Are you thinking about starting an e-commerce business in 2025? While Amazon is the go-to platform for many, it’s also highly competitive, with over 2 million sellers.
On the other hand, Walmart Marketplace has around 150,000 sellers, offering a less saturated market and a better chance to stand out.
However, becoming a Walmart seller isn’t as simple as signing up—Walmart has strict requirements that ensure quality and reliability are maintained.
This guide breaks down everything you need to know about Walmart seller requirements in 2025, from eligibility to the application process and product listing rules, helping you navigate the marketplace successfully.
Why Sell on Walmart Marketplace in 2025?
1. Growing eCommerce presence
Walmart’s online sales jumped 22% year over year in 2024, proving that more shoppers are turning to Walmart for online purchases. That means more potential customers for your products.
2. You save on fees
Unlike Amazon, Walmart doesn’t charge a monthly subscription fee. You only pay referral fees when you make a sale, helping you maintain a good profit margin.
Also, you don’t get to pay any set-up or listing fees, and there are no category limitations.
3. Your products get more exposure
Walmart’s website attracts 120 million monthly visits and has a loyal customer base, so your listings have better exposure to repeat customers who consistently buy products on the Walmart marketplace.
4. Fast shipping with WFS
Walmart Fulfillment Services (WFS) works like Amazon FBA but with lower fees.
It handles storage and packing, provides fast shipping, and also provides customer service support.
5. Less saturated marketplace
Amazon offers a massive customer base but intense competition, making it hard for beginners to stand out without a huge ad budget.
Walmart, with fewer sellers, provides better visibility and easier ranking.
However, it’s a selective marketplace, allowing only approved sellers, which means less competition and higher-quality listings.
Walmart Seller Eligibility: Who Can Apply?
Source: Walmart Marketplace
To sell on Walmart Marketplace, you must meet these basic eligibility criteria:
1. A Registered Business (No Individual Sellers)
Walmart only allows legally registered businesses to sell on its platform. That means you can’t apply as an individual seller like you would on Amazon, eBay, or Etsy.
You must have a Limited Liability Company (LLC), Corporation, or another officially recognized business entity.
Why does Walmart enforce this rule? They want to ensure all sellers are legitimate businesses that can provide high-quality products and professional customer service.
If you’re currently operating as a sole proprietor, you’ll need to form a legal business entity before you can apply.
2. A U.S. Business Tax ID (EIN) and a Verified U.S. Address
To sell at Walmart, you must have an Employer Identification Number (EIN) issued by the IRS.
This EIN is used for tax reporting and helps Walmart verify that your business operates legally.
In addition, you must provide a verified US-based business address.
This ensures that sellers are operating from a legitimate location and can comply with Walmart’s tax and shipping policies.
If you don’t have a US address, you won’t be able to register.
3. eCommerce Selling Experience
Walmart doesn’t accept new or inexperienced sellers. They prioritize businesses that already have a proven track record on platforms like Amazon, eBay, Shopify, or other online marketplaces.
If you’re already selling online and have solid metrics—such as high customer satisfaction, strong sales velocity, and efficient order fulfillment, you’re more likely to get approved.
Walmart wants sellers who can handle a large customer base and maintain high service standards.
If you’re just starting out, consider building experience on other platforms before applying to Walmart Marketplace.
4. Strong Customer Service Commitment
Walmart expects sellers to prioritize customer service and respond to inquiries within 24 hours.
If you fail to reply to customer messages quickly, your performance metrics could take a hit, leading to lower visibility on the platform.
Keeping response times low shows Walmart that you’re serious about customer satisfaction, which can boost your reputation and increase sales.
If you have high order volume and struggle with fast responses, consider using customer support automation tools or hiring a dedicated customer service team to stay compliant.
5. Product Prefix Numbers (GTIN, UPC, or EAN)
Walmart requires all sellers to provide Global Trade Item Numbers (GTINs), Universal Product Codes (UPCs), or European Article Numbers (EANs) for each product they list.
These unique product identifiers help Walmart verify product authenticity and improve searchability on the platform.
If your products don’t have UPCs or GTINs, you may need to purchase barcodes from GS1, the official provider of global product identifiers. Avoid using third-party resellers, as Walmart may reject listings with invalid codes.
6. A Compliant Product Catalog
Walmart enforces strict policies on what can and cannot be sold on its platform. Your product catalog must comply with Walmart’s Prohibited Products Policy, which bans items such as counterfeit goods, weapons, certain electronics, and restricted health products.
Before applying, review Walmart’s prohibited and restricted items list to make sure your inventory aligns with its policies.
If you sell in a high-risk category like supplements, you may need FDA approval.
Failure to meet these requirements could cause your approval to be delayed. You want to make sure to provide accurate business information, have some selling experience, and comply with Walmart’s pricing and product policy.
New Walmart Marketplace Registration Process (2025 Update)
To get approved as a Walmart Marketplace seller, you’ll need to go through a multi-step process to prove you meet their standards. Here’s a step-by-step guide of how to register and what to expect in 2025:
1. Create a Walmart Seller Account
First, go to the Walmart Marketplace application page and click “Apply.” You’ll need to provide basic business details, including:
- Your business name (must match your legal registration)
- A U.S. business address
- Your Employer Identification Number (EIN)
- Primary contact information
Make sure everything is accurate—Walmart will verify your details before approval. If anything doesn’t match official records, it could delay your application.
2. Submit Business and Tax Documents
Walmart requires official documents to verify your business. You’ll need to upload:
- A W-9 form for tax purposes
- Your business license or registration certificate
- Bank account details for payments
They may also request additional documentation depending on your business type. To speed up approval, make sure all documents are up to date and match your registration details.
3. Pass Walmart’s Business Review
Walmart evaluates every application carefully. They prioritize experienced sellers with a credible eCommerce history, reliable fulfillment, and excellent customer service.
If you have an established presence on Amazon, eBay, or Shopify, highlight your sales track record in the application.
Approval times vary, but most sellers hear back within 2 to 4 weeks. If your application is denied, Walmart usually provides a reason, so you can make necessary improvements and reapply.
4. Set Up Your Seller Profile
Once approved, you’ll gain access to the Walmart Seller Center, where you’ll need to:
- Enter your business details, such as your store name, logo, and contact info
- Set up payment and banking information. Walmart uses Payoneer and direct deposit for payouts.
- Choose your shipping methods. You can choose self-fulfillment or Walmart fulfillment Services.
A complete and professional-looking seller profile helps build credibility with buyers, so take time to fill out every detail properly.
5. List Your Products
Now you can start adding products. Walmart has strict guidelines for product listings, so follow these best practices:
- Use high-quality images of at least 1000×1000 pixels with a white background.
- Write clear, keyword-rich descriptions
- Ensure competitive pricing. Walmart may remove listings priced significantly higher than competitors.
If you have a large catalog, you can upload products in bulk using a CSV file. Otherwise, you can list products manually through the Seller Center.
6. Launch and Start Selling
Once your listings go live, you can start receiving orders. Walmart expects sellers to provide fast shipping, excellent customer service, and competitive pricing to stay in good standing.
If you want to scale quickly, consider using Walmart Fulfillment Services (WFS) to offer Prime-like delivery speeds. This can help improve your visibility and conversion rates.
Product Listing Rules: What You Can and Can’t Sell
Walmart has strict guidelines on what products you can and cannot sell and how you should present them. Here’s what you need to know:
What You Can Sell
Walmart allows a wide range of products, but they must meet quality and compliance standards. Some of the top categories you can sell include:
- Consumer electronics: laptops, headphones, smart home devices, and accessories.
- Home and kitchen goods: furniture, appliances, cookware, and home décor.
- Health and beauty: skincare, haircare, vitamins, and personal care products.
- Clothing and accessories: men’s, women’s, and children’s apparel, shoes, and accessories.
- Toys and baby products: educational toys, strollers, baby monitors, and kids’ clothing.
- Automotive and tools: car accessories, repair tools, and outdoor equipment.
- Pet supplies: pet food, grooming tools, and accessories.
What You Can’t Sell
Certain products are strictly prohibited due to legal, safety, or policy reasons. These include:
- Counterfeit or fake goods: Selling knockoffs, replicas, or unauthorized branded products can get you permanently banned.
- Restricted or regulated items: firearms, tobacco, alcohol, prescription drugs, and medical devices require special approvals or are outright banned.
- Offensive or inappropriate content: Products containing hate speech, explicit material, or illegal substances won’t be approved.
- Recalled or defective products: Walmart does not allow products that have been recalled by manufacturers or regulatory agencies.
- Hazardous materials: chemicals, explosives, and toxic substances that pose safety risks are prohibited.
Listing Requirements
Walmart enforces strict guidelines to ensure high-quality product listings. To get your listings approved, make sure to:
- Use clear, high-quality images: Photos must be at least 1000 x 1000 pixels and show the product from multiple angles.
- Write accurate, detailed descriptions: Your descriptions should highlight key features, benefits, and technical specifications. Avoid misleading claims.
- Include UPCs or GTINs: Walmart requires Universal Product Codes (UPCs) or Global Trade Item Numbers (GTINs) for most products.
- Set competitive pricing: Walmart monitors price competitiveness. If your prices are significantly higher than other platforms, Walmart may suppress your listings.
- Follow category-specific guidelines: Some categories, like electronics and beauty, have extra requirements, such as ingredient disclosures or warranty information.
By following these product listing rules, you increase your chances of approval and avoid any penalties that could affect your business.
Conclusion
Selling on Walmart Marketplace in 2025 is a smart move if you want to tap into a growing eCommerce platform with less competition than Amazon.
You get access to millions of shoppers, lower fees, and better product visibility, making it an attractive choice for established online sellers.
However, getting approved isn’t easy. Walmart has strict requirements, from having a registered business and a U.S. tax ID to demonstrating eCommerce experience and strong customer service.
If you meet these criteria and follow the product listing rules, you have a great chance of joining Walmart’s marketplace and scaling your business.