Why You Should Be Selling on Walmart Marketplace

Apr 15, 2021 | E-Commerce

The retail giant is making big inroads in ecommerce, creating an opportunity for enterprising sellers. Here’s how to get your products listed and selling on Walmart.com.

Walmart Marketplace app on a smartphone screen

If your business is selling products online, you already know how important it is for your products to show up on the most popular ecommerce platforms like Amazon, eBay and Google Shopping.

Here at Informatics, we're now recommending that our clients add Walmart.com to that list.

Why? The megaretailer continues to report massive growth in its ecommerce sales, and is gaining steam with its Walmart Marketplace platform, which allows third-party sellers to list their items alongside the company’s own inventory at Walmart.com and on its shopping app.

The company says it attracts nearly 120 million unique visitors to its shopping platforms each month, making it the world’s largest omnichannel retailer. And while shoppers at the retailer’s brick-and-mortar supercenters skew older, millennials and higher-income customers are flocking to the site in search of good value and fast shipping.

That’s a lot of eyeballs and potential customers you don’t want to miss.

Walmart Marketplace also offers some helpful features for ecommerce companies, including no setup or monthly fees, no SKU minimums, access to Walmart’s TwoDay Delivery program, and the ability for shoppers to return products directly to a store. So where do you start when you’re ready to sell on Walmart?

Apply to Sell on Walmart Marketplace

Unlike some other online marketplaces, Walmart’s platform is not open to just anyone. The company has said it is “selective by design,” with the company looking for professional sellers with:

  • A history of marketplace or ecommerce success (and a valid business tax ID)
  • A compelling product catalog that enhances the existing Walmart.com assortment
  • Exceptional customer service, from fast fulfillment to friendly returns

If your company meets these guidelines, submit an application to sell on Walmart Marketplace. Once approved, you will receive an invitation to set up your account and a retailer agreement to sign. You can then begin setting up your store and uploading your products to Walmart’s site.

Set Up Your Systems

One of the biggest decisions you’ll need to make as a Walmart Marketplace seller is how to integrate your operations with Walmart’s business system. Sellers have one of three options:

  1. Integrate via Walmart’s Seller Center: Users can manually add items to Walmart’s inventory system, as well as manage orders and inventory, all through Walmart’s Seller Center dashboard. This option is best for small and medium catalogs.
  2. API Integration: If your company has an in-house development or engineering team, you can use existing APIs and data management solutions to exchange catalog and order data with Walmart. This option offers stability and scalability, and is a good option for companies with large product catalogs.
  3. Third-Party Solution: You may decide its easiest to partner with an approved third-party provider, who can help list and manage your products on Walmart.com. Approved providers include BigCommerce, Shopify, CommerceHub and more. This option is ideal for companies with medium to large catalogs.

Once your systems are set up and you’ve begun adding items to Walmart’s online inventory, you’ll need to complete an onboarding checklist that includes previewing your items and testing your order and fulfillment systems. Complete that list and you’ll be ready to launch your account, opening your brand to the millions using Walmart.com and the Walmart smartphone app.

Note that while Walmart does not charge a setup, subscription or monthly fee (as opposed to other platforms, like Amazon), it does deduct a “reasonable referral fee” from any sale on its site. Those fees range from 6% on personal computers to 20% on jewelry. The remaining sale proceeds will be deposited to your preferred account biweekly.

Take It to the Next Level

Once you’ve set up your account and begun selling, you may want to take advantage of Walmart’s additional seller services to boost your reach and sales. Those include:

  • Walmart TwoDay: Offer free two-day delivery to your customers, with eye-catching tags on Walmart.com that can lift conversions by 50%, according to the company.
  • Sponsored Products Advertising: Increase the visibility of your products through pay-per-click advertising on Walmart.com.
  • Enhanced Returns: Walmart can handle your returns online and in-stores, saving your business money and time. It can also boost conversions among shoppers.

Another word of advice: Focus on optimizing your product pages. With nearly 100 million products live on Walmart.com, it takes effort and strategy to stand out. According to advisory firm 8th & Walton, Walmart.com’s search engine favors products with unique product titles, relevant keywords and high-quality imagery. Taking time to improve your existing listings can pay big dividends down the road.

If you need help developing your Walmart Marketplace strategy, or have questions about maximizing your online sales across platforms, reach out to the ecommerce experts at Informatics—we’re ready to tackle your biggest sales challenges.