Food safety

How to Sell Food on Walmart Marketplace (Safely) in 2024

Do you think Sam Walton, the found of Walmart, envisioned the impact that Walmart as we know it today would have on ...

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Do you think Sam Walton, the found of Walmart, envisioned the impact that Walmart as we know it today would have on communities and entrepreneurs around the world?

Online marketplaces are one of the reasons businesses of all shapes and sizes have been able to successfully scale. It was no accident when Walmart made the brilliant decision to invest in their eCommerce offerings.

Since its inception of online shopping on in 2000 and the launch of third party selling in 2009, Walmart has created a seamless and convenient shopping experience for their customers. In fact, in the United States alone, 90% of the population has a Walmart location within 10 miles of where they live.

Key points covered:

  1. Walmart is the second largest online grocery seller with $2.4 billion in sales.
  2. Walmart Marketplace allows food businesses to sell products on their eCommerce platform with little to no barriers to entry.
  3. Walmart's online grocery sales were estimated to reach $54.3 billion by 2024, up from $38.7 billion in 2022.
  4. In 2023, U.S. Walmart's grocery sales comprised 58.8% of sales.
  5. Walmart Marketplace sellers need to be able to fulfill orders with a U.S.-based warehouse that's capable of handling returns or use Walmart Fulfillment Services.
  6. Business should expect and be prepared to promptly provide them with information about your business's food safety plan.
  7. Foods that are not prohibited to sell on Walmart Marketplace include dried fruit, vegetable crisps, canned and jarred foods, beef/turkey/salmon and similar types of jerky, as well as dairy milks that are shelf-stable.
  8. Using food safety software like FoodDocs will help you create a plan that's compliant with GFSI and other standards that Walmart deems acceptable.


Online shopping, in-store shopping — it doesn't matter. You can access the products you need by walking into Walmart yourself or by having it delivered to your doorstep at the tap of a finger.

As a food business, you understand the opportunity in getting your food brand and products in front of your group of Walmart's 133.6 million monthly visitors (as of January 2024).

If you're wondering how to sell food on Walmart Marketplace, there are generally two roads you can go down:

  1. Being a seller of food products on Walmart, through their eCommerce platform.
  2. Being a supplier of food to Walmart, which opens the door to offering products in-store.

Regardless of the road you choose, there are benefits to either one. Let's quickly break down the main differences.

In this article, we'll be exploring the ins and outs of selling food on Walmart Marketplace. But first, let's differentiate between the two types of sellers.

What is Walmart Marketplace?

Walmart Marketplace describes itself as "a community of established, professional sellers whose high-quality assortments complement the first-party offerings on" And it's no surprise that Walmart is one of the fastest-growing North American eCommerce platforms.

In fact, they're the second largest online grocery seller with $2.4 billion in sales, trailing Amazon ($8.2 billion) and Kroger ($1.8 billion), with the pandemic spurring their eCommerce growth by 74%.

The effect is two-fold: established brands see the growth lever to increase sales thanks to Walmart's reach; newer brands see the opportunity to start scaling with relative ease.

Like selling food on Amazon, Walmart Marketplace allows food businesses to sell products on their eCommerce platform with little to no barriers to entry. Walmart Marketplace sellers, big and small, generally fall into three categories:

  • Private labels
  • Wholesaler brands
  • Retail arbitrage businesses

A mobile phone looking at the eCommerce app section which includes Walmart's app for shopping using their online Marketplace.

How is it different from being a Walmart supplier?

Naturally, the relationship between Walmart and its suppliers grows in complexity when exploring the possibility of offering products in physical stores. Walmart suppliers include any business that provides them with products for both resale and Walmart’s own use.

Walmart suppliers are typically expected to, before the application process, have a positive brand reputation, an already established business and all relevant food safety certifications (e.g., a Global Food Safety Initiative recognized audit standard).

Walmart prides itself on high-quality standards and we're seeing a growing number of businesses seeking food safety software like FoodDocs to ensure they're GFSI-compliant. This means maintaining standards such as:

Download our GFSI Audit Checklist to help you meet Walmart's standards.


Next, let's jump into some impressive Walmart statistics and the reasons why you should seriously consider selling your food on Walmart Marketplace.

3 Key Walmart statistics food businesses should know 

Let's start with a few of Walmart's eCommerce statistics:

Statista Walmart Online Grocery Sales 2019 to 2024 Infographic

Statista Walmart Sales By Category Infographic

While those figures include groceries from suppliers as opposed to just Walmart Marketplace sellers, they're significant and suggest that people choose (and will continue to choose) Walmart to buy food.

5 Benefits of selling food products on Walmart Marketplace 

  • Positive brand reputation: Since its founding in July 1962, Walmart has spent decades building a global reputation of helping communities save money and live better. Walmart's a brand that people trust, especially when it comes to confidently shopping online.
  • Existing customer base: Similar to eCommerce platforms like Amazon, has its growing number of established visitors every month. People don't go to Walmart once and then never again, so you can be confident that getting your food on the Walmart Marketplace will give you the opportunity to get in front of existing and potential customers month over month.
  • Low risk and low startup costs: As a Marketplace seller, your business would pay zero setup and monthly fees. Walmart has placed an emphasis on making selling through their website as easy and seamless as possible. One important aspect of that is ensuring that their sellers can save more, earn more, and do business with Walmart for longer. It's a win-win.
  • Reliable fulfillment and easy returns: Walmart Marketplace sellers have access to Walmart Fulfillment Services (WFS) to not only store their food inventory but pack and ship orders, too. WFS can be a great tool for businesses who might not be able to handle food inventory, packing, and shipping themselves as they scale. In case of a return, sellers can give customers the option to manage them online or in-store, which helps improve customer satisfaction.
  • Product visibility: In addition to the existing customer base, if you have a marketing budget, Walmart Connect can help get your food products in front of not only more people, but the right people, with advertising tools such as Sponsored Product ads, Sponsored Brands, and Sponsored Videos.

In order to take advantage of these awesome Marketplace benefits, the signup and onboarding process is simple.

How to get approved to sell on Walmart Marketplace: 6 key pieces of information

Do yourself a favor and make your Walmart Marketplace application process as smooth as possible. How? By making sure you compile the minimum information that they require:

  • Business License Number or Business Tax ID (it's important to note that Walmart won't accept your Social Security number here)
  • Documents that can verify your business name and address
  • Successful history of selling on eCommerce platforms or marketplaces
  • Products with GTIN/UPC GS1 Company Prefix Numbers
  • A catalog of food product that complies with Walmart’s Prohibited Products Policy
  • Ability to fulfill orders with a U.S.-based warehouse that's capable of handling returns or use Walmart Fulfillment Services
Once you've got that information on hand, applying to become a Marketplace seller is easy.

How to become a Walmart Marketplace seller (in 3 simple steps)

There are three main steps to becoming a seller on Walmart:

1. Verify your business

 Here's where you'll input your Country or Region of incorporation and Employer Identification Number. Let's assume you choose United States.

In your business details, you'll add the legal business name, business address, contact information, website, yearly gross merchandise value, and highest performing category. In this case, you'd choose food.

Lastly, you'll fill out Seller profile info which is public information that customers can use to contact you. It includes your display name and customer service phone number and email address.

How to Get Approved to Sell on Walmart Step 1

2. Set up your payment information

During the setup process, Walmart Marketplace displays a handful of payment partners:

  • Payoneer
  • Hyperwallet (a PayPal Service)
  • PingPong

In order to set up your payment method, your business verification in step one will need to be complete and approved. If that's the case, you'll be able to set up your business to receive payments with ease.

How to Get Approved to Sell on Walmart Step 2

3. Configure your shipping and cost preferences

 In order to set up shipping and returns for your food business, you'll select up to two types of Shipping Templates:

  1. Standard shipping
  2. Value shipping

How to Get Approved to Sell on Walmart Step 3

If you're food business operations don't fit those default template settings, you do have the ability to edit shipping details in the advanced settings. They include:

  • Shipping rate model (i.e., weight of total order and price of total order)
  • Standard processing schedule (i.e., choose between Central Eastern, Mountain, and Pacific Standard Times)
  • Regions (i.e., states)
  • Transit time (i.e., 6 or 7 days)
  • Shipping rules (e.g., adding or deleting shipping rules like free shipping or not)

You'll also need to accept the Return Labels Terms of Service and fill out your return center details.

How to Get Approved to Sell on Walmart Step 3 Advanced

Once you submit the information for these three steps, you don't need to wait for approval to start setting up your food listings in your Product Catalog.

The only caveat is that they'll be saved as drafts until the above steps are approved by Walmart Marketplace's account reviewers. But we suggest getting as set up as possible so you can start selling faster.

How to list your food products on Walmart Marketplace

There are different methods of listing your food products on Walmart's selling platform.

If you sell on other marketplaces and/or have a large catalog...

Uploading a spreadsheet saves you a lot of time and effort. This is particularly helpful if you sell more than a few food products. In Seller Center on the Home page, select "Build your Catalog", "Add items", and then browse or drag-and-drop your XLSX spreadsheet file to upload your food product catalog.

As a best practice, make sure that the file is no more than 5 megabytes and, at the minimum, includes:

  • GTIN
  • Price
  • Shipping Weight

And don't worry — this isn't final. You'll be able to edit, remove, and add information as needed once your spreadsheet is uploaded and converted in Seller Center.

You can also take advantage of Walmart Marketplace's Bulk Upload tool, which makes it easy to manage products across multiple categories.

It's worth noting that you can leverage Walmart's solution providers if you sell on multiple marketplaces and want to outsource all of your food business's item setup, inventory, pricing, etc.

If you have an in-house development team...

You can work with them to use Walmart's Marketplace API to do all of your food product listing management, ordering, pricing, and inventory.

If you sell items that already exist on

Your best best is to search the Walmart catalog and set up by matching. Once you search for your desired food product — let's say you want to sell Cadbury mini eggs — you'll specify the offer details which include:

  • SKU
  • Selling price
  • Fulfillment type (i.e., by Seller or Walmart Fulfillment Services)
  • Shipping weight (i.e., in pounds)
  • Optional details (e.g., ASIN, restriction type)

Walmart Marketplace Item Setup Example

If you sell a single product or have a smaller catalog...

You can use the product listing upload method that we just shared above. Or, you can use Seller Center to search for a product identifier such as the UPC, GTIN, ISBN, or Walmart Product ID.

This is a nice option because for food businesses with a single product or smaller catalog because it automatically includes the necessary data needed to add the item.

How much does it cost to sell on Walmart Marketplace?

Generally, cost varies based on your selling category. The Grocery category specifically has competitive referral fees of:

  • 8% for items with a total sales price of $10 or less
  • 15% for items with a total sales price greater than $10

Now that we've covered the technicalities of getting your Walmart Marketplace account set up in Seller Center, let's cover an often overlooked aspect of selling grocery products on eCommerce platforms...

And that's food safety.

Walmart's commitment to food safety

Walmart takes their food safety culture seriously.

"As the world’s largest grocer, we help people all over the world save money and live better. We are committed to playing a leading role in providing access to safe, high-quality foods for our customers," says Doug McMillon. "The Global Markets (GM) Programme gave us the opportunity to work with small and developing suppliers in markets where GFSI adoption fell short of Walmart’s requirements. Our GM approach enables suppliers to obtain an assessment from select certification bodies. After passing an audit, suppliers must commit to working towards full certification within two years."

Below, we cover what we deem the most important aspects of Walmart Marketplace's Prohibited Products Policy. But you can also read it in full on their Seller Help pages.

A Walmart delivery truck dropping off groceries for someone who shopped online.

What your business needs to meet Walmart's standard of food safety compliance

According to Walmart's Prohibited Product Policy, food along with any other Walmart Marketplace items must comply with any applicable laws and regulations, from the local to federal levels.

These laws and regulations vary from country to country and state/province to state/province. As a Walmart Marketplace seller, you should expect and be prepared to promptly provide them with information about your business's food safety plan.

"Walmart generally expects all suppliers’ plants to be certified to a Global Food Safety Initiative-benchmarked standard and we will ask you to provide evidence that your plant is certified. We may ask you to provide other evidence that you are managing food safety hazards effectively, including our expectations regarding compliance with our minimum product microbiological and chemical requirements. Finally, we expect you to report any safety issues to us immediately."

As you'll see in the next section about prohibited foods, if you're strictly selling on Walmart Marketplace, it's very clear what foods are and are not allowed (unless you become a private brand supplier).

But let's say your food business sells vegetable crisps or canned goods, you'll likely already be required by your government to have a license to sell food and even a food safety management system in place.

So having these paper or digital documents ready to submit as proof for your business is a wise step to take. This could be your food safety plan, internal audits, as well as any monitoring or traceability logs you keep.

Regarding product labels, listing information and images, all of it must be in English. If necessary, you can present those things in other languages so long as the English version is present.

When creating your product listings, you must also include the name and details as it appears on the product label.

If you fail to adhere to these policies, Walmart will remove the product listing in question. You'll likely have the ability to take corrective actions, however, they can also suspend or even terminate your account.

FoodDocs is a smart food safety software that makes compliance with your food safety standard of choice easy.

From a time-saving food safety plan builder to customizable monitoring and traceability logs with built-in task verification — all brought together with a convenient mobile app — FoodDocs helps small to medium food businesses get and stay compliant. See FoodDocs full suite of food safety solutions.

Preview of the FoodDocs app where you can use the Monitoring feature to verify food safety tasks that your staff have completed.
Preview of FoodDocs' task verification feature within its Monitoring product.

Prohibited product territories for Walmart Marketplace sellers

As a food business, this brief section is particularly important if you want to meet compliance and have your edible products listed without a hitch.

No aspect of your food products throughout any part of the manufacturing process — from ingredient sourcing and extraction to production and transportation — can involve the following places:

  • Iran 
  • Cuba 
  • North Korea 
  • Syria 
  • Regions of Ukraine (i.e., Luhansk People’s Republic, Donetsk People’s Republic, and the  Crimean Peninsula)

Do Walmart Marketplace food businesses need to get their products pre-approved?

Compared to Amazon's Grocery & Gourmet Foods category, food is not listed as one of the categories that require pre-approval. Pre-approval is required for businesses selling:

  • Fragrance
  • Luxury brands
  • Software
  • Cell phones and accessories
  • Halloween and select seasonal products
  • Custom content
  • Jewelry and precious metals

There are, however, specific food categories that do have prohibited products.

Prohibited food products policy

While suppliers go through a more intensive application and approval process to be able to sell groceries online and in stores, Walmart generally disallows Marketplace sellers from selling:

  • Fresh food
  • Perishable food
  • Food that requires refrigeration or freezing

So what is allowed to sell? Thankfully, Walmart Marketplace is pretty clear on what foods are prohibited, allowed with restriction, and allowed.

Policy for fresh foods

Prohibited fresh foods include:

  • Perishable produce (e.g., fruits and vegetables)
  • Coated, candied, caramel wrapped, or covered fruit (e.g. caramel apples, chocolate dipped bananas)
  • Non-shelf stable food and beverage items (i.e., no time-temperature control safety foods) including: meats and proteins, dairy and non-dairy products, seafood, prepared foods, meal kids, and food additives
  • Unpasteurized juices, milks, and related products
  • Foods made from prohibited, protected, or restricted animals (e.g., whales, sharks, dolphins, etc.)
  • Foods made from prohibited, protected, restricted, or illegal plants and substances (e.g., kratom, betel nut, black moss, CBD edibles, etc.)

Fresh foods that are allowed with restrictions include:

  • Gift baskets containing uncut, hard-skinned uncut fruit (e.g., apples, oranges, or pears)
  • Gift baskets containing hard meats and hard cheeses with low moisture content that do not require refrigeration
  • Uncut chocolate-covered uncut strawberry gift sets that are safely packaged for shipping

Fresh foods that are allowed:

  • Dried fruit
  • Vegetable crisps
  • Canned and jarred foods
  • Beef, turkey, salmon, and similar types of jerky
  • Dairy milks that are shelf-stable
  • Other food products specifically approved for sale

Policy for expired, unsafe and/or adulterated food

Businesses are not allowed to sell food products on Walmart Marketplace if they're:

  • Expired
  • Recalled
  • Unsafe
  • Adulterated

Other foods in this prohibited category include:

  • Food not in its original retail packaging
  • Food not packaged, labeled, or intended for retail sale
  • US Military MRE food products (i.e., they're government property and not for commercial resale)
  • Dragées and small inedible food decorations (i.e., they're a choking hazard)
  • Food products that do not comply with Nutrition Labeling and Education Act (NLEA) under the Federal Food, Drug, and Cosmetic Act (FD&C Act) and the Fair Packaging and Labeling Act (FPLA)

Foods that are allowed in this category include:

  • Food products that were recalled but have reestablished compliance through corrective actions, testing, and reapproval.
  • Other safe and unadulterated shelf-stable foods.

Policy for foods that contain unsubstantiated, false, or medical/drug claims

This category has a lot to do with food safety marketing regulations and proper labeling requirements.

Prohibited foods include those which make a(n):

  • Drug or medical claim
  • Unsubstantiated claim
  • False claim

Foods that are allowed with restrictions include:

  • USDA Organic foods that properly adhere to the USDA Organic program and label requirements, and are certified by a regulated USDA-approved certifying agent.
  • Products that have been bioengineered in the manufacturing process. But business must disclose the fact that they (e.g., corn, soy, potato, etc.) have been bioengineered and properly label them as such.

Foods that business can sell on Walmart Marketplace in this category include:

  • Foods that make general marketing claims (i.e. "Great for the whole family!" or "Tastes better than home made!").
  • Foods that make proven and/or substantiated structure/function claims (e.g., calcium builds strong bones)

Other food-related prohibited product policies

Walmart Marketplace also has specific policies for medical foods and pet foods, supplements, and medicines. In this article, our priority focus is on the Food Products category but if you're in the business of pet- or medical-related foods, do explore the links above.

Use FoodDocs' food safety software to support compliance on Walmart Marketplace and other online retailers

Venturing onto eCommerce platforms like Walmart Marketplace, Amazon and others will require that you prove your business's commitment to food safety.

As you scale, food safety becomes more and more challenging to manage. You might go from single-digit monitoring checks per day to tens depending on the type of business you're growing. And doing this with pen and paper is simply unmanageable.

That's why we built FoodDocs, which helps businesses like yours:

  • Easily and quickly comply with food safety standards such as GFSI, HACCP, FSMA, and more
  • Fully customize and easily monitor monitoring and traceability tasks
  • Give you 20% of your time back every week spent on supervision


Preview of the FoodDocs browser and mobile app synced up.


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