Overview

Walmart’s e‑commerce marketplace has shifted from a niche outlet to a primary sales channel for third‑party sellers, posting consistent growth over the past few years. Sellers who depend heavily on Amazon now have a strong incentive to add Walmart to their portfolio in order to capture new shoppers and spread revenue risk.

Key Points

• Marketplace Growth — Walmart welcomes thousands of new sellers each quarter, creating an ecosystem that now rivals Amazon’s scale.
• Value‑Focused Shoppers — Customers on Walmart prioritize low prices and convenience, often mixing online orders with in‑store pickup, which opens cross‑channel sales opportunities.
• Flexible Fulfillment — Brands can choose Walmart Fulfillment Services (WFS) for fast, two‑day delivery or manage shipping themselves, allowing cost‑effective handling of both high‑volume and niche SKUs.
• Buy Box Algorithm — Listings that combine competitive pricing, solid review counts, and rapid shipping are favored, so sellers must continuously optimize these levers to win the Buy Box.
• Sponsored Product Advertising — Walmart offers paid Sponsored Product ads that give new or under‑performing items a visibility boost alongside organic results.
• Integration Tools — Leading e‑commerce platforms now provide native connectors to Walmart, cutting the technical effort required for sellers transitioning from Amazon.
• Inventory Visibility — Real‑time inventory dashboards let sellers monitor stock across channels, reducing the risk of overselling during peak periods.
• Performance Metrics — Walmart tracks order defect rate, on‑time shipping, and customer feedback, and ties these metrics to search ranking and eligibility for premium badges.

How Walmart Marketplace Works

1. Application & Approval — Sellers submit a business profile, tax documents, and a product catalog; for example, a home‑goods brand uploaded its Amazon SKU list, completed a verification call, and received marketplace access within two weeks.