Walmart Marketplace Review
A fast-growing marketplace and Amazon alternative.
Overview
Walmart Marketplace offers access to a massive US shopper base with no monthly fee and meaningfully less seller saturation than Amazon. For established sellers, it is a strong second channel.
Approval is selective and the tooling is younger than Amazon’s, so it rewards sellers who already run a tight, reliable operation and can meet Walmart’s performance standards.
Our verdict
Walmart Marketplace offers access to a massive US shopper base with no monthly fee and less crowding than Amazon. Approval is selective and the tooling is younger, so it rewards sellers who already run a tight operation.
Best for: Established sellers expanding beyond Amazon
Key features
Huge US audience
Access tens of millions of Walmart.com shoppers with less competition than Amazon.
No monthly fee
You pay referral fees only — there is no subscription cost.
Walmart Fulfillment Services
WFS offers Amazon-FBA-style fulfillment for fast, reliable shipping.
Less saturation
Fewer sellers per category than Amazon can mean better visibility.
Pros
- Huge US audience, less seller saturation
- No monthly subscription fee
- Walmart Fulfillment Services available
Cons
- Selective seller approval process
- Younger tooling than Amazon
Ideal for
- Established sellers expanding beyond Amazon
- Operations that can meet strict performance standards
- US-focused sellers seeking a large, less-crowded channel
Not ideal for
- Brand-new sellers without a track record (approval is selective)
- International sellers targeting non-US buyers
Pricing
no monthly fee, referral fees only · 6–15% referral fee by category transaction fees
Referral fees only, no monthly
There is no monthly fee — you pay only referral fees of roughly 6-15% by category, plus optional WFS fulfillment costs. That makes the cost structure attractive for sellers with healthy margins.
Performance & reliability
Walmart’s infrastructure handles any scale, and WFS provides reliable fulfillment. Success depends on meeting Walmart’s on-time and quality metrics.
Support
Support runs through partner/seller support channels and ticketing. The ecosystem is younger and less documented than Amazon’s.
Full specifications
- Hosting type
- Marketplace
- Free trial
- No monthly fee
- Themes / templates
- N/A (standard listings)
- App marketplace
- Solution provider network
- Staff accounts
- User permissions
- Multi-currency
- No
- POS included
- No
- Abandoned cart recovery
- No
- Built-in blog
- No
Payments & security
- Payment gateways
- Walmart-managed checkout
- SSL certificate
- Yes
- PCI compliant
- Yes
- Gift cards
- No
Capabilities & limits
- Product limit
- Unlimited (approved sellers)
- Drag-and-drop editor
- No
- Multi-language
- No
- API access
- Yes
- Mobile app
- Yes
- Support channels
- Partner support, ticketing
Frequently asked questions
Is it hard to get approved for Walmart Marketplace?+
Yes, relatively. Walmart vets sellers on business history, product quality, and fulfillment capability, so a track record helps.
Does Walmart charge a monthly fee?+
No. You pay category-based referral fees only, plus optional Walmart Fulfillment Services costs.
What is WFS?+
Walmart Fulfillment Services stores and ships your inventory, similar to Amazon FBA.