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Walmart Marketplace vs Supplier Program (1P vs 3P)
Walmart sells products through two main models. First-party (1P) suppliers sell inventory to Walmart, which then owns and resells it. Third-party (3P) Marketplace sellers list their own products on Walmart.com and remain the seller of record. Both appear on Walmart.com, but ownership, fulfillment, fees, and pricing control differ significantly.
Updated: June 2026
What’s the Difference Between 1P and 3P at Walmart?
With 1P, Walmart buys your product, sets retail pricing, and manages fulfillment under vendor agreements. With 3P (Marketplace), you keep ownership, set your own pricing, and handle (or outsource) fulfillment + paying Walmart a referral fee per sale.
Walmart 1P vs 3P: Side-by-Side Comparison
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What Are Walmart Marketplace Fees?
Marketplace charges a referral fee for each sale that varies by category, and sellers using Walmart Fulfillment Services also pay fulfillment costs. Build both into margin planning early and confirm current rates on Walmart’s official Marketplace fee schedule.
Can You Be Both a Walmart Supplier and Marketplace Seller?
Yes. A 1P supplier can also open a separate Marketplace account to sell 3P, which is useful for testing items or extending assortment beyond what’s ranged through the vendor channel.
How OCM Helps with Walmart Marketplace
OCM supports brands across both models. Marketplace setup, onboarding, and content optimization on the 3P side, and full supplier support on the 1P side, helping brands choose and execute the right path.