Walmart Marketplace has quickly transformed from being a secondary sales channel to one of the biggest opportunities for eCommerce brands. With millions of active shoppers and a platform designed to compete directly with Amazon, it’s now one of the best opportunities for brands looking to expand their online reach. For many sellers, getting onto Walmart means access to a massive customer base that’s still growing every quarter.
Even though being on Walmart sounds easy — just list your products and wait for sales to come in, it’s much more complicated than that.
And we have to start with how you manage fulfillment. Meeting Walmart’s expectations (and more importantly, your customers’ expectations) requires speed, accuracy, and the ability to deliver consistently every time. Shoppers expect fast shipping, clear communication, simple returns, and much more. On top of that, Walmart holds sellers to high standards to make sure that happens.
That’s where third-party logistics (3PL) comes into play. For Walmart sellers especially, choosing the right logistics setup can be the difference between barely keeping up and building a scalable, profitable business.
In this guide, we’ll take a closer look at Walmart 3PL solutions: how they work, why they matter, and what sellers should look for when deciding on a fulfillment partner.
Understanding Walmart’s Marketplace
Walmart Marketplace isn’t the same retail giant you remember from store shelves. It has become one of the fastest-growing eCommerce platforms in the U.S. with even the potential to dethrone Amazon in the future. Thousands of brands are joining each year, drawn by Walmart’s reputation and its ability to put products in front of customers who already trust the name. For many sellers, it’s the first real alternative where growth doesn’t feel locked behind Amazon’s walls.
That opportunity comes with a catch: Walmart store is very protective of its customer experience. If a Walmart order arrives late, gets lost, or shows up in poor condition, Walmart doesn’t see it as the seller’s problem, but something that reflects on the Walmart brand. And trust us, it will be a major headache for you.
That’s why the company enforces strict requirements on shipping speed, accuracy, communication, and everything else you can think of. Falling short can push your listings down in search results or even limit your ability to sell.
For sellers, this shifts the conversation from “How do I list my products?” to “How do I build a fulfillment system that keeps me in Walmart’s good graces?” Those who treat logistics as a core part of their strategy, not a back-office chore, are the ones who thrive. We witnessed it firsthand.
Why Do Sellers Need 3PL Support on Walmart Marketplace?
Managing fulfillment on your own can feel manageable in the very beginning, but once sales pick up, the cracks show quickly. Sellers often run into limited storage space, daily packing and shipping bottlenecks, and the growing problem of handling returns. Each one of these issues has a direct impact on Walmart’s performance metrics and Walmart keeps a close eye on seller ratings, shipping times, and customer satisfaction.
Walmart shoppers have grown to expect an experience that rivals Amazon. Meeting those expectations at scale is almost impossible without dedicated logistics support. That’s where 3PL providers step in.
Some of the biggest advantages include:
- Scalability: Ability to handle spikes in demand without scrambling for extra space or staff.
- Speed and accuracy: Systems that keep orders moving quickly and reduce mistakes.
- Cost efficiency: Lower overhead compared to running your own warehouse, especially at higher volumes.
For a small seller, fulfilling a few dozen orders in-house might work fine. But once that volume turns into hundreds or thousands per week, outsourcing becomes essential.
Walmart Fulfillment Services (WFS) vs. Third-Party 3PL Providers
When sellers start exploring fulfillment options on Walmart Marketplace, two main choices usually come up: Walmart Fulfillment Services (WFS) and independent third party logistics (3PL) providers. On the surface, WFS looks like the simplest path: it’s Walmart’s own system, and it ties directly into their marketplace. But many sellers quickly realize that what works in theory doesn’t always match the needs of a growing eCommerce business. To understand why, let’s break down how WFS compares with working alongside a 3PL partner.
What is Walmart Fulfillment Services?
WFS is Walmart’s in-house fulfillment program, and in many ways, it mirrors Amazon FBA model. Sellers ship their inventory directly to Walmart’s network of fulfillment centers, and Walmart takes it from there — picking, packing, shipping, and managing returns. For sellers, the biggest draw is that Walmart GoLocal products are automatically eligible for Walmart’s fast two-day shipping badge, which gives a major boost in visibility and conversion rates.
While this convenience makes WFS attractive, it’s not without trade-offs. For some, it’s a good fit. For many others, it quickly becomes limiting.
Pros and Cons of WFS
The strengths of WFS are easy to see, but the limitations often catch sellers by surprise. Here’s a closer look:
Pros
Undoubtedly, WFS offers several clear advantages.
- Increased visibility: Products fulfilled through WFS often rank higher and stand out with the two-day shipping badge, giving sellers more exposure.
- Simplified logistics: By letting Walmart handle storage, shipping, and returns, sellers can reduce their day-to-day operational workload.
- Credibility with customers: Having Walmart’s name behind fulfillment can reassure buyers and increase trust at checkout.
Cons
Despite its benefits, after some time, most businesses realize that the negatives/limitations of WFS still outweigh the positives.
- Product restrictions: WFS does not accept all categories, and strict size/weight limits can make it unusable for certain products.
- Higher costs for some sellers: Fees may be bigger than the benefits, especially for low-margin products or businesses with larger items.
- Limited branding: Since Walmart controls packaging, sellers lose opportunities to create a branded unboxing experience that strengthens customer loyalty.
- Single-channel focus: WFS is only for Walmart Marketplace, meaning sellers must manage separate fulfillment solutions for other platforms like Amazon, eBay, or Shopify. River Plate Inc. can do both simultaneously.
Why Choose a Third-Party 3PL?
Third-party providers offer a very different kind of value. Instead of being tied to Walmart’s system, sellers get flexibility and control. A 3PL partner can integrate with multiple sales channels at once, manage specialized inventory requirements, and even provide services like custom packaging or subscription box fulfillment. For brands that want to maintain consistent branding across platforms, this flexibility is critical.
Many growing sellers even choose a hybrid strategy: using WFS for a select group of fast-moving SKUs and leaning on a trusted 3PL for the rest. This approach allows them to enjoy the visibility benefits of WFS while still keeping control, flexibility, and multi-channel reach through their 3PL partner. In practice, it’s often the 3PL that makes scaling long-term growth possible.
Common Mistakes Sellers Make When Choosing a 3PL
It’s staggering how many sellers fall into predictable traps. One of the biggest mistakes is focusing too much on cost. The cheapest option often brings questionable reliability, shipping speed, and service quality.
Other common errors include neglecting technical integration with Walmart Marketplace. Geography also matters. Using a warehouse far from your main customer base can increase delivery times and costs. Finally, many sellers choose a 3PL that only fits current needs rather than one that can scale with growth.
Some of the most frequent mistakes include:
- Prioritizing price over reliability: Low cost almost always comes at the expense.
- Ignoring platform integration: Poor technical setup leads to order fulfillment delays and mistakes.
- Overlooking warehouse location: Shipping from distant facilities increases transit time and costs.
- Neglecting scalability: A 3PL that can’t handle future growth forces operational headaches down the line.
- Failing to evaluate returns management: Poor reverse logistics can damage customer satisfaction and seller scores.
You need to avoid these mistakes and focus on the right combination of technology, coverage, transparency, and experience.
How to Choose the Right Walmart 3PL Partner
Selecting a 3PL partner is one of the most important decisions a Walmart seller will make, and it can directly impact your business. The process starts with checking whether the provider works with Walmart Marketplace. Smooth integration means your inventory management, orders, and shipping data flow automatically.
Transparency in pricing is equally important. Hidden fees (like seasonal storage surcharges, oversized handling charges, or emergency processing costs) can quietly wipe out your profit if not understood upfront.
Additionally, strong returns management and reporting capabilities are essential. You want a partner who can efficiently process returns, handle reverse logistics, and provide detailed insights into performance metrics. Finally, experience matters, too. A 3PL familiar with businesses your size, and with Walmart’s specific requirements, will help you avoid common pitfalls.
Walmart 3PL Trends to Watch in 2025 and Beyond
The logistics world is changing almost daily and Walmart sellers need to keep an eye on those new trends. One major development is the use of artificial intelligence. No one is surprised because AI is becoming so important in every industry. Using AI is very good for predicting inventory demand and optimizing storage locations.
Sustainability is also becoming a priority, with more 3PLs adopting eco-friendly packaging and energy-efficient operations.
Same-day delivery, once seen as a premium option, is gradually becoming more widespread as logistics networks expand. Walmart continues to invest heavily in its own fulfillment capabilities, which will raise customer expectations even higher. Those are the main talking points at the moment and there will be more, so keep an eye on the news.
Action Plan: Getting Started With a Walmart 3PL
If you’re ready to explore Walmart 3PL solutions, the first step is to assess your current pain points. Are you struggling with storage, slow shipping, or high return rates? Once you understand your challenges, compare WFS and external 3PL options to see which is the best fit for your products.
Shortlist providers that integrate with Walmart Marketplace and request detailed pricing to avoid surprises. It’s often wise to start with a pilot program on a small product line before expanding fully. As you roll out the partnership, keep a close eye on metrics. These indicators will show whether your fulfillment partner is truly adding value or just taking your money.
The Bottom Line for Walmart Marketplace Sellers
Walmart Marketplace offers huge potential for sellers, but success depends on more than just having great products. Behind every top-performing seller is a good fulfillment system and supply chain that takes care of all important things.
For sellers weighing their options, it’s important to view 3PL support as more than a cost of doing business. It’s an investment in efficiency, scalability, and competitiveness on a platform where customer expectations are rising every year. Sellers who choose wisely position themselves to take full advantage of Walmart’s massive reach, while those who go it alone often find themselves limited by logistics bottlenecks.
Frequently Asked Questions (FAQs)
Does Walmart require sellers to use a 3PL or Walmart Fulfillment Services (WFS)?
But, Walmart does not require sellers to use WFS or a 3PL services. Sellers are free to manage fulfillment in-house if they prefer. However, Walmart sets strict shipping and performance standards, so many sellers choose 3PL support.
Can I work with River Plate Inc. for both Walmart and Amazon orders?
Yes, we support multiple sales channels, including Walmart and Amazon. You can centralize inventory and streamline operations across platforms. Using one partner for both can also reduce errors and lower costs.
How do Walmart sellers calculate whether 3PL costs are worth it?
The best way is to compare your current fulfillment costs (labor, storage, and shipping) against what a 3PL charges. For most sellers, savings come from discounted carrier rates and reduced overhead. Beyond cost, factor in the time and stress saved by outsourcing logistics.
Can a 3PL improve my chances of winning the Walmart Buy Box?
Yes, strong fulfillment performance is a key factor in winning the Buy Box. A 3PL that delivers fast and lowers error rates improves your odds. Price still matters, yet logistics plays a big role in Walmart’s algorithm.
How quickly can I transition my fulfillment from in-house to a 3PL?
The timeline depends on your inventory size and the 3PL’s onboarding process. For smaller catalogs, the switch can be made in a few weeks. Larger, more complex operations may take a few months to fully transition.
What red flags should Walmart sellers watch out for when choosing a 3PL?
Be cautious of 3PLs that lack transparent pricing, have limited tech integration, or avoid sharing performance metrics. Poor communication and hidden fees are also warning signs. If a provider cannot demonstrate Walmart-specific experience, that’s another yellow, if not red, flag.
