The short answer
To get approved as a Walmart Marketplace seller, you need a US business entity with an EIN that exactly matches your legal name, a W-9, a US business and return address, GS1-verified GTINs (UPCs) for your products and proof of an ecommerce track record. You apply on Walmart Marketplace, Walmart reviews the application manually, and approval typically takes about two to four weeks.
Walmart Marketplace is selective: every application is reviewed by a person, and not everyone who applies is let in. That keeps competition lower than on Amazon, but it also means a rushed application is often turned down. This guide covers what Walmart looks for, the documents to prepare, the application steps, and the mistakes that lead to rejection.
1. Who can sell on Walmart Marketplace
Walmart wants established businesses that can deliver a reliable customer experience. Before you apply, check that you meet these basics:
- A US business entity: an LLC, corporation, partnership or sole proprietorship registered in the US.
- A US EIN: your Employer Identification Number from the IRS. A personal Social Security Number is not accepted in its place, and the business name must match the EIN record exactly.
- A US address and return address: customers must be able to return items to a US location, either your own or a 3PL warehouse.
- Ecommerce experience: a track record of selling online, on Amazon, eBay, your own Shopify store or another marketplace, helps your application.
- Products with valid GTINs: every item needs a GS1-verified barcode (usually a UPC), and nothing in your catalog can be on Walmart's prohibited list.
- The ability to ship fast: Walmart expects quick, tracked delivery and low cancellation rates, so have your fulfillment set up before you apply.
Selling from outside the US? Sellers in Pakistan, the UK and other countries usually form a US LLC, get an EIN, and use a US 3PL warehouse for storage, shipping and returns. Walmart Fulfillment Services (WFS) can handle fulfillment once you are approved.
2. Documents to prepare
Gather these before you start the form, and copy every detail exactly as it appears on your official records:
- EIN confirmation letter (IRS CP 575 or 147C). This is the safest place to copy your legal business name from.
- W-9 form for US entities (Walmart may ask for a W-8 form in some cases).
- D-U-N-S number from Dun & Bradstreet. It is free to request, but can take time, so apply early.
- Business address and US return address.
- A business email address and phone number.
- Product catalog details: your main categories, approximate number of SKUs and GTINs for each product.
- Marketplace history: links to your other stores or screenshots of sales and performance metrics.
3. Step-by-step application
- Go to Walmart Marketplace (marketplace.walmart.com) and start the seller application.
- Create your account with your business email and verify it.
- Enter your business information: legal name, EIN and address, exactly matching your IRS records.
- Describe your catalog and experience: categories, number of products, where you sell today and links to those stores. Be specific; vague answers slow the review.
- Submit the application. The form usually takes 10 to 15 minutes if your documents are ready.
- Wait for the manual review. Walmart may email you for more information; reply quickly and completely.
- Complete Seller Center setup once approved: tax form, payment details, shipping settings and return address.
Approval typically takes about two to four weeks. If four weeks pass with no answer, contact Walmart seller support with your application details.
4. Why applications get rejected
- Name mismatch: the business name on the application differs from the EIN record, even by "LLC" or punctuation.
- Thin ecommerce history: no proof that you have sold online successfully before.
- Missing or invalid GTINs: barcodes not registered with GS1 or not matching your products.
- Restricted or prohibited products in the catalog you describe.
- No US return address or no clear fulfillment plan.
- Vague answers about your products, volume or experience.
- A previous suspension on Walmart or another marketplace.
If you are turned down, read Walmart's reason carefully, fix that specific issue, strengthen your sales history if needed, and reapply with consistent information.
5. After approval: setting up for success
- Start with one test item to check that listing, ordering, shipping and payouts work before uploading your full catalog.
- Write complete listings: keyword-rich titles, every attribute filled in, accurate dimensions and quality images. Walmart's search rewards complete content.
- Set realistic shipping templates and consider WFS for faster delivery badges.
- Price with all costs included: referral fees (which vary by category), fulfillment, returns and advertising. Walmart has no monthly fee at the time of writing, but check the current fee schedule in Seller Center.
- Watch performance metrics weekly: on-time shipping, valid tracking, cancellations and customer messages. Falling below Walmart's standards can lead to suspension.
Walmart works best as part of a multichannel plan. Many sellers run it alongside Amazon, TikTok Shop and Temu, with inventory synced across all of them. If you are also considering Temu, see our Temu seller account guide.
Frequently asked questions
Can I sell on Walmart Marketplace from outside the US?
Not directly as a foreign business. Walmart asks for a US business entity, a US EIN and a US return address. Many sellers based in Pakistan, the UK and elsewhere form a US LLC, get an EIN and use a US warehouse or 3PL for fulfillment and returns before they apply.
How long does Walmart seller approval take?
Most applications are reviewed in about two to four weeks, but there is no fixed timeline. Complete documents, matching details and a clear ecommerce history make a faster decision more likely. If you have heard nothing after four weeks, contact Walmart seller support.
Does Walmart charge a monthly fee to sellers?
Walmart Marketplace has no monthly subscription or setup fee at the time of writing. You pay a referral fee on each sale, which varies by category, plus fulfillment fees if you use Walmart Fulfillment Services (WFS). Check the current fee schedule in Seller Center before you price products.
Do I need UPC codes to sell on Walmart?
Yes. Every product needs a valid GTIN, usually a UPC. Walmart checks these against GS1, so buy them from GS1 US or use the manufacturer's codes. Cheap resold barcodes often fail verification.
Why was my Walmart seller application rejected?
The most common reasons are a business name that does not match the EIN record, little or no ecommerce history, products without valid GTINs, restricted or prohibited items, and no US return address. Fix the issue Walmart points to and reapply with consistent, complete information.
Want us to handle your Walmart application?
Our Walmart Marketplace management service prepares your application, sets up Seller Center and lists your catalog, then runs the store day to day so you can focus on stock and cash flow.