How to Sell Products on Walmart: A Beginners Guide

Since 2009, global retailer Walmart has been partnering with third-party sellers on its eCommerce platform. Similar to other platforms like Amazon and eBay, Walmart’s platform already attracts a large audience. 

Listing products on their website is a great way for smaller companies to get their products in front of a bigger audience. Read on for details on Walmart selling strategies, Walmart product ideas, and more.

Why You Should Sell on Walmart

Whether you are looking to expand or taking a different approach to avoid the overly saturated platforms, there are many advantages to selling on Walmart.

Participate in Walmart’s Free 2-Day Shipping Program

Walmart stays fairly competitive with Amazon’s Prime Membership by offering a free 2-day shipping program. Items featured will qualify for the obvious 2-day shipping at no cost to the buyer. But for the vendor, there are many associated benefits to getting your products in this category.

Sellers with free 2-day shipping items will appear at the top of search result pages more frequently. This means that buyers see your products more often. And, the placement is ranking higher, so your products are also receiving more clicks.

The free 2-day shipping program is the first filter that appears on the search features. Anyone who is looking to narrow down their list or who is specifically interested in the 2-day shipping will always see your products. 

Did you know that more than one-quarter of online shoppers will abandon their cart because shipping times are too long? Participating in this program will likely increase your completed sales as well.

Fast and free shipping is also often more important than price to shoppers. When compared side-by-side, a product with a slightly higher price, but free 2-day shipping will be chosen more often than a lower priced item that does not include free shipping.

Outsource Fulfillment

Walmart makes it easy for sellers to succeed in their marketplace. From help with order fulfillment to added perks for promoting your products, Walmart embraces the “you win, I win” mentality. 

Walmart marketplace uses the third-party fulfillment service, Deliverr, to help third-party sellers offer the same level of efficient service that Walmart warehouses already have.

You are not required to use Deliverr to automate your fulfillment, but it sure does make it easy. Plus, Deliverr automatically makes your listings eligible for 2-day shipping, so it eliminates the hoops that you would otherwise need to jump through. 

As an added bonus, you will get more help promoting your products by removing the limits for pay-per-click advertising within the platform. The Walmart Marketplace typically has a minimum of $1,000 per ad campaign, but partners who utilize the Deliverr fulfillment system will not have a minimum ad spend.

Take Advantage of the Walmart Brand Recognition to Increase Sales

The Walmart brand has built an empire in the retail world based on one-stop shopping and unbeatable values. Whether you love this retailer or love to hate them, there is no denying that they have seen more than their share of success. 

The Walmart brand name is well-known around the globe. That sort of brand recognition instills a level of confidence in consumers that is hard to come by for many small business owners.

One of the greatest advantages of selling on the Walmart Marketplace platform is that the audience is already there, and they tend to be naturally more trusting because your product is being promoted by a brand that they know. Any way that you slice it, a bigger audience with more trust will lead to higher sales.

Best Practice Strategies to Start Selling on Walmart

One of the most important reasons to start selling on Walmart is a straightforward, low-cost entry point. The only seller fees that Walmart collects are set amounts based on the product category. 

Unlike some competitors, there are no variable costs to take you by surprise at the end of the transaction. There are no set up fees and no minimum sales requirements to stay active.

Offer Highly Competitive Pricing

The foundation of Walmart’s business strategy is to offer low pricing, often termed the ‘Everyday Low Price’ or ‘Everyday Value Price.’ If you are going to be selling on Walmart’s platform, consider that this is the concept that their shoppers are used to. It may not be the best outlet for luxury brands unless you are, of course, selling them at ultra-competitive prices.

Focus on Building a Good Reputation 

Walmart is pretty picky when it comes to what sellers they will allow on their platform. They have a brand to protect and a big investment in the success of their online marketplace. Every seller on the platform is required to maintain feedback of 99% and a minimum rating of 4.5 stars. 

Offer Something Unique

It is a little more difficult for sellers to get approved on Walmart’s marketplace. While an established brand and a successful record on other platforms can help, your best chance is in offering a unique product. 

If you have something that no one else is offering on their platform, there is a good chance that this retailer will fast track you to the approved list. Plus, you won’t be fighting for exposure in a sea of competitors. Choosing a unique product is one of the best Walmart selling strategies.

How to Get Started Selling on Walmart

Getting started on Walmart’s eCommerce marketplace isn’t hard. But there are a few steps to follow, and it can be nice to know what to expect. Before you head over to their website and sign up, make sure that you have an established product that fits what Walmart is looking for.

The good news is that Walmart is very transparent about the type of products they want on their platform. Just like in its stores, Walmart wants to focus on offering a wide variety of moderately priced goods. They are aiming to be a one-stop-shop to keep shoppers on their site and in their stores longer. And, they want to hit that sweet spot of delivering in-demand goods at unbeatable prices.

Apply to Sell on Walmart 

Once you are sure that you have something that will be a good fit for the Walmart Marketplace, go head over to the Walmart Marketplace Sellers website, and fill out an application.

You will be expected to provide your contact information, business information, product information, eCommerce background, and operational Information. For starters, Walmart wants to have a good idea that they are working with professional sellers who will be able to meet their high-quality standards for service. 

Once your application is submitted, it can take several weeks to get a response. 

Set Up Your Walmart Sellers Account

If you are lucky enough to be approved, you can get started right away with an easy-to-follow setup wizard that will walk you through the process of setting up your account. The first step, before you can add any listings, is to provide your basic seller information. 

This includes:

  • Your Contact Information
  • Your Bank Account Information (for depositing payments)
  • Your W-9 Information (for tax reporting purposes)

Take your time and fill out each section about your company with thoughtful phrasing. You will want to make sure that your company profile presents a professional and consistent image across the platform. And that it matches your company persona on other platforms.

Company and About Us Information

Instead of trying to be cute, be straight and to the point. This is where you will introduce your company to shoppers. Tell them what you offer, what you believe in as your founding principles, and highlight key company background information like the year your business was established or major milestones achieved.

Customer Service Details

Make sure that you prominently display contact information in case customers need to get in touch with you before, during, or after a purchase. Consumers expect two or three contact options, including email or chat, phone, and an address.

Shipping Information

Let customers know where your products ship from, estimated shipping times, and costs. If you are using a fulfillment service and/or participating in Walmart’s free 2-day shipping, make sure to highlight that here. Your fulfillment and shipping processes should not be a mystery to shoppers.

Return Policy

Shoppers are usually very interested in a seller’s return policy. Having a well-planned return policy that covers common situations will help put shoppers at ease and increase the chances of completed checkouts. As the seller, it is your right not to accept returns. But in the world of eCommerce, you might be hurting your own chances as a seller if you do not.

Tax Requirements

Sales tax requirements vary from state to state. Outline what states you will collect sales tax from and at what rate(s) so that the Information is available to consumers if they are interested.

Set Up Your Product Listings

While you can enter product listings manually, that might require more labor than its worth. Sellers who handle any amount of volume would be better off to upload their product listings in batches with a CSV file, API, or an integration partner like GoDataFeed.

Once your product listing is uploaded, make sure you optimize each listing with the specific Walmart Marketplace attributes so that the right products will show up in the right search results. Product-specific attributes include things like the product name, GTIN number, SKU number, manufacturer or model number, and brand. 

Description attributes include a full description of up to 4000 characters, a short description condensed to 1000 words, and a bullet list of selling points. Image attributes include the main image URL and alt text, plus additional asset images and alt text.

Tax, pricing, and shipping attributes are required for every item. Variant attributes are available for families of products that come in different sizes, colors, or patterns. Variant attributes are helpful when needed, but are not required.

Test Your Product Order Management and Fulfillment Process

Before you go live, take time to test out your entire order and fulfillment process. Make sure that your pricing, shipping, and tax rates calculate correctly. Test how you will receive new orders. And test the fulfillment process, especially if using a third party.

Launch and Start Selling

Once all of the bugs are worked out, let Walmart know you are ready to launch. Walmart will review your account set up and make sure it is complete and then notify you when your products will go live. Once you get a launch date, all you need to do is wait to receive your first order.

What to Remember About Selling on Walmart

Walmart is much newer to the eCommerce marketplace than old standbys like Amazon or eBay, but that doesn’t mean that they don’t know what they are doing. Collectively, Walmart has far more experience in the retail world than either of those competitors.

Walmart has widespread brand name recognition and a built-in audience, which makes it a great platform for exposure. But Walmart only works if you have a compatible product line and a proven record of selling in the eCommerce arena. Beginners should set their sites on platforms that are a little easier to get started on.

Qualified and accepted sellers can make the transition almost seamless with Walmart’s well laid out launch checklist. The straightforward seller fees and easy set up make Walmart a good choice for many sellers.