Walmart Seller Central: Your Ultimate Beginner's Guide (2026)
December 6, 2025
10 min read
Learn how to set up your Walmart Seller Central account, navigate Seller Center, and grow your Marketplace business. Step-by-step guide for brands ready to sell on Walmart.
If Amazon is the established heavyweight of eCommerce, Walmart Seller Central is the fast-rising contender that smart brands can't afford to ignore. With over 120 million monthly visitors on Walmart.com and far less competition than Amazon, Walmart Marketplace has become one of the most compelling sales channels for established brands looking to diversify revenue.
But getting started can feel overwhelming. Where do you sign up? What does Seller Center actually do? And how do you set yourself up for long-term success rather than just getting listed and forgotten?
This guide walks you through everything you need to know about Walmart Seller Central in 2026 — from application requirements and account setup to navigating the platform, fulfillment options, advertising, and the strategies that separate brands that thrive from those that stall.
What Is Walmart Seller Central?
Walmart Seller Central — officially called Walmart Seller Center — is the platform where third-party sellers manage their entire business on Walmart Marketplace. Think of it as your operational hub for everything related to selling on Walmart.com.
From Seller Center, you can create and manage product listings, process and fulfill orders, track inventory levels, monitor performance metrics, run advertising campaigns, handle returns and customer service, and access detailed analytics and reports.
If you've used Amazon Seller Central before, the concept is similar — but the platform, fee structure, and competitive landscape are very different (and in many ways, more favorable for brands).
Why Sell on Walmart Marketplace?
Before diving into the technical setup, it's worth understanding why Walmart Marketplace deserves a spot in your channel strategy.
Massive built-in audience. Walmart.com attracts over 120 million unique monthly visitors. That's a huge pool of ready-to-buy shoppers you can reach without building that traffic from scratch.
Lower competition. Amazon has millions of third-party sellers. Walmart Marketplace is more selective about who it approves, which means less noise and a better chance of standing out in search results.
No monthly subscription fees. Unlike Amazon's $39.99/month Professional plan, Walmart charges zero monthly or setup fees. You only pay a referral fee when you make a sale — and those rates are competitive across most categories.
Omnichannel advantages. Walmart's physical store network creates unique opportunities. Customers can return Marketplace items at Walmart stores, and sellers benefit from Walmart's brand trust and customer loyalty across channels.
Growing advertising platform. Walmart Connect (their advertising arm) has matured significantly and offers Sponsored Search, Display ads, and Brand Shop capabilities that let you reach shoppers at every stage of the purchase journey.
Requirements to Sell on Walmart Marketplace
Walmart is selective about the sellers it approves. This is actually a benefit — it keeps product quality high and competition manageable. Here's what you'll need before applying:
Business documentation. You'll need a U.S. Business Tax ID (EIN). Social Security Numbers are not accepted. Have your W-9 or W-8 form ready, along with supporting documents that verify your business name and address.
EIN Verification Letter. Walmart requires an EIN Verification Letter from the Department of Treasury that confirms your U.S. business address or physical operations.
Fulfillment capability. You need either a B2C U.S. warehouse with returns capability, or the ability to use Walmart Fulfillment Services (WFS). You must be able to meet Walmart's Seller Performance Standards for shipping speed and accuracy.
eCommerce track record. Walmart wants to see that you have experience selling online. A proven track record of marketplace success, competitive pricing, and strong customer service standards will strengthen your application.
Product catalog. Have a catalog of products ready that meets Walmart's quality standards. Review their Prohibited Products Policy before applying to make sure your products are eligible.
How to Sign Up for Walmart Seller Central
The Walmart Seller Central sign up process is straightforward, but having everything prepared in advance will speed up your approval.
Step 1: Submit your application. Visit the Walmart Marketplace website and click "Join Marketplace." You'll fill out an application with your business information, product categories, and integration method. Have your tax documents and business details ready before you start.
Step 2: Wait for approval. Walmart reviews applications individually. Approval times vary — some sellers hear back within days, others within a few weeks. If your application is rejected, it's usually due to inconsistent business information. Make sure your business name, tax ID, and address match your legal documents exactly.
Step 3: Complete account setup. Once approved, you'll receive an email with a unique link to create your Seller Center account. The onboarding process has three main steps: verify your business details and complete your Seller Profile, set up your payment information through Payoneer or Hyperwallet (no setup or monthly fees), and configure your shipping methods, costs, and return preferences.
Step 4: List your products. You can add products through Seller Center's interface for smaller catalogs, via bulk upload using spreadsheets, or through API integration if you're working with a Solution Provider or using platforms like Shopify.
Navigating Walmart Seller Center
Once you're in, Seller Center is organized into several key tabs that you'll use daily. Here's an overview of what each section does and when you'll use it.
Home Dashboard. Your starting point. The dashboard surfaces important alerts, recommended actions, program updates, and quick-access metrics. Check this regularly for time-sensitive notifications.
Items & Inventory. This is where you manage your product catalog. You can add new items, update existing listings, monitor inventory levels, and manage pricing. Product content quality matters here — high-quality titles, images, and descriptions directly impact your search visibility on Walmart.com.
Orders. Manage incoming orders, process shipments, handle returns, and manage adjustments and disputes. Efficient order processing is critical to maintaining good seller performance scores. Walmart expects sellers to acknowledge orders promptly and ship within the committed timeframe.
Advertising (Walmart Connect). Access Sponsored Search campaigns, Display ads, and Brand Shop tools. This is where you'll invest to drive visibility and sales, especially for new product launches or competitive categories.
Analytics. Review how your items are performing, access consumer insights about purchasing behavior, and generate reports to track performance over time. The Analytics tab also includes search insights that show what shoppers are looking for — valuable data for optimizing listings and identifying new product opportunities.
Payments. Track all payments and transactions for your orders. Monitor your payout schedule and review any deductions or adjustments.
Performance. Your Seller Scorecard lives here. This is where you monitor the metrics that determine your account health — Order Defect Rate, On-Time Shipment Rate, cancellation rates, and more.
Walmart Seller Central Login and Account Management
After initial setup, you'll access your account through the Walmart Seller Central login page at seller.walmart.com. A few tips for smooth account management:
Enable two-step verification. Walmart requires this for all users on your Seller Center account. Set it up right away and keep your recovery information updated to avoid lockouts.
Manage user permissions. If you have a team (or an agency like Lab 916 managing your account), you can add multiple users with different permission levels. This lets you delegate tasks while maintaining control.
Download the Walmart Seller Central app. The mobile app lets you monitor orders, check performance metrics, and respond to customer inquiries on the go. It's available on both iOS and Android.
Walmart Fulfillment Services (WFS)
One of the most impactful decisions you'll make is how to fulfill orders. Walmart Fulfillment Services is Walmart's answer to Amazon FBA — and it comes with significant advantages.
How WFS works. You ship your inventory to Walmart's fulfillment centers. When a customer places an order, Walmart picks, packs, and ships it on your behalf. They also handle customer service and returns for WFS orders.
Why WFS matters. WFS-fulfilled items are eligible for Walmart's 2-day and next-day shipping tags, which significantly improves your visibility in search results and your Buy Box win rate. Customers trust fast, reliable shipping — and Walmart prioritizes sellers who deliver on that promise.
WFS pricing. Fulfillment fees are based on item weight and dimensions. They're competitive with Amazon FBA rates and include storage, picking, packing, and shipping. There are no hidden monthly subscription fees.
Walmart Marketplace Fees
Understanding the fee structure helps you price products profitably from day one.
Referral fees. This is the only mandatory fee. Walmart charges a percentage of each sale, and the rate varies by product category — typically ranging from 6% to 20%. Most categories fall in the 8-15% range.
No monthly fees. Unlike Amazon's $39.99/month Professional Seller subscription, Walmart charges nothing to maintain your account. You only pay when you sell.
WFS fees. If you use Walmart Fulfillment Services, fulfillment fees apply based on item size and weight. Storage fees are also charged for items sitting in Walmart's warehouses, with higher rates during peak holiday periods.
Advertising costs. Walmart Connect campaigns are pay-per-click. You set your own budgets and bids. Costs vary by category competitiveness, but CPCs tend to be lower than Amazon's in many categories.
Optimizing Your Listings for Walmart Search
Getting listed is just the beginning. To drive real sales, your product listings need to be optimized for Walmart's search algorithm.
Product titles. Walmart prefers clear, descriptive titles that include the brand name, key features, size/quantity, and relevant attributes. Avoid keyword stuffing — Walmart's algorithm penalizes it more aggressively than Amazon's.
Product descriptions and key features. Write detailed, benefit-driven descriptions. Use bullet points for key features and include natural keyword variations. Focus on what the customer needs to know to make a purchase decision.
Images. High-quality product images are non-negotiable. Use a white background for the main image, include multiple angles, and show the product in use when possible. Walmart supports up to 10 images per listing.
Rich media content. Walmart's Rich Media module (similar to Amazon A+ Content) lets brand-registered sellers add enhanced imagery, comparison charts, and brand storytelling to their product pages. This improves conversion rates significantly.
Competitive pricing. Walmart's algorithm heavily favors competitive pricing. If your product is priced significantly higher than the same item on other channels, Walmart may suppress your listing in search results or remove your Buy Box eligibility.
Advertising on Walmart Connect
Walmart's advertising platform has evolved quickly and now offers multiple ad types to drive discovery and sales.
Sponsored Products. The most common ad type. Your products appear in search results and on product pages when shoppers search for relevant keywords. These are pay-per-click and the easiest way to start driving traffic.
Sponsored Brands. Showcase your brand logo, a custom headline, and multiple products in a banner format at the top of search results. Great for brand awareness and driving shoppers to your Brand Shop.
Sponsored Video. Video ads that appear in search results. These are highly engaging and tend to deliver strong click-through rates.
Display Ads. Reach shoppers on and off Walmart.com through Walmart's demand-side platform. These are best for retargeting and building broader brand awareness.
Start with Sponsored Products to learn what keywords convert, then layer in Sponsored Brands and Video as you scale.
Performance Metrics That Matter
Walmart monitors seller performance closely. If your metrics slip below their standards, you risk account suspension. Keep a close eye on these:
Order Defect Rate (ODR). This includes seller cancellations, returns due to damage or defects, and negative reviews. Keep this below 2%.
On-Time Shipment Rate. The percentage of orders shipped by the expected ship date. Target 99% or higher.
Valid Tracking Rate. Orders must have valid tracking information. Aim for 99%+.
Customer Service Response Time. Walmart expects responses to customer inquiries within 48 hours. Faster responses lead to better reviews and fewer escalations.
Walmart Seller Central vs. Amazon Seller Central
For brands already selling on Amazon, here's how the two platforms compare. Walmart has lower seller competition since it's more selective about approvals. There are no monthly subscription fees on Walmart versus $39.99/month on Amazon. Referral fees are similar on both platforms, ranging from 6-20% depending on category. WFS fulfillment is comparable to FBA in terms of service, and CPCs tend to be lower on Walmart due to less advertising competition.
Where Amazon wins is in sheer marketplace size and customer base. Amazon also has more mature tools for analytics, brand registry, and advertising optimization. But for brands looking to diversify beyond Amazon and reach a different customer demographic, Walmart Marketplace is the strongest alternative.
The smartest approach for most brands is selling on both platforms. Diversifying your channel mix reduces dependency on any single marketplace and increases total brand visibility.
Common Mistakes to Avoid
Treating Walmart like Amazon. The platforms have different algorithms, different customer expectations, and different best practices. Don't just copy-paste your Amazon listings to Walmart — optimize specifically for each platform.
Ignoring pricing competitiveness. Walmart takes pricing seriously. If your Walmart price is higher than your price on Amazon or your own website, Walmart may suppress your listing.
Neglecting content quality. Weak titles, poor images, and thin descriptions will bury your products in search results. Invest in content optimization from the start.
Skipping WFS. Self-fulfillment can work, but WFS sellers consistently outperform on shipping speed metrics and search visibility. At minimum, test WFS with your top-selling SKUs.
Not advertising. Organic visibility takes time to build. Sponsored Products campaigns are essential for generating initial sales velocity and reviews, which in turn improve your organic rankings.
Getting Professional Help with Walmart Marketplace
Managing Walmart Marketplace effectively takes time, expertise, and ongoing optimization. Many established brands choose to work with a specialized agency rather than building an in-house team from scratch.
At Lab 916, we help brands launch and scale on Walmart Marketplace — from account setup and listing optimization to advertising management and performance monitoring. If you're already selling on Amazon and want to expand to Walmart (or vice versa), having a partner who understands both ecosystems makes the transition smoother and more profitable.
Ready to add Walmart as a sales channel? Request a free audit to see how your brand can grow on Walmart Marketplace.
Frequently Asked Questions
How long does Walmart Seller Central approval take? Approval times vary. Some sellers are approved within a few days, while others wait 2-4 weeks. Having complete, accurate business documentation speeds up the process.
Is there a fee to join Walmart Marketplace? No. There are no setup fees, monthly subscription fees, or listing fees. You only pay a referral fee (percentage of sales) when you make a sale.
Can I sell on Walmart if I already sell on Amazon? Absolutely. Many brands sell on both platforms. Just make sure your pricing is competitive on Walmart — don't list products at a higher price than what you offer on Amazon or your own website.
What's the difference between Walmart Seller Central and Walmart Seller Center? They refer to the same platform. "Seller Central" is the commonly used term (borrowed from Amazon's terminology), while "Seller Center" is Walmart's official name for the platform at seller.walmart.com.
Does Walmart have a seller app? Yes. The Walmart Seller Central app (called "Walmart Seller" in app stores) lets you manage orders, check performance, and handle customer inquiries from your phone.
What categories can I sell in on Walmart Marketplace? Walmart Marketplace supports most product categories, including electronics, home and garden, clothing, health and beauty, food and beverage, sports and outdoors, and more. Review Walmart's Prohibited Products Policy for restricted items.



