In today’s fast-evolving eCommerce world, Walmart Marketplace has emerged as a powerful platform for online sellers seeking growth beyond Amazon or Shopify. With over 120 million monthly visitors and a strong reputation for trust and affordability, Walmart gives professional sellers access to a massive and loyal customer base.
Whether you’re an established eCommerce business or just exploring new platforms, getting a Walmart Seller Center account could be your next smart move. But unlike some marketplaces, Walmart has a detailed application and approval process—meaning it’s important to get everything right the first time.
In this guide, we’ll walk you through how to create a Walmart Seller Center account, what requirements you must meet, and insider tips to help you get approved faster. From understanding how the Walmart seller application works to best practices for managing your Walmart selling account, you’ll learn everything you need to launch and grow a successful storefront on one of the world’s most trusted online retail platforms.
Let’s get started on your Walmart selling journey for 2025!
What is Walmart Seller Center?
Walmart Seller Center is the dedicated online platform provided by Walmart that allows approved third-party merchants to list, manage, and sell their products on the Walmart Marketplace. Think of it as your central dashboard—similar to Amazon Seller Central—where you can control every aspect of your business on Walmart.com.
From product listings and pricing to inventory management, order tracking, and customer service, everything flows through the Seller Center. It’s designed to streamline operations, giving sellers tools and analytics to optimize performance and meet Walmart’s customer service standards.
Key Features of Walmart Seller Center:
Product Listing Management – Add, edit, and optimize product information and images.
Order Fulfillment Tools – Process orders, print shipping labels, and track deliveries.
Performance Insights – Access detailed reports on sales, impressions, conversions, and return rates.
Pricing & Promotions – Set competitive pricing and create custom promotions or discounts.
Customer Messaging System – Manage communications with customers to maintain high ratings.
Joining the Walmart Marketplace via Seller Center is not just about exposure—it’s about aligning with a platform that values reliability, affordability, and customer satisfaction. Sellers who leverage it effectively often see significant growth and access to one of the largest online audiences in the U.S.
If you’re just starting out with Walmart, check out our detailed guide to learn how to sell products to Walmart.
Benefits of Selling on Walmart Marketplace
Becoming a seller on Walmart Marketplace can open the door to one of the most powerful retail ecosystems in the United States. Walmart has built a reputation for affordability and scale, and tapping into that as a third-party seller offers numerous advantages.
Access to Millions of Shoppers
Walmart.com receives over 400 million monthly visits. Listing your products here gives you exposure to a massive, trusted customer base without the need to build your own audience from scratch.
Low Initial Costs
Unlike Amazon, Walmart doesn’t charge a monthly subscription fee for sellers. You only pay a referral fee (a percentage of each sale), making it a cost-effective option for many businesses.
Brand Credibility and Trust
Selling through Walmart instantly boosts your brand’s credibility. Customers often associate Walmart with affordability and reliability—your product benefits from that perception.
Fewer Sellers, Less Competition
While Amazon’s marketplace is saturated, Walmart still has relatively fewer third-party sellers. This gives you a chance to stand out and capture market share faster.
Walmart Fulfillment Services (WFS)
Similar to Fulfilled by Amazon (FBA), WFS allows you to outsource storage, packing, and shipping. It improves shipping speed and customer satisfaction, which can help you win the Buy Box.
Omnichannel Opportunities
Walmart is heavily investing in omnichannel retail. As a seller, you can take advantage of in-store pickup, local delivery, and online-exclusive sales—all from one platform.
By leveraging these benefits, sellers can not only generate significant revenue but also build a lasting brand on one of the most respected retail platforms.
Walmart Seller Policies
It’s essential for all sellers to understand Walmart’s commitment to maintaining a secure, fair, and trustworthy Marketplace. As a seller, you are responsible for being fully informed of all Walmart Marketplace policies and adhering to them at all times. Failing to comply with these guidelines can result in serious consequences, including removal of listings, account suspension, or permanent termination.
Make sure to review the policies thoroughly before listing any products. Bookmark the following key resources for quick and easy access:
Walmart Marketplace Seller Retailer Policies: This section includes all essential operational policies such as:
Returns and Refund Policy
Prohibited Products Guidelines
Customer Care Expectations
Shipping and Fulfillment Standards
The policies are grouped into two main categories: the Seller Agreement (the contractual framework for all sellers) and Additional Rules and Guidelines that cover daily operations and compliance.
Seller Code of Conduct: This document outlines Walmart’s expectations for ethical behavior, transparency, and professionalism. It establishes the foundation for a safe and equitable experience for both sellers and customers across the platform.
Walmart Seller Center Account Requirements
Before you can successfully create and operate a Walmart Seller Center account, it’s essential to meet certain requirements that Walmart has set to ensure marketplace quality. These requirements help Walmart maintain a high standard for both sellers and customer experience.
U.S. Business Tax ID (EIN)
Walmart only accepts U.S.-based businesses. You’ll need a registered business with a valid U.S. Employer Identification Number (EIN) or tax classification documents Sole proprietors without an EIN are not eligible.
U.S. Business Address
Along with a tax ID, your business must have a physical presence in the United States. This includes a valid business address and phone number.
W-9 or W-8 Form
You must provide either a W-9 (for U.S. companies) or W-8 (for non-U.S. companies with a presence in the U.S.) form for tax reporting purposes.
Product Catalog Readiness
You should be ready with a product catalog that meets Walmart’s standards, including proper categorization, high-quality images, accurate descriptions, and competitive pricing.
Fulfillment Capabilities
Walmart expects sellers to provide reliable and timely shipping. You can fulfill orders yourself or use Walmart Fulfillment Services (WFS). Either way, consistent delivery and excellent service are a must.
Previous eCommerce Experience
While not mandatory, having experience selling on platforms like Amazon, eBay, or Shopify can strengthen your Walmart seller application. It shows that you understand eCommerce operations and performance metrics.
Compliance with Walmart’s Seller Performance Standards
You must be prepared to meet Walmart’s metrics, such as low cancellation rates, on-time delivery, and responsive customer service.
Discover which products perform best on Walmart Marketplace by checking out our guide on Walmart Best Selling Items: Top Products to Sell! Boost your sales with trending, high-demand items.
Your Complete Walmart Seller Center Setup Tutorial
Getting started with Walmart Seller Center may seem intimidating at first, but the registration process is fairly straightforward if you follow each step carefully. Here’s a detailed walkthrough:
Visit the Walmart Marketplace Sign-Up Page
Go to the Walmart Marketplace application portal. Click on “Join Marketplace” to begin your application.
Complete the Application Form
You’ll be asked to provide basic information, including:
Business Name & Address
U.S. Tax ID (EIN)
W-9 or W-8 Form
Planned product categories
Years of eCommerce experience
Links to your existing stores (Amazon, eBay, Shopify, etc.)
This step is crucial, as Walmart evaluates the legitimacy and capability of your business before granting access.
Await Approval
After submission, Walmart will review your application. Approval typically takes 1–2 weeks, but this varies based on volume and verification checks. During this time, ensure your documentation is accurate and professional.
Set Up Your Account in Walmart Seller Center
Once approved, you’ll receive an email invitation to access the Walmart Seller Center. Set your username and password to log in.
Complete Your Seller Profile
After logging in:
Upload your company logo
Write a customer service policy
Add business and tax information
Set shipping options, including carrier and rates
Configure your return policy
Your profile must be complete before you can go live.
Upload Your Product Catalog
Use Walmart’s bulk upload tools, integration partners, or API to upload your product listings. Make sure your data includes:
Product titles and descriptions
Pricing
High-quality images
Inventory and fulfillment details
Walmart may review listings to ensure compliance.
Launch Your Store
After everything is set up and reviewed, Walmart will approve your store to go live. You can start receiving orders, managing fulfillment, and tracking performance metrics through your Seller Center dashboard.
Expert Tips for a Smooth Walmart Seller Account Setup and Management
Setting up your Walmart Seller Center account is just the beginning. To thrive in the competitive Walmart Marketplace, you need to follow strategic practices that ensure long-term success. Here are some of the most effective best practices:
Optimize Product Listings from Day One
High-quality product listings are key to visibility and conversions. Ensure every listing includes:
Clear, keyword-rich titles
Compelling and informative descriptions
High-resolution images with white backgrounds
Accurate product identifiers (UPC, GTIN, etc.)
Incorporate your main keywords naturally to improve organic visibility in Walmart’s internal search.
Stay Competitive on Pricing
Walmart emphasizes low prices. Use automated repricing tools or monitor your competitors regularly to keep your products competitively priced. Offering value bundles or multi-pack listings can also help.
Maintain Fast & Reliable Shipping
Shipping speed affects your Buy Box win rate and overall customer satisfaction. Set up competitive shipping settings and, if possible, enroll in Walmart Fulfillment Services (WFS) to offer 2-day shipping.
Focus on Customer Service
Fast responses to inquiries and quick resolutions to issues improve your seller score. Ensure you meet or exceed Walmart’s SLA (Service Level Agreements) and keep cancellation/refund rates low.
Keep Inventory Updated
Out-of-stock products can hurt your seller performance metrics. Use inventory management tools or integrations to keep your stock levels accurate in real-time.
Monitor Performance Metrics
Walmart provides key metrics like:
Order Defect Rate (ODR)
On-Time Delivery Rate (OTD)
Cancellation Rate
Regularly review these KPIs and take corrective actions to stay compliant.
Use Walmart Seller Tools
Leverage Walmart’s built-in seller tools and reports to analyze performance, track sales, and improve listings. Third-party tools like Helium 10 or SellerApp can further optimize your Walmart strategy.
Stay Updated with Walmart Policies
Marketplace rules evolve. Regularly review Walmart’s seller guidelines, terms of service, and new feature announcements to ensure you’re always compliant.
What to Do After Getting Your Walmart Seller Account
Congratulations! Your Walmart Seller Center account is live. Now what? While getting approved is a great milestone, the real work begins after launch. Here are the key steps and priorities you should focus on immediately after getting your Walmart seller account:
Complete Your Seller Profile
Even if you filled in the basics during registration, make sure your seller profile is polished and professional:
Add your company logo
Customize your “About Us” section
Provide accurate business contact details
Clearly define your return and shipping policies
A complete and trustworthy profile improves your credibility with customers.
Upload and Optimize Your Product Listings
Now’s the time to go live with your products:
Use bulk upload via spreadsheet or integrate through API
Add rich content including product specs, high-quality images, and customer-friendly descriptions
Double-check your listings for compliance with Walmart’s style guide
Well-optimized listings will increase visibility and conversion rates.
Configure Shipping and Fulfillment
Set up shipping methods and regions you can serve. Consider enrolling in Walmart Fulfillment Services (WFS) for faster shipping and better Buy Box eligibility.
Offer 2-day shipping if possible
Make your return process customer-friendly
Promote Your Listings
Use Walmart Sponsored Products Ads to increase visibility. Paid promotions can give your new listings the push they need to gain traction in a competitive marketplace.
Monitor Metrics and Orders Daily
Once your store is live:
Monitor incoming orders and respond promptly
Keep an eye on fulfillment times and shipping performance
Stay below Walmart’s thresholds for cancellation and defect rates
Start Building Customer Trust
Provide fast responses, timely shipping, and hassle-free returns. Early customer reviews and satisfaction can impact your long-term growth.
Common Problems and Solutions When Creating a Walmart Seller Account
Creating a Walmart seller account is a great way to reach millions of online shoppers, but many new sellers encounter common issues during the registration process. Understanding these problems and how to solve them can save time and ensure a smooth setup.
Troubleshooting Walmart Seller Central Login Issues
Login issues can be frustrating. If you’re unable to log in to Walmart Seller Central:
Double-check your credentials.
Use the “Forgot Password” link if needed.
Disable browser extensions that may interfere.
Contact Walmart support if the problem persists.
Two-step verification delays and account lockouts due to multiple failed attempts are also common. Enabling trusted devices and keeping recovery information updated can help prevent these issues.
Avoiding Application Rejection
Application rejection is often due to inconsistent or incomplete business information. Make sure your business name, tax ID, and address match your legal documents exactly. Also, use a valid U.S. address and EIN, which are required to register.
Fixing Integration Errors
Walmart requires sellers to integrate their systems for order and inventory management. If you’re experiencing setup issues, consider using platforms like Shopify, Deliverr, or Walmart API partners. These tools help reduce errors and streamline operations.
Resolving Document Verification Delays
Upload only high-quality, legible documents in acceptable formats (PDF or JPEG). Poor-quality uploads or mismatched information are common reasons for delays. Ensure all documents are up to date and clearly show business details.
Correcting Banking Information Issues
Your bank account details must match your business name exactly. Using a personal account or entering incorrect routing numbers may cause your payment setup to fail. Always double-check your entries and consider using a verified business bank account.
How Long Does Walmart Seller Approval Take?
Typical Approval Timeline
The Walmart Marketplace seller approval process generally takes between 24 hours to 4 weeks. Some sellers have reported approvals within a day, while others have experienced longer wait times, especially if additional documentation is requested or if the application requires further review.
Factors Influencing Approval Time
Several elements can impact the duration of the approval process:
Completeness and Accuracy of Application: Ensuring all required fields are filled out correctly and providing accurate information can expedite the process.
Business Verification: Walmart requires verification of your business credentials, which can take from a few hours to several days.
Product Category: Certain product categories may require more stringent reviews, potentially extending the approval timeline.
Volume of Applications: High volumes of applications can lead to longer processing times due to increased demand on Walmart’s review teams.
Tips to Expedite Approval
To enhance your chances of a swift approval:
Ensure Accurate Information: Double-check that all business details, including your U.S. Business Tax ID and EIN, are correct and match official records.
Provide Comprehensive Documentation: Submit all necessary documents, such as business licenses and tax forms, in clear and legible formats.
Demonstrate E-commerce Experience: Highlight your history of selling on other platforms like Amazon or eBay to showcase your reliability.
Prepare Your Product Catalog: Have a well-organized product catalog ready, ensuring all items comply with Walmart’s Prohibited Products Policy.
Set Up Fulfillment and Customer Service Plans: Outline your strategies for order fulfillment and customer service to demonstrate readiness.
After Submission
Once your application is submitted, monitor your email for any communication from Walmart regarding additional information or approval status. You can also log into the Walmart Seller Center to check your application status.
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FAQ's
What is Walmart Seller Center?
Walmart Seller Center is the central platform where approved third-party sellers manage their business on Walmart Marketplace. It allows you to create product listings, handle orders, track inventory, manage returns, and access performance analytics—all in one place. Think of it as your operational hub for selling on Walmart.com.
How do I apply to sell at Walmart?
To apply, visit the Walmart Marketplace sign-up page, click “Join Marketplace,” and complete the online application. You’ll need to provide key business information such as your U.S. Tax ID (EIN), W-9 form, product categories, and eCommerce experience. Once submitted, Walmart reviews your application before granting access to Seller Center.
What are the requirements to sell on Walmart Marketplace?
Walmart requires sellers to meet specific criteria, including:
A registered U.S. business with a valid EIN
A U.S. business address and phone number
A complete W-9 (or W-8 for non-U.S. sellers with a U.S. presence)
A ready product catalog with high-quality listings
Strong fulfillment and customer service capabilities
Prior eCommerce experience (recommended)
How can I promote my products at Walmart?
You can promote your products using Walmart Sponsored Products Ads, which boost visibility in search results. Additionally, offering competitive pricing, joining Walmart Fulfillment Services (WFS), and ensuring fast shipping can help you win the Buy Box and improve product discoverability.
How long does Walmart seller approval take?
Walmart’s approval process typically takes 24 hours to 4 weeks, depending on the completeness of your application and verification speed. To speed things up, ensure all business details are accurate, documents are clear, and your product catalog is prepared in advance.
Conclusion
Applying for a Walmart Seller Center account is a strategic move for any eCommerce business looking to grow beyond Amazon or Shopify. By meeting Walmart’s strict requirements—such as having a U.S. business entity, tax documentation, and a professional product catalog—you set the foundation for approval and long-term success.
Once approved, your focus should shift to optimizing product listings, staying compliant with Walmart’s seller policies, and maintaining excellent fulfillment and customer service standards. Tools like Walmart Fulfillment Services (WFS) and Sponsored Product Ads can give your store a competitive edge.
With the right setup and consistent performance, Walmart Marketplace offers a powerful opportunity to scale your brand and reach millions of high-intent shoppers.
Ready to expand your eCommerce business? Apply today and unlock the potential of Walmart Marketplace!
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