North America

Walmart Marketplace

Massive reach with a high barrier to entry for sellers. Walmart strictly enforces the use of valid GTIN/UPC codes from reputable sources for all new product listings.

Barcode Requirements

To sell on Walmart Marketplace, you are generally required to provide a unique Product ID. This platform fully accepts standard GS1-origin codes.

GTIN-12 (UPC)

Accepted & Recommended

GTIN-13 (EAN)

Accepted (Global Standard)

About Walmart Marketplace Requirements

Walmart Marketplace is a curated community of professional sellers. Unlike Amazon, which is open to almost anyone, Walmart is invite-only or application-based, seeking high-quality sellers with established track records. Their requirements for product data are extremely high. Walmart strictly enforces the use of Product IDs (UPC/GTIN) to prevent duplicate listings and ensure a clean catalog for their customers.

Validation Policy: Walmart's system is less forgiving than Amazon's regarding 'Generic' brands. They strongly prefer products with known, reputable Manufacturer IDs. When listing, you must provide the Product ID Type (UPC/EAN/GTIN/ISBN) and the ID itself. Walmart cross-references this with external databases to ensure the product matches the category.

How to List Your Product

Apply and get approved to sell on Walmart Marketplace.

Go to 'Items' > 'Add Items'.

Choose 'Single Item' or 'Bulk Upload'.

Enter your 12-digit UPC code in the 'Product ID' field and select 'UPC' as the Type.

Fill in all required attributes (Brand, Description, Images).

Publish. Walmart's review process is typically faster than Amazon's for new items.

Common Issues & Solutions

Mismatched Category Errors

Walmart's algorithm attempts to auto-categorize items based on UPC. If the legacy metadata for a code (from 30 years ago) conflicts with your new item, it might suggest the wrong category. You can usually override this by providing strong attribute data.

Pricing Rules (Unpublished Item)

Walmart will unpublish items if they find the same UPC selling for drastically less on Amazon or another site. Ensure your pricing is competitive across channels.

Frequently Asked Questions

Can I sell handmade items on Walmart properly?

It is harder than on Etsy. Walmart is built for mass-produced retail goods. You will likely need UPCs for handmade items unless you apply for a specific exemption.

Does Walmart accept EAN-13 codes?

Yes, Walmart accepts listing with EAN-13, but since it is a US-centric company, UPC-12 is the preferred format for domestic sellers.

Start selling on Walmart Marketplace today

Get your compliant codes instantly.

Get Codes for Walmart Marketplace