Sell on Walmart Marketplace with FLUF Connect
Who Walmart Marketplace suits, what it costs, and what FLUF Connect does and does not do for barcoded stock
7 days for £1, then from £9/month.
- Walmart Marketplace suits sellers of new, branded products that already have a barcode-matched page on Walmart.com. One-off secondhand, vintage or handmade items without a barcode do not fit.
- Walmart has no monthly or set-up fee. You pay a referral fee on each sale, from 3% to 20% depending on category.
- FLUF Connect lists products that already exist in Walmart’s catalogue, matched by barcode (UPC/GTIN). It does not create new catalogue pages on Walmart.
- A sale on Walmart is not detected by FLUF yet. You must reduce or mark the item sold in FLUF yourself, so your other channels update.
- You connect with the Client ID and Client Secret from your own Walmart Developer Portal account, once Walmart has approved your seller account.
Walmart Marketplace is for you if you sell new, branded products with a UPC or other GTIN that already has a product page on Walmart.com, and you hold a Walmart Marketplace seller account or are applying for one. If you sell one-off secondhand, vintage or handmade items with no barcode, this channel will not work for you. eBay or Amazon are better places to start, because they accept listings for items that have no catalogue match.
What Walmart asks of a seller
Walmart sets its own application process, and FLUF has no part in approving you. Walmart’s onboarding guide asks for a copy of a personal ID, business tax information, documents that verify your business name and address, and a business entity classification. It also asks for a history of marketplace or ecommerce success, and for products that carry GS1 GTIN or UPC codes. Walmart states that an SSN is not accepted as the business tax ID, so use an EIN or your business licence number.
The guide also says your catalogue must follow Walmart’s Prohibited Products Policy. For fulfilment, you need either a business-to-consumer warehouse in the United States that handles returns and meets Walmart’s performance standards, or Walmart Fulfillment Services (WFS). The onboarding guide does not list other countries where sellers can be based. If you are outside the US, check in Seller Center whether Walmart accepts your business before you spend time on the application. Walmart reviews the application itself, and it does not say how long that takes.
Fees and what they cost
Walmart says there are zero monthly or set-up fees, and that you only pay when you make a sale. The main cost is the referral fee, which Walmart takes from each sale. The rate depends on the category, and Walmart’s pricing page lists the full schedule. A few examples:
- Consumer Electronics, Camera & Photo and Video Game Consoles: 8%
- Books, Home, Kitchen, Decor & Garden, Toys & Games and Pet Supplies: 15%
- Personal Computers: 6%
- Jewelry and Precious Metals: 20% up to $250, then 5% above $250
Walmart calculates the fee on the total sales price, which includes shipping, handling and gift wrap. So a $40 toy sold at 15% costs at least $6.00 before any shipping is added to the sale price. Walmart only deducts the referral fee once a sale completes. Check the current schedule in Seller Center before you price stock, because the figures change.
What FLUF Connect does on Walmart
The table below is the full list of what FLUF Connect does and does not do for Walmart. The rest of this guide follows it.
| Area | On Walmart Marketplace through FLUF Connect |
|---|---|
| Connecting | You enter the Client ID and Client Secret from your Walmart Developer Portal account on the Walmart card in FLUF Connect, under Channels. |
| Matching products | Products are matched to items already in Walmart’s catalogue by barcode (UPC/GTIN). |
| Title, images and category | Taken from the Walmart catalogue page. |
| What FLUF sends | Your price, stock quantity and item condition. |
| New catalogue items | Not created. Set up a new product page in Walmart Seller Center first. |
| Title and description edits | Made in Walmart Seller Center, not in FLUF. |
| Sold on another connected marketplace | FLUF sets the Walmart stock to zero. |
| Sold on Walmart | Not detected. Reduce or mark the item sold in FLUF yourself. |
| Order import | Not available. |
| Relisting, offer management and smart pricing | Not available on Walmart. |
| Removing a listing | Withdraws it from Walmart. |
| Plans | Crosslisting and inventory sync are included on every plan. |
The most important row is the one about sales on Walmart. FLUF does not import Walmart orders, so a sale made on Walmart will not reach your other channels by itself. Once an item sells on Walmart, you have to reduce its stock in FLUF, or mark it sold. Until you do, another marketplace can still sell the same unit. If you sell the same stock on several channels, make this part of your routine after each Walmart sale.
Used and refurbished items
Walmart runs used and refurbished selling through a separate programme. According to Walmart’s guide, its Resold programme is by invitation only and not open to every Marketplace seller. You can ask to be considered through the Exclusive Programs page in Seller Center. Until Walmart invites you, plan to sell new items on Walmart through FLUF. Check Seller Center before you stock used goods for this channel, because the invitation rules decide what you can sell there.
Walmart’s performance standards
Walmart measures every seller on its Seller Performance Standards. The current guide asks for a cancellation rate of 2% or below and an on-time delivery rate of 90% or above. Walmart measures these over the last 30 or 60 days. A cancellation is seller-accountable when it happens because of stock you could not supply or a price error, or because you missed the estimated ship date. Customer-requested cancellations do not count against you.
WFS helps here. Walmart says WFS-fulfilled orders are excluded from most of these metrics, and that most performance measures are met for you. Negative feedback is the exception. Walmart also says that shipping through WFS costs 15% less on average than the competition, based on its own first-party data, so treat that as Walmart’s claim rather than a guarantee for your stock.
A short checklist before you connect
Work through these points before you spend time on the connection step. Each one stops a common problem later.
- Confirm Walmart has approved your seller account, and that your business is one Walmart accepts.
- Check that every product you want on Walmart has a UPC or GTIN, and that the code matches a page on Walmart.com.
- Choose how you will ship. You need a US warehouse that handles returns, or WFS.
- Look up each category’s referral fee, and price your stock with it in mind.
- Decide who marks an item sold on Walmart in FLUF, and how often, before you start selling.
Connecting your Walmart account to FLUF Connect
First, make sure Walmart has approved your seller account. Then open the Walmart Developer Portal with the same account, create your Client ID and Client Secret, and enter both on the Walmart card on the Channels screen. The card is shown below before any account is connected.
Once the account is connected, add your products in FLUF Connect with their barcodes. Products with a match in Walmart’s catalogue can be listed. Products with no match will not list on Walmart, so check the barcodes before you start. If a product has no Walmart page yet, create it in Seller Center, then return to FLUF Connect. FLUF cannot build that page for you, so it is worth doing the matching work first, on a few products, before you move your full range across.
Pricing
Crosslisting and inventory sync are included on every plan, and you can try FLUF Connect with 7 days for £1, then from £9/month. Paid plans start from the price in the table below. Walmart’s own fees are separate and are charged by Walmart.
| Plan | Monthly | Yearly | You save | Crosslisted products |
|---|---|---|---|---|
| Starter | £9/month | £59/year | 45% | Unlimited |
| Pro | £29/month | £199/year | 42% | Unlimited |
| Super Seller | Custom pricing — tell us what you need | Unlimited | ||
Automatic relisting, offer management, smart pricing and listing boosts are included from Pro upwards. Starter covers unlimited crosslisting, inventory sync, order sync and Instagram posting without them. Accounting integrations are included from Pro upwards. Yearly billing is charged once a year. New accounts get 7 days for £1, then move onto a plan.
Is it worth it?
If most of your stock already has a Walmart page and a barcode, Walmart is a useful second outlet. Keep the referral fee in mind, and remember that FLUF will not tell you when something sells on Walmart. Build a habit of updating stock after each Walmart sale. If your stock is mainly used, vintage or handmade, start with eBay instead. You can read more about the FLUF Connect setup on the FLUF Connect page.
If you sell handmade or one-off items as well, see Etsy vs Walmart Marketplace.
Sources
- Walmart Marketplace, become a seller (checked October 2026)
- Walmart Marketplace Learn, before you start selling (checked October 2026)
- Walmart Marketplace, pricing and referral fees (checked October 2026)
- Walmart Marketplace Learn, pre-owned and WFS items (checked October 2026)
- Walmart Marketplace Learn, seller performance standards (checked October 2026)
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Pick your topics first ›Frequently Asked Questions
Not through FLUF's standard listing. Walmart runs used and refurbished selling as a separate programme, and its Resold programme is by invitation only. FLUF lists products that already have a barcode-matched page in Walmart's catalogue, so one-off secondhand items with no barcode are not a fit.
No. Walmart says it has zero monthly or set-up fees, and you only pay when you make a sale. The referral fee on each sale depends on the product category.
No. FLUF lists products that already exist in Walmart's catalogue, matched by barcode (UPC/GTIN). Create a new product page in Walmart Seller Center first, then list it through FLUF Connect.
FLUF does not detect sales on Walmart yet, so it cannot update your other channels by itself. Reduce the stock, or mark the item sold, in FLUF. When an item sells on another connected marketplace, FLUF sets the Walmart stock to zero.
FLUF takes the title, images and category from Walmart's catalogue page. It sends your price, stock quantity and item condition. Title and description edits are made in Walmart Seller Center.
Walmart's onboarding guide asks for a US business warehouse that handles returns, or the use of Walmart Fulfillment Services. It does not list the other countries where sellers can be based, so check in Seller Center whether Walmart accepts your business before you apply.
Walmart's current seller performance guide asks for a cancellation rate of 2% or below and an on-time delivery rate of 90% or above, measured over 30 or 60 days. Orders fulfilled by Walmart Fulfillment Services are excluded from most of these metrics.
Once Walmart has approved your seller account, create a Client ID and Client Secret in your Walmart Developer Portal. Enter both on the Walmart card on the Channels screen in FLUF Connect.