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  • Writer's pictureBrian Cummings

Walmart Seller Fees Guide: How Much Does It Cost to Sell on Walmart Marketplace in 2024?

Updated: Jan 10

Are you considering selling your products on Walmart Marketplace but unsure about the fees involved? Look no further, as we provide all the information you need to know about Walmart seller fees.


Walmart Marketplace offers an enticing platform for sellers, with no sign-up, listing, subscription, set-up, or account fees. It's also important to note that Walmart doesn't charge any fees for maintaining a seller account. However, sellers are charged a referral fee based on the product category, ranging from 3% to 20%.


This article is your guide to understanding the fees involved in selling on Walmart and help you decide if the Walmart Marketplace is the right platform for your business.


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What are the Various Walmart Seller Fees?



When selling on Walmart Marketplace, you need to be aware of the fees involved. These include referral fees, which are a percentage of the item's selling price and vary by category. There are no listing or annual fees, but you're responsible for collecting and remitting sales tax as a seller.


Referral Fees

To understand the referral fees on Walmart, you should be aware that sellers like yourself are charged a percentage of the item's selling price as a referral fee. This fee varies depending on the product category. The referral fee is deducted from the payment you receive for each item sold on Walmart Marketplace. The percentage ranges from 3% to 20%, with the lowest referral fee being 6% for the personal computer category.


It's important to consider this fee when pricing your items to ensure you maintain a good profit margin. Remember, the goal is to have the lowest price possible to increase your chances of winning the Walmart Buy Box. By setting competitive prices and understanding the referral fees, you can maximize your earnings as a seller on Walmart.


No Listing Fees

When selling on Walmart, you'll be glad to know that there are no listing fees. Unlike other online marketplaces, Walmart doesn't charge you to list your products, giving you the opportunity to showcase your entire inventory without any additional costs. This means you can list as many products as you want without worrying about upfront fees.


Fees and Sales Tax

As a seller on Walmart, you're responsible for collecting and remitting sales tax for your products.

It's crucial to consider the sales tax charges when determining the price of your items. Sales tax should be incorporated into the item price and shipped to locations where sales tax is applicable. Customers may or may not see the tax charges when adding items to their carts.


It's important to note that Walmart.com only imposes tax on orders shipped to US states, territories, and protectorates where sales tax is applicable. FPO/APO military addresses are exempt from tax charges.


By incorporating sales tax into your pricing strategy, you can ensure that you're compliant with Walmart's policies and maximize your profits.


Before you proceed - if you're a beginner to Walmart, you might want to check out our guide on selling on Walmart marketplace.


Analyzing Cost Variables

By analyzing various cost variables, sellers can ensure a profitable margin and maximize their earnings on Walmart Marketplace.


It is crucial to consider factors such as item development costs, fees on Walmart Marketplace, money lost on returns, labor charges, shipping fees, customer service charges, and overhead expenses. Understanding these costs allows sellers to accurately price their products and determine the profit margin they can achieve.


Additionally, sellers should maintain consistency in pricing across different platforms to avoid violations of Walmart's pricing policies. By carefully managing these cost variables and staying competitive in pricing, sellers can increase their chances of winning the Walmart Buy Box and attracting more customers.


Is it Worth It to Sell on Walmart?

If you're considering selling on Walmart Marketplace, it's worth noting that Walmart.com receives over 400 million page visits per month, providing a high level of exposure for your products.

Additionally, Walmart offers support in promotion and provides tools to drive customers to Walmart.com, helping to increase sales potential.


As a Marketplace seller, you'll also gain access to reports, scorecards, and dashboards that offer insights into customer performance and fulfillment, allowing you to optimize your selling strategy.


Walmart Seller Fees Explained So You Can Make the Right Decision

Selling on Walmart Marketplace offers a plethora of benefits that make it an attractive option for businesses looking to expand their online reach. With no sign-up, listing, or subscription fees, the platform provides a cost-effective entry point for new sellers. Furthermore, the referral fees are competitive, ranging from 3% to 20%, allowing sellers the opportunity to maintain healthy profit margins.


One of the standout benefits is Walmart's massive online traffic. This level of exposure can significantly amplify your brand recognition and sales potential. However, while the platform is laden with advantages, there are some considerations that new sellers should keep in mind:

  • Referral Fees: Although there are no listing fees, the referral fees based on product categories can eat into your profits if not properly accounted for. Always consider these when pricing your products.

  • Sales Tax: Walmart doesn't handle sales tax collection for you; that's your responsibility. Make sure you incorporate this into your pricing and accounting practices.

  • Fulfillment Options: You can choose to fulfill orders yourself or opt for Walmart Fulfillment Services. If you pick the latter, be aware that there are additional fees based on product dimensions and weight.

  • Pricing Strategy: Winning the Walmart "Buy Box" requires you to offer the lowest price possible for your products. This might lead to price wars, which can affect your profit margins.

  • Consistency Across Platforms: Walmart expects you to maintain consistent pricing across other platforms where you sell. Failure to do so could result in your product listings being removed.

In summary, Walmart Marketplace offers a compelling package of benefits for prospective sellers, from its large audience to its seller-friendly features. However, the platform's benefits are best enjoyed when you fully understand the associated fees, pricing strategies, and responsibilities like sales tax. By paying attention to these factors, you can make the most of what Walmart Marketplace has to offer, setting your business up for both short-term gains and long-term success.


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Frequently Asked Questions


What are the selling fees on Walmart?

Walmart charges sellers a referral fee, which varies based on the product category. The fee ranges from 6% to 20% of the product’s selling price, with most categories falling between 8% and 15%. For example, personal computers have a 6% fee, while jewelry is charged at 20%. There are no setup or monthly fees for selling on Walmart, making it an attractive platform for various sellers.


Does Walmart have a seller fee for 2024?

Yes, in 2024, Walmart continues to have a seller fee in the form of a referral fee, which varies by product category, ranging from 6% to 20% of the product's selling price.


Is it worth it to sell on Walmart marketplace?

Selling on Walmart Marketplace can be worth it for many sellers due to its large customer base, brand recognition, and potential for increased visibility. However, factors such as competition, adherence to Walmart’s standards, and the platform’s fee structure should be carefully considered to determine if it aligns with your business goals and profitability expectations.


Is Walmart seller profitable?

Whether selling on Walmart is profitable depends on various factors, including the types of products you sell, your pricing strategy, fulfillment efficiency, and how well you navigate the platform's fee structure and competition. For many sellers, Walmart can be a profitable channel due to its vast customer reach, but success often requires strategic planning and effective cost management.

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