Walmart Marketplace isn't open registration. It's a reviewed application process, guarding access to roughly 120 million monthly visitors, with marketplace sales that have grown by double digits year over year.
Amazon has close to 10 million active sellers. Walmart's marketplace is a fraction of that, by design — approval requires proof of ecommerce history, a valid business tax ID, and a catalog that meets Walmart's standards before a single item goes live.
In exchange, buyers arrive ready to buy, particularly in home goods, everyday consumables, and Walmart's growing refurbished electronics program. Walmart also enforces strict price parity — a listing can't run cheaper anywhere else, and Walmart's systems check.
Getting approved on Walmart is its own project — documentation, GTINs on every product, and a catalog built to Walmart's format. Our team runs that application and manages the account once you're in.
Our AI keeps pricing inside Walmart's price-parity rules automatically across every channel you run, since a single mismatched price on another marketplace can get a Walmart listing unpublished without much notice.
Walmart buyers convert at strong rates once you're approved, particularly in categories where trust matters — home, kitchen, and everyday goods. It typically lands as a solid mid-tier contributor to total revenue, with healthier margins than Amazon simply because fewer sellers are competing for the same listing.
Every membership tier includes this channel where applicable — see Membership for which tiers include Walmart.