Walmart Reseller Program in 2023: The Ultimate Guide for Sellers
Are you considering becoming a seller on Walmart’s Marketplace through their reseller program? As an experienced ecommerce seller and Walmart vendor, I’ll provide everything you need to know in this detailed guide.
I’ve been selling online for over 10 years, managing 7-figure Amazon and Shopify stores. Recently I expanded into the Walmart Marketplace and have optimized my presence there. In this guide, I’ll share my insider knowledge to help you evaluate if selling on Walmart is right for your business.
Why Sell on the Walmart Marketplace?
With over 100 million monthly visitors, Walmart.com provides massive reach for sellers. Its Marketplace enables approved third-party sellers to tap into this vast customer base.
As an established seller, I chose to expand to Walmart for several key reasons:
Massive traffic and sales potential: Walmart’s huge shopping base allows me to get my products in front of millions more customers. Even a small share of their traffic can result in substantial sales.
Lower fees than Amazon: Walmart charges referral fees around 15% on average. Many categories are lower than Amazon’s 15-20% fees. More profit potential for sellers.
Opportunity to offer Premium Brands: Walmart shoppers value major brands. As an authorized dealer, I can provide premium products.
Fulfillment options: Walmart offers Fulfillment Services but also allows sellers to self-fulfill and control logistics. Flexibility here.
Valuable analytics: Walmart provides data on conversions, traffic sources, searches and more to inform decisions.
If you have an established ecommerce business, the potential reward of tapping into even a fraction of Walmart’s massive traffic makes it a compelling opportunity. But you need to meet their strict seller requirements.
Walmart’s Marketplace Seller Requirements
Walmart sets a high bar for sellers compared to other marketplaces like Amazon. Their main qualifications include:
Proven online sales experience – You must demonstrate an existing successful online business with positive reviews. Walmart does not accept brand new sellers. When I applied, I showed years of selling history.
High-quality products – Your items should enhance Walmart’s assortment, not just be more of what they already have. I highlighted my premium brands and products.
Positive performance metrics – You need a track record of great customer service, on-time shipping, and low return rates. I referenced my seller ratings.
Valid business ID – Such as an EIN number. This is required if you will earn over $20K in sales.
Unlike Amazon, don’t expect to be approved as a new seller on Walmart right away. Take the time to build your ecommerce track record first. Once established, Walmart provides amazing potential.
How to Get Approved as a Walmart Marketplace Seller
If you meet the seller qualifications, follow these steps to get approved on the Marketplace:
1. Create a Seller Account
Register your business details like name, address, contacts, and bank account. This kicks off your application.
2. Upload Your Product Catalog
Your catalog should contain SKUs, product information, quantities, and pricing for your items. This allows Walmart to assess your offerings.
3. Submit Required Documents
You’ll need to provide your business’ W-9, EIN verification, and any licenses required to sell your products.
4. Complete Your Application
Carefully go through each section of the application and provide all requested info about your business.
5. Wait for Walmart’s Review
The review process can take several weeks to a couple months. Be patient! Use this time to prep your inventory.
6. Begin Selling Once Approved!
Congrats! If approved, onboard your inventory, optimize listings, and start making sales.
I recommend taking advantage of Walmart’s onboarding support and resources for new sellers to help you transition smoothly.
Now let’s look at Walmart’s fee structure and how they charge sellers.
Walmart Marketplace Fees for Sellers
One of the most appealing parts of Walmart’s model is they do not charge monthly subscription fees like Amazon. Instead, you only pay referral fees on completed sales.
Here are Walmart’s referral fee percentages across major categories:
| Category | Referral Fee |
|---|---|
| Electronics | 15% |
| Home | 15% |
| Beauty | 15% |
| Apparel & Accessories | 20% |
| Toys & Games | 20% |
| Sports & Outdoors | 20% |
There are no fees for simply joining the Marketplace or listing your products – only when a sale occurs. Compared to Amazon, Walmart’s fees are lower in some high-volume categories like electronics and home goods.
However, keep in mind that while Amazon’s fees are higher, their massive site traffic also gives more sales potential. I recommend looking at projected sales volume and profit potential on both sites.
Now let’s dive into Walmart’s policies and standards you must follow as a Marketplace seller.
Walmart Marketplace Seller Standards and Policies
If accepted as a seller, make sure to thoroughly understand Walmart’s seller policies. Violating their standards could get your account suspended. Here are the most important ones to know:
New condition products only – Used, vintage, handmade or refurbished items are prohibited from being sold. I stick to new condition products with UPC codes.
Customer returns – Walmart requires allowing returns for at least 30 days. As the seller, you are responsible for processing any returns yourself.
Customer service – Providing responsive, high-quality customer service is essential. Walmart will monitor your performance closely here. I respond to all inquiries within 12 hours.
Prohibited products – Certain categories like recalled items, weapons, drugs, etc. are forbidden from sale. Ensure your products are compliant.
Performance targets – You must meet standards for order defects, shipping times, cancellations and other metrics. I carefully track my numbers.
By staying compliant with all Marketplace policies, you avoid risking your account being suspended, which would be detrimental. Next let’s look at some tips and best practices for succeeding as a seller.
Tips for Succeeding as a Walmart Marketplace Seller
Here are some top tips from my experience for optimizing your Walmart business:
Enhance your listings – Include great titles, bulleted features, detailed descriptions, and high-quality product images to boost conversions.
Focus on fast shipping – Walmart shoppers expect quick delivery. Offer shipping within 1-2 days and provide tracking info.
Run external promotions – Drive traffic to your listings by running ads or promoting your Walmart products elsewhere. This increases sales.
Analyze your performance – Use Walmart’s robust analytics to see which listings perform best and identify opportunities to improve.
Build your brand – Add high-quality brand content to your Seller Profile to establish authority and trust with buyers.
Provide exceptional service – Communicate proactively with customers and resolve any issues fast to prevent poor reviews.
Manage inventory closely – Keep stock levels accurate in real-time to avoid overselling or delays that could hurt your account.
By optimizing your presence and excelling at seller operations, you can build a thriving Walmart business. But beware of common missteps that could put your account at risk.
Avoiding Account Suspension on Walmart
Through my connections with other Marketplace sellers, I’ve learned some scenarios that commonly lead to account suspension or banning:
- Consistently high order defect rate from late shipments, incorrect items etc.
- High volume of returns and product quality complaints.
- Poor communication and slow response to buyer inquiries.
- Listing prohibited items or brand names without authorization.
- Inaccurate inventory counts leading to order cancellations.
I make sure to carefully track my metrics using Walmart’s analytics and take immediate action if any start slipping. This helps me avoid account health issues.
Proactively managing your presence, providing excellent customer service, and seeking help from Walmart if any issues arise are key to remaining in good standing.
Is the Walmart Marketplace Right for Your Business?
Selling on Walmart provides amazing potential, but also requires diligent effort and meeting stringent standards.
If you have an established ecommerce business with proven processes and strong product offerings, the Marketplace could greatly expand your reach.
For newer sellers, take time to build your skills and sales history on smaller platforms first before considering Walmart.
Use the information in this comprehensive guide to make an informed decision about whether selling on Walmart is a good move for your business now or in the future. Let me know if you have any other questions!
