

A step-by-step guide to getting Walmart Marketplace approval

The Walmart Marketplace approval process is notoriously complex. In fact, it’s one of the first major hurdles sellers face on the platform.

Don’t worry, we’ve got you covered. Here’s exactly what you need to do to get approved:

Step 1: Meet the basic criteria

Walmart prioritizes customer satisfaction above everything else. They only approve vendors who can meet their high standards.

To qualify as a Walmart Marketplace seller, you’ll need to satisfy these requirements:

• Your business must be registered in the US with US-based warehouses
• You have proven experience as a successful ecommerce seller
• You offer a diverse product catalog
• You maintain a strong customer service track record
• You provide fast shipping and competitive pricing

Step 2: Prepare your documentation

Once you’ve confirmed you meet the basic criteria, gather these required documents:

• US Business Tax ID: Verifies your business is legitimate and legal
• W8 or W9 tax forms: Required for IRS compliance
• US business or warehouse addresses: Walmart requires US-based operations
• Business verification documents like utility bills showing your business address, an IRS EIN confirmation letter, or articles of incorporation
• Product category and catalog information: Details about what you plan to sell (make sure none fall under Walmart’s prohibited products list)

Step 3: Register and apply

With your documents ready, follow these steps to apply:

1. Visit the Walmart Marketplace website. Go to marketplace.walmart.com and click the “Join Marketplace” button in the top right corner.
2. Complete the company registration form. Fill out your company details and upload your documentation.
3. Provide product and integration information. Enter details about your product categories, catalog size, and how you’ll integrate with Walmart’s system.
4. Include shipping and operations details. Specify your shipping methods, warehouse addresses, and operational procedures.
5. Review and submit your application. Double-check all information and document uploads before submitting.

After submission, check your email for a verification link from Walmart labeled “Verify My Account.” This link expires in 24 hours, so click it promptly.

If you don’t receive this email, check your spam folder or request a new one. If you still can’t locate it, your application likely didn’t go through, and you’ll need to start over.

Step 4: Wait for a decision

The waiting period consists of three phases:

1. Review

Walmart typically takes 2-4 weeks to process applications (though this may take longer). During this time, their team thoroughly reviews your information to assess compliance and fit for the platform.

2. Follow-ups

Walmart may request additional information or clarification. Be prepared to respond promptly to avoid delays. These follow-ups might involve questions about your operations, products, or requests for additional documentation.

3. Notification

Once the review concludes, you’ll receive an email with the decision. If approved, this email will include instructions for setting up your Seller Center account and beginning your Walmart Marketplace journey.

The best way to minimize delays is to ensure all submitted information is accurate and to remain available for any follow-up requests.

What happens after approval?

After receiving your approval email, you can begin selling on Walmart Marketplace. Before listing products, you’ll need to:

• Set up your seller account
• Verify your business details
• Set up payment and shipping information

For complete details on setting up your account, check out our full guide on how to sell on Walmart.

Is approval guaranteed?

As of this writing, there’s no guaranteed way to secure approval for Walmart Marketplace. Walmart takes pride in its ability to identify trustworthy sellers and only approves those who meet or exceed their criteria.

Tips to improve your approval chances

While approval isn’t guaranteed, these strategies can strengthen your application:

Tip #1: Highlight your ecommerce success

A proven track record as a trusted online seller significantly improves your chances. Walmart values its brand reputation and primarily accepts established sellers with demonstrated credibility. 

If you lack online selling experience, consider starting with more accessible platforms like Amazon, Etsy, or Shopify. These marketplaces have less stringent requirements for new sellers.

Tip #2: Avoid prohibited products

Walmart maintains a strict Prohibited Products Policy. Listing any of these items results in automatic rejection. Prohibited categories include hazardous materials, alcohol, certain foods, and offensive items.

Tip #3: Provide comprehensive business information

Include all relevant business details from the start. This proactive approach reduces back-and-forth communication and accelerates the review process.

Use your business domain email when registering. This enhances your credibility as an established business and demonstrates commitment to your brand.

Pro tip: No website yet? One Redditor found that Walmart sometimes accepts a simple Google Sheet as an alternative to a dedicated website.

You can try creating a Google spreadsheet with three columns: Product Image, Product Title, and Product Description. Add around 30 different products from one category. Then add a link for your spreadsheet in the application, in the field where Walmart requests your website URL.

Tip #4: Emphasize customer service excellence

Walmart prioritizes customer satisfaction above all else. Include positive customer reviews in your application and highlight your responsiveness and problem-solving capabilities.

Tip #5: Demonstrate competitive pricing and efficient shipping

Showcase your ability to offer competitively priced products with fast, reliable shipping. Walmart favors sellers who meet their high standards for pricing and fulfillment. Clearly outlining your pricing strategy and logistics capabilities demonstrates your alignment with Walmart’s marketplace goals.

What to do if your application is denied

Even well-prepared applications sometimes get rejected. Here’s what to do if your Walmart Marketplace application is denied:

1. Review your application

Identify potential weaknesses in your submission. Perhaps you missed including customer reviews or your pricing strategy wasn’t competitive enough. Understanding where your application fell short is crucial for making improvements.

2. Revise and appeal

After identifying issues, revise your application and submit an appeal. Include updated business information, proof of compliance with Walmart’s policies, and improved product listings.

To appeal, visit Walmart’s Seller Help page (while logged in) and click “Appeal application decision.”

How to improve your chances after denial

If your appeal is unsuccessful, consider these strategies before reapplying:

1. Strengthen your ecommerce presence

Build a stronger track record on other platforms like Amazon, Shopify, or eBay. Focus on collecting positive reviews and maintaining excellent performance metrics.

Consider expanding your product catalog, as Walmart favors sellers with diverse offerings.

2. Explore alternative platforms

While working toward Walmart reapplication, expand to other marketplaces. This builds your reputation and creates additional revenue streams.

3. Seek professional assistance

Tools like Threecolts can help optimize your existing ecommerce presence, making you more credible for future Walmart applications.

Boost your Walmart sales with the right tools

While the application process for Walmart.com may seem intimidating, following the steps and tips we’ve outlined significantly improves your chances of success.

For Amazon sellers expanding to Walmart, managing multiple platforms can quickly become overwhelming. The good news? You don’t need to invest in separate sets of tools for each marketplace.

Seller 365 gives Amazon sellers a significant advantage when venturing into Walmart selling:

• FeedbackWhiz Alerts monitors your listings on Amazon and reviews from Walmart in a single dashboard
• FeedbackWhiz Profits lets you track revenue and expenses for both platforms in one place, giving you a complete view of your business

So, why juggle separate subscriptions when you can manage both Amazon and Walmart operations through one bundle? Try Seller 365 free for up to 14 days and discover how our cross-platform capabilities can help you conquer Walmart while maintaining your Amazon success.