Walmart has recently revamped its application process to be more open and inclusive. In the past, many sellers found that applying to Walmart took longer and was more selective than other marketplaces. The updated process simplifies initial entry into the marketplace while further business details are verified. Despite these changes, we recommend adhering to best practices and considerations during the application to ensure successful integration into Walmart Marketplace.
The minimum qualifications to join Walmart Marketplace are:
- Business Tax ID(s) (SSN not accepted) or Business License Number
- Supporting documents that verify your Business Name and Address
- History of marketplace or eCommerce success
- Products that have GTIN/UPC GS1 Company Prefix Numbers
- Catalog that complies with Walmart Prohibited Products Policy
- Fulfillment through Walmart Fulfillment Services (WFS) or another B2C US warehouse with returns capability
Walmart pays close attention to your eCommerce experience and ability to handle market demands, so here are a few tips on improving your chances of getting your application approved.
Tip 1: Having eCommerce Experience Helps
Walmart is on the lookout for experienced eCommerce sellers to join its marketplace. While having many years of experience is beneficial, Walmart places greater importance on your track record of success. The application includes a question regarding your years of experience and the platforms you have previously sold on. Notable platforms like Amazon and eBay stand out, but others are also considered.
Walmart assesses your business’s performance metrics from these other platforms to gauge the success of your products, customer satisfaction levels, and customer service quality.
If Walmart Marketplace is your first attempt at online selling, we recommend you start with Amazon and eBay. Then, once you’ve built a good presence on these marketplaces, aim for Walmart.
Tip 2: Being Organized Goes a Long Way.
To start selling on Walmart Marketplace, more than having a social security number is required. A social security number alone won’t qualify you. Instead, it would be best if you were a registered business within the United States and must provide the following documents:
- U.S. business tax ID
- Form W-9
- EIN verification letter from the Department of Treasury
- U.S. Business address
- U.S. warehouse address
After collecting all the required documentation, it’s essential to thoroughly review and confirm that all company information is accurate. Ensuring consistency in details such as your company’s phone number, address, and name across all documents is critical. Any inconsistencies can result in delays or rejection of your application. It may be wise to have your accountant verify that all records are accurate and comply with state and federal regulations.
Tip 3. The Customer is Always Right, Providing Exceptional Customer Service is Key
Walmart Marketplace has rigorous customer service standards that all sellers are required to meet. These stipulations include:
- Possessing a legitimate business phone number (not a personal or home number)
- Ensuring every email receives a human response within 24 hours
- Implementing an emergency notification system to respond to the Better Business Bureau or Attorney General within one hour
- Providing support in English Having customer service representatives available from 9 a.m. to 6 p.m. EST-PST
- Offering voicemail services for times when representatives are occupied
- Returning all voicemails within 24 hours
Walmart will examine your company’s reviews and ratings on other eCommerce platforms to assess the quality of your customer service.
Tip 4. Customers Expect Quick & Reliable Fulfillment Services
Walmart prides itself on getting consumers what they need when they need it. Therefore, the company places great importance on fulfillment capabilities when evaluating Walmart Marketplace applications.
Sellers with warehouses who can handle self-fulfillment are typically well-positioned as long as they have a U.S.-based warehouse and sufficient staff to process orders promptly (ideally within two days). Alternatively, Walmart Marketplace permits collaboration with third-party fulfillment services such as Deliverr, which can meet Walmart’s fulfillment standards. Dropshippers can sell on Walmart provided they can deliver products to customers swiftly and in unbranded packaging. Walmart also offers its fulfillment service, Walmart Fulfillment Services (WFS), which sellers can apply for after being accepted into the Walmart Marketplace.
Tip 5. Ensure Your Products are a Good Fit for Walmart and are in alignment with Walmart policies
Before applying to Walmart Marketplace, ensure that your products align with the types of items Walmart currently offers. Although this criteria is somewhat flexible, Walmart still prefers distinctive products that can broaden its range of offerings.
For instance, Walmart will not be interested in a business selling paper towels since they have an abundance of suppliers for that item. Similarly, Walmart will not favor a company that deals in high-end luxury goods priced far above the typical Walmart product range.
Thoroughly evaluate the items you intend to sell on Walmart Marketplace. Ensure you can provide them at reasonable, competitive prices suitable for a broad customer base and compatible with Walmart’s business model.
Walmart Seller Application Denied: What’s Next?
There are numerous potential reasons why Walmart Marketplace might reject your application.
- Firstly, Walmart prefers eCommerce sellers with a solid track record, typically generating around $500,000 annually on platforms like Amazon or other online marketplaces.
- Your product catalog should include unique items that add value to their current offerings, avoiding a surplus of similar products.
- Errors or inconsistencies in your tax or business documentation can also lead to a denial, so ensuring all information is accurate is crucial.
- Walmart looks for sellers with a strong customer service history, demonstrated by positive seller reviews and a pro seller badge.
- Product ratings or a reputation for poor-quality items can also positively impact your application.
- Lastly, having a dependable and efficient fulfillment process, whether through your warehouse or a third-party service, is essential to the Walmart Marketplace selection process.
If your account was rejected, begin by logging into your Walmart Seller Center account using the same username and password you used during your application. Next, navigate to the top right corner of your screen and select “Help.” From the dropdown menu, choose “Contact” Support. Go to “Business Verification Questions and Issues.” > “Appeal Business Verification Decision.”
Conclusion
Walmart has established its name through outstanding customer care and budget-friendly, safe, high-quality products. Therefore, it’s no wonder that Walmart Marketplace meticulously screens its sellers before they can join the third-party platform.
Submitting a poorly prepared application will likely lead to rejection. Thus, it is crucial to carefully review your application and follow the outlined steps to ensure you fulfill all the criteria Walmart Marketplace sets.
If you’re having trouble with your Walmart application, our team can help. Contact us, and we’ll handle it from there.
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