Walmart calls its seller portal Seller Center, and many sellers search for it as "Walmart Seller Central". Seller Central is actually what Amazon calls its seller portal; you sign in to Walmart's Seller Center at seller.walmart.com. This guide walks through every area of Walmart Seller Center in order, for the US and Canada, using Walmart's own Marketplace Learn pages checked on October 28, 2026. It uses numbered text steps instead of screenshots, because Walmart changes the screens more often than the menu names.
Seller Central or Seller Center? Why people search both
Amazon's sell page links to "Seller Central" and sends sign-ins to a sellercentral.amazon.com address. Walmart's Marketplace Learn pages call its tool "Seller Center" and link to seller.walmart.com as the Seller Center address. If you type "Walmart Seller Central" into a search box you will still land in the right place, but the two accounts are separate: an Amazon login does not open Walmart Seller Center, and the reverse is also true. If you sell on both, see Walmart vs Amazon for the differences that matter to a seller.
Walmart describes Seller Center as the "one-stop-shop for managing your entire Walmart Marketplace storefront". Its own guide splits the work into three parts: Setup (your catalog), Manage (orders, pricing, discounts and performance) and Grow (analytics, growth tools and advertising). The sections below follow that order.
One more distinction. Seller Center is for third-party Marketplace sellers. Suppliers who sell to Walmart wholesale are a different model, covered in Walmart vendor vs seller.
How to log in to Walmart Seller Center, and fix login problems
Walmart's guides do not label a dedicated "login page" URL. What they do show is the Seller Center address, seller.walmart.com, with the home screen at seller.walmart.com/home. The Canada onboarding guide links to the same addresses, so sign-in is the same for both countries. The Walmart Seller app uses the same credentials.
Reset a forgotten password
Walmart's Canada guide for a forgotten password gives these steps:
- On the Seller Center login screen, click Forgot your Password? under the grey LOG IN button.
- Type the email address tied to your Seller Center account and choose Submit.
- If that address exists in Walmart's system, you get a confirmation that an email was sent.
- Open the email titled "Your password has been reset" and click set your new password. The link is valid for 7 days.
- Enter the new password, enter it again to confirm, and click Submit.
The password rules on that page: 8 to 15 characters, with at least 1 special character, 1 uppercase character, 1 lowercase character and 2 numbers.
If the reset does not work
- Open a Partner Support case and choose Password or Other Access Issue > Password reset not working. Include your Seller or Partner ID, your name, any error message, and the date and time of the problem. Walmart says you can submit this ticket without being logged in.
- If you cannot reach Seller Center or the support page at all, Walmart's guide gives the address MPCASS@wal-mart.com for requesting a reset.
Two-step verification
Walmart offers 2-step verification in Seller Center. Once it is on, every user on the account is prompted to choose a channel at their next login, and each user sets up their own method. The three channels are an authenticator app (a six-digit code that changes every 30 seconds), email, or text. Email and text codes are one-time codes sent at each login and are valid for 10 minutes. If you lose the device that holds your authenticator, Walmart's pages we fetched do not describe a recovery route, so use the Partner Support form described above.
| Problem | First thing to try | If that fails |
|---|---|---|
| Forgot password | "Forgot your Password?" link, then the emailed link within 7 days | Partner Support case: Password or Other Access Issue |
| No reset email arrives | Check you used the email on the Seller Center account; Walmart only sends it if the address is in its system | Same support case; include the email you tried |
| New password rejected | Check the rules: 8 to 15 characters, 1 special, 1 uppercase, 1 lowercase, 2 numbers | Request another reset link |
| Code does not arrive | Email and text codes last 10 minutes; request a new one | Ask Seller Support |
| Cannot reach support page either | Email MPCASS@wal-mart.com as Walmart's guide says | Include the date and time of the attempt in your message |
Walmart's FAQ list also has an entry for suspected phishing. Its answer was not visible on the page we fetched, so if you think an email imitating Walmart may have exposed your login, reset the password and open a support case instead of waiting.
First-time setup: what Seller Center asks you for
Your items go live on Walmart.com only after account setup in Seller Center is finished. Walmart's US onboarding guide describes three steps. For a fuller sign-up walk-through, read Getting started as a new Walmart seller.
- Express setup (optional). After applying you can import listings from another marketplace through Walmart's integration provider, Versori. It is a one-time import of business and catalog data. Walmart says you log in to the other marketplace yourself and Walmart never sees your credentials. You review and confirm the imported items before they are published.
- Business verification. You give legal business name, entity type, phone and a registration number, plus ID for the applicant or legal representative. Walmart says verification can take anywhere from a few minutes to a few business days, and it must finish before store setup. Entries must match your official documents. You then have 30 days after submitting business details to finish payment setup, or the account is declined and you must re-apply.
- Store setup. You add customer-service details, choose how you fulfill (WFS or ship yourself, both needing a verifiable return address), and set up your catalog. Walmart says finalizing can take up to four hours after inventory is added.
Dashboard and navigation: where things live
Walmart's "Getting started in Seller Center" guide (dated January 13, 2025) lists the main areas below. Menu labels can move, so treat this as a map, not a promise of exact wording.
| Area | What you do there |
|---|---|
| Catalog | Add items, fix listing issues, manage media, export items to international markets |
| Orders | Acknowledge and ship orders, handle returns, adjustments and disputes |
| Payments | Transactions, statements and a Capital subtab with loan options and offers |
| Pricing | Set prices, use the repricer tool, create deals and discounts |
| Performance | Account and item health: order response time, valid tracking, cancellations, refunds, ratings and reviews |
| Analytics | Search insights, Consumer insights, Reports |
| Growth | Success Hub, Listing quality, Assortment growth, Search Engine Marketing |
| Advertising | Walmart Connect campaigns, plus Design and brand shop |
| Settings (gear icon) | Account, partner profile, financial settings, shipping profile |
To find shipping settings: click the gear icon in the upper right of the Seller Center home page, then scroll the left column to Shipping Profile. Account, business profile and tax settings are under the Account, Partner Profile and Financial Settings tabs.
Items and catalog
The Catalog tab has an Add items button in the upper right. Walmart lists these sub-tabs: Unpublished items (listing issues needing attention), Pending review (flagged items, possible duplicates, prohibited items and listings that need fixes), Media library, Activity feed (progress of added and updated items) and Export items.
If an item or feed comes back with an error, our free Walmart error code lookup finds the code or message and links to the Walmart page that explains it.
Walmart's "Item setup methods" overview lists several ways to get items in:
- Express setup: list up to 50 items at once that are already in Walmart's catalog.
- Match Walmart's catalog (Setup by Match): match items to Walmart's catalog and publish quickly.
- Create new items: bulk-create items Walmart does not sell yet, using the Full Setup template.
- Create a new item: list a single item that is not in Walmart's catalog.
- Import items: bring items from another marketplace or a Supplier One catalog.
- Solution Provider or API: have an approved provider import your catalog, or publish programmatically. Our Walmart Marketplace API integration guide covers that route.
Virtual packs and virtual bundles exist, but Walmart says they are by invitation only. Items with no product ID, such as private label, may qualify for a UPC/GTIN exemption request. For how Walmart scores listing content, see the listing quality score guide.
Orders and fulfillment
The order guide we used is Walmart's Canada page, last updated May 25, 2026. Menu labels on the US site may differ slightly, so confirm each one on your own account.
- In Seller Center, use the left menu: Order Management > Orders.
- Pick a status tab: Unshipped, Shipped, Cancelled or All. Orders stay on the dashboard for up to 90 days.
- Filter by Order Date, Fulfilled by (Seller or WFS), Ship by (Overdue, Today, Tomorrow and ranges up to 90 days) or Order Status (New, Acknowledged, Shipped, Delivered, Cancelled).
- Click the PO link to open order details. There you can print packing slips, mark items as shipped, cancel, view Ship By and Deliver By dates, and see the payment breakdown.
- For many orders, use Download in the top-right corner to get a bulk order file, then upload your updates.
In the US, Walmart auto-cancels an order that is not marked as shipped with tracking uploaded by the Expected Ship Date plus four calendar days (Walmart.ca uses 7 days after the Ship By date). Treat the Overdue filter as a daily check, not a weekly one.
WFS in Seller Center
Walmart Fulfillment Services means Walmart picks, packs and ships the item and handles customer support and returns for those orders. Walmart's overview points to a WFS section of Seller Center at seller.walmart.com/walmart-fulfillment, where existing sellers add contact details, billing information and returns preferences. WFS users must add a billing method, which Walmart's onboarding guide says is used only to cover any balance remaining after sales. The US overview page does not mention Canada; the Canada onboarding guide does list "Ship with WFS" as a fulfillment option. Read WFS getting started before you ship inventory in, and understanding Walmart fees before you price.
Performance: the dashboard that decides your account health
To compare your dashboard figures with Walmart's Pro Seller tiers, our free Pro Seller self-scorer checks them against the published US criteria.
Walmart's Seller Performance Standards page tells you where to look: the Seller Center Performance dashboard at seller.walmart.com/performance/order-and-fulfillment. It shows your current standing, the number of affected customers and the drivers behind your score, with a time-frame filter and downloads of affected orders. Walmart says only seller-accountable factors count, and things outside your control such as weather or customer requests are excluded. Thresholds on that page:
| Metric | Walmart's threshold |
|---|---|
| Cancellation rate | 2% or lower |
| On-time delivery rate | 90% or higher |
| Valid tracking rate | 99% or higher |
| Seller response rate (answered within 48 hours) | 95% or higher |
| Negative feedback rate (1 or 2 stars, past 60 days) | 2% or lower |
| Return rate (delivered orders, past 60 days) | 6% or lower (9% for resold inventory) |
| Item not received rate | 2% or lower |
| Late shipment rate | 5% or lower |
If you miss a standard, Walmart emails you and posts a Seller Center notification with recommendations, and you cannot unsubscribe from these. Not acting can lead to "suppression, suspension or termination". WFS sellers are told most metrics are met for them, except negative feedback rate. These are the US page's numbers. A separate Canada guide may set different values, so check the Canada Marketplace Learn page for your own thresholds. For how to read the scorecard, see the seller scorecard guide, and if an account notice has already arrived, what to do when a Walmart seller account is suspended.
Payments
Go to Payments in Seller Center; the Statements page shows your payment cycle under Payment Information. What Walmart's pages say:
- There is no ACH direct deposit to your own bank. Payouts go through Marketplace Wallet or an approved third-party provider. Payoneer is listed for the US, Canada and other countries. PingPong is listed for Canada except Quebec, and Airwallex for Canada. The Canada onboarding guide adds that Payoneer is open to all sellers except those registered in Quebec.
- Payout frequency is set when you are approved and is generally every 14 days. Canada's guide says each period ends at 11:59 PM Pacific time on alternating Fridays and that funds are paid no later than the 7th day after a period ends.
- Reconciliation reports are produced on the 8th day after each settlement end date, with a CSV download.
The new seller payment hold
New sellers have part of their payouts held on a rolling basis, starting the day of the first shipped or delivered order. Walmart's US page says up to 14 days for US-incorporated sellers and up to 21 days for non-US sellers, ending when 90 days have passed and you have received $7,500 in payments. Walmart's Canada payments page groups sellers differently (up to 14 days for sellers incorporated in Canada, the US or Mexico, up to 21 days for sellers incorporated elsewhere) and ends the hold after 90 days and $1,000 in payments, without saying whether that is USD or CAD. The two Walmart pages disagree, so ask Seller Support which applies to your account before you plan cash flow around it.
Growth, advertising and Walmart Connect
The Growth tab holds Success Hub (suggested tools for your catalog), Listing quality (a score built from content, discoverability, availability, and ratings and reviews), Assortment growth (popular items to add) and Search Engine Marketing (Google Shopping campaigns). The Analytics tab adds Search insights, which shows top keywords and how shoppers find your items.
Advertising on Walmart itself is Walmart Connect. Walmart lists five solutions: Sponsored Search, Onsite Display and Brand Shop and Shelf on Walmart.com and the app, plus Search Engine Marketing and Sales Rewards and Attribution off Walmart. The overview page does not explain the difference between the Seller Center advertising page and the Ad Center, and it gives no sign-in steps, so check your account. For what the ads are and how bidding works, read the Walmart Connect guide.
Settings, users and the Seller app
Account, partner profile, financial and shipping settings sit behind the gear icon. The Walmart Seller app (iOS and Android) uses your Seller Center credentials. It lets you add items, change prices and stock, acknowledge and cancel orders, print packing slips, update tracking, view payment statements and watch 30-day sales. Walmart states it does not support Marketplace operations in Canada, Mexico or Chile, and the Android app is unavailable in Canada. Canadian sellers should plan on the browser version.
Support cases
- Sign in to Seller Center.
- Open the Help section and choose Contact Support.
- Describe the problem in detail. The tool proposes three case categories; pick the best fit or choose one manually.
- Read the suggested FAQs and guides.
- If they do not solve it, create a case.
Walmart's page gives no response times and does not say how to track replies, so write down the date and case number you receive. Walmart's FAQ list asks whether Seller Support can be reached by live chat or phone, but the answers were not visible when we fetched it, so we do not state one here. Canada's Seller Support page is at sellerhelp.walmart.ca.
Seller Center in Canada
Walmart's Canada onboarding guide links Seller Center to the same seller.walmart.com address, so we found no separate Canadian sign-in page. What differs is the setup and the rules:
- Business verification: Walmart says it "can take up to +7 days", and you must wait before store setup. Payment must be set up within 30 days of submitting business details.
- Documents: a business licence or Notice of Assessment or Articles of Incorporation showing legal name and registered address, plus a utility bill or bank statement with the same company name and registered address. The setup guide says it must be dated within the last 6 months, but Walmart Canada's tax documentation page says the last 3 months, so use one from the last 3 months to satisfy both. Uploads must be PNG, JPG or PDF under 5MB. Provide screenshots for each tax registration that applies (Canada TRN, PST, QST).
- Return address: the setup guide says a verifiable Canadian return address, while the "Before you start" guide says a return centre in Canada or the United States is accepted. Walmart's pages conflict, so ask support if yours is outside Canada.
- Registration is free; you pay a referral fee on each item sold.
If you already sell in the US, Walmart's global onboarding guide says that once your business is verified you can add a market under the same account: click the flag at the top right of the Seller Center home page, choose the country, click Set up, complete Add Details, Manage Fulfillment and Set Up Payment Methods, accept the terms and submit, then complete the anti-money-laundering questionnaire if it applies. See selling to Canada for the wider picture.
Which area should I open? A quick decision table
| You want to | Open |
|---|---|
| List a product that already exists on Walmart | Catalog > Add items (Setup by Match) |
| Find out why an item is not live | Catalog > Unpublished items, then Pending review |
| See what is overdue to ship | Order Management > Orders > Ship by > Overdue |
| Check whether your account is at risk | Performance dashboard |
| Find out when you get paid | Payments > Statements |
| Change return address or shipping times | Gear icon > Shipping Profile |
| Run ads | Advertising (Walmart Connect) |
| Get a human | Help > Contact Support |
A first-week checklist
- Bookmark seller.walmart.com and turn on 2-step verification.
- Finish business verification and payment setup inside the 30-day window.
- Set your shipping profile and return address before listing.
- Add a small test set of items and watch Pending review.
- Check Orders daily using the Overdue filter.
- Open the Performance dashboard weekly.
- Read the Statements page after your first shipped order.
If you want help running the account day to day, see our Walmart marketplace management service. For a second pair of eyes on your account setup, Bluestack runs a free audit.
Frequently asked questions
What is Walmart Seller Central?
Seller Central is Amazon's name for its seller portal. Walmart's equivalent is called Seller Center, which Walmart describes as the place to manage your whole Walmart Marketplace storefront.
What is the Walmart Seller Center login URL?
Walmart's guides link Seller Center as seller.walmart.com, with the home screen at seller.walmart.com/home. They do not label a separate login-only page.
How do I reset my Walmart Seller Center password?
Click Forgot your Password? on the login screen, enter your account email and follow the emailed link, which Walmart says is valid for 7 days. If that fails, open a Partner Support case under Password or Other Access Issue.
Is there a separate Seller Center for Walmart Canada?
Walmart's Canada onboarding guide links to the same seller.walmart.com address, so we found no separate sign-in. Canada has its own support site at sellerhelp.walmart.ca and its own setup documents.
Can I use the Walmart Seller app in Canada?
Walmart says the app does not support Marketplace operations in Canada, Mexico or Chile, and the Android app is unavailable in Canada. Use the web version of Seller Center.
Where do I find my payments in Seller Center?
Open Payments, then the Statements page, where your payment cycle appears under Payment Information. Payouts are generally every 14 days.
How do I contact Walmart Seller Support?
Sign in, open Help, choose Contact Support, describe the problem and create a case if the suggested guides do not solve it. Walmart's page does not give response times.
Where do I see my seller performance?
Use the Performance dashboard in Seller Center. It shows your standing against Walmart's standards, such as on-time delivery and valid tracking, and the orders affecting them.
Sources
- Getting started in Seller Center (Walmart Marketplace) (checked October 28, 2026)
- Complete onboarding in Seller Center (US) (checked October 28, 2026)
- Complete onboarding in Seller Center (Canada) (checked October 28, 2026)
- Before you start selling on Walmart Marketplace Canada (checked October 28, 2026)
- Tax classifications and documentation (Canada) (checked October 28, 2026)
- Global onboarding: set up an additional market (checked October 28, 2026)
- Forgot password in Seller Center (Canada) (checked October 28, 2026)
- Enable 2-step verification in Seller Center (checked October 28, 2026)
- Contacting Partner Support from Seller Center (Canada) (checked October 28, 2026)
- Marketplace Learn FAQs (checked October 28, 2026)
- Walmart Seller app: overview (checked October 28, 2026)
- Item setup methods: overview (checked October 28, 2026)
- Order management dashboard in Seller Center (Canada) (checked October 28, 2026)
- Walmart Fulfillment Services (WFS) overview (checked October 28, 2026)
- Seller performance standards (checked October 28, 2026)
- Payment processing (checked October 28, 2026)
- New seller payment hold policy (checked October 28, 2026)
- Payments period and reports (Canada) (checked October 28, 2026)
- Walmart Connect advertising solutions overview (checked October 28, 2026)
- Seller suspension and termination (checked October 28, 2026)
- Amazon: sell on Amazon (names its portal Seller Central) (checked October 28, 2026)