ReviewsSponsored Products
Your items in search results and on item pages when shoppers look for products like yours. Usually the first campaigns we launch, on your best items.
Walmart Marketplace Management
Walmart Marketplace Management Agency
Your Walmart Marketplace business, run end to end by one team.
Walmart Marketplace management covers what a brand needs to sell well on Walmart.com: Seller Center setup and onboarding, item setup and listing content, Walmart Connect advertising, fulfillment through WFS or your own network, and account health. Velocity Sellers runs every part of it, from the application to ongoing performance.
- Seller Center application and onboarding
- Item setup and Walmart Connect ads
- WFS fulfillment and Seller Performance Standards
Trusted by Brands Like
Walmart Marketplace: Key Takeaways
- Walmart reviews every seller application. You need a business tax ID, documents that verify your business, and a record of marketplace or ecommerce sales.
- Walmart charges a referral fee of 3% to 20% per sale, depending on the category, and no setup or monthly fees.
- New sellers who go live after February 1, 2026 can opt in to New-Seller Savings, worth up to $75,000, through January 31, 2027.
- Walmart Connect offers Sponsored Products, Sponsored Brands and Sponsored Videos, and WFS adds 2-day delivery tags and in-store returns.
- Velocity Sellers runs all of it, from the application to ads and fulfillment, as a Verified Walmart Partner.
Velocity Sellers is a Verified Walmart Partner.What We Manage
Walmart Marketplace Management Services
Walmart Marketplace has its own approval process, listing rules, ad platform and fulfillment network. Here is what each part takes, and what we run for you.
| Area | What Walmart Requires | What We Run |
|---|---|---|
Seller Center Setup and Onboarding | Walmart Marketplace reviews an application before you can list. | We prepare the application and handle onboarding in Seller Center, so your account is ready to list. |
Listing Optimization and Item Setup | Items are built from Walmart's categories and attributes, and Seller Center scores each one on its Listing Quality dashboard. | Titles and descriptions written for Walmart search, attributes completed, and items improved against the Listing Quality dashboard. |
Walmart Connect Advertising | Walmart Connect is Walmart's ad platform, including Sponsored Products on Walmart.com. | Campaigns, keywords and budgets planned and managed for Walmart shoppers, starting with your best items. See Paid Media. |
WFS and Fulfillment | Walmart Fulfillment Services (WFS) stores and ships your stock from Walmart's warehouses, or you ship orders yourself or through a 3PL. | WFS inventory planned and replenished, or your own network or 3PL connected. Amazon MCF also works for Walmart orders shipped in unbranded packaging with a non-Amazon carrier. See Fulfillment Strategy. |
Account Health and Compliance | Walmart's Seller Performance Standards cover on-time delivery, valid tracking, cancellations and refunds. | Performance monitored and problems fixed early, with appeals handled so listings stay live. |
Brand Protection and Pricing | Walmart Brand Portal handles reports of unauthorized sellers and IP issues. | Unauthorized sellers reported through Brand Portal, your MAP policy enforced with resellers directly, and prices kept competitive. See Brand Management. |
Walmart results are reported in one view, alongside any other channels you sell on. See how we run every channel together with omnichannel marketplace management.
Requirements
Can You Sell on Walmart Marketplace?
Walmart Marketplace is application-only: Walmart reviews each seller before they can list. These are Walmart's minimum qualifications, and the setup we handle once you are approved.
Walmart's Minimum Qualifications
- A business tax IDA Business Tax ID or business license number. Walmart does not accept a Social Security number.
- Business verification documentsDocuments that verify your business name and address.
- A track recordA history of marketplace or ecommerce success.
- GTIN or UPC codesProducts with GTIN/UPC GS1 company prefix numbers.
- A compliant catalogItems that meet Walmart's Prohibited Products Policy.
- Fulfillment with returnsWFS, or another US warehouse that ships to consumers and handles returns.
Sellers without a US business tax ID can say so in the application and verify their business with a different form.
Seller Center Setup, Handled
1
Business VerificationYour business details submitted for Walmart's review.
2
PaymentsWhere Walmart sends your payouts.
3
ShippingShipping methods and costs, plus your returns methods and carriers.
We prepare the application and handle onboarding in Seller Center, so your account is ready to list.
Check Your Walmart FitSources: Walmart Marketplace minimum qualifications and registration guide.
Walmart Connect
The Walmart Connect Ad Formats
Walmart Connect is Walmart's ad platform. Its Sponsored Search ads appear where shoppers search and browse on Walmart.com and the Walmart app. We plan and manage your campaigns and pick the formats that fit each item.
Sponsored Brands
Your logo, story and products in premium placements, to reach new-to-brand shoppers and stand out while they compare.
Sponsored Videos
Short, shoppable videos in Walmart search results that show your product in use, with an add-to-cart button.
Walmart Connect reports a 30% higher conversion rate for Sponsored Products when advertisers run them together with Sponsored Brands.
Source: Walmart Connect, Sponsored Search.
Fulfillment
WFS or Your Own Fulfillment?
Walmart lets you ship through Walmart Fulfillment Services (WFS) or from your own warehouse or 3PL. Most brands use a mix, and the right one depends on your volume and margins.
Walmart Fulfillment Services
WFS
- Delivery
- 2-day shipping across the contiguous US, with "arriving in 2 days" and Fulfilled by Walmart tags on your items.
- Returns
- Customers return by mail or in any Walmart store.
- Support
- Walmart handles customer service, and WFS sellers get dedicated support by email or phone, 7 days a week.
- Walmart+
- WFS items are eligible for free shipping for Walmart+ members.
What we run: WFS inventory planned with the rest of your stock and replenished before it runs out.
Seller Fulfilled
Your Warehouse, 3PL or Amazon MCF
- Requirement
- A US warehouse that ships to consumers and handles returns, whether your own or a 3PL.
- Amazon MCF
- Allowed for Walmart orders, as long as they ship in unbranded packaging with a carrier other than Amazon.
- Setup
- Your shipping methods, costs, returns methods and carriers are configured in Seller Center.
- Good For
- Starting on Walmart with the network you already run, then moving fast sellers to WFS later.
What we run: your network or 3PL connected, and stock planned per pool so neither channel runs out.
Sources: Walmart Fulfillment Services, Walmart minimum qualifications.
Fees and Savings
What Selling on Walmart Costs in 2026
Walmart's fees are simple: a referral fee on each sale, and nothing to set up or keep an account open. New sellers can also cut those fees this year.
Referral Fees
3% to 20%Per sale, depending on the category. Zero setup, monthly or hidden fees.
| Personal computers | 6% |
|---|---|
| Books | 15% |
| Apparel and accessories | 5% up to $15, 10% from $15 to $20, 15% over $20 |
| Jewelry | 20% on the first $250 of the price, 5% above |
Examples from Walmart's referral fee schedule. WFS has its own fulfillment fees.
Limited Time
New-Seller Savings 2026
Up to $75,000 in savings for sellers who go live after February 1, 2026.
First $50K GMV20%
$50K to $500K30%
Over $500K40%
$2,000WFS credits
$1,000Search ad credits
$500Walmart Connect credits
Discounts are off base referral fees, by sales (GMV) tier. The WFS credit is 10% off WFS-fulfilled items until you save $2,000. The program runs through January 31, 2027, you opt in after your store goes live, and savings vary by seller.
Source: Walmart New-Seller Savings 2026.
Plan Your Walmart LaunchFree 30-minute strategy call. We map your launch around the savings window.
The Process
How We Get You Selling on Walmart Marketplace
- 1Strategy CallA 30-minute call about your brand, catalog and where Walmart fits.
- 2ApplicationYour Walmart Marketplace application prepared and submitted.
- 3Item SetupItems, attributes and content built from your existing catalog.
- 4FulfillmentWFS, Amazon MCF or your 3PL connected, with stock planned per pool.
- 5Walmart ConnectSponsored Products campaigns launched on your best items.
- 6Monitor and GrowSeller Performance Standards, pricing and results watched and improved.
FAQ
Walmart Marketplace Management Agency FAQ
What does a Walmart marketplace agency do?
It sets up and runs a brand's Walmart Marketplace business: Seller Center onboarding, item setup and listing content, Walmart Connect advertising, fulfillment through WFS or a 3PL, inventory, pricing, account health and reporting.
Can you set up our Walmart Seller Center account?
Yes. We handle marketplace setup and onboarding, then build your listings from the catalog you already sell elsewhere.
Do you work with Walmart Fulfillment Services (WFS)?
Yes. WFS stores and ships your stock from Walmart's warehouses. We plan WFS inventory with the rest of your stock and replenish it before it runs out.
Do you manage Walmart Connect advertising?
Yes. We plan and manage Walmart Connect campaigns, including Sponsored Products, with keywords and budgets set for Walmart shoppers.
Can we use our Amazon inventory for Walmart orders?
Yes, through Amazon Multi-Channel Fulfillment (MCF). Walmart allows it as long as orders ship in unbranded packaging with a carrier other than Amazon. Many brands move their fastest sellers to WFS later. The right mix depends on your volume and margins, and we cover it on the call.
Do you manage other channels too?
Yes. If you also sell on Amazon, Target Plus, TikTok Shop or Shopify, we can run those alongside Walmart. See Amazon management services.
How much does Walmart marketplace management cost?
Pricing depends on your catalog, channels and how much we run. Every engagement is scoped after a free strategy call.
How do we get started?
Book a 30-minute strategy call. We look at your brand and current channels and give you a roadmap for Walmart, whether or not you work with us.
What are the requirements to sell on Walmart Marketplace?
Walmart reviews every application. Its minimum qualifications are a Business Tax ID or business license number (not a Social Security number), documents that verify your business name and address, a history of marketplace or ecommerce success, products with GTIN/UPC GS1 company prefix numbers, a catalog that meets Walmart's Prohibited Products Policy, and fulfillment through WFS or another US warehouse that ships to consumers and handles returns.
What fees does Walmart Marketplace charge?
A referral fee on each sale, from 3% to 20% depending on the category, with no setup or monthly fees. If you use Walmart Fulfillment Services, WFS has its own fulfillment fees.
What is Walmart's New-Seller Savings program?
A 2026 program for sellers who go live after February 1, 2026: 20% off base referral fees on the first $50K in sales, 30% from $50K to $500K and 40% above $500K, plus up to $2,000 in WFS credits, $1,000 in search engine marketing credits and $500 in Walmart Connect credits, up to $75,000 in total. It runs through January 31, 2027, you opt in after your store goes live, and savings vary by seller.
What ad formats does Walmart Connect offer?
Sponsored Search on Walmart.com and the Walmart app has three formats: Sponsored Products in search results and item pages, Sponsored Brands with your logo and several products in premium placements, and Sponsored Videos, short shoppable videos in search results. We plan and manage your campaigns and pick the formats that fit each item.
Should we use WFS or our own fulfillment?
WFS gives your items 2-day delivery tags, returns by mail or in any Walmart store, and Walmart-run customer service. Shipping from your own warehouse or 3PL, or through Amazon MCF with unbranded packaging and a non-Amazon carrier, lets you start with the network you already run. Many brands use both, and the right mix depends on your volume and margins.
See Where Walmart Fits for Your Brand
A free 30-minute strategy call and a roadmap you keep. No obligation.