Walmart Marketplace is expanding its global reach, welcoming sellers from select countries—including many in Europe. With the right setup, European businesses can tap into one of the largest eCommerce platforms in the U.S., reaching 120 million monthly shoppers. This guide focuses on helping European sellers navigate Walmart’s requirements, streamline their operations, and maximize sales potential.
Who Can Sell at Walmart Marketplace?
Walmart opens its doors to sellers from select non-US countries, offering a streamlined application process with fewer business hurdles. The platform constantly expands its reach by adding more nations to its approved list.
Wondering how many countries Walmart is in? With its growing reach, Walmart Europe is just a part of it. As of February 2024, sellers from the following countries can also join the Walmart marketplace: Canada, United Kingdom, Germany, Turkey, India, Japan, South Korea, China, Hong Kong, Taiwan, Thailand, Singapore, Mexico, Vietnam, and Chile. Still, in this blog, we will mostly speak about European sellers. However, we also briefly mention some specific requirements for other regions.
Requirements for Sellers Outside the USA
Walmart’s Europe expansion means new opportunities. Let’s see what you need to join.
Minimum Qualifications for Selling on Walmart Marketplace:
- Get Started Right: Ensure your business is officially registered in the US or any Walmart-approved country.
Seal the Deal: Submit verified documents that confirm your business name and address. - Experience & Performance: Show at least one year of success in eCommerce or marketplaces, supported by positive reviews and profitable sales figures.
- Product Compliance: Ensure your products have GTIN/UPC GS1 Company Prefix Numbers and adhere to Walmart’s Prohibited Products Policy.
- Returns Management: Maintain a warehouse capable of processing product returns.
Required Documents for International Sellers:
If eligible, you’ll apply as a foreign entity. During the application process, Walmart may request a US Tax ID. If you don’t have one, note this in your application. International sellers can still qualify using the W-8BEN-E form for tax purposes.
Key Notes:
- Requirements can vary by country, and updates are frequent.
- Sometimes, sellers may need a US Tax ID or even a registered LLC in the US.
Additional Requirements for Selling on Walmart Marketplace:
- US Phone Number: A US-based phone support number is mandatory for your application.
- US Return Address: You must provide a physical US address for product returns (P.O. boxes are not accepted). Most international sellers partner with a 3PL (Third-Party Logistics) provider for this requirement. Check our integrations section for recommended 3PL companies to streamline your US operations. Still, if you opt for Walmart Fulfillment Services (WFS), you won’t need a US return address—Walmart takes care of all returns.
Required Documents by Country for Walmart Marketplace Seller Applications first:
| Country | Required Documents |
| Germany | – Certificate of Commercial Registration. – Business utility bill or bank statement. |
| United Kingdom | – Certificate of Incorporation. – Utility bill or bank statement for the business. |
| Turkey | – Trade Registry Certificate (Ticaret Sicil Tasdiknamesi) or Activity Certificate (Faaliyet Belgesi). – Tax Registration Document (Vergi Levhasi). – Utility bill or bank statement for the business. |
| Canada | – Articles of Incorporation (AOI) or Notice of Assessment (NOA). – Business utility bill. |
| China | – Company PAN Card. – GST Registration Certificate. – Stamped color copy of the business license with company seal. – Business utility bill or bank statement. – The legal representative signed and stamped the authorization letter with the company seal. – Stamped color copy of the Legal Representative’s ID card. |
| Hong Kong | – A sealed and stamped copy of the Business Registration Certificate bearing the company’s official mark. – A certified and stamped copy of the Certificate of Incorporation featuring the company seal. – An authorization letter signed by the director and authenticated with the company’s official stamp. |
| India (excluding sole proprietors) | – A recent utility bill or bank statement with an address (dated within six months) is mandatory. – Company PAN Card – optional. – GST Registration Certificate – mandatory. |
| India (sole proprietors) | – Rental agreement and No Objection Certificate (NOC) for rented properties. – Utility bill (dated within 90 days) for owned properties. – Business identification documents. – MSME Certificate. – Shop and Establishment License. – GST Identification Number (GSTIN). |
| Japan | – Certificate of Incorporation. – Business utility bill or bank statement. |
| Mexico | – Articles of Incorporation. – Utility bill or bank statement for the business. |
| Singapore | – Certificate of Registration or Incorporation issued by ACRA. – Utility bill or bank statement for the business. |
| South Korea | Business Registration Certificate from the National Tax Service. Business utility bill or bank statement. |
| Taiwan | – Company Registration Certificate. – Personal ID card copy of the Business Legal Representative. |
| Thailand | – Business Registration Certificate. – Utility bill or bank statement for the business. |
| Vietnam | – Certificate of Enterprise Registration. – Bank statement or utility bill. |
| Chile | – Articles of Incorporation. – Government-issued RUT Certificate. – Utility bill or bank statement for the business. |
Two Steps to Start Selling at Walmart Marketplace from Europe
Sell on the Walmart US and connect with millions of shoppers worldwide.
Step 1: Register on the Walmart US
How to Apply and Get Started on Walmart Marketplace
- Fill Out the Application Form: Head to the application page and precisely enter all requested details.
- Match Your Phone Number to Your Country: Use a phone number linked to your country of incorporation. For instance, if you’re applying as an Indian business, provide your Indian business phone number.
- Stick to the Official: Enter your business name as shown on your legal documents.
- Keep It Professional: Use an email address with your business domain—steer clear of personal providers like @Gmail.com.
Step 2: Ace Your Account Verification
Actions for a Successful Walmart Seller Application:
- Accuracy is Key: Double-check all forms and documents before submission. Avoid typos and ensure every required document is uploaded correctly. Even a minor error can delay the process or lead to automatic rejection.
- Stay Accurate: Match your business details precisely with IRS or official government records!
- No US Tax ID? No Problem: International sellers can skip the US Tax ID by selecting “No” and using business info from their home country.
- Quick and Simple: Business verification typically takes anywhere from a few minutes to two business days.
- Fix & Resubmit: If your status shows “Failed,” Walmart couldn’t verify your details. Double-check for errors, correct them, and try again!
Tips to Boost Selling at Walmart
Use Integration Tools
Unlock the full potential of your Walmart Marketplace presence with M2E Pro’s powerful Magento integration.
As of January 2025 with M2E Pro integration you can scale to US and Canada market. But we are growing, and very soon other markets will become available as well, so we’ll keep you updated!
From seamless catalog syncing to advanced order management and promotional tools, it’s the ultimate solution to grow your business and stay ahead of the competition.
- Effortless Catalog Syncing: M2E Pro’s Magento Walmart extension syncs your inventory and orders in real-time, connecting you to 120 million monthly Walmart shoppers. Enter the Product ID or SKU to automap your products, and use the override feature to handle unique cases.
- Order Management Made Simple: Don’t let order volume overwhelm you! Fulfill, ship, invoice, and refund orders—all seamlessly synced with Walmart from a single interface.
- Seamless Walmart WFS Integration: Automatically sync Walmart Fulfillment Services (WFS) orders with Adobe Commerce. Tag WFS orders with custom prefixes to differentiate them easily.
- Avoid SKU Confusion: There will be no more duplicate SKUs or catalog errors. Auto-generate unique SKUs for flawless listings every time.
- Boost Visibility with Promos: Attract more buyers with Walmart’s ‘Clearance’ and ‘Reduced price’ badges. Highlight exclusive deals and control promo duration to drive quick sales.
- Flexible Shipping Options: Offer diverse shipping choices, both local and international. Submit tracking URLs to keep customers informed and enhance delivery satisfaction.
- Smart Shipping Rules: Stay competitive with optimized shipment overrides that meet customers’ growing demand for speedy deliveries.
- Sell Variations Like a Pro: List Magento Variational Products on Walmart with precision. Leverage M2E Analytics to monitor performance and refine your strategy for better sales.
Optimize Your Listings
- Category and Attribute Mapping: Use Walmart’s category and attribute requirements for accurate listing placement.
- Product Descriptions: Write concise, keyword-rich descriptions tailored to Walmart’s guidelines.
- Media: Use high-resolution images with white backgrounds to meet Walmart’s standards
Pricing and Competitiveness
- Walmart’s Price Match Policy: Your products must be competitively priced, often compared with Amazon and other platforms.
- Set Competitive Shipping Rates: Offer free shipping or incorporate shipping costs into your product prices.
Promote Your Products
- Walmart Sponsored Ads: Use Walmart Connect for pay-per-click (PPC) advertising.
- Seasonal Campaigns: Plan promotions around U.S. shopping events (e.g., Black Friday, Cyber Monday).
FAQs
What Are My Options If My Country Isn’t Approved Yet?
To sell on Walmart Marketplace US, create a US-based company to secure your US Tax ID and hire a professional firm to assist with taxes, a local address, company formation, and a US bank account. Set up and operate your company in the US for a minimum of 12 months. Achieve strong sales and earn stellar reviews on platforms like eBay or Amazon—proving your product quality. Alternatively, team up with established Walmart sellers to act as your official resellers while providing them with your inventory.
Conclusion
Sell on Walmart Marketplace online and tap into one of the largest global retail platforms. With the right preparation, tools, and strategy, you can break into the thriving U.S. market and scale your business like never before. The door is open—step through and start selling with M2E Pro!
