Walmart Marketplace Fees for 2026: What Sellers Need to Know

Walmart Marketplace charges sellers a referral fee for each completed sale. There are no monthly subscription fees or listing charges. Walmart’s Referral fees in 2026 range from 8 percent to 20 percent, depending on the product category. 

Additional fees may apply for Walmart Fulfillment Services (WFS), advertising through Walmart Connect, or returns processing if applicable. With over 200,000 active third-party sellers on the platform, understanding Walmart’s fee structure is essential for staying profitable and competitive.

Key Takeaways from This Blog:

• Walmart charges no monthly fee to list or sell
• Referral fees vary by category, typically 8 to 20 percent
• WFS includes per-unit fulfillment and monthly storage costs
• Optional services like ads or premium placement carry extra costs
• Walmart pays sellers every two weeks after order fulfillment
• Real-world examples, category fee tables, and cost strategies are included
• The guide helps you understand total costs and how to stay profitable

Selling on Walmart? Here’s What Most Sellers Get Wrong

Many sellers move to Walmart expecting lower fees but fail to account for how referral percentages, fulfillment costs, and advertising spend actually work. Without knowing when and how each fee is applied, it’s easy to underprice products or lose profit through logistics and returns.

These missteps are costly. A few percentage points lost to the wrong category or oversized storage charges can wipe out margins. Advertising mismanagement or return-related deductions often go unnoticed until your payouts shrink.

This guide helps you avoid those mistakes by showing you the full cost structure sellers face on Walmart in 2026, with examples, category tables, and profit-saving tactics.

Why Trust This Information?

We are StarterX, a Walmart Marketplace seller agency. Our team has built and managed over 200 profitable Walmart stores across high-competition categories like apparel, electronics, home goods, and personal care. We work hands-on inside real seller accounts, analyzing fee breakdowns, optimizing product-level profitability, and navigating Walmart’s systems daily. We know what works because we’ve helped scale stores from zero to six figures while managing fees at every step.

Whether you’re new to Walmart or trying to fix a margin problem, this guide gives you the same fee knowledge and insights we apply for our own clients.

What Fee Structure Does Walmart Marketplace Use in 2026?

Walmart Marketplace uses a referral fee model with no monthly or listing fees. Sellers are only charged when a product is sold. This structure is important to understand before selling on Walmart Marketplace, since pricing, margins, and fulfillment decisions depend on how fees are applied.

The core fee types include referral fees, fulfillment costs (if using WFS), optional advertising spend, and fees related to returns.

Each fee is tied to specific seller actions. If you don’t sell, you don’t pay.

What Triggers Fees on Walmart Marketplace?

Fee Type	When It’s Charged
Referral Fee	Monthly, based on volume and time in the warehouse
WFS Fulfillment Fee	When Walmart ships your product through WFS
Storage Fee	Monthly, based on volume and time in warehouse
Advertising Spend	When a shopper clicks your paid listing
Return/Restocking Fee	When a return is processed, depending on who’s at fault

Does Walmart Charge Listing or Subscription Fees?

No. Walmart does not charge any monthly, listing, or subscription fees to sellers.

This makes it different from Amazon, which charges a $39.99 monthly fee for professional sellers. Walmart only charges you when you earn a sale.

This approach keeps costs lower and more predictable, especially for new sellers or those testing new product lines.

What Makes Walmart’s Fee Structure Seller-Friendly?

• No upfront costs to get started
• Category-based fees give clear expectations
• Pay-as-you-sell model supports scaling
• WFS is optional, not required
• No fees for listing products, regardless of volume

How Much Are Walmart Marketplace Referral Fees by Category?

Walmart charges a category-based referral fee on each sale. This fee is calculated as a percentage of the total sales price, which includes the item price and shipping charges, but not tax. In 2026, referral fees range from 8 percent to 20 percent, depending on the product category.

What Is a Referral Fee?

A referral fee is the amount Walmart deducts from your payout after a sale. It varies by category and is automatically applied per order. You don’t need to manage it manually.

For example:
If you sell a $100 item in the “Home & Garden” category (10 percent fee), Walmart keeps $10, and you receive $90 (minus any fulfillment or return costs, if applicable).

Walmart Referral Fees by Category (2026)

Product Category	Referral Fee
Apparel & Accessories	15%
Consumer Electronics	8%
Beauty	15%
Grocery (Non-perishable)	8%
Grocery (Perishable)	15%
Health & Personal Care	15%
Home & Garden	10%
Jewelry	15% on the first $1,500, 3% after that
Major Appliances	8%
Office Products	15%
Sports & Outdoors	10%
Toys	12%
Video Game Consoles	8%
Watches	15% on first $1,500, 3% after that

Examples of Fee Calculations

1. Beauty Product ($50)
Fee: 15 percent
Walmart keeps: $7.50

2. Video Game Console ($300)
Fee: 8 percent
Walmart keeps: $24

3. Jewelry Item ($400)

• 20 percent on the first $250 = $50
• 5 percent on the remaining $150 = $7.50
  Total Fee: $57.50

These rules apply per item sold, and fees are deducted automatically during payout.

How to Avoid Fee Surprises

• Always match your product to the correct category
• Check fees using Walmart’s internal category reference sheet
• Factor referral fees into your retail pricing and margin calculations
• Avoid misclassifying products, which can trigger higher fees

Are There Monthly or Subscription Fees for Walmart Sellers?

Walmart Marketplace does not charge sellers a monthly or subscription fee. You can create an account, list products, and sell without paying any upfront or recurring platform charges. This sets Walmart apart from platforms like Amazon, which require a $39.99 monthly fee for professional sellers.

Why Does Walmart Avoid Monthly Fees?

Walmart uses a pay-per-sale model, meaning sellers only pay when they make a sale. This approach supports:

• Low-risk entry for new sellers
• Simpler cost forecasting for small brands
• Scalability without platform fee pressure

There are no charges for creating listings, uploading inventory, or maintaining your account.

How Does This Benefit Sellers?

• You keep more profit, especially on low-volume sales
• No pressure to “sell more to break even” on a monthly fee
• Easier to test product-market fit or enter new categories
• Ideal for seasonal or niche product sellers

For example, a startup selling 20 items per month avoids $480 per year in subscription costs compared to Amazon.

Walmart’s zero-subscription model gives you a wider margin window, but fulfillment and storage fees still apply if you use Walmart Fulfillment Services (WFS).

What Are the Fulfillment Fees for Using Walmart Fulfillment Services (WFS)?

Walmart Fulfillment Services (WFS) charges per-unit fulfillment and monthly storage fees. These fees apply only if you choose to let a Walmart store pick, pack, and ship your products. WFS simplifies logistics but comes with set costs based on product weight, size, and storage duration.

What Does WFS Fulfillment Cost Per Unit in 2026?

Fulfillment fees are charged per item shipped. The heavier the item, the higher the cost.

Weight Tier (Per Unit)	Fulfillment Fee
Up to 1 lb	$3.45
1 – 2 lb	$4.95
2 – 3 lb	$5.45
3 – 4 lb	$5.95
4 – 20 lb	$6.95 – $10.95
Oversized (20+ lb)	Starts at $16.95

Example: A 1.5 lb toy would cost $4.95 in fulfillment fees per unit.

How Are Monthly Storage Fees Calculated?

Storage fees are based on the product’s cubic volume and vary by season. Q4 months carry higher rates due to increased demand.

Size Tier	Jan–Sep (per cu. ft.)	Oct–Dec (per cu. ft.)
Standard Size	$0.75	$2.25
Oversize	$0.60	$1.95

Example: A 2 cu. ft. standard item stored in November would cost $4.50 for that month.

Other Potential WFS Costs

• Long-term storage fees if inventory sits unsold for over 365 days
• Inbound shipping to Walmart fulfillment centers
• Labeling and prep services if the requirements are not met by the seller

When Does WFS Make Sense?

WFS is ideal when:

• Your shipping costs are high through third-party logistics
• You want to qualify for 2-day delivery badging
• You sell small-to-medium items with steady turnover
• You want Walmart to handle customer service and returns

Are There Any Hidden or Indirect Fees on Walmart Marketplace?

Walmart Marketplace does not charge hidden fees, but sellers may face indirect costs depending on how they operate. These costs are not part of the core referral or WFS fee structure but can affect profitability if not planned for.

What Indirect Fees Should Sellers Expect?

Fee Type	When It Applies
Return Shipping Costs	If the return is due to the seller’s fault or a product issue
Restocking Fees	May apply based on category and return reason
Advertising Costs	Charged per click or per impression (optional)
Inbound Shipping (to WFS)	Seller pays for shipping inventory to Walmart fulfillment centers
Penalties for Violations	Late shipment, policy violations, or listing errors

Examples of Indirect Costs

• A return due to a defective item may result in the seller covering the return shipping, losing the referral fee, and restocking the item.
• A Sponsored Product ad campaign that is not optimized may lead to high CPC without conversions.
• Inventory that sits too long in WFS warehouses may incur long-term storage fees.

Are These Fees Avoidable?

Some costs are controllable with better operations. For example:

• Use accurate listings and quality control to reduce return rates
• Optimize ad campaigns for ROAS instead of clicks
• Maintain healthy inventory turnover to avoid long-term storage charges
• Follow seller performance guidelines to prevent penalties

Walmart does not surprise sellers with extra fees. But if you’re not tracking the full cost of fulfillment, ads, and returns, your profit margins can still suffer.

How Much Does Advertising Cost on Walmart Marketplace?

Walmart advertising works on a pay-per-click (PPC) or cost-per-thousand-impressions (CPM) model. You only pay when someone clicks or views your ad, depending on the ad format. There are no flat monthly fees or minimum ad spend requirements.

What Advertising Options Are Available on Walmart?

Ad Type	Fee Model	Where It Shows
Sponsored Products	Cost-per-click (CPC)	Search results, product pages
Sponsored Brands	CPC	Brand banners on search pages
Display Ads (On-site)	CPM or CPC	Home page, category pages
Offsite Ads (Programmatic)	CPM	Social media, mobile apps, DSPs

What Do Ads Typically Cost?

Walmart ads do not have fixed rates. Your cost depends on:

• Bid amount
• Product competition
• Target keywords
• Category demand

Typical CPC ranges from $0.25 to $1.25, depending on the niche. Display and off-site CPM rates vary widely but often start at around $6 to $12 per 1,000 impressions.

Example: A $0.65 CPC campaign with a $100 daily budget could generate around 150 clicks per day.

Can Sellers Control Ad Spend?

Yes. You can set:

• Daily or campaign-level budgets
• Manual or automatic bidding strategies
• Ad scheduling by day or hour
• Target keywords, product groups, or audience segments

This gives sellers full control over how much they spend and where their ads appear.

When Should Sellers Use Walmart Ads?

Advertising helps when:

• You’re launching new products
• Competing in high-traffic categories
• Trying to improve ranking and visibility
• You want to drive faster conversions

Walmart Connect is Walmart’s native advertising platform that controls where and how paid placements appear across search results, category pages, and product listings. Any paid visibility on Walmart Marketplace runs through this system.

In crowded categories, visibility through Walmart Connect alone is not enough without proper execution. Sustainable results depend on running Walmart ads effectively, where targeting, bidding discipline, and listing quality work together to support both paid performance and organic ranking.

When Do Sellers Get Paid on Walmart Marketplace?

Walmart pays sellers every two weeks through direct deposit. Payouts include completed order revenue minus referral fees, WFS charges, and any other applicable deductions. The standard payout cycle is biweekly, and it starts once your account is verified and active.

What’s Included in Each Payout?

Each payout includes:

• Revenue from completed and delivered orders
• Deductions for referral fees by category
• Deductions for WFS fulfillment and storage (if applicable)
• Adjustments for returns, refunds, or penalties (if applicable)

Payout Timeline Example

Order Date	Payout Release Date
September 1	September 15
September 2–15	September 29

Walmart only includes delivered and completed orders in the payout. Orders still in transit are held until the next cycle.

How Are Returns Handled in Payouts?

If a return is processed after a payout, Walmart deducts the amount from your next payout. If it’s processed before payout, the refund is simply excluded.

This applies to:

• Return shipping charges
• Restocking fee reversals (if applicable)
• Adjusted referral fees for refunded items

How to Ensure Smooth Payouts

• Set up accurate bank account details in Seller Center
• Track orders, returns, and fees inside your payout dashboard
• Keep performance metrics healthy to avoid payment holds
• Respond to Walmart system requests quickly (e.g., account verification)

How Are Returns and Restocking Fees Handled?

Walmart allows sellers to set return policies within defined platform rules. If a customer returns an item, the cost and responsibility depend on who is at fault and the product category. Fees may include return shipping and a restocking deduction.

Who Pays for Return Shipping?

• Customer fault (e.g., changed mind): The customer may pay return shipping
• Seller fault (e.g., wrong item, defective): The seller covers the return shipping
• WFS orders: Walmart typically handles shipping and deducts the cost from the payout

Return shipping costs depend on carrier rates and item size. You’ll see these deductions in your settlement report.

What Is a Restocking Fee?

A restocking fee is a percentage of the product price that can be retained by the seller when a return is completed. Walmart allows restocking fees only in specific categories, and they must be clearly disclosed in the return policy.

Typical Restocking Fee

Up To 20 Percent

Example: A returned $200 home appliance with a 15% restocking fee allows the seller to retain $30.

When Are Sellers Responsible for Refunds?

Sellers are required to process refunds when:

• An item arrives damaged or defective
• A wrong product is shipped
• The item does not match the listing
• A return is approved under Walmart’s return policy rules

Failure to issue refunds promptly can lead to account penalties or delayed payouts.

Tips to Minimize Return-Related Costs

• Use accurate product descriptions and images
• Ship with reliable carriers and track every order
• Set a clear return policy in your Seller Center account
• Monitor return reasons to identify product or listing issues
• Use WFS if you want Walmart to handle return logistics

What Cost Factors Should Sellers Monitor to Stay Profitable?

Profitability on Walmart Marketplace depends on tracking five main cost areas: referral fees, fulfillment costs, advertising spend, returns, and storage. Even if you sell at volume, these hidden margins can erode profits fast if left unmanaged.

Key Cost Factors That Impact Profit

1. Referral Fees
   
   • Vary from 8 to 20 percent based on category
   • Deducted from every sale
   • Always check category mapping for accuracy
     
2. WFS Fulfillment and Storage Fees
   
   • Charged per shipped unit
   • Storage fees increase in Q4
   • Long-term storage adds extra cost after 365 days
     
3. Advertising Spend
   
   • CPC ads can burn the budget fast without a return
   • Track ROAS, not just clicks
   • Use automated rules to limit spend on poor performers
     
4. Return and Restocking Costs
   
   • Product issues increase return rates
   • Return shipping and refund deductions apply
   • Monitor return reasons to catch patterns early
     
5. Inventory and Shipping Logistics
   
   • Inbound shipping to WFS is seller-paid
   • Overordering increases holding costs
   • Underordering risks stockouts and lost sales

Example: Cost Breakdown on a $100 Sale

Cost Type	Amount
Referral Fee (10%)	$10
WFS Fulfillment	$5.45 (2–3 lb item)
Storage (Q4, 2 cu. ft.)	$4.50
CPC Ads (optional)	$8 per sale
Net Before Returns	$72.05

This shows how quickly the total cost can reach 25 to 30 percent of the sale price.

How to Track These Costs Effectively

• Use Walmart Seller Center reports to monitor all fees
• Recalculate profit margins per SKU each month
• Optimize ad bids based on ACoS or ROAS
• Plan inventory to match demand forecasts
• Avoid overusing premium shipping options on low-margin items

How Do Walmart Seller Fees Compare to Amazon and eBay?

Walmart Marketplace generally charges lower selling fees than Amazon and fewer mandatory costs than eBay. While each platform uses different pricing models, Walmart’s no-subscription structure gives sellers more flexibility, especially at lower volumes.

Fee Model Comparison: Walmart vs Amazon vs eBay

Platform	Referral Fees	Monthly Fee	Fulfillment Program	Restocking/Return Costs	Ad Fees
Walmart	8%–20%, by category	None	Optional (WFS)	Seller or WFS responsibility	CPC / CPM (optional)
Amazon	6%–45%, varies by item	$39.99 (Pro plan)	FBA (mandatory for Prime)	Amazon-controlled	CPC / Sponsored Ads
eBay	2%–15% + PayPal/Stripe fees	Optional (Store plans)	No native fulfillment	Seller-controlled	Optional, varies

Example: Selling a $100 Product

Cost Item	Walmart	Amazon	eBay
Referral Fee (avg)	$12	$15	$13
Subscription Fee	$0	$39.99/mo	$0 (basic)
Fulfillment Fee	$5.45 (WFS)	$6.50 (FBA)	Varies
Net Before Ads	$82.55	$78.50	~$87

Note: eBay may appear cheaper on fees, but sellers also cover payment processing and full shipping logistics, which raises true operating costs.

Why Sellers Choose Walmart

• Lower fixed costs and no subscription barrier
• Competitive fulfillment pricing with optional WFS
• Simpler fee structure without bundled charges
• Access to Walmart’s high-traffic platform without an upfront investment

How Can Sellers Reduce Walmart Marketplace Fees in 2026?

Sellers can reduce Walmart Marketplace fees by optimizing product categories, fulfillment methods, advertising strategies, and inventory flow. While core referral fees are fixed, several controllable factors directly impact your total costs per sale.

1. Choose the Correct Product Category

• Misclassified items may fall under higher-fee categories
• Always check referral rate tables before listing
• Use accurate product attributes and category paths
• Cross-check final fees inside the Seller Center reports

Example: Listing a smartwatch under “Electronics” (8%) instead of “Jewelry” (20%) can cut referral costs significantly.

2. Optimize WFS Usage

• Use WFS for products that ship often and fit standard-size tiers
• Avoid long-term storage for slow-moving inventory
• Ship full cartons to reduce inbound shipping cost per unit
• Monitor your cubic storage footprint monthly

Products under 2 lbs with high turnover benefit most from WFS’s flat-rate structure.

3. Control Advertising Spend

• Set clear ROAS or ACoS targets
• Use automatic campaigns only for discovery
• Pause underperforming keywords weekly
• Start with low CPC bids and scale only on proven results

Tracking ad cost per conversion helps avoid overspending on unprofitable items.

4. Minimize Return-Related Losses

• Use clear product descriptions and accurate sizing
• Offer responsive customer service to prevent avoidable returns
• Monitor return reasons and flag repeat issues
• Include return costs in profit calculations per SKU

5. Use Lean Inventory Management

• Align stock levels with actual sales velocity
• Avoid Q4 overstocking that increases storage fees
• Restock top sellers in bulk to reduce per-unit shipping costs

Bonus: Audit Your Payouts Regularly

• Review payout reports to catch unexpected deductions
• Reconcile WFS charges and referral fees against item price
• Identify fee leaks across SKUs or categories

Controlling these levers can improve your effective margin by 10 to 25 percent over time. Smart sellers focus not only on sales but on what they keep after fees.

Walmart Marketplace Fees: Key Takeaways for 2026

Walmart Marketplace remains one of the most cost-effective platforms for sellers in 2026. With no monthly subscription fees and transparent category-based referral rates, it offers strong profit potential when managed correctly.

Key Numbers to Remember

Fee Type	Details
Referral Fee	8% to 20%, based on category
Subscription Fee	$0 – no monthly charge to sell
WFS Fulfillment Fee	Starts at $3.45 per unit (based on weight)
WFS Storage Fee	$0.75 to $2.25 per cu. ft., varies by season
Ad Cost (CPC)	Typically $0.25 to $1.25 per click
Payout Frequency	Biweekly (every two weeks)
Return/Restocking Fees	Varies by case; up to 20% restocking allowed

Why Walmart Works for Smart Sellers

• You only pay when you sell
• No upfront fees to list or launch
• Fee structure is predictable and category-specific
• WFS gives fulfillment flexibility, but it is optional
• Profitability is scalable with cost control

Need Expert Help with Walmart Fees or Store Setup?

If you’re still unsure how marketplace fees impact your margins or want to launch an online store that’s built for profit from day one, we can help.

At StarterX, we’re a full-service eCommerce growth agency. We’ve built and managed 200+ profitable marketplace and eCommerce stores across multiple categories. Our team helps brands structure listings, control costs, and scale sustainably across platforms like Walmart and other major marketplaces.

Want expert guidance on your fee structure, store setup, or growth strategy?
Book a free consultation with our eCommerce specialists today.

Let’s build an eCommerce business that works for your goals, not against your margins.

Frequently Asked Questions About Walmart Marketplace Fees

Does Walmart charge a fee if a product is out of stock?

No. Walmart does not charge a fee for going out of stock. However, going out of stock can lower your listing visibility and impact your seller performance score, which may reduce your Buy Box eligibility and affect future sales.

Can I avoid WFS fees by fulfilling orders myself?

Yes. You are not required to use WFS. You can fulfill orders through your own warehouse or a third-party logistics provider. Just make sure your shipping times and tracking meet Walmart’s SLA (Service Level Agreement) standards to avoid penalties.

Do digital products or services have referral fees?

Walmart Marketplace does not support digital products or services. Only physical goods can be listed and sold on the platform, and those are subject to standard referral fees based on category.

Is there a fee for canceling an order?

Walmart does not charge a fee for order cancellations. However, frequent cancellations may lead to account warnings or suspension. Always maintain accurate inventory to avoid cancellations.

Are there different fees for international sellers?

The referral fees are the same for international sellers, but non-US sellers may face additional costs such as cross-border shipping, customs duties, and longer delivery times, which can affect customer satisfaction and return rates.

Can I get a breakdown of fees for each order?

Yes. You can view detailed fee breakdowns in your Seller Center reports. Each order shows referral fees, fulfillment charges, shipping costs (if using WFS), and any adjustments due to returns or promotions.

Do bundled products or kits have different referral fees?

No. Bundled products are charged based on the category they’re listed under. Make sure your bundle is listed correctly and matches the primary item’s category to avoid incorrect fee application.

Can I dispute a referral fee if it’s incorrect?

Yes. You can open a case in Seller Center if you believe a referral fee was misapplied. Include SKU, order ID, and category justification. Walmart may adjust the fee if the error is confirmed.

Are there any tax-related fees sellers should plan for?

Walmart collects and remits sales tax automatically in most U.S. states. You are not charged a fee for this service, but you’re responsible for understanding your income tax obligations as a seller.