Exploring Walmart Seller Center and its capabilities

Walmart operates its ecommerce platform at Walmart.com, bringing the brand’s vision of providing top-quality, affordable products to consumers online. With Walmart Marketplace, they accept third-party sellers to list their items alongside Walmart’s products. 

This allows Walmart customers to access millions of brands from different companies. For sellers, this provides a great opportunity to showcase their products alongside well-known brands and to tap Walmart’s reputation as a leading US retailer. 

Sellers manage all this through Walmart Seller Center. This is where you can list products, watch orders roll in, and see if your store is actually making money. The dashboard might seem complex at first glance, but it contains everything you need to build and grow your marketplace presence. Let’s explore what you can do with it.

Using Walmart Seller Center

When your application is approved, you can start listing your products through the Walmart Seller Center. This is a centralized dashboard where you can track orders, monitor inventory, and access various seller tools and resources. Walmart provides this hub to help third-party sellers manage their sales and products on the Walmart Marketplace. 

To use your account, log in through seller.walmart.com and enter your username and password. Walmart uses two-factor authentication by asking you to verify your account using a code sent to your email address.

Once logged in, you’ll see the home page of your Walmart Seller Center dashboard. It contains the basic analytics of your store’s performance and helpful tips to grow your business. From here, you can access various parts of your store through the sidebar. 

Listing products on Walmart Seller Center

There are several methods to list your products on Walmart:

• You can upload a spreadsheet if you have a large catalog and already sell on other marketplaces.
• You can match items that are already in Walmart if you only sell items that are already in Walmart.
• You can use API integration to connect your account with a different solutions provider. 

Bulk upload using a spreadsheet

This option is available once you’ve completed the setup process. It’s ideal for large catalogs because you can leverage work you’ve done for other marketplaces to save time and energy in listing your products on Walmart. 

To start this process, click on Build Your Catalog > Add Items > Drag and Drop the spreadsheet to the box > Next > Import Items. Ensure that the spreadsheet file (.xlsx) is under 5MB  and contains a minimum of details like GTIN, Shipping Weight, and Price.

Once you’ve imported the catalog, Walmart automatically converts the items into its designated format. You can then review and update information as needed. 

Bulk upload using Walmart’s template

Walmart offers a customizable Excel template to help you fully set up your store. From the Items option in the sidebar, go to Add Items. Look for the Walmart Template Link just below the Upload a spreadsheet section. You have two options:

• Create a full-setup template
• Set up items by match 

“Create a full-setup template” will walk you through several selection steps where you’ll identify the product categories and types so you can download the right template. This works for both seller-fulfilled and Walmart-fulfilled products.

“Set Up Items by Match” will automatically download a template with the required fields to match your products with existing Walmart listings.

For both templates, it’s important to fill out the required sections to avoid data errors. There’s also a dedicated column for adding image URLs to photos representing your products. You must ensure that these images follow Walmart’s image guidelines.

Once you’ve completed the templates, you can upload them in Items > Add Items > Upload a spreadsheet. Depending on the size of your spreadsheet, products can appear as quickly as 15 minutes or as long as four hours.

Setting up single items

If you only have one or several items, you can quickly list them as single items on Walmart. You can either:

• Search for the item in the Walmart catalog 
• Create a new item

To add a product that’s already in the Walmart catalog, navigate to Items > Add Items > Search the Walmart catalog. You can enter either the item name or product identifier to generate the top results. To review a product and ensure it’s the exact match, click on More Info or View on Walmart.com. 

Once you’re sure that it’s the right item, click Add item and provide other offer details like the selling price, fulfillment type, condition, and shipping weight. Since you’re adding a product already in Walmart’s catalog, you don’t have to provide other data like images and brand information. 

If you’re offering a new product not currently offered on Walmart.com, you can create a new item from scratch. Navigate to Items > Add items > Create a New Item. Fill out the required sections, such as item identifier, category, item name, and more. Once all fields are complete, verify they’re accurate and click submit. It takes 15 minutes to 4 hours for product updates to appear on the marketplace.  

Using API integration and Walmart solution providers

For sellers with well-established ecommerce businesses, you can use APIs to integrate into an existing system. Walmart provides a robust API Developer Portal where tech teams can find the resources they need to seamlessly integrate Walmart into existing platforms. 

To access the API portal, you need a Client ID and a Client Secret. This is also required every time you need to generate a token for an API call. 

If you prefer a third party to import your catalog to Walmart, you can choose from several solution providers. Walmart has a list of companies that offer specialized services to help you manage and sync your ecommerce data with Walmart Marketplace. Some offer a full-service integration, while others perform specific functions. 

Now that your products are published on Walmart, you need to optimize your listings to ensure they’re seen by your target customers. One way to achieve this is by writing compelling product descriptions and optimizing them for SEO. 

Managing orders on Walmart Seller Center

Another function you can perform on Walmart Seller Center is to manage your store’s orders. The Order Management section in the sidebar gives you options for acknowledging orders, processing returns and refunds, and settling disputes. Every time you receive an order, you must acknowledge it by checking the box beside the order.

You can also use this section to split orders in case you’re shipping them in batches and to update tracking numbers for order delivery. To fulfill your orders, you must set up your fulfillment methods. It can be:

• Seller-Fulfillment
• Walmart Fulfillment Services (WFS)
• Third-party Solution Provider

Seller-fulfillment

Seller-fulfillment implies you’re using your own seller-managed fulfillment center. To set this up, go to Settings > Seller Fulfillment > Fulfillment Centers > Add Fulfillment Center. Enter the complete address (must be US-based) and operating schedule. You can also set the days off when the center won’t fulfill any orders. 

Third-party solutions provider

Follow the same process above if you’re setting up a fulfillment partner. Walmart offers Deliverr and ShipBob as available partners. You must have an account with either partner and comply with their requirements before you can use them. 

For example, Deliverr only accepts items less than 75 pounds with maximum dimensions of 40” x 30” x 15” (L x W x H). You can sign up with these partners on their websites.

Walmart Fulfillment Services (WFS)

Just like Amazon FBA, Walmart also offers end-to-end fulfillment services. They’ll store your inventory and handle the pick, pack, and shipment of your orders. Walmart will also provide customer support and returns for orders fulfilled through WFS. 

As a WFS seller, your products enjoy two-day shipping and have Fulfilled by Walmart tags, which increases their visibility and conversion. 

To use WFS, you must convert your products to WFS listings and send your inventory to the assigned Walmart fulfillment centers. You’ll then link your WFS account to your shipment settings and use it to fulfill your orders. Walmart charges a base fee of $3.45 for items less than 1 pound. 

The fee increases as the shipping weight increases, and whether an item has special requirements. You can use the WFS Calculator to find the exact estimate of your item’s fulfillment and storage fee.

Store analytics on Walmart Seller Center

Finally, you can discover insights for improving your store through the Analytics section in your Walmart Seller Center dashboard. You get a broad overview of your store’s GMV (gross merchandise value), AUR (average unit retail), units sold, and more. 

You discover growth opportunities by knowing which listings are optimized and which ones are not. You can also check customer ratings and find out which products are well-received or not. There’s even an option to view your financial statement and analyze the financial performance of your store using a Payments or Transactions report. 

By regularly viewing your analytics, you can assess your store’s performance and make improvements before it’s too late. You’d also be able to maximize emerging growth opportunities to continually delight customers.

Other features to try out

Walmart Seller Center also has other features worth exploring, such as an App Store, where you can find various tools to help grow your ecommerce business. You can also access the Walmart Ad Center, where you can set up display ads to boost product awareness. 

There’s also a success hub with helpful guides to give you personalized suggestions on growing your Walmart business. You can manage the rest of your store settings, including administrative options and partner profiles, from the Settings option. 

Level up your Walmart game with the right tools

The Walmart Seller Center packs a serious punch for managing your marketplace business. But let’s be honest—even the best dashboard can feel overwhelming when you’re juggling multiple platforms and your to-do list keeps growing.

Here’s where smart sellers bring in reinforcements. If you’re primarily selling on Amazon but eyeing Walmart’s massive potential, Seller 365 gives you everything you need at $69/month. Tools like FeedbackWhiz Profits let you see exactly how your products perform across both Amazon and Walmart in one place—no more toggling between tabs and second-guessing your profit margins. There’s also FeedbackWhiz Alerts for essential seller monitoring and more Walmart features to come.

Running a more complex operation with multiple sales channels? Multichannel Pro is your new best friend. It lets you create listings once and publish everywhere, routes orders automatically to the right fulfillment location, and centralizes customer messages so you can respond in seconds instead of minutes. Brands using it have scaled orders up to 10X without hiring a single extra person or making customers wait longer for responses.

The truth is, Walmart Seller Center is powerful on its own, but paired with the right tools, it becomes part of a selling machine that runs while you sleep. Whether you choose Seller 365 for its value or Multichannel Pro for its scalability, you’ll wonder how you ever managed without them.

Ready to stop working harder and start working smarter? Try Seller 365 free for up to 14 days or book a demo of Multichannel Pro.