Walmart: marketplace guide
About this guide
This is a ChannelEngine guide on the Bentonville-based marketplace Walmart. Here you can find information on how to request a Walmart account, how to configure this marketplace on ChannelEngine, what the specific requirements are, and more.
Table of contents
Marketplace-specific requirements and exceptions
Commercial information
Founded | 1962 |
Founder | Sam Walton |
Headquarters | Bentonville, Arkansas, United States |
Area served (orders) | Canada, Mexico, United States |
Revenue | USD 572.8 billion |
Number of monthly visits | 120 million |
Website | Walmart |
Setup cost | none |
Commission | commission rates range from 6% to 15%, and vary per category and total sales price |
Other costs | none |
Payment | biweekly |
Product categories | pretty much anything |
Input language | English |
Input currency | CAD, MXN, USD |
Content creation | yes |
Minimum number of SKUs | no |
Advertisement options | yes |
Profile on ChannelEngine | Walmart |
How to request an account
To start selling on Walmart you need a seller account.
Country-specific requirements
Canada
- A Canadian business number (BN) or a non-resident importer (NRI) entity, if not based in Canada.
- Proven history of marketplace or ecommerce success.
- A compelling product catalog.
- Exciting products with well-defined attributes, descriptions, and high-resolution images.
- Competitive pricing.
- Exceptional customer experience.
- Fast and reliable fulfillment with duties delivered prepaid.
United States
- A US business tax ID (social security numbers are not accepted).
- A W9/W8 and an EIN verification letter from the Department of Treasury, verifying your US business.
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An address or place of physical operations.
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A US business address.
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A planned integration method for your product catalog. E.g.: bulk upload, API, solution provider, etc.
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Primary product categories, catalog size, and related information. E.g.: total SKUs you plan on selling on Walmart initially, with verified UPC information, and used vs. refurbished, etc.
Other important Walmart specifics
- Walmart fulfillment services (WFS) lets merchants store their inventory at Walmart fulfillment centers. When a customer places an order on Walmart, WFS picks, packs, and ships the item(s) to the customer on the merchant's behalf. WFS also handles all customer support and returns for these orders.
- One shipment created on ChannelEngine can lead to one or more shipments on Walmart. E.g.: when you create a fulfillment shipment on ChannelEngine and you want to send 100 products to the Walmart fulfillment centers, Walmart can decide to split these products over multiple fulfillment centers – such as 50 products to a fulfillment center in California and 50 products to a fulfillment center in Florida.
- With Walmart, partial shipment, partial returns, and partial cancelations are possible.
- Check Walmart's list of prohibited products per category before adding your products.
Associated costs
Walmart does not charge setup or monthly fees. However, it does charge a commission fee of 6-15% – depending on the category and total sales price. For more information on commission rates per category, please refer to the Walmart referral fee guide.
Marketplace features
Supported | Not supported |
Product offers | HTML formatting |
Product content | Repricing |
Orders | Sales channels |
Shipments | Refurbished products4 |
Cancelations | |
Returns1 | |
Marketplace fulfillment service (WFS)2 | |
Product variation | |
Multiple stock locations3 |
1 Marketplace returns are only supported in Mexico and in the US.
2 Walmart fulfillment services (WFS) is only supported in the US.
3 Multiple stock locations are only supported in the US.
4 Refurbished products can only be sold on Walmart Restored. See the FAQs section.
Settings and configuration
Setting up each marketplace on ChannelEngine follows the same flow, though not every marketplace includes the steps listed below.
- Go through the Setup.
- Create a Product selection.
- Complete the Categorization.
- Set up the Mappings: content, offers, and carriers.
- Configure the Pricing: rules and currency conversion.
- Finish the Activation.
- Check the Listed products overview.
Marketplace-specific requirements and exceptions
Setup
On Walmart
The Walmart Marketplace APIs use OAuth for token-based authentication and authorization.
To request the Client ID and Client secret:
- Log in to the Walmart Seller Center.
- Click My Account, and select the login type Marketplace.
- Create your Client ID and Client secret from the API keys page.
To grant ChannelEngine the correct API permissions:
- Go to Settings, API key management.
- Click ChannelEngine key permission.
- In the popup that opens, select the permissions as shown in the screenshot below.
- Click Submit.
On ChannelEngine
To connect Walmart with ChannelEngine:
- Go to your Walmart marketplace and, on the Setup page, enter the following:
- Walmart client ID - this is the API key copied from Walmart's back-end.
- Walmart secret ID - this is the User ID copied from Walmart's back-end.
Mappings
Content
Depending on the Walmart sales channel, certain required attributes are actually optional – and vice versa. Additionally, more attributes become required if you use WFS.
All products (required)
- Brand name - the brand or manufacturer of the product. The maximum number of characters is 60. If the product does not have a brand, use 'Unbranded'.
- Contained battery type - specify the battery type the product contains. E.g.: Lithium ion, alkaline.
- Country of origin - the product's country of origin. For multiple countries, separate them with a comma. E.g.: US - United States, CA - Canada.
- Is Prop 65 warning required - specify whether the product requires a special warning under California's Proposition 65.
- Key features - the product's highlights and benefits, separated by a comma ( , ). These appear as a bullet list. The maximum number of characters is 10,000.
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Main image URL - the URL for the image. The requirements are:
- Format - JPEG.
- Resolution - at least 1,500x1,500 px at 300 ppi.
- Aspect ratio -1:1.
- Background - white (RGB 255, 255, 255).
- Maximum file size - 5 MB.
- Net content measure - the numeric net content portion, as declared on the label. Provide a numeric value. E.g.: 1;12;32.
- Orderable GTIN - the 14-digit global trade item number used worldwide and governed by GS1. E.g.: 00889526164690. If you use another universal product identifier, such as UPC, you must add 00 to a 'prefix' field. You can add this via an extra data field, or by using an advanced rule.
- Product is or contains chemical, aerosol, or pesticide - specify whether the product contains those chemicals.
- Product is or contains electronic component - specify whether the product contains an electronic component.
- Product name - the name of the product. The maximum number of characters is 200.
- Product identifiers product ID - specify the product identifier in digits. E.g.: 889526164690.
- Product identifiers product ID type - specify the product identifier type. The options are EAN, GTIN, UPC, and ISBN.
- Shipping weight (lbs) - enter the weight in pounds.
- Site description - an overview of the key selling points of the item, marketing content, and highlights in paragraph form. For SEO purposes, include the product name and relevant keywords. The maximum number of characters is 100,000.
All products (required when you use WFS)
- Each depth (in) - a Walmart packaging term. 'Each' means a unit intended for individual sale. If the 'each' is the consumable selling unit, Each depth (in) stands for the longest horizontal measurement in inches, front to back, with the product sitting on its natural base and facing forward. If the 'each' is not the consumable (sellable) unit, Each depth (in) is the longest horizontal measurement in inches, with the product sitting on its natural base. The value is a decimal with a maximum of nine characters.
- Each each GTIN - a Walmart packaging term. The GTIN that identifies the Each.
- Each height (in) - Walmart packaging term. If the 'each' is the consumable (sellable) unit: Each height (in) is the vertical measurement (in inches), top to bottom, with the product sitting on its natural base and facing forward. If the 'each' is not the consumable (sellable) unit: Each height (in) is the vertical measurement (in inches), top to bottom, with the product sitting on its natural base. The value is a decimal with a maximum of nine characters.
- Each weight (lbs) - Walmart packaging term. The weight (in pounds) of the 'each', including all of its packaging materials. The value is a decimal with a maximum of 11 characters.
- Each width (in) - Walmart packaging term. If the 'each' is the consumable (sellable) unit, the Each width (in) is the shortest horizontal measurement (in inches), left to right, with the product sitting on its natural base and facing forward. If the 'each' is not the consumable (sellable) unit, the Each width (in) is the shortest horizontal measurement (in inches), with the product sitting on its natural base. The value is a decimal with a maximum of nine characters.
- Site start date and Site end date - determine whether the product is active on Walmart within a certain period. By default, a product is set to active when added. If you already have products online on Walmart that were not added via ChannelEngine, you may need to check these attributes. E.g.: 2022-01-25T00:00:00+00:00.
- State restrictions state restrictions reason - the reason why the product is prohibited from being sold in the selected states or zip codes.
- State restrictions states - indicates the sale restriction of the product across one or more states.
- State restrictions ZIP codes - indicates the sale restriction of the product across one or more ZIP codes. The maximum number of characters is 10,000. Multiple values can be separated by commas ( , ). E.g.: 20004, 20500, 38116.
All products (optional)
The majority of optional content attributes are related to batteries, packaging, and shipping. Most other attributes are listed below:
- Batteries included - specify whether the product includes batteries.
- Battery size - the size of the battery included in the product.
- California Prop 65 warning text - if the product may cause health dangers under California Proposition 65, add a warning.
- Case case GTIN - the 14-digit global trade item number, which identifies the product's case. E.g.: 00889526164690.
- Case depth (in) - the depth of the case, in inches.
- Case height (in) - the height of the case, in inches.
- Case quantity of sellable items - the total number of sellable items in the case.
- Case weight (lbs) - the weight of the case, in pounds.
- Case width (in) - the width of the case, in inches.
- External product identifier external product ID - specify the external product identifier in digits. E.g.: 889526164690.
- External product identifier external product ID type - specify the external product identifier type.
- Fulfillment lag time - the time it takes between the product being ordered and it being shipped, in days.
- Inner pack depth (in) - the inner pack depth, in inches.
- Inner pack height (in) - the inner pack height, in inches.
- Inner pack inner pack GTIN - the 14-digit global trade item number, which identifies the inner pack. E.g.: 00889526164690.
- Inner pack quantity of sellable items - the total number of sellable items in the inner pack.
- Inner pack weight (lbs) - the inner pack weight, in pounds.
- Inner pack width (in) - the inner pack width, in inches.
- Is primary variant - if set to 'yes', this product is shown to prospective buyers as the default variant on the product detail page (PDP). Note that the attribute Variant group ID must be mapped accordingly, and only one primary variant can be defined per product family – otherwise Walmart returns an error.
- Label image label image contains - the information on the product label.
- Label image label image URL - the URL of the product label, which can showcase ingredients and any warnings. Add multiple images by separating URLs with a comma ( , ).
- Lithium-ion batteries battery cell count - the number of single-cell batteries in the package.
- Lithium-ion batteries battery count - the number of batteries in the package.
- Lithium-ion batteries battery form factor - specify the battery type.
- Lithium-ion batteries battery model - the battery model name.
- Lithium-ion batteries battery Watt hour rating - the battery capacity measured in Watt hours (Wh).
- Lithium-ion batteries battery weight - the total weight of batteries included with or built into the product, in grams.
- Lithium-ion batteries included battery packaging - specify how the battery is packaged.
- Lithium metal batteries battery cell count - the number of single-cell batteries in the package.
- Lithium metal batteries battery count - the number of batteries in the package.
- Lithium metal batteries battery form factor - specify the battery type.
- Lithium metal batteries battery model - the battery model name.
- Lithium metal batteries battery weight - the total weight of batteries included with or built into the product, in grams.
- Lithium metal batteries included battery packaging - specify how the battery is packaged.
- Lithium metal batteries lithium metal content weight - the weight of the lithium content in a battery, in grams.
- Must ship alone - defines if the product must be shipped by itself or if it can be shipped along with other products.
- Net content statement - the product net content statement indicated on the packaging. E.g.: 6 - 5.3 OZ (150 g) CUPS; 1.98 lbs (900 g). The maximum number of characters allowed is 500.
- Number of hazardous components - specify the number of components in the product that are regulated for storage, shipment, or disposal. This attribute is required if your product has a safety data sheet.
- Pallet depth (in) - the depth of the pallet, in inches.
- Pallet height (in) - the height of the pallet, in inches.
- Pallet pallet GTIN - the 14-digit global trade item number, which identifies the pallet. E.g.: 00889526164690.
- Pallet quantity of sellable items - the total number of sellable items in the pallet.
- Pallet weight (lbs) - the weight of the pallet, in pounds.
- Pallet width (in) - the width of the pallet, in inches.
- Product ID update - specify the type of the product identifier in case it has changed. E.g.: GTIN, UPC, ISBN, ISSN, EAN.
- Safety data sheet - the URL to the safety data sheet. This is required if the attribute Product is or contains chemical, aerosol, or pesticide is set to 'yes'. If a single package contains more than one hazardous product, provide one master safety data sheet with information for each product in the kit, or separate safety data sheets for each product. If a chemical product or its components do not require a safety data sheet, you must upload a product label image.
- Ships in original packaging - specify whether the product can be sent in the original packaging and does not require a separate outer box.
- SKU update - set it to 'yes' if you want to replace the previously submitted SKU, also known as Merchant product number on ChannelEngine. Otherwise, Walmart does not allow uploading two SKUs with the same unique identifier.
- Sports league - indicate if the product is associated with a sports league. The maximum number of characters is 100.
- Sports team - indicate if the product is associated with a sports team. The maximum number of characters is 200.
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Swatch image URL - the image URL for each color-based variation of the product, shown as a thumbnail on the PDP. The requirements are:
- Format - JPEG.
- Maximum file size - 5 MB.
- Recommended dimensions - 100x100 px.
- Resolution - 300 ppi.
- Third-party accreditation symbol on product page code - the code that represents a certification mark on the product package.
- Third-party product fulfillment type - the type of fulfillment used to deliver products.
- Variant group ID - map the product's Parent SKU to this attribute to create variations within the same product family. The minimum and maximum lengths are 1 and 300, respectively. Note that each product family needs a product with the Is primary variant attribute set to 'yes'.
Offer
Required
-
Export offers only - if set to 'yes', the content export is bypassed, and only the data related to the product's offer (e.g.: stock, price, promotion, etc.) is updated or created on Walmart. ChannelEngine handles this offer matching based on the Merchant product number.
- Fulfillment lag time - the number of days between the placement and fulfillment of orders.
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Fulfillment override - select WFS if you are using Walmart's fulfillment services, or Merchant if you are shipping orders to clients from your own warehouse.
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Price - the default price to which price rules are applied. Select the Disable default fallback checkbox if you do not want the price to fallback to the default product price on ChannelEngine.
- Promotion applied - specify whether a promotion must be added. The options are 'applied' and 'not applied'. Note that certain optional attributes become required if you select 'applied'.
- Selling price - specify the selling price on Walmart. Select the Disable default fallback checkbox if you do not want the price to fallback to the default product price on ChannelEngine.
Optional
- Promo placement - specify when to apply the promotion. The options are cart and checkout. You can only select a Promo placement if you have not set a Promotion type.
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Promotion end date - set the date and time for the promotion to end. The supported format is ISO 8601, with UTC offset. E.g.: 2021-07-16T19:20:30+5:30 when the time zone is ahead of UTC.
This field is required if the Promotion applied field is set to Applied. -
Promotion start date - set the date and time for the promotion to start. The supported format is ISO 8601, with UTC offset. E.g.: 2021-06-16T19:20:30+5:30 when time zone is ahead of UTC.
This attribute is required if the Promotion applied field is set to Applied. - Promotion type - select the type of promotion. You can only select a Promotion type if you have not set a Promo placement. The options are clearance, reduced, and base. Note that if you leave this attribute blank, the product is not displayed with a strikethrough, 'Reduced', or 'Clearance' highlight.
- Promotional price - set the promotion price. This attribute is required if the Promotion applied field is set to Applied. Note that you need a discount of at least 5% to trigger the strikethrough pricing.
Carrier
Carrier mapping is required on Walmart, and several logistics companies are listed. ChannelEngine imports the available carriers from the Walmart API.
Listed products
You can find validation and feedback information on the status of your products on the Listed products page.
Additional information
Order extra data items
When an order is imported to ChannelEngine, ChannelEngine also fetches extra data items related to the order itself – or to order lines. This extra data is specific to this marketplace. An explanation of each can be found below:
Order extra data
Keys | Conditional* | Description |
order_shipment_method_code |
No | The ID for the shipping method, as taken from shipping information in the channel order. |
customer_order_id |
No | The ID for the customer order, as taken from the channel order. |
Order line extra data
Keys | Conditional* | Description |
|
No | Related to the VAT of the item in the channel order line. The name of the key is taken from the channel order line. The value of the key is the tax amount. |
WalmartChargeType.FEE |
Yes | Any additional fees from Walmart on an order line level. |
* Conditional fields are only displayed if the marketplace provides a value.
FAQs
How can I sell refurbished products on Walmart?
To sell refurbished products on Walmart, you need to use their Walmart Restored storefront. Categories that support refurbished products (e.g.: cell phones) include the content attribute Condition, which lists the values 'restored' and 'restored premium'. Note that, unlike other marketplaces that support refurbished products, Walmart requires these to be configured as standalones.
How often does each task run on Walmart?
By default, Walmart follows the schedule below:
Task | Frequency |
Export product content to channel | every 60 minutes |
Export product offers to channel | every 15 minutes |
Import product offers from channel | every 15 minutes |
Import orders from channel | every 20 minutes |
Export order shipments to channel | every 60 minutes |
Export returns to channel | every 60 minutes |
Import returns from channel | every 60 minutes |
Export returns from channel | every 60 minutes |
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