Have you sold only on Amazon for the last few years? You’ve probably watched your ACoS creep up. Your margins get squeezed. Your rank get harder to hold.
That’s not just you. That’s the market.
It’s also why smart Amazon sellers are quietly adding a second channel in 2026. That channel is Walmart Marketplace. And the window to get in early is closing fast.
The Numbers Behind the Opportunity
Walmart Marketplace has crossed 200,000 active sellers. It now draws over 500 million visitors every month. That’s not a side project. That’s a real channel.
Third-party sales on Walmart have grown over 30% year-over-year. Walmart’s total online sales are on track to hit $70 billion by the end of 2026. That’s 40% growth since 2020.
Here’s the number that should really grab your attention. Walmart has an estimated 60–70% fewer sellers per category than Amazon.
Amazon’s seller base sits in the millions. Walmart’s is still in the low hundreds of thousands. That gap means one thing: lower ad costs and more room to rank without fighting a crowd.
This mirrors what’s happening on Amazon too. Fewer new sellers are joining, but the ones who stay are earning more. Walmart in 2026 looks a lot like Amazon did years ago. Real traffic. Real buyers. And a market that hasn’t caught up yet.
Walmart’s Algorithm Rewards Different Things
This matters more than most sellers expect. Amazon’s algorithm leans heavily on review count and ad spend. That’s part of why it’s so hard to compete as a newer seller.
Walmart ranks listings differently. Price and shipping speed matter more here. That means a well-priced, well-shipped listing can rank fast, even without years of built-up reviews.
This doesn’t mean Walmart is “easy.” The application process is actually stricter than Amazon’s. But it does mean a new, well-run listing has a fairer shot.
The 2026 New-Seller Savings Program
Walmart wants sellers to move now. Anyone who goes live after February 1, 2026 can unlock up to $75,000 in total value. This comes as referral fee discounts, plus credits toward fulfillment and ad costs in your first year.
That’s real financial cushion for the exact learning curve most sellers worry about.
Walmart has also opened up to more international sellers. The UK, Canada, and Germany are now eligible, even without a US Business Tax ID. The bar to get in has dropped just as the opportunity has grown.
What to Expect Before You Apply
Launching on Walmart isn’t a copy-paste of your Amazon setup. Here’s what to know first.
The application is stricter than Amazon’s. Walmart checks sellers more closely at signup. Incomplete paperwork is the most common reason applications stall. Have your business registration and tax info ready before you start.
Your item setup quality matters a lot. Walmart’s Content Score has a big impact on visibility. A rushed listing won’t just underperform. It can get buried until you fix it.
Fulfillment speed is a real ranking factor. Walmart Fulfillment Services (WFS) exists for a reason. Fast, reliable shipping is one of the clearest ranking signals on the platform. Sellers who self-fulfill with slow shipping often see weak early results, even with a great product.
Your business model still matters. Just like Amazon, sellers succeed through private label, wholesale, or arbitrage. Each comes with different risk and margin. Private label has the highest upside, but you need real demand data before you commit to inventory.
The 6-Step Path to Launch
- Check your eligibility. Business registration, tax documents, and category rules.
- Submit a clean application. Complete, consistent paperwork gets approved fastest.
- Finish onboarding. Set up Seller Center, payments, and shipping templates.
- Build your listings properly. Full specs, full content, and category-correct images from day one.
- Pick your fulfillment method. WFS for speed and Buy Box strength, or a trusted 3PL if you need more control.
- Launch and track your numbers. Watch Buy Box win rate, content score, and early conversions every week.
Frequently Asked Questions
Do I need to already sell on Amazon to do well on Walmart? No. But sellers with a proven, reviewed product and a working supply chain tend to see faster results. They’re not solving product fit and platform mechanics at the same time.
Is Walmart cheaper to sell on than Amazon? Referral fees are roughly similar by category. The real savings come from lower ad costs, thanks to less seller competition.
How long does the Walmart application take? It varies. Incomplete documents are the main cause of delay. Clean, complete applications move fastest.
Is WFS required? No, but it helps a lot. Products fulfilled through WFS tend to win the Buy Box more often, since delivery speed carries real weight in Walmart’s ranking.
Thinking about adding Walmart as a second channel but not sure where to start? Ecomroots handles Walmart seller approval, WFS setup, and listing optimization from start to finish. Book your free strategy call →