Walmart Marketplace offers massive reach with less competition than Amazon. This guide covers Shopify integration for selling on Walmart.
Walmart Marketplace
Why Sell on Walmart?
Related: Etsy setup guide, connect Shopify with Amazon, optimize your keywords.
Walmart Marketplace advantages:
| Metric | Walmart |
|---|---|
| Monthly visitors | 120M+ |
| Marketplace sellers | 150K+ |
| Commission fees | 6-20% |
| Monthly fee | $0 |
| Trust | #1 US retailer |
Why less competition:
- Stricter seller approval
- Fewer total sellers
- Less price-only focus
- Growing marketplace
Requirements for Walmart
Seller Approval
Walmart evaluates:
- US business with tax ID
- Ecommerce experience
- Competitive pricing
- Customer service capability
- Product compliance
Product Requirements
Must meet standards:
- Authentic products only
- No prohibited items
- Accurate descriptions
- Quality images
- UPC/GTIN codes
Performance Standards
Maintain metrics:
- 99% on-time shipment
- <2% cancellation rate
- 95% response rate (24 hours)
Integration Options
Related: Shopify eBay Integration: Sell on Both Platforms (2025), Shopify Inventory Management Apps: Complete Guide (2025), Shopify B2B & Wholesale: Complete Integration Guide (2025).
Shopify Marketplace Connect
Official solution:
| Feature | Included |
|---|---|
| Walmart listing | Yes |
| Order import | Yes |
| Inventory sync | Yes |
| Price | 1% of sales |
CedCommerce Walmart
Dedicated integration:
| Plan | Listings | Price |
|---|---|---|
| Free | 10 | $0 |
| Bronze | 100 | $29/mo |
| Silver | 500 | $49/mo |
Sellbrite
Multi-channel platform:
| Feature | Included |
|---|---|
| Walmart | Yes |
| Amazon | Yes |
| eBay | Yes |
| Price | $29+/mo |
Getting Started
Step 1: Apply for Walmart
- Go to marketplace.walmart.com
- Click Apply Now
- Complete application
- Submit for review
- Wait 2-4 weeks
Step 2: Complete Setup
Once approved:
- Complete Partner Profile
- Set up payments (Hyperwallet/Payoneer)
- Configure shipping
- Add tax settings
Step 3: Install Integration
- Install Shopify Marketplace Connect
- Or install third-party app
- Connect Walmart account
- Authorize access
Step 4: Configure Settings
Integration settings:
├── Product mapping
├── Inventory rules
├── Price adjustments
├── Shipping mapping
└── Order import settings
Listing Products
Product Requirements
| Field | Requirement |
|---|---|
| UPC/GTIN | Required |
| Title | Clear, accurate |
| Description | Detailed, no HTML |
| Images | White background, 1000px+ |
| Price | Competitive |
| Category | Proper mapping |
Listing Process
- Select Shopify products
- Map to Walmart categories
- Add required attributes
- Set competitive pricing
- Submit for review
Title Optimization
Walmart SEO format:
- Brand + Product Type + Key Features + Size/Color
Example: “Sony WH-1000XM4 Wireless Noise Canceling Headphones Black”
Pricing Strategy
Fee Structure
| Category | Referral Fee |
|---|---|
| Electronics | 8% |
| Apparel | 15% |
| Home | 15% |
| Beauty | 8% |
| Toys | 15% |
| Sporting Goods | 15% |
Competitive Pricing
Walmart prioritizes:
- Lowest price
- Price match guarantees
- Total landed price (including shipping)
Strategy:
- Price competitively
- Factor in shipping
- Compare to Amazon pricing
Fulfillment Options
Seller Fulfilled
You ship directly:
- More control
- Keep margins
- Must meet standards
Walmart Fulfillment Services (WFS)
Walmart stores and ships:
- Two-day delivery badge
- Buy Box advantage
- Fees similar to FBA
Requirements
| Method | Shipping Standard |
|---|---|
| Standard | 3-5 days |
| Two-day | Required for WFS |
| Returns | Free returns preferred |
Inventory Management
Sync Configuration
Keep inventory accurate:
- Real-time sync
- Buffer stock
- Low stock alerts
Multi-Channel Considerations
Inventory allocation:
├── Shopify: 100 units
├── Walmart: Share pool
├── Amazon: Share pool
└── Buffer: 10% reserve
Order Management
Order Flow
Customer orders on Walmart
↓
Order syncs to Shopify
↓
Fulfill from Shopify
↓
Ship with tracking
↓
Tracking syncs to Walmart
↓
Customer notified
Shipping Requirements
- Confirm within 24 hours
- Ship within 2 days
- Provide valid tracking
- Deliver on time
Performance Metrics
Key Metrics
| Metric | Target |
|---|---|
| On-time shipment | 99%+ |
| Cancellation rate | <2% |
| Return rate | <10% |
| Response time | <24 hours |
| Customer rating | 4.5+ |
Seller Scorecard
Walmart rates sellers on:
- Delivery defects
- Customer complaints
- Order defects
- Cancellations
Walmart vs Amazon
| Aspect | Walmart | Amazon |
|---|---|---|
| Monthly fee | $0 | $39.99 |
| Referral fees | 6-20% | 8-45% |
| Competition | Lower | High |
| Traffic | 120M+ | 200M+ |
| Fulfillment | WFS optional | FBA advantage |
| Best for | Competitive pricing | Wide product range |
Troubleshooting
Listing Rejected
Common reasons:
- Missing UPC
- Image doesn’t meet requirements
- Price too high
- Prohibited category
Solutions:
- Review rejection reason
- Fix issues
- Resubmit
Orders Not Syncing
Check:
- Integration connection
- Order status
- API limits
- App settings
Performance Issues
Recovery:
- Address root cause
- Improve processes
- Request review
- Monitor closely
Best Practices
Listings
- Competitive pricing
- High-quality images
- Complete attributes
- Accurate inventory
Operations
- Fast shipping
- Excellent customer service
- Quick response time
- Proactive communication
Growth
- Win Buy Box
- Consider WFS
- Expand catalog
- Monitor competition
2025 Snapshot
Quick benchmarks for the Walmart workflow. Use these as planning ranges, then validate against your own data.
| Data point | 2024 | 2025 | Why it matters |
|---|---|---|---|
| Referral fee range (category-dependent) | 6–20% | 6–20% | Net margin planning per SKU |
| Seller approval lead time | 1–4 weeks | 2–4 weeks | Launch timeline and inventory allocation |
| On-time shipment target | 99% | 99% | Avoids account performance penalties |
| Listing review lead time | 24–72 hours | 24–72 hours | Sets expectations for new catalog rollout |
Practical Implementation Notes
Data sync and ownership
Most Shopify integrations follow the same lifecycle: a one‑time historical import (customers, products, orders) followed by ongoing incremental updates via API/webhooks. In practice, the biggest failures come from identity and mapping—not from missing features. Before you activate anything customer‑facing, decide which system is the source of truth for customer identity (email vs phone), consent flags, segmentation, and lifecycle fields.
Treat the first week as a controlled rollout. Start with a small segment (internal addresses or a low‑risk cohort), validate that events fire exactly once, and then scale automation volume. This approach prevents silent double‑sending, broken attribution, and hard‑to‑debug “it looks connected but nothing happens” situations.
QA checklist (run once, then reuse)
Use a seed dataset (test customers, a few SKUs, a low‑value test order) to run an end‑to‑end path: signup → first purchase → fulfillment → refund. Confirm that reporting matches your store’s order IDs and timestamps.
Operational checks:
- App permissions/scopes match the features you actually use
- Timezone aligns across scheduled sends, reporting windows, and dashboards
- Edge cases are represented correctly (partial refunds, cancellations, multi‑location fulfillments)
- Baselines are captured so you can measure lift after go‑live
Marketplace and B2B workflow notes
Marketplaces and B2B catalogs amplify small data issues. Standardize SKU/variant mapping, then decide how you’ll handle price rules, minimum order quantities, and shipping templates. Keep a buffer on inventory and publish in batches so you can catch category/attribute mismatches early.
Practical checks:
- Confirm identifiers (UPC/GTIN, SKU, variant options) map consistently
- Define pricing rules (rounding, fees, landed cost targets)
- Validate cancellation/returns policies and customer messaging
Additional operational tip: keep a lightweight changelog of integration settings (API tokens, webhook endpoints, key automations) so you can correlate performance changes to configuration changes during troubleshooting.
When something looks “connected but not working”, start with the simplest invariant: can you see the same order/customer identifiers in both systems, and do timestamps line up with your store timezone? Fix identity first, then rebuild rules.
Next Steps
After approval:
- Set up properly - Complete all profiles
- List strategically - Start with best products
- Price competitively - Check competition
- Meet standards - Ship fast, respond quickly
- Scale up - Add more products
Shopify + Walmart implementation checklist (2025)
This section adds practical “make it stable” steps you can use after you install the app/connector. It’s intentionally lightweight: the goal is fewer sync surprises, cleaner reporting, and easier troubleshooting.
1) Quick setup checklist
- Permissions first: grant only the scopes you need (orders/customers/products as required) and document who owns the admin credentials.
- Data mapping: confirm how email, phone, currency, and SKU are mapped between Shopify and Walmart.
- Historical import: decide how far back to import orders/customers (avoid importing years of data if you don’t need it).
- Deduplication rules: pick one unique identifier per object (usually email for customers, order ID for orders) to prevent doubles.
- Alerts: set a lightweight alert path (email/Slack) for failed syncs, auth expiry, and API rate limits.
2) Data you should verify after connecting
Most integration issues show up in the first hour if you test the right things. Use the table below as a QA checklist (create a test order if needed).
| Data object | What to check | Why it matters |
|---|---|---|
| Customers | Email/phone format, marketing consent fields, duplicates | Prevents double messaging and broken segmentation |
| Orders | Order total, tax, discount, shipping, currency | Keeps revenue reporting and automation triggers accurate |
| Line items | SKU, variant ID, quantity, refunds/returns behavior | Avoids inventory and attribution mismatches |
| Fulfillment | Status changes + timestamps, tracking numbers, carrier fields | Drives customer notifications and post-purchase flows |
| Catalog | Product titles, handles, images, collections/tags | Ensures personalization and reporting match your storefront |
3) Automation ideas for Marketplace
- Listing sync: keep titles, prices, and inventory consistent to avoid channel suppression.
- SKU mapping: lock a single source of truth for SKUs to prevent duplicate listings.
- Order routing: separate marketplace vs DTC for fulfillment SLAs and returns rules.
- Messaging & reviews: assign ownership for buyer messages and review responses.
- Chargebacks/claims: define a process for disputes so finance isn’t surprised at month-end.
API sanity check (Shopify Admin API)
If your integration UI says “connected” but data isn’t flowing, a quick API call helps confirm whether the store is accessible and returning the objects you expect.
# List the 5 most recent orders (GraphQL)
curl -X POST "https://your-store.myshopify.com/admin/api/2025-01/graphql.json" \
-H "X-Shopify-Access-Token: $SHOPIFY_ADMIN_TOKEN" \
-H "Content-Type: application/json" \
-d "{\"query\":\"{ orders(first: 5, sortKey: CREATED_AT, reverse: true) { edges { node { id name createdAt totalPriceSet { shopMoney { amount currencyCode } } customer { email } } } } }\"}"Tip: keep tokens/keys in environment variables, and test in a staging store/site before rolling changes to production.
4) KPIs to monitor (so you catch problems early)
- Sync freshness: how long it takes for a new order/customer event to appear in Walmart.
- Error rate: failed syncs per day (and which object types fail most).
- Duplicates: number of merged/duplicate contacts or orders created by mapping mistakes.
- Revenue parity: weekly spot-check that Shopify totals match downstream reporting (especially after refunds).
- Attribution sanity: confirm that key events (purchase, refund, subscription) are tracked consistently.
5) A simple 30-day optimization plan
- Week 1: connect + map fields, then validate with 5–10 real orders/customers.
- Week 2: enable 1–2 automations and measure baseline KPIs (conversion, AOV, repeat rate).
- Week 3: tighten segmentation/rules (exclude recent buyers, add VIP thresholds, handle edge cases).
- Week 4: document the setup, create an “owner” checklist, and set a recurring monthly audit.
Related integration guides
Marketplace guides: Shopify Amazon Integration: Sell on Both Platforms (2025), Shopify eBay Integration: Sell on Both Platforms (2025).
Common issues (and fast fixes)
Even “simple” integrations fail in predictable ways. Use this as a quick troubleshooting playbook for Shopify + Walmart.
- Duplicate customers/orders: usually caused by running two connectors at once. Pick one source of truth and dedupe by email (customers) and order ID (orders).
- Currency/timezone drift: confirm store timezone and reporting currency match what Walmart expects, especially if you sell internationally.
- Missing permissions: if data is partially syncing, re-check API scopes (orders vs customers vs products) and re-authorize the app.
- Webhooks not firing: look for blocked callbacks, disabled webhooks, or a stale token. If possible, test with a fresh order and watch for events.
- Rate limits & delays: large imports or high order volume can queue syncs. Stagger imports, reduce lookback windows, and monitor retry queues.
- Refund/return mismatch: clarify whether refunds create separate objects or adjust the original order record (finance teams should agree on the model).
Privacy & compliance notes (2025)
Integrations often touch personal data (email, phone, address). Keep this lightweight checklist in mind:
- Least privilege: only grant the data scopes you actively use; remove unused apps quarterly.
- Consent fields: treat marketing consent separately from transactional messaging (especially for SMS).
- Data retention: define how long you keep customer event data, and who can export it.
- Access review: restrict admin accounts and rotate keys/tokens if staff changes.
Suggested rollout plan
- Connect in staging (if possible): validate mapping on a small dataset.
- Import a short history window: start with 30–90 days unless you have a clear reason to import more.
- Run side-by-side QA: compare a handful of orders across systems (totals, taxes, shipping, refunds).
- Go live gradually: enable 1–2 automations first, then expand once you trust the data.
Change control (keep it maintainable)
- One owner: assign a single owner for the integration (who approves mapping and workflow changes).
- Log changes: track what you changed (fields, filters, timing) and why, so you can roll back quickly.
- Monthly audit: re-check scopes, API tokens, and error logs—especially after major store/theme/app changes.
Sources
- Walmart on Shopify App Store
- Shopify: Multichannel selling guide
- Walmart Marketplace: Seller application
For Amazon integration, see Shopify Amazon integration. For eBay, check Shopify eBay integration.
If you’re unsure where to start, document one “happy path” order from checkout to delivery and make every automation/report depend on that single source of truth.