Once the account setup process has been completed, you can begin building your product catalog in multiple different ways, depending on whether you are setting up multiple or single items.
Item Setup Methods for Multiple Items
Express Setup
Express setup is one of the quickest ways to add multiple items to your Walmart Marketplace catalog and is ideal if your products already exist in Walmart’s item database. Instead of creating listings from scratch, Express setup allows you to match and publish up to 50 items at once by entering keywords or product identification like GTINs, UPCs, or ISBNs.
To get started:
Navigate to Catalog in Seller Central and choose to Add Items.
On the next screen you will click on the Express setup tab where you will list all the necessary product names or product identifiers (separated by commas) to search for.
After that, you will need to click the search icon to pull up all matches.
If multiple product listings appear for a single item, you can click on More Info, then View on Walmart.com to verify that you are selecting the right product.
After you have selected all the right matches, you will then click Next and move onto the next phase of your item setup; choosing your fulfillment method (see chapter 4 for more details).
From there, enter your offer details. This includes information such as SKU, selling price, shipping weight, item condition, and tax code. Walmart fulfilled items may require additional data, like dimensions or compliance information, if those details aren’t already in the system.
It’s important to note that Express setup is only applicable for items already listed in Walmart’s catalog. You won’t be able to edit existing content like titles, images, or brand information. If your item is part of a variant group, Walmart will surface the related attributes to help match your items correctly. For products not currently in the catalog, you’ll need to use the Add a Single Item: Full Setup method instead.
Once your item setup has been submitted, your updates may take up to 24 hours to appear in your catalog. Listings with data errors may take longer to process, and items fulfilled by Walmart that include hazardous materials may also require a compliance review, which can take up to three business days.
Related Reading: How To Be WERCS Compliant
Full Setup
Full setup is the most comprehensive method for adding new items to your Walmart Marketplace catalog and is also best for sellers listing products that don’t already exist in Walmart’s system. Using a bulk spreadsheet template, this method allows sellers to upload numerous customized items at once.
To get started:
Navigate to Catalog in Seller Central and choose to Add Items.
Under Add thousands of items using a spreadsheet, select the option to do a bulk upload and then choose to Build Spreadsheet in the new items section.
From there you will select whether your items will be fulfilled by the seller or by Walmart’s fulfillment service.
On the next page, select up to 10 product categories that will best match your products
After you have selected the product categories, you will then select the different product types under each product category. For example, if you chose animals as your product category, your product type would be animal food.
Next you will review your product summary and download a bulk spreadsheet where you will get more granular with your item information.
Columns that you can expect to fill out on the spreadsheet are:
SKUs
Spec Product Types
Features required to sell on Walmart.com
Features required for the items to be visible on Walmart.com
Features conditionally required based on the product type
Recommended information to improve search and browse on Walmart.com
Recommended information to create a variant experience on Walmart’s website
When your template is complete, you can return to the Catalog and click Add Items again. Select Upload in bulk, then drag and drop your file or use the Browse link to upload it manually.
Once submitted, you can monitor progress through the Activity Feed. Most updates are processed within 24 hours, but any data errors will require additional time to resolve. Be sure not to modify the first six rows of the template or rename any tabs, as doing so can result in potential upload errors.
Match Walmart’s Catalog
If your products are already present in Walmart’s catalog, the Match method lets you quickly upload your listings by linking your offers to existing items. This method is ideal for sellers who want to add offers without recreating full item content like images, descriptions, or specifications.
To get started:
Go to Catalog in Seller central and click on add items.
Under Add thousands of items using a spreadsheet, select the upload in bulk link.
On the next page, navigate to Match Items section and click on Build spreadsheet
If you sell to multiple different markets, you will be prompted to choose the applicable one.
Next, choose your fulfillment method and download the file. When you open the spreadsheet, you’ll see the fields grouped by requirement level: Required, Conditional/Required for Specific Conditions, and Optional.
Start by entering your SKU as this is required for all items. The Required section must be fully completed to avoid data errors. For example, if any of the required fields are missing, the system will flag them during upload.
The Conditional section includes fields that only apply to certain items. For instance, if you’re listing pre-owned or remanufactured items, the Main Image URL is required.
In the Optional section, you can enhance your listings by adding fields like Additional Image URLs (as long as they follow Walmart’s image guidelines) or Sales Restrictions for items that can’t be sold in certain states or ZIP codes due to legal or commercial limits.
Once your spreadsheet is complete, return to Add Items in Seller Center and select Upload in bulk. You can either drag and drop your file or use the Browse link to upload it.
Similarly to the other item setup methods, once the spreadsheet is submitted, you can monitor progress through the Activity Feed. Most updates process within 24 hours, but any data errors will require additional time to resolve. Be sure not to modify the first six rows of the template or rename any tabs as doing so can result in potential upload errors.
Import Items
If you are already set up as a Walmart Drop Ship Vendor (DSV) or Warehouse Supplier and have a Supplier One account, you can import an existing catalog into Walmart Marketplace. This method allows you to bring over your product assortment without needing to create new listings from scratch.
To get started:
Navigate to Catalog click the Add Items button.
Select the Import items to begin the process.
On the Import Items page, scroll to the Import your Supplier One catalog section. You’ll see two options: one for items fulfilled through Walmart Fulfillment Services (WFS) and one for seller-fulfilled items. Choose the spreadsheet that fits your fulfillment method and download that file.
Once the spreadsheet is downloaded, open it to review your product assortment. For seller-fulfilled items, you’ll need to enter a SKU and price for each item. If you're using WFS, the form will ask for more detailed information, such as the country of origin, hazardous material status, and other compliance fields. You can delete any rows for items you don’t want to import.
When you're ready, go back to the Import Items page and upload the spreadsheet. If the system flags any issues in your document, you’ll receive a notification with specific guidance on how to correct them.
After submitting the spreadsheet, you can track the status of your imported items through the Activity Feed in Seller Center. Most updates appear within 24 hours, but items with data issues may take longer to process.
Virtual Packs
A virtual pack gives you the option to offer a product in multiple quantity combinations (for example, a single, two-pack, or three-pack) without creating separate item listings for each version. This can help increase basket size and give customers flexible purchasing options, all while managing fewer listings in your catalog.
Unfortunately, the option to do virtual packs is limited as they are available by invitation only and are not accessible to all Marketplace sellers.
To get started:
Go to Catalog and click the Add Items button.
Under Add thousands of items using a spreadsheet, select Upload in bulk, then choose Download spreadsheet under the Virtual packs section.
You can only create a virtual pack for items that already exist in your catalog. To help encourage customers to buy larger quantities of your product, you do have the option to offer a discount.
After downloading the spreadsheet, fill out the component GTIN and the number of units included in the virtual pack to avoid any data errors.
You can also enhance your listing by completing these recommended and optional fields:
Main Image URL – An image of the pack to help customers visualize the offer.
Key Features – A short, bulleted list highlighting key product details. If left blank, the system will pull from the product description.
Initial Discount Rate – An optional percentage discount applied to the virtual pack.
- Site Start and End Dates – Optional fields that define when the pack appears on Walmart.com (defaults to the primary item’s dates if left blank).
Once your spreadsheet is complete, return to Add Items and select Upload in bulk. You can drag and drop your file or use the Browse link to locate it on your device.
After submission, track the status in the Activity Feed. Most updates are live within 24 hours, but listings with errors may take longer to process. To manage your virtual packs, you can go back to your Catalog in Seller Center. Virtual packs are not searchable so to update the pack or bundle details, hover over the item and then click on Variant item to make any edits.
Convert Seller Fulfilled Items to WFS
If you are currently shipping products yourself (also known as seller fulfilled), you have the option to let Walmart handle fulfillment through the Walmart Fulfillment Services (WFS) program. With WFS, Walmart stores your inventory, picks, packs, and ships your orders, and manages customer service and returns.
To get started:
Go to Catalog in Seller Center and find the items you would like to update. You could either select one item or multiple. If you plan on converting multiple items, you can use filters to isolate the seller fulfilled listings.
Click on the three dots to the right of the item and select Fulfill with WFS.
For single items, fill out the items detail page and then click submit.
For multiple items, return to the Catalog and select Add Items > upload in bulk link under add thousands of items using a spreadsheet. From the My files tab, download the WFS conversion template that was just generated.
Fill in any missing fields, such as fulfillment details, item dimensions, and compliance data.
Once your spreadsheet is completed, you can upload the tab and submit the file.
Other Item Setup Method
Solution Providers
Approved Solution Providers are third party companies officially recognized by Walmart to support sellers in managing their Marketplace operations. These providers offer a range of services like item setup, inventory management, and order fulfillment. Each solution provider, however, is different and offers different services. Some offer comprehensive support that covers multiple aspects of your Marketplace account, while others focus on a specific area, like improving product listings or securing working capital.
There are multiple different categories that APIs can assist with, these include:
Account Management: agency or full service
Customer Conversion: advertising, research and analytics, and research and feedback
Finances: accounting and taxes, disbursement solutions, and funding capital
Listing and Content: item setup, photo editing, and pricing
Orders and Fulfillment: inventory management, order management, returns, and shipping and fulfillment
Most integrations involve syncing your catalog, inventory, and orders directly with Walmart through data feeds or APIs. It is important to only share your data or API credentials with providers Walmart has authorized as unauthorized sharing of access is not allowed.
Connecting a Solution Provider
You can grant access to an approved provider through the App listings in Seller Center. Below is Walmart’s example of the workflow you would follow to connect your provider:
Optimizing Your Catalog Content
It can be hard for sellers to get noticed on Walmart Marketplace, especially if they are new or smaller brands. Walmart's search algorithm takes into account variables like seller performance, offer competitiveness, and the quality of the product content. Well-known brands may have an edge in search results because of their strong performance metrics and optimized listings.
To stay competitive, new sellers should concentrate on optimizing their product listings.
High Quality Content
To improve your chances of showing up in search results and winning the Buy Box, it’s essential to focus on competitive pricing, and high-quality content. This section covers the content side of the equation, specifically how to build better product pages and use the right keywords to make sure your listings are working for you.
Content Optimization
There are three primary elements of your product listing that Walmart emphasizes: your product title, description, and key features.
Product title
Your title is the first thing a customer sees, so keep it clear and to the point. Aim for under 100 characters. Include the brand, product type, and relevant attributes (like size or quantity), and avoid anything that reads like a promotion. That means no “Hot Deal!”, no “Top Rated!”, and no unnecessary symbols, capital letters, or URLs. If it's not something the customer is actually searching for, it's best to leave it out.
Description
This is your space to explain what the product is and why someone should buy it. A strong description is at least 150 words and covers the key benefits, brand, and typical use cases. Avoid promotional language, competitor mentions, or exaggerated claims. It’s helpful to stick to relevant keywords and stay aligned with what is in the product title.
Key Features
Think of these as quick highlights—three to ten bullet points that showcase your product’s top benefits. Keep each point under 80 characters. These should be short, clear phrases (not full sentences) that describe specific features like material, compatibility, or included accessories. Don’t use emojis, extra formatting, or any product information that can’t be verified.
Tips for Optimizing Content
Walmart’s Success Hub also includes a Gen AI-powered tool that suggests content improvements for your listings. Success Hub is a resource center within Seller Center designed to help Marketplace sellers track performance, uncover opportunities, and take action to improve listing quality and sales. You can find the Gen AI tool under the Growth tab in Seller Center, where it provides suggestions for your title, description, and key features based on Walmart’s content standards.
You’re not required to use the suggestions, but they can help identify areas where your content might be affecting visibility or conversion. The tool is especially helpful if you're managing a large catalog and want to boost your overall Listing Quality Score.
Keyword Optimization
Writing great product content is only part of the equation. To help shoppers find your listings in the first place, you'll need to focus on keyword optimization. Walmart’s search algorithm depends heavily on how well your content matches what customers are actually searching for. That means including the right terms—at the right places—can directly impact how often your products show up in search results. There are 3 key places where keywords matter most in a Walmart Marketplace listing: product title, product description, and key features.
Optimizing with keywords helps improve your visibility in both Walmart’s internal search engine and external platforms like Google.
To make your listings as effective as possible, keep the following tips in mind:
Use relevant and specific search terms that match how customers actually shop. Think about phrases like “wireless noise-canceling headphones” instead of just “headphones.
Pick one or two primary keywords for each product, and use them once in your title, description, and key features.
Write for humans first. Your keywords should fit naturally into your content—no stuffing or repetition.
Avoid using overly generic or off-topic keywords that could mislead shoppers or hurt your search ranking.
Keep your titles concise and readable—ideally under 200 characters.
Just as important as what to do is knowing what to avoid. Here are some common pitfalls that can hurt your listings:
Repeating the same keyword multiple times in a single field
Using keywords that don’t apply to the actual product
Writing excessively long titles that feel cluttered
Adding promotional phrases or unrelated content just to attract clicks
Walmart’s algorithm is built to reward clarity and relevance, so it is helpful to stick to keywords that reflect the true value of the product.
Competitive Pricing
Walmart Marketplace gives sellers the freedom to determine their own prices. However, Walmart upholds its "Everyday Low Price" slogan by enforcing stringent pricing policies. If a product is found at a lower price on another website, Walmart may unpublish the listing to ensure price competitiveness; this is known as the 'Pricing Rule'.
To help avoid pricing conflicts and improve performance, Walmart provides automated tools like the Repricer, which dynamically adjusts prices based on your competition, strategy, and margins. Walmart also offers incentives like their Buy Box to encourage and motivate sellers to optimize their listings and prices so that their listings are prioritized online.
Repricer Strategies
Competitive Price Strategy: this strategy considers both Walmart’s Buy Box and pricing from external sites. It adjusts your price to either match or beat the most competitive offer available. For example, is a competing offer drops to $24.99 and you’ve set your rule to beat by $0.30, your item price will automatically be readjusted to $24.69.
External Price Strategy: this approach focuses solely on pricing found outside Walmart. If your item (or a similar item) is listed on other marketplaces and their price changes, the Repricer will update your Walmart price to match. If a similar listing on another site drops from $42 to $39 and your beat by rule is $0.50, your Walmart price would adjust to $38.50.
Buy Box Strategy: this strategy is all about winning the Buy Box on Walmart.com. (For more information on Walmart's Buy Box, read below). The Repricer tool will compare your listing to the current Buy Box winner and then adjust your price to compete with it directly. Similarly to the examples above, if the current Buy Box offer is $20 and you’ve set you beat by rule by $0.20 then your item price will automatically be adjusted to $19.80
To create a Repricer strategy go to the Pricing section in Seller Central and click on Repricer. It will then take you to the dashboard below.
In the top right corner, you will have the option to Create Strategy or Assign Items. Click on Create Strategy. A pop up box will appear where you will have the option to select the strategy rule (competitive price, external price, or Buy Box), Name the Strategy, and fill out the beat by price.
To begin implementing these strategies and rules, navigate to the Growth Dashboard and click on the Stay competitive with automated pricing.
Once you have selected the option to automate prices, you will be directed to a page where you can select the Repricer Strategy you would like to implement, and what item you want it to be implemented on.
Understanding Walmart's Buy Box
The Buy Box is the section on a Walmart.com product page where shoppers can directly add an item to their cart or proceed to checkout. It’s located near the top right corner of the listing right next to the product price and above the “Add to cart” button.
For context, multiple sellers can sell and offer the same product, but only one offer can appear in the Buy Box at a time. For example, below is a Nutella Biscuit product. The seller that has won the Buy Box is Nutella Biscuit (see seller below ‘best seller’ and ‘popular pick’). Therefore, when you add the item to your cart, it is supplied by Nutella Biscuit.
If you scroll down on the cart box, you will see More seller options (27).
This means that 27 other sellers are selling the same Nutella Biscuit product but because they didn't win the Buy Box, the initial ‘add item’ is not for them but rather the Nutella Biscuit seller. When you click on “compare all sellers”, it will pull up the list of the other seller options with their prices, for the same product.
For example, AYA Custom Homes Inc and WTP-Wholesale are different sellers selling the same product.
Winning the Buy Box significantly boosts your chances of making a sale. Many shoppers don’t scroll past the default offer, especially when buying everyday items or checking out quickly. That means sellers who win the Buy Box tend to see higher conversion rates and better performance overall.
How Walmart Chooses the Buy Box Winner
Unlike some marketplaces that focus mainly on price, Walmart takes a value-based approach. To win the Buy Box, a seller's offer needs to deliver the best overall value for the customer. That includes:
Competitive pricing (including shipping)
Fast, reliable fulfillment
In-stock availability
Strong seller performance metrics
High-quality content and accurate listings
Positive customer experience history