Defining Walmart Suppliers
and Walmart Marketplace
Walmart Marketplace has grown quickly in recent years, creating new opportunities for brands and sellers to reach customers on Walmart.com. While Marketplace sellers appear on Walmart’s site, they are not the same as Walmart vendors.
Walmart Marketplace is a third-party selling platform that allows approved sellers to list products on Walmart.com. In contrast, Walmart suppliers and vendors operate under different contract structures and fulfillment models, depending on how products are purchased, stocked, and managed by Walmart.
Because Walmart offers multiple ways to sell, it is important to understand how each model differs in areas such as ownership, fulfillment, reporting, item setup, and pricing control.
Key Differences Between Supplier Models
Walmart works with brands through several operational models, each with its own requirements and level of control.
These models may differ in:
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Who owns the inventory
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How orders are fulfilled
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Whether commissions or warehouse fees apply
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Who sets and manages retail pricing
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What systems are used for reporting and item maintenance
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Whether the seller has access to tools such as Retail Link or Seller Center
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For many brands, the biggest distinction is that Marketplace allows sellers to manage their own assortment and pricing more directly, while traditional supplier relationships typically involve more Walmart ownership and oversight.
Why Brands Consider Walmart Marketplace
One of the main advantages of Walmart Marketplace is flexibility. Approved sellers can often launch products more quickly, expand assortment more easily, and maintain greater control over pricing and inventory.
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Marketplace can also be a strong option for testing products that may not yet be ranged through Walmart’s traditional vendor channels. If an item performs well, that success can help support future conversations with Walmart buyers.
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For brands looking to grow online without waiting for a full retail vendor setup, Marketplace can offer a faster and more accessible path to visibility on Walmart.com.
Is Walmart Marketplace Part of Walmart.com?
Yes! Walmart Marketplace listings appear directly on Walmart.com alongside Walmart-owned assortment. However, the seller of record is the third-party seller, not Walmart.
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This distinction matters because even though the customer shops on Walmart.com, the operational responsibilities may still sit with the Marketplace seller, depending on the fulfillment model being used.
Considerations and Potential Challenges
Marketplace offers flexibility, but it also comes with tradeoffs. One of the biggest challenges is maintaining competitive pricing while accounting for referral fees and, when applicable, Walmart Fulfillment Services fees.
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Brands should also be aware that product performance can vary significantly by category. Some categories gain traction online more quickly than others, so timing, content quality, pricing, and product demand all play an important role in success.
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In many cases, Marketplace is not simply a shortcut to growth — it still requires thoughtful planning, clean content, and strong operational management.
Understanding Marketplace Fees
Walmart Marketplace includes referral fees, and sellers using Walmart Fulfillment Services should also account for fulfillment-related costs.
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These expenses should be built into margin planning early so brands can set pricing that remains competitive while still supporting profitability.
How OCM Helps
OCM supports brands navigating Walmart Marketplace setup, onboarding, and content optimization. From account readiness to item page support, our team helps simplify a process that can often be time-intensive and operationally complex.
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Whether a brand is evaluating Marketplace for the first time or looking to improve existing performance, OCM helps create a clearer path forward.