The Amazon Seller’s Complete Guide to Selling on Walmart: Why It’s a Smart Move, Key Differences, and How to Expand Successfully

As Walmart continues to make substantial investments in its eCommerce operations, it is quickly becoming an excellent alternative to the Amazon marketplace for online sellers and entrepreneurs. Selling on Walmart can be a strategic move for those already thriving on Amazon to grow their eCommerce business further.

Whether you are a seasoned Amazon seller exploring new opportunities on Walmart.com or a newcomer venturing into multichannel eCommerce, this guide provides valuable insights to help you stay competitive and succeed when you sell on the Walmart Marketplace.

Why Selling on Walmart is a Smart Move for Amazon Sellers

The Walmart Marketplace has emerged as a major player in the eCommerce industry. The following key statistics and insights from previous years demonstrate why selling on Walmart in 2025 is a strategic opportunity for growing your eCommerce business.

Marketplace Growth & Walmart Seller Success

• U.S. Marketplace Growth: Walmart’s U.S. Marketplace experienced a remarkable growth of 34% in Q1 FY25, marking the 11th consecutive quarter of double-digit growth.
• Increased Active Sellers: The Walmart Marketplace has surpassed 150,000 active sellers, highlighting steady year-over-year growth and rising appeal to eCommerce businesses.
• High Profitability: Industry insights reveal that 95% of Walmart sellers operate profitably, with 73% reporting profit margins above 20%.

Revenue & Sales Performance

• Billions in eCommerce Revenue: In Q2 2024, Walmart reached $100 billion in eCommerce revenue, reflecting a 21% year-over-year growth.
• Sustained Online Sales Growth: Online sales have increased by over 15% year-over-year for 10 consecutive quarters, with 7 of those quarters demonstrating growth above 20%.

Expanding Customer Base

• Higher-Income Household Penetration: Walmart successfully attracts higher-income households, leading to a 20% increase in eCommerce sales. This shift broadens its customer demographic and creates new opportunities for sellers targeting premium buyers.
• Omnichannel Reach: By integrating online and offline experiences such as curbside pickup, same-day delivery, and Walmart store (in-store) returns, Walmart appeals to a broader audience and fosters customer loyalty, establishing itself as a powerful multichannel platform for sellers.

These recent figures demonstrate that selling on Walmart is more than just a secondary option to Amazon; it represents a highly viable and profitable growth channel for online sellers and entrepreneurs.

Selling on Walmart vs Amazon: Differences Between Selling on Each Platform

When it comes to selling on Walmart vs Amazon, many sellers assume the platforms work the same way. However, while both platforms can help grow your eCommerce business, they operate quite differently. Here’s a side-by-side comparison of what sets them apart:

How Amazon Sellers Can Start Selling on Walmart 

If you are already selling on Amazon and plan to sell on Walmart in 2025, getting started is straightforward, provided your product research and sourcing are already finalized. Here is a quick overview of the steps to help you begin selling on Walmart:

STEP 1: Apply for a Walmart Seller Account and Meet Walmart’s Requirements

Walmart Marketplace has a more selective vetting process compared to Amazon Marketplace. Before you can start selling on Walmart, you must meet several qualifications and requirements, including:

• Business Tax ID(s) (SSN not accepted) or Business License Number
• Supporting documents that verify your business name and address
• History of marketplace or eCommerce success
• Products that have GTIN/UPC GS1 Company Prefix Numbers
• A catalog that complies with Walmart’s Prohibited Products Policy
• Fulfillment through Walmart Fulfillment Services (WFS) or another B2C U.S. warehouse with returns capability

To get started, visit the Walmart Marketplace signup page and submit your application.

STEP 2: Set Up Your Seller Center Dashboard

Once you complete the registration process and receive approval, you will gain access to the Walmart Seller Center. Access to Walmart’s seller hub allows you to:

• To manage your listings and inventory.
• Track orders and shipments of Walmart customers through the Seller Center.
• Review your performance metrics and customer feedback.

STEP 3: Upload and Optimize Your Listings

When you sell on Walmart, avoid simply copying your Amazon listings. You need to make adjustments specific to the Walmart marketplace. Here are some key strategies for optimizing your Walmart listings:

• Use clear, keyword-rich product titles without resorting to keyword stuffing.
• Fill in all relevant attributes, such as brand, material, size, and other details.
• Include high-quality images and write SEO-friendly descriptions.
• Regularly monitor your Listing Quality Score in the Seller Center.

STEP 4: Choose a Fulfillment Strategy

Decide how you want to fulfill your Walmart orders. You have three options: (1) handling fulfillment, (2) partnering with a third-party logistics provider like Deliverr or Shipbob, or (3) enrolling in Walmart’s in-house fulfillment solution— Walmart Fulfillment Services. 

Choosing the correct fulfillment method depends on your resources, order volume, and long-term strategy. However, WFS can provide a streamlined path to success for many Walmart sellers.

STEP 5: Set Competitive Pricing

Walmart has strict pricing guidelines to ensure a consistent and competitive customer shopping experience. To maintain visibility and comply with these standards, sellers must balance being competitive and adhering to Walmart’s rules. Here are some effective strategies to achieve this:

• Price Parity: Walmart requires consistent pricing across all platforms. Listing your Walmart products at a lower price elsewhere can lead to listing suppression or decreased visibility on Walmart. Regularly audit your pricing to ensure it remains consistent.
• Avoid Inflated Shipping Fees: Walmart penalizes listings with excessively high shipping costs, even if the product price is low. Offers that violate the Egregious Shipping Cost rule will not qualify for Buy Box boosts or enhanced visibility in site searches, and they may even be unpublished.
• Use Walmart-Specific Repricers: Employing a Walmart repricer can help you stay competitive by automatically adjusting your prices based on market trends, competitor pricing, and Walmart price rules. This ensures compliance and increases your chances of winning the Walmart Buy Box.

STEP 6: Provide Excellent Customer Service

Like other online selling platforms, Walmart strongly emphasizes customer service. To enhance your selling experience, keep the following points in mind:

• Respond Quickly to Inquiries: Research shows that 90% of customers expect immediate replies, with 60% defining “immediate” as a response time of under 10 minutes.
• Maintain Low Cancellation and Return Rates: Keeping these rates down is crucial for customer satisfaction and seller performance.
• Ensure Fast Shipping and Accurate Delivery Estimates: This is especially important for Walmart sellers using the merchant fulfillment service and 3PL services.
• Build Trust Through Positive Reviews: Over 90% of shoppers say that reviews influence purchasing decisions. Acquiring positive reviews early on can enhance visibility and establish trust with potential buyers. 

STEP 8: Track Performance and Adjust

Walmart offers sellers a powerful tool called Seller Center, which includes built-in analytics and reporting features. You can identify issues early by consistently tracking key performance metrics, uncovering opportunities, and refining your strategy for better results. Here’s how to make the most of it:

• Track your sales, Walmart returns, and customer feedback to identify areas for improvement in your daily operations.
• Look for opportunities to optimize your listings to enhance product visibility.
• Monitor your Buy Box win rate and listing visibility on Walmart.

Common Mistakes Amazon Sellers Make When Expanding to Walmart

Preparation is essential for success on the Walmart Marketplace, especially for new sellers. To avoid costly mistakes and accelerate your growth, it is necessary to steer clear of these common pitfalls that can slow you down:

• Copying Amazon Listings Directly: Copying your Amazon listings may lead to content mismatches and lower quality scores on Walmart. Tailoring your listings to fit a specific format and audience is crucial.
• Overlooking Walmart’s Assisting and Catalog Rules: Misclassified or incomplete listings can negatively impact your visibility and suppress your products in search results.
• Ignoring Pricing Automation Tools: Relying solely on manual repricing can be time-consuming and may cause you to miss the Walmart Buy Box or competitive sales opportunities.
• Failing to Meet Walmart’s Fulfillment Standards: Delayed shipping or inaccurate delivery estimates can affect your seller’s performance and eligibility for the Buy Box.

By avoiding these mistakes, you can improve your chances of success on the Walmart Marketplace.

Multichannel Selling Tips for Efficiency

Selling on Walmart and Amazon simultaneously requires more than just duplicating listings or syncing inventory. To thrive in multichannel eCommerce, it is essential to implement innovative systems and utilize the right tools to ensure speed, accuracy, and competitiveness. Here are some strategies to streamline your multichannel operations:

Centralized Inventory Management: Prevent overselling and shipping delays by centralizing your inventory management. Use a software that updates stock levels in real time across both Amazon and Walmart.

Monitor Pricing Conflicts: Be mindful of pricing discrepancies, as Walmart may suppress your listings if they are priced lower on another site, like Amazon. Maintaining pricing parity on Walmart is crucial to keep your listings active.

Automate Whenever Possible: Leverage AI-powered tools to minimize manual work and maintain a competitive edge.

Utilize a Multichannel Walmart Repricer: Use a repricing tool for both sales channels to ensure optimal pricing while complying with each platform’s regulations. A suitable Walmart repricer can assist you in winning the Buy Box and increasing sales without violating Walmart’s strict pricing policies.

Consolidate Performance Reporting: Monitor sales, returns, inventory, and advertising spending across channels from a unified dashboard. This consolidated view will enhance visibility and support better decision-making as you grow.

Implementing these strategies simplifies your operations and enhances your performance while selling on Walmart and Amazon.

Selling on Walmart: The Next Essential Step for Growth-Oriented Sellers

For sellers who are focused on growth and already achieving success on Amazon, expanding to Walmart presents a strategic opportunity. Walmart is rapidly growing and provides access to a broader customer base while remaining less saturated than Amazon.

Familiarizing yourself with Walmart’s unique software tools and rules around listings, pricing, and fulfillment is key to success when selling on Walmart. Advanced tools like Walmart repricers and centralized inventory systems can significantly enhance your business operations.

If you are serious about scaling your eCommerce business, now is the time to take Walmart seriously. Concentrate on optimization, automation, and customer service to position your brand for sustainable, multichannel growth.

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