Walmart Marketplace is growing fast, and 2026 is shaping up to be a major year for sellers. More shoppers are buying online through Walmart’s site and app, and the company is investing heavily in tools that help brands stand out. If you sell on Amazon today or run your own eCommerce store, adding Walmart can open a new path to reach high-intent shoppers with less competition.
This guide covers what makes Walmart Marketplace a smart channel in 2026, what’s changed in the last year, and what you need to succeed. You’ll learn how Walmart supports fast delivery through Walmart Fulfillment Services, how Walmart Connect helps you reach new customers with ads, and why the platform’s lower fees can improve your margins.
If you’re looking for ways to grow your catalog, diversify your revenue, and reach customers beyond Amazon, Walmart Marketplace offers a strong opportunity. Let’s walk through what you can expect and how to make the most of it.
Key Insights
- Walmart Marketplace is growing fast in 2026 and offers strong reach with less competition than Amazon, which helps new and established brands gain visibility faster.
- Sellers who invest in strong product content, competitive pricing, fast delivery, and early advertising tend to see better search performance and long-term catalog growth.
- Walmart Fulfillment Services and Walmart Connect give brands access to the logistics and advertising tools needed to scale profitably while reaching high-intent shoppers across multiple channels.
If you want to see how brands like yours have grown their revenue, improved their margins, and scaled across Amazon and Walmart with AI precision and human intuition, check out our Success Stories.
Why Does Walmart Marketplace Matter in 2026?
Walmart Marketplace is no longer a side channel. In 2026, it is a core sales engine for brands that want to reach more shoppers, protect their margins, and reduce dependence on a single platform like Amazon.
Walmart brings together three key advantages: a huge base of value-driven customers, a fast-growing marketplace, and a strong omnichannel network that connects online and in-store. When you sell on Walmart Marketplace, you are plugging into all three.
Below, we’ll look at how the marketplace is growing, why omnichannel matters, and what makes 2026 a key moment to get in.
Walmart’s Marketplace Growth
Walmart Marketplace has been expanding steadily. More brands are joining, more SKUs are going live, and more shoppers are turning to Walmart.com and the Walmart app for everyday purchases.
For sellers, that growth shows up in a few clear ways:
- Rising traffic: More shoppers are searching, browsing, and buying on Walmart’s digital channels.
- More sellers, but still room to grow: The marketplace continues to add third-party sellers, yet most categories are less crowded than on Amazon.
- Deeper category coverage: Walmart is pushing to strengthen categories like home, apparel, beauty, and specialty goods, not just core grocery and essentials.
This mix creates a strong environment for brands that want to grow without getting lost in a sea of identical listings. If you enter now with solid content, pricing, and fulfillment, you can still claim meaningful share of voice.
Want to understand your Walmart pricing strategy better? Use our Price Elasticity Calculator to see how price changes could impact your sales and profitability.
How Can Trellis Can Help With Walmart Marketplace Growth?
Trellis helps you manage the four most important levers for Walmart Marketplace success: product content, placement, pricing, and promotion. Our platform uses AI precision to analyze your catalog, optimize your pricing, and recommend changes that improve your item performance. Trellis also supports your advertising strategy through automated bidding and real-time analytics, giving you the visibility you need to grow on Walmart Marketplace.
If you want a partner that simplifies your operations and helps you scale with confidence, book a demo to see how Trellis can work for you.
The Shift Toward Omnichannel Shopping
Shoppers no longer think in online vs in-store. They move between channels without thinking about it: search on a phone, buy online, pick up at a local store, or discover a product in-store and reorder online later.
Walmart is built for this reality. It connects:
- Walmart.com and the Walmart app.
- Thousands of physical stores across the U.S.
- Services like pickup and delivery.
For Walmart sellers, that means:
- Your products can benefit from fast delivery, backed by local store networks.
- Ads and placements can influence both online and in-store purchases.
- Walmart can use its first-party data to understand shopper behavior across channels.
When you sell on Walmart Marketplace, you are not only on a website. You are tied into an omnichannel system that helps shoppers find and buy your products wherever they choose to shop.
Why 2026 Is a High-Opportunity Year
Walmart has spent the last few years improving the marketplace experience for both shoppers and sellers. In 2026, those investments are starting to pay off in ways that matter directly to you.
Key changes include:
- Better seller tooling: Improved dashboards, reporting, and listing tools make it easier to manage your catalog and track performance.
- Stronger Walmart Fulfillment Services: Expanded capacity and better service level agreements help you offer faster shipping and improve item performance in search results.
- Fuller advertising suite through Walmart Connect: Walmart Connect now supports full-funnel campaigns, from Sponsored Search to display and connected TV, with closed-loop measurement.
- Smoother onboarding: Application and setup flows are more streamlined than they were a few years ago, reducing friction for new Walmart sellers.
At the same time, the marketplace is still less saturated than Amazon. That combination, better tools, more demand, and manageable competition, makes 2026 a standout moment to either launch on Walmart Marketplace or lean in more heavily if you are already there.
Case study: 1200% Sales Growth on Walmart Calculated Keyword Targeting
What are the Biggest Benefits of Selling on Walmart Marketplace?
Walmart Marketplace gives you access to a large, intent-driven customer base with less competition than other major platforms. In 2026, these advantages make it a strong channel for brands that want to grow, improve margins, and diversify beyond Amazon. The marketplace continues to expand across key categories while keeping selling costs simple, which helps new and established sellers scale with confidence.
Core benefits include:
Large US customer base: Reach millions of shoppers who use Walmart.com and the Walmart app for everyday needs and fast reorders.
Less competition compared to Amazon: Most categories are still less saturated, giving you more visibility and a clearer path to ranking.
High-intent shoppers: Walmart buyers tend to browse fewer listings, make faster decisions, and convert at strong rates.
Strong brand trust: Walmart’s reputation helps newer brands gain credibility and win buyers who may not try unfamiliar products elsewhere.
No monthly seller fees: Walmart charges referral fees only, which keeps costs predictable and can lead to better margins.
Walmart Marketplace vs Amazon: What are the Key Differences?
Walmart Marketplace and Amazon are both major channels, but the experience for sellers is not the same. Understanding these differences can help you decide how Walmart fits into your broader eCommerce strategy. Many brands use both platforms, but Walmart often offers advantages that support faster visibility and healthier margins.
Here are the key differences you should know:
Lower competition: Walmart has fewer third-party sellers than Amazon. This gives you more room to stand out in search results and build share of voice without fighting thousands of similar listings.
Lower ad costs in many categories: Sponsored Search on Walmart often has lower cost-per-click rates compared to Amazon. With less competition for placements, your budget can stretch further and support stronger returns.
Different shopper behavior: Walmart shoppers tend to browse fewer options and make quicker decisions. They often come with a clear goal in mind, which can lead to higher conversion rates for well-priced and well-presented products.
Less crowded categories: Many Walmart categories, including home goods, beauty, and automotive, are still developing. This creates openings for new products and private label brands that may struggle to rank on Amazon.
Search and placement differences: Walmart’s search algorithm places a strong focus on item performance, delivery speed, price competitiveness, and listing quality. Amazon is more mature and competitive, which can make ranking more difficult for new sellers.
Fewer platform fees: Walmart does not charge a monthly subscription fee. You pay referral fees only. Amazon charges a monthly seller fee, which increases your fixed costs.
What’s New on Walmart Marketplace in 2026?
Walmart Marketplace continues to evolve, and 2026 brings several updates that make the platform more attractive for brands of all sizes. These improvements support better listing quality, smoother operations, and stronger visibility. If you have looked at Walmart in the past, the current experience is more advanced and much easier to manage.
Here are the key updates sellers should know about in 2026:
Improved listing and content tools: Walmart has upgraded its content quality systems to help sellers build stronger product pages. AI-assisted suggestions, clearer quality scores, and faster updates make it easier to improve search visibility and conversion.
Expanded Walmart Fulfillment Services: WFS has added more warehouse capacity, better inbound processes, and stronger service level agreements. These updates help sellers offer faster shipping and improve item performance in search results.
A more intuitive Seller Center: Walmart redesigned parts of Seller Center to make reporting, catalog updates, and order management easier to navigate. Daily tasks take less time, which helps sellers keep their catalog healthy.
Fuller advertising suite through Walmart Connect: Walmart Connect now supports a wider set of ad formats, including display, video, and connected TV. Closed-loop measurement helps sellers see how ads influence both online and in-store sales.
Faster onboarding for new sellers: Application reviews, category approvals, and integrations have become smoother. New sellers can go live faster and start testing products without long delays.
What are Walmart Fulfillment Services?
Walmart Fulfillment Services is a key part of Walmart Marketplace. It gives sellers a way to offer fast, reliable shipping without managing their own warehouse network. In 2026, WFS continues to expand its capacity and improve its service levels, which makes it a strong option for brands that want to scale.
WFS works similarly to other third-party fulfillment programs. You send your inventory to Walmart’s fulfillment centers, and Walmart handles storage, picking, packing, shipping, customer service, and returns. This helps you meet shopper expectations for fast delivery and consistent service. It also supports better visibility because Walmart often rewards items that ship quickly and reliably.
How Does WFS Work?
WFS is a full-service fulfillment program. Once your products arrive at a Walmart fulfillment center, Walmart manages the entire order process. This includes:
- Storing your inventory
- Picking and packing orders
- Shipping products to customers
- Managing customer questions and returns
Why Does WFS Boost Search Ranking?
Fast and reliable delivery is a major factor in Walmart’s search and item performance algorithms. When you use WFS, your listings benefit from:
- Faster shipping speeds
- Higher on-time delivery rates
- Better customer experience scores
- More consistent service across the catalog
When Should You Use WFS?
WFS can be a strong fit for many brands, especially those that want to scale quickly or reduce operational overhead. It is useful if you:
- Want faster delivery without managing a warehouse
- Are launching new products and need predictable logistics
- Want to improve your item performance and ranking
- Prefer a consistent fulfillment cost structure
How Does Advertising Work on Walmart Marketplace?
Advertising on Walmart Marketplace helps you reach shoppers at every stage of the buying journey. Walmart Connect, the platform behind Walmart’s advertising tools, gives sellers access to placements across search, display, video, and even in-store screens. In 2026, Walmart’s ad suite is more advanced, more flexible, and better integrated with Walmart’s online and in-store data. This gives sellers a clear path to boost visibility, improve conversion, and measure results.
Walmart Connect uses closed-loop reporting. This means you can see how your ads influence both online and in-store sales. For brands that want to understand true return on ad spend, this is a major advantage.
Here are the core advertising options available on Walmart Marketplace.
Sponsored Search: These ads appear directly in search results. They help you reach shoppers who are already looking for products like yours. Sponsored Search supports keyword targeting, item-level promotion, and flexible bidding strategies.
Display ads: Display ads appear across Walmart’s digital properties. They help you build awareness and reach shoppers earlier in the journey. You can use interest-based audiences, category targeting, and retargeting to stay visible.
Video ads and connected TV: Walmart offers video placements on its site, app, and through connected TV partners. These formats help you reach shoppers with high-impact creative. They are useful for brand building and product launches.
Offsite ads: Walmart can deliver your ads across third-party websites and apps. This helps you reach shoppers even when they are not browsing Walmart Marketplace. It is a useful option for retargeting and demand generation.
In-store advertising: Walmart Connect supports ads on in-store screens and digital displays. These placements bring your brand into the physical shopping experience and can influence both in-store and online sales.
Together, these options form a full-funnel ecosystem. You can reach new shoppers, drive traffic to your listings, and encourage repeat purchases. With closed-loop insights, you can also measure how each ad type contributes to your results. For sellers that want to scale on Walmart Marketplace, advertising is a key part of a balanced growth strategy.
Read more: Walmart Seller Key Dates in 2026
What You Need to Start Selling on Walmart Marketplace
Before you apply to Walmart Marketplace, it helps to know what the platform expects from new sellers. Walmart reviews each application carefully to make sure products meet quality standards and sellers can deliver a reliable experience. Preparing your documentation, catalog, and operations in advance can speed up approval and help you launch smoothly.
Here are the key requirements you should have ready.
- Valid business information: You will need your business tax ID, address, and contact details. Walmart requires you to be a registered business, not an individual seller.
- Product data and category details: Prepare a clean catalog file with product titles, descriptions, images, and attributes. Walmart’s onboarding team checks for completeness and accuracy.
- A clear fulfillment plan: Decide if you will self-fulfill or use Walmart Fulfillment Services. Walmart looks for consistent delivery times and reliable service, so having a clear plan helps with approval.
- Competitive pricing: Pricing plays a major role in Walmart’s marketplace. Make sure your prices are competitive with both marketplace and in-store options.
- Customer service readiness: Walmart expects sellers to respond quickly to customer inquiries and handle returns. Having standard processes in place helps you maintain strong performance metrics.
- Brand and compliance documents: Some categories require extra documentation, such as safety certifications or brand authorization letters. Check the requirements for your specific product types.
Read more: Walmart Keyword Research: The Ultimate Guide For Sellers
How to Succeed on Walmart Marketplace: Step-by-Step
Success on Walmart Marketplace comes from a clear strategy and consistent execution. Walmart rewards strong product content, fast delivery, competitive pricing, and items that perform well over time. If you follow a structured approach, you can gain visibility, build trust with shoppers, and grow your catalog with less friction.
Here are the key steps to set yourself up for long-term success.
- Build high-quality product content: Strong titles, clear descriptions, sharp images, and accurate attributes help your items rank and convert. Walmart’s content quality tools guide you on what to improve. Take time to complete every field because Walmart’s search algorithm relies heavily on structured data.
- Set competitive pricing: Walmart customers expect value. Study your category and price your products in line with similar items. You can use dynamic pricing tools to stay competitive without cutting too far into your margins.
- Choose the right fulfillment path: Fast delivery supports better search ranking and conversion. WFS is often the best option for brands that want consistent performance, but strong in-house operations can also work if you meet Walmart’s service expectations.
- Use Walmart ads early: Sponsored Search helps new products gain traction. Display and video ads help you build awareness. Ads are an important part of the flywheel because they drive traffic and feed the performance signals that improve organic ranking.
- Track your performance and optimize: Use Seller Center reports to monitor delivery times, item performance, and content quality. Look for gaps where your listings can improve. Small changes in content, pricing, or fulfillment often lead to steady gains.
- Improve your SEO through listing quality: Update your keywords, attributes, and product details based on performance data. Walmart’s search relies heavily on relevance and structured data, so even minor content updates can lead to better visibility.
- Plan promotions and deals: Use discounts, bundles, or limited-time offers to boost demand during peak periods. Promotions can help you increase sales velocity, which supports long-term ranking and item performance.
Read more: How to Sell on Walmart Marketplace
Walmart Marketplace Fees: What Does It Costs to Sell?
Understanding Walmart Marketplace fees helps you plan your margins and avoid surprises. Walmart keeps its fee structure simple, which is one reason many sellers add it to their multichannel strategy. There are no monthly subscription costs, and most charges are tied to actual sales. This can make Walmart more cost effective than other platforms, especially for growing brands.
Here are the main fees you should expect.
Referral fees: Walmart charges a referral fee on each item sold. The rate depends on the product category. Most categories range from 8 percent to 15 percent. Because there is no monthly seller fee, referral fees make up the majority of your marketplace costs.
Walmart Fulfillment Services fees: If you use WFS, you pay for storage, picking, packing, and shipping. WFS fees are predictable and based on item weight and dimensions. Many sellers find these costs competitive compared to running their own warehouse or using other fulfillment programs.
Return fees: Walmart may charge return fees for certain items if they require special handling. Most returns follow standard processes, but bulky or hazardous goods can incur higher costs.
Optional advertising costs: Ads are not required, but most sellers use Walmart Connect to drive traffic. Advertising costs depend on format and bidding strategy. Sponsored Search often has lower cost-per-click rates compared to other marketplaces.
Category specific fees: Some regulated categories may require testing, certifications, or compliance documents. These are not direct marketplace fees but can influence your cost structure.
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In Summary
Walmart Marketplace is a strong choice for brands that want to grow in a competitive eCommerce landscape. In 2026, the platform offers steady traffic, high-intent shoppers, and a less crowded environment than Amazon. Walmart continues to invest in better tools, stronger fulfillment options, and more advanced advertising formats. These updates create clear advantages for sellers who want reliable performance and room to scale.
The marketplace’s cost structure also supports growth. With no monthly seller fees and predictable referral rates, Walmart makes it easier to protect your margins. When you combine this with the reach of WFS and the targeting power of Walmart Connect, you get a channel that can deliver both volume and efficiency.
With Trellis, Walmart becomes even more valuable. Trellis helps you improve your product content, set competitive pricing, and build smarter advertising strategies through AI precision and human intuition. Our platform supports every part of your Walmart Marketplace strategy, so you can launch faster, stay competitive, and grow with confidence.
For most sellers, Walmart Marketplace is not only worth exploring in 2026, it is a clear opportunity. With a strong foundation and the right tools behind you, such as Trellis, you can scale your catalog, reach new shoppers, and build long-term success.
To learn more, book a demo today!
