Table of Contents
Introduction
From 2021 to 2024, sell on Walmart Marketplace saw massive growth, welcoming over 50,000 new sellers and reaching a total of 150,000 sellers by 2024. The platform’s Gross Merchandise Volume (GMV) grew by more than 30% each year, and sellers saw strong results, with 73% reporting profit margins over 20%. Walmart also improved its platform with features like Walmart Fulfillment Services (WFS) and Sponsored Products, giving sellers more tools to increase their visibility and conversions.
In today’s fast-changing retail world, e-commerce has become important for businesses looking to grow. With millions of consumers shifting to online shopping, businesses must adapt by developing platforms that offer broad reach and visibility. Among these platforms, sell on Walmart Marketplace stands out as a powerful option, providing sellers access to a huge customer base. So, what makes Walmart Marketplace unique in the competitive e-commerce space? Let’s analyze why selling on Walmart Marketplace might be the perfect move to take your business to the next level.
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Walmart’s Market Reach and Consumer Base
Walmart Marketplace allows you to reach a huge audience, with more than 100 million people visiting their website each month, not to mention the millions who shop in-store. It’s a wonderful way to connect with diverse customers who already trust Walmart for its value and comfort. Its unique multichannel approach sets Walmart apart, allowing you to reach online and in-store shoppers. By offering features such as online ordering and in-store pickup, you can increase visibility for your products to a wider audience. The multichannel approach means your items are in front of a broad audience, regardless of how they prefer to shop.
Key Benefits of Walmart’s Market Reach
1. Massive Customer Base
With over 100 million unique visitors browsing Walmart’s website every month, plus millions more shopping in-store, your products can reach a huge and various audience.
2. Reliable Brand
Selling on Walmart’s platform allows you to leverage a brand that consumers are familiar with and have confidence in. Customers come to Walmart expecting great value and quality, so your products naturally benefit from that built-in trust. A trusted brand makes turning first-time visitors into long-term, loyal customers much easier.
3. Omnichannel Sales
Walmart provides a variety of shopping experiences, whether it’s through online orders or suitable in-store pickups. Multichannel sales help your products reach a wider audience, allowing you to connect with customers how they like to shop, eventually boosting the chances of making a sale.
4. Global Presence
Walmart isn’t just a well-known name in the U.S.; it’s a global giant. By selling at Walmart, your products can reach customers far beyond American borders, allowing your business to grow internationally and connect with new markets.
5. Broad Demographics
Walmart connects with a vast and diverse customer base, making it possible for your products to reach people from all walks of life. Whether targeting budget-conscious customers or those looking for comfort, Walmart’s broad audience allows your business to appeal to different income levels, age groups, and locations.
Whether you’re a small business just starting out or a selected brand aiming to grow, Walmart Marketplace offers a unique opportunity to expand quickly. By showcasing your products to Walmart’s large and varied customer base, you can grow your business faster than on many other platforms. Broad demographics are a chance to tap into a built-in audience that’s hard to find elsewhere, allowing you to widen your reach and increase your sales.
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Advantages Over Other Marketplaces
While Amazon may defeat the e-commerce landscape, Walmart Marketplace offers unique advantages that can set sellers apart from the competition:
Zero Monthly Charges
Unlike many e-commerce platforms that hit you with monthly fees, Walmart Marketplace only charges you when you make a sale. So, you don’t have to stress about ongoing costs unless your products are moving. Zero monthly charges are a great, low-risk option for businesses starting or wanting to keep expenses down.
Minimal Competition
With fewer sellers competing for customer attention than big platforms like Amazon, your products have a much better chance of standing out. Minimal competition is especially helpful for niche markets, where fewer competitors mean more visibility and less pressure to lower your prices, giving you a real advantage in increasing sales.
Differences between Walmart Marketplace and Amazon in terms of seller competition and product visibility:
| Feature | Walmart Marketplace | Amazon Marketplace |
| Seller Pool | Smaller seller pool with around 150,000 active sellers by 2024 | Highly saturated with over 2 million active sellers |
| Competition | Lower competition, making it easier for products to be discovered | High competition, especially in popular categories |
| Product Visibility | Higher chance of visibility due to fewer sellers | More challenging to gain visibility due to the large number of sellers |
| Marketplace Growth | Growing rapidly, adding 50,000 new sellers in 2023 alone | Already well-established with continuous seller growth |
| Fulfillment Options | Walmart Fulfillment Services (WFS) to enhance delivery speed and boost visibility | Fulfillment by Amazon (FBA), but competition for the “Buy Box” is high |
The comparison shows that Walmart Marketplace offers sellers greater visibility opportunities due to its smaller seller base compared to Amazon’s highly saturated marketplace.
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Increase Brand Visibility
When you list your products on Walmart Marketplace, you’re stepping into one of the biggest and most trusted retail platforms. It’s a great way to get your brand noticed because your products appear right next to Walmart’s, putting them in front of millions who may not have found you otherwise.
Expand Your Audience Reach
Walmart smoothly combines online and in-store shopping, allowing your products to reach a bigger audience. Whether customers prefer browsing online, picking up in-store, or a mix of both, more people can see your products. With Walmart’s huge presence in both digital and physical spaces, you’ll have more opportunities to attract new customers and grow your business.
Establish Credibility and Leadership
Selling on Walmart Marketplace offers more than just a platform—it’s about tapping into the trust that Walmart has built with its customers over the years. When you match your brand with Walmart, you’re not just gaining exposure but benefiting from the credibility and trustworthiness customers already associate with the name. Establishing credibility and leadership can be especially valuable for newer or smaller brands, increasing their reputation and helping them establish trust with a broader audience.
Increase Your Conversion Rates
Shopping at Walmart feels easy and familiar, which makes checking out a breeze. Customers trust Walmart’s process and are more comfortable completing their purchases without second-guessing. When things go smoothly at checkout, fewer people leave their carts, leading to more sales for your business.
Streamlined Pricing Structure
Walmart keeps things simple with its commission-based fees, so you’ll always know exactly what you’re paying per sale—no disconnected stories or hidden charges. Streamlined pricing structure transparency helps you plan your finances better and protect your profit margins. Plus, with no monthly fees, you only pay when you make a sale, meaning more of what you earn stays in your pocket.
Availability of Analytics Tools
Walmart gives sellers access to powerful analytics tools that help track how products are performing, how customers behave, and what the overall sales trends look like. The availability of information on analytics tools is invaluable when making smart choices about inventory, pricing, and marketing strategies. You can fine-tune your listings by tapping into these understandings and improving your results.
Seamless Onboarding Process
Starting on Walmart Marketplace is simpler than on many other platforms. The application process is straightforward, allowing you to set up your store and list products quickly without any unnecessary limitations. Plus, Walmart offers several resources and support to guide you through each step of the onboarding process, making the entire experience smoother and less stressful.
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Walmart’s Brand Trust and Credibility
When it comes to earning customers’ trust, few brands can match Walmart. As one of the most well-known names in retail worldwide, Walmart has spent decades building a reputation for delivering value, affordability, and quality. The trust isn’t just good for Walmart—it’s also a huge plus for sellers on the Walmart Marketplace. When you list your products on Walmart, you’re not just selling—you’re tapping into the Credibility Walmart has earned over the years to strengthen your brand’s trustworthiness.
Trust plays a big role in consumers deciding where to spend their money. People are likelier to buy from brands and platforms they remember and trust. By matching your products with Walmart, you’re instantly giving your brand a credibility boost, which can make all the difference in turning possible buyers into actual customers. Walmart’s brand trust and credibility are especially important if you’re a smaller or newer business. Customers who might hesitate to buy from independent sellers elsewhere are more confident about shopping at Walmart because they trust that Walmart stands behind the products in its marketplace.
Simplified Seller Process & Support
Sell on Walmart Marketplace is a great business opportunity, with tools and resources designed to make managing your store as easy as possible. The application procedure is straightforward, enabling you to swiftly list your products and begin selling. Once approved, you can access user-friendly tools, automation features, and detailed analytics to track your performance and fine-tune your listings.
Walmart also helps you get noticed with advertising options like Walmart Performance Ads (WPA) and partnerships with tools like Shopify, giving you multiple ways to boost your product visibility and increase sales. Additionally, you’ll benefit from dedicated support, ensuring you have the assistance you need to thrive on the platform.
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Potential Challenges and Solutions
Potential Challenges
1. Pricing Competition
Sellers frequently face challenges when it comes to setting prices, particularly for in-demand products. With so much competition, balancing standing out with competitive prices and still keeping profits healthy can be hard.
2. Competitive Fulfillment
Delivering fast and reliable shipping can be a real challenge for many sellers, especially when they’re up against competitors who promise speedy deliveries. To stay ahead, keeping up with the competition and ensuring that your fulfillment process is efficient and dependable is important.
Solutions
1. Walmart Fulfillment Services (WFS)
Walmart provides WFS, a service that lets sellers tap into Walmart’s trusted logistics network for quick and dependable shipping. With WFS, sellers have a better shot at securing the ”Buy Box”—a valuable spot that can dramatically increase product visibility and sales.
2. Advertising Options
Walmart offers Sponsored Products ads that boost your products’ visibility, especially in packed categories where it’s hard to stand out. The ads can help level the playing field, making it easier for your products to get noticed, even in competitive spaces.
3. Smart Pricing Strategies
By combining competitive pricing with Walmart’s fulfillment and advertising tools, sellers can fine-tune their products, ensuring they stay appealing to customers while maintaining a healthy balance on their profits.
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Final Thoughts
Selling on Walmart Marketplace gives you an excellent chance to reach a huge audience, grow your brand’s reputation, and expand your business smoothly. Whether you’re exploring new sales channels or aiming to connect with fresh customers, Walmart provides a solid platform to help you meet your goals. Thanks to its easy-to-use seller process, supportive resources, and millions of loyal shoppers, now is the perfect time to start your journey on Walmart Marketplace.
FAQs
1. What are the main benefits of selling on Walmart Marketplace?
Selling on Walmart Marketplace comes with a lot of perks. Imagine having access to over 100 million visitors monthly without worrying about monthly fees! Plus, unlike other crowded platforms, there’s less competition here. As a seller, you’ll also be backed by Walmart’s trusted name, instantly giving your business credibility. On top of that, you can reach customers online and in-store, thanks to Walmart’s omnichannel approach. It’s a win-win for your business.
2. How does Walmart Fulfillment Services (WFS) work?
Walmart Fulfillment Services (WFS) allows sellers to store their products directly in Walmart’s fulfillment centers. From there, Walmart handles all the heavy lifting—picking, packing, and shipping orders to customers. By using WFS, sellers can enjoy faster shipping times, boosting their chances of winning the coveted ‘Buy Box’ and helping their products get more visibility, ultimately leading to more sales.
3. What fees are associated with selling on Walmart Marketplace?
Unlike many other platforms, Walmart Marketplace doesn’t charge you monthly or set up fees. Instead, they’ve opted for a commission-based system, meaning you only pay a referral fee when you make a sale. The percentage of that fee depends on the product category, so it varies, but you’re only charged after making a successful transaction.
4. How can I increase my product visibility on Walmart Marketplace?
You can take advantage of Sponsored Products ads to make your products more visible. The ads can help your items stand out in packed categories, making them easier for customers to find. Plus, by optimizing your product listings—using clear, high-quality images, proper descriptions, and competitive pricing—you can increase visibility and the chances of turning views into purchases.
5. What are the eligibility requirements to sell on Walmart Marketplace?
Businesses must meet a few key requirements to start selling on Walmart Marketplace. These include having a U.S. business tax ID, offering products that meet Walmart’s quality standards, and having a solid track record of success in online sales. Walmart carefully reviews each application to ensure it meets its criteria before granting approval.
6. Can international businesses sell on Walmart Marketplace?
Yes, international businesses can sell on Walmart Marketplace. Walmart has opened its platform to sellers outside the U.S., particularly from countries like China. However, international sellers must meet specific requirements, such as ensuring reliable fulfillment and competitive pricing to maintain a quality customer experience. Walmart Fulfillment Services (WFS) is also available to help streamline logistics for international sellers.
