Walmart Marketplace is the most under-used opportunity for Indian exporters. Traffic is enormous, seller density is a fraction of Amazon US, and India is on Walmart's eligible-country list — you can apply without a US tax ID. The trade-off is a genuine approval process: Walmart curates sellers instead of accepting everyone.
Eligibility: what Walmart looks for
- A registered Indian business — not an individual seller
- Marketplace sales history — prior eCommerce experience on Amazon, eBay, Etsy or your own store
- GTIN/UPC codes with a GS1 company prefix for every listing
- A catalog that complies with Walmart's Prohibited Products Policy
- Fulfilment with US returns capability — via Walmart Fulfillment Services (WFS) or another B2C US warehouse
That last point is the real gate. Walmart wants US buyers to be able to return items domestically, so a pure ship-from-India model with no US returns path is usually rejected.
Documents to prepare
- Certificate of incorporation / registration documents
- GST registration certificate and company PAN
- Proof of business address (utility bill or bank statement)
- IEC for exports
- Tax form as prompted during onboarding — select that you do not have a US business tax ID
- GS1 GTIN certificates for your SKUs
Application steps
- Apply on Walmart's India seller page and complete the seller questionnaire.
- Pass business verification (this is where clean documents matter).
- Sign the retailer agreement and complete tax and payout setup.
- Build your catalog with GTINs, rich content and accurate shipping attributes.
- Choose your fulfilment method — WFS, a 3PL, or seller-fulfilled with a US returns address.
- Complete the pre-launch checklist and go live.
Fees
| Charge | Typical 2026 rate |
|---|---|
| Setup / monthly fee | None — Walmart charges no subscription |
| Referral fee | ~6-15% by category |
| WFS fulfilment | Weight and size based, plus storage |
| Returns shipping | Your cost or WFS handled |
No monthly fee is a real advantage over Amazon's Professional plan when you are testing the market.
Shipping strategy from India
Two workable models:
- Bulk-to-warehouse: send inventory to WFS or a US 3PL by air or sea freight, then Walmart or your 3PL handles last-mile and returns. Best for proven SKUs.
- Direct-to-buyer with a US returns address: ship each order from India while a US address handles returns. Best for high-value, low-volume, or new SKUs.
ShipReward supports both. Connect Walmart to import orders, compare live carrier rates per parcel, auto-generate customs documents, and use our dedicated US and Canada last-mile partners for faster delivery on direct shipments. Every shipment earns cashback, and tracking is unified in one page.
Mistakes that cause rejection
- Applying without GTINs or with reused/borrowed barcodes
- No demonstrable sales history
- No US returns capability
- Thin listing content — Walmart's Listing Quality Score directly affects visibility
FAQs
Do I need a US entity or EIN?
No. Sellers from eligible countries including India can indicate they have no US business tax ID and submit the alternative verification.
How long does approval take?
Typically a few days to a few weeks depending on document quality and how quickly you respond to verification queries.
Can I use the same catalog as Amazon?
Yes, but re-write titles and bullets for Walmart's format and content rules rather than copy-pasting.
Next step: get your GTINs and US returns plan ready, then model your shipping cost per unit on ShipReward before you set Walmart prices.