From Marketplace to Store Shelves: Your ultimate guide to selling (and scaling) on Walmart

You know you’ve got a great product—one that deserves to be on retail shelves. But figuring out how to get there? That’s where things get confusing.

That’s exactly why we created this guide.

Walmart is no longer just a retail giant—it’s a launchpad. $680 billion in revenue and 10,500+ stores, and a hybrid model where 70% of shoppers move between online and in-store, Walmart offers a unique opportunity for brands ready to scale.

This guide breaks down everything you need to know to succeed on Walmart—from launching on Walmart Marketplace to scaling into 1P and eventually hitting store shelves.

The Walmart Opportunity

Walmart’s reach is massive, and its eCommerce platform is growing fast. Unlike some other retailers, Walmart is highly open to testing new brands and new items, making it easier for emerging brands to break in—if they have the right strategy.

Walmart’s high store traffic and value-driven customer base mean that products don’t always need brand recognition to succeed. If your item delivers value, Walmart is willing to give it a shot.

However, with opportunity comes competition. Winning on Walmart requires more than a great product—it demands a focused, strategic approach.

Bridging Online and In-Store Success

Walmart’s vision is simple: One Walmart. Whether customers shop online or in-store, they expect a seamless experience. Brands that understand and embrace this omnichannel vision are more likely to succeed.

The Success Formula:

• Build a strong item and brand story on Walmart Marketplace (MP).
• Gain traction and let buyers see the performance.
• Move select items into 1P (First-Party).
• Use Walmart’s omnichannel strengths to scale.
• Optimize for Walmart’s search algorithm.
• Run smart marketing and promotions.
• Build deep relationships with Walmart buyers.
• Present a compelling case for store placement.

Marketplace vs. 1P: Understanding Your Path

Walmart offers two main selling options:

• Walmart Marketplace (3P): You sell directly to customers via Walmart.com.
• Walmart 1P: You sell wholesale to Walmart, which sells your product to the customer.

Which One Is Right for You?

Marketplace is ideal for:

• New brands entering Walmart.
• Brands that want to maintain control.
• Testing pricing, packaging, and positioning.

1P is great for:

• Established brands with proven sell-through.
• High-volume products that fit Walmart’s needs.
• Brands with strong relationships with Walmart buyers.

Winning on Walmart Marketplace

Your Marketplace performance is your ticket to deeper success with Walmart. Buyers actively monitor Marketplace for brands with traction.

Key Success Factors:

• Competitive pricing and clear promotions.
• Focus on a specific category to build authority.
• Use Search Insights Reports to pick high-opportunity items.
• Work closely with Walmart Account Managers.
• Monitor and improve:
  • LQS (Listing Quality Score)
  • Offer Score
  • WFS (Walmart Fulfillment Services) participation
  • Reviews and customer feedback
• Drive incremental traffic via external marketing.
• Track Sales Rank Reports to measure item movement.

Moving Into Walmart 1P

Once you’ve built a successful Marketplace presence, transitioning into 1P becomes possible.

Benefits of 1P:

• Walmart pays for shipping and logistics.
• More volume at tighter margins.
• Direct relationships with Walmart buyers.

How to Start:

• Begin with 1P .com to test viability.
• Exceed expectations to build trust.
• Push for a line review to explore store placement.

What Walmart Looks for in New Items

To get into stores, your product should:

• Fill a gap left by unreliable suppliers.
• Be part of a trending category.
• Have a strong e-commerce presence.
• Show social media engagement.
• Come from a reliable, nimble supplier.
• Be Made or Assembled in the USA if possible.
• Add incremental value to the shelf.

Understanding Walmart’s Value Scale

Walmart uses a Good / Better / Best framework:

• Good: Entry-level price and value.
• Better: Mid-tier with improved quality.
• Best: Premium items, often fewer in number.

Position your product clearly within this framework to make buyers’ decisions easier.

What Makes a Great Store Item

According to Walmart Merchants, store-ready products typically have:

• New innovation or exclusivity.
• Fit a customer trend or need.
• Are either high-margin or fast-movers.
• Shelf-ready packaging that looks sharp.
• A strong marketing plan.
• Potential for co-marketing with Walmart.

Tips for Pitching to Walmart

• Know the Walmart customer and how your product fits.
• Show that you understand Walmart’s ecosystem.
• Present data from your Marketplace performance.
• Bring shelf-ready packaging or prototypes.
• Share how you’ll activate marketing to support sell-through.

Types of In-Store Placement

• Modular (In-Line): Regular shelf placement.
• Endcap: Premium real estate at the end of aisles.
• Sidekick: Smaller displays on aisle ends.
• Clip Strip: Hanging displays between aisles.
• Stack-Out: Bulk pallet displays on the floor.
• 4-Way: Displays accessible from all sides.
• Corrugate Train: Temporary promotional setups.

Final Thoughts

Selling on Walmart is not just an alternative to Amazon—it’s a strategic advantage. With the right guidance and approach, brands can win online and in-store.

SellCord, with its deep Walmart experience and proprietary tech, helps brands unlock this opportunity and grow where others stall.

Ready to scale your brand on Walmart? Reach out to SellCord and take your first step into the Walmart ecosystem.

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