I didn't start on Walmart because I had a grand plan. I started because I kept reading that it was less crowded than Amazon, had no monthly fee, and that WFS worked a lot like FBA. All three turned out to be roughly true. Here's how the setup and first shipment actually went, in order, with what I'd tell myself at the start.
Getting approved: use Express Setup if you're on Amazon
Walmart Marketplace requires an application, and the manual route involves verifying your business details and tax ID. I hit a verification snag there. What worked was Walmart's Express Setup, which connects to your Amazon seller account and imports your business information and your catalog. My account was approved and active in Seller Center with my Amazon products already sitting in drafts, ready for review.
Drafts are the key word. Imported listings aren't published automatically. You have to review each one, fix anything Walmart flags, and publish it. Expect the most issues around product identifiers and brand names.
The barcode problem
One of my products, a two-pack of tube squeezers, had no UPC on file. On Amazon it existed only as an ASIN. Walmart requires a GTIN for every item, or an approved exemption. My first two attempts were rejected while the brand was listed as "Generic." Walmart's product identifier policy discourages placeholder brand names, and resubmitting under my actual brand name got the exemption approved. That whole saga is in GTIN and UPC exemptions on Amazon and Walmart. If you're importing from Amazon, check every item's identifier before you plan a shipment around it.
Why I sent one product first
Instead of enabling WFS on everything, I sent one product as a test. The idea was to learn the inbound process, see how quickly Walmart received it, and see whether it sold, before tying up more inventory. I'd recommend that to anyone. Mistakes on a first shipment, like wrong labels or missing prep, are cheap when the shipment is small.
Sending the shipment, step by step
- Make sure the listing is published and WFS-eligible. Convert the item to WFS in Seller Center and fill in its dimensions and weight accurately. These set your fees.
- Prep the units. Each unit needs a scannable barcode matching the listing. Multi-packs and bundles need to be sealed as one unit so they can't be separated, often with a "sold as set" label.
- Create an inbound order. In Seller Center, start a new inbound shipment, add items and quantities, and enter your box details. Walmart assigns the fulfillment center.
- Choose shipping. You can use Walmart's partnered carrier program or your own carrier. For a small parcel shipment, the partnered rates are usually the easy option.
- Label the boxes. Print and attach Walmart's box labels and the carrier labels. Each box needs its own.
- Ship and track. Once delivered, Walmart receives the inventory over a few days and it becomes available to sell.
Measure and weigh the packaged item before setting it up in WFS. WFS adds 0.25 lb to the weight and rounds up to the next pound, so an item that's just under a pound with packaging can land in the 2 lb band and cost $1.50 more per unit. A smaller box or lighter mailer can fix that before it costs you anything.
What "2-day delivery" actually means
After my first shipment went in, my first question was whether every buyer in the country now saw 2-day shipping. The answer is no. WFS makes your item eligible for fast delivery tags, but the delivery promise each buyer sees depends on the distance between them and the warehouse holding your units. With one shipment sitting in one or two fulfillment centers, buyers nearby may see 2-day, and buyers across the country may see 3 to 5 days. Walmart can move inventory across its network over time, but you don't control that.
A quick way to see it for yourself: open your listing on walmart.com and change the delivery ZIP code to a few places around the country.
Fees on WFS
WFS charges a per-unit fulfillment fee by shipping weight, starting at $3.45 for items up to 1 lb, plus monthly storage of $0.75 per cubic foot ($2.25 for older units in October through December), plus surcharges. The one that matters most for small products is the extra $1.00 on items priced under $10. For my tube squeezers, that's a strong argument for leading with the 4-pack on Walmart rather than the 2-pack. I show the numbers in how to price multi-packs and bundles.
After the shipment arrives
- Watch your listing quality. Walmart rewards complete listings with good images and accurate details. If items aren't getting views, look there first.
- Price competitively. Walmart shoppers compare prices. Make sure you're winning the Buy Box on your own items.
- Plan for ads, but know the ad account may not be ready on day one. Mine wasn't. See setting up Walmart Sponsored Search.
- Reorder based on sales, not hope. Storage costs rise quickly for slow inventory, especially in Q4.
Questions people ask
How long does it take to get approved on Walmart Marketplace?
It varies. If you already sell on Amazon, Walmart's Express Setup can import your business details and catalog, which made approval and listing much faster for me than a manual application.
Does WFS guarantee 2-day delivery everywhere?
No. WFS items are eligible for fast delivery tags, but what each shopper sees depends on how far they are from the fulfillment center holding your stock. With one small shipment in one warehouse, nearby buyers see 2-day and distant buyers may see 3 to 5 days.
What do I need before sending inventory to WFS?
A published listing that's enabled for WFS, units with scannable barcodes that match the item, any required prep like poly bags, and a shipping plan created in Seller Center. Each box needs Walmart's labels.
Should I send a small test shipment first?
I'd recommend it. A small first shipment teaches you the inbound process, shows you how fast items are received and how they sell, and limits the cost of mistakes before you commit more inventory.