Walmart Marketplace operates an application process that is open to brands and resellers meeting certain criteria. Requirements include: - US Business Tax ID and W-9 or W-8 - US business address - US warehouse or fulfilment capability (or WFS — Walmart Fulfilment Services) - Product catalogue in eligible categories - Demonstrated track record in ecommerce (often Amazon seller history helps) - No counterfeit or prohibited products
The approval process takes 2–4 weeks. Rejection reasons are not always disclosed, but common issues include insufficient seller history, products outside Walmart's accepted categories, or fulfilment capability concerns.
Target Plus is strictly invitation-only. Target's merchant team identifies brands based on Target's category gaps, brand alignment with Target's aesthetic, and product performance data on other channels. You cannot apply directly — you can express interest through Target's brand partnership page, but approval requires Target's active pursuit of your brand.
Walmart.com has 110M+ monthly unique visitors, making it the second-largest US ecommerce marketplace after Amazon. Walmart's buyer demographic skews value-conscious — shoppers expect competitive pricing and are actively comparing prices. The average order value tends to be lower than Amazon's.
Target.com has 60M+ monthly unique visitors. Target's buyer demographic is distinctly different: higher household income, female-skewing, brand-conscious, and more lifestyle-oriented than pure value-driven. Target's "cheap chic" positioning attracts shoppers willing to pay slightly more for aesthetically pleasing products.
| Walmart Marketplace | Target Plus | |
|---|---|---|
| Monthly seller fee | $0 | $0 |
| Category commission | 8–20% (varies by category) | 5–15% (negotiated) |
| Fulfilment option | WFS (Walmart Fulfilment) | Target Fulfilment Services |
| Return handling | Seller or WFS | Target handles returns |
Both marketplaces charge category-based commissions with no monthly subscription. Target Plus commissions are typically negotiated as part of the invitation process rather than published as standard rates.
Walmart Marketplace seller experience:
- Seller Center dashboard for listing and order management
- Walmart Connect (advertising platform) for Sponsored Products and Display
- Walmart Fulfilment Services (2-day shipping badge)
- Integration with Shopify, Linnworks, ChannelAdvisor, and other multichannel tools
- Competitive pricing algorithm (Walmart suppresses Buy Box when price is uncompetitive off-site)
Target Plus seller experience:
- More handholding in setup (Target assigns a partner manager)
- Product listings created with Target's team oversight
- Target handles customer service and returns — sellers don't interact with end customers directly
- Lower operational complexity for the seller; less control over the customer experience
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Try Sellable free →Walmart Marketplace for most brands expanding beyond Amazon. The self-application process, large buyer base, and growing advertising platform make it the logical next marketplace after Amazon. Apply proactively.
Target Plus if your brand aligns with Target's aesthetic (lifestyle, home, beauty, baby, wellness) and you have the brand recognition and product quality that warrants Target's curation. Focus on building a strong Walmart and Amazon presence first — Target Plus often notices brands with proven sales track records on other channels.
It depends on category and product. Walmart Marketplace commissions are comparable to Amazon's; the primary profitability difference is volume — Amazon's buyer base is 5–10x larger than Walmart's, so equivalent conversion rates produce significantly more sales. However, Walmart competition is less intense than Amazon in many categories, potentially yielding better organic visibility per listing.
Target Plus invitations come from Target's buyer and merchant teams. The most effective strategies: (1) Build a strong brand presence with proven retail velocity (strong Amazon reviews and sales history, existing retail distribution), (2) Submit an enquiry through Target's "Become a Target Supplier" portal, (3) Exhibit at trade shows where Target buyers attend, (4) Work with a retail broker who has Target relationships. There is no shortcut to invitation — Target selects brands on their timeline.
Yes. Walmart Fulfilment Services (WFS) is Walmart's version of FBA. Sellers ship inventory to WFS warehouses, and WFS handles picking, packing, shipping, and returns. WFS-enrolled products earn Walmart's "2-day delivery" badge, which significantly improves listing visibility and conversion. WFS pricing is comparable to Amazon FBA.
Yes. Selling the same products on both Amazon and Walmart Marketplace is common and allowed. Note that Walmart's pricing algorithm monitors prices on competitor sites — if your Walmart product is priced higher than on Amazon, Walmart may suppress the Buy Box. Maintain competitive and consistent pricing across channels.
Target Plus focuses on categories that complement Target's in-store merchandise: home décor, furniture, outdoor and patio, apparel, baby, beauty, food & beverage, and pet. Target Plus skews toward curated, aesthetic, or unique products rather than commodities. If your product category aligns and your brand has Target's "democratise great design" aesthetic, you're a better candidate for Target Plus consideration.
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