How many Walmart Marketplace sellers are there in 2025?
Walmart Marketplace currently hosts approximately 200,000 active third-party sellers as of mid-2025, according to the latest data from Marketplace Pulse and industry tracking firms. This represents explosive growth from 160,000 sellers in 2024—a 25% year-over-year increase that shows no signs of slowing. The marketplace added 44,000 new sellers in just the first five months of 2025, putting it on track to exceed 250,000 active sellers by year-end.
Numbers at a glance
- 200,000 active Walmart Marketplace sellers (mid-2025)
- 44,000 new sellers added in first 5 months of 2025
- 25% year-over-year growth rate (2024-2025)
- 34% of active sellers are China-based (2025)
- 420 million products available on Walmart.com
- 95% of Walmart.com products come from third-party sellers
- 66% of sellers use Walmart Fulfillment Services (WFS)
- 50% GMV boost for WFS users vs. self-fulfilled sellers
Key Walmart Marketplace Statistics (2025)
What counts as an “active” seller?
Understanding Walmart’s seller count requires clarity on definitions. Active sellers are those with at least one product listed and sales activity within the past 30 days. This differs from total registered sellers, which includes dormant accounts that may have signed up but never launched or have been inactive for months.
Marketplace tracking firms like Marketplace Pulse and Teikametrics use web scraping and API monitoring to identify sellers with live product listings, recent reviews, and ongoing inventory updates. This methodology provides the most reliable public count available, though it’s still an estimate rather than official Walmart disclosure.
Year-by-year growth timeline (2009-2025)
Walmart Marketplace’s journey from a tightly controlled platform to a major e-commerce destination spans over 15 years of strategic evolution.
Early years and controlled launch (2009-2015)
Walmart launched its third-party marketplace in 2009 but maintained strict seller vetting that limited growth. By 2015, the platform hosted fewer than 20,000 sellers—a fraction of Amazon’s already-massive seller base. The company prioritized quality over quantity, manually approving each seller application.
Expansion and infrastructure building (2016-2020)
The period from 2016-2020 marked Walmart’s shift toward aggressive marketplace growth. Key milestones included:
- 2017: Launch of Walmart Fulfillment Services (WFS)
- 2018: Relaxed seller approval process
- 2019: Introduction of advertising platform for sellers
- 2020: Pandemic-driven e-commerce surge tripled GMV
By early 2021, the marketplace had grown to approximately 80,000 active sellers.
International expansion era (2021-2024)
2021 proved pivotal when Walmart began accepting international sellers, particularly from China, Canada, and the UK. This policy change accelerated growth dramatically:
Walmart Marketplace Growth Timeline (2021-2025)
Key insight: Walmart Marketplace has experienced accelerating growth, with the steepest climb occurring in 2025. The platform added 40,000 sellers in 2025 alone—equivalent to half of its 2021 total.
- 2021: ~80,000 sellers
- 2022: ~120,000 sellers
- 2023: ~150,000 sellers
- 2024: ~160,000 sellers (60% growth year-over-year)
Record growth surge (2025)
2025 has delivered Walmart Marketplace’s fastest seller acquisition rate in its history. The platform added 44,000 sellers in the first five months alone—nearly matching all of 2023’s growth. At this pace, Walmart is projected to add over 100,000 sellers in 2025, potentially reaching 250,000+ active sellers by December.
Domestic vs. international seller breakdown
The geographic composition of Walmart’s seller base has shifted dramatically since 2021’s international expansion.
China-based sellers dominate new growth
Chinese sellers now represent 34% of all active Walmart Marketplace sellers as of 2025, according to cross-border commerce tracking data. Even more striking: nearly 60% of new sellers joining in 2025 are China-based, indicating the platform’s rapid internationalization.
This mirrors broader e-commerce trends where Chinese manufacturers and brands seek direct access to U.S. consumers, bypassing traditional import/wholesale channels.
Implications for U.S. brands
The influx of international sellers creates both opportunities and challenges:
Pricing pressure: Chinese sellers often offer products at significantly lower prices due to manufacturing cost advantages and direct-to-consumer models.
Quality control concerns: Walmart has implemented stricter performance standards and enhanced review processes to maintain marketplace quality as seller volume grows.
Category saturation: Popular categories like electronics, home goods, and apparel now face intense competition from international sellers with deep product catalogs.
Walmart vs. Amazon, eBay & Target Plus comparison
Understanding Walmart’s seller count requires context within the broader marketplace ecosystem.
Marketplace seller comparison (2025)
Platform | Active Sellers | Growth Rate | Key Differentiator |
---|---|---|---|
Amazon | 1.9 million | Steady (~5% annually) | Mature ecosystem, global reach |
Walmart Marketplace | 200,000 | Explosive (25%+ annually) | Omnichannel integration, WFS |
eBay | 18 million listings* | Declining | Auction/used goods focus |
Target Plus | ~650 | Highly selective | Curated, invitation-only |
*eBay figures represent active listings rather than unique sellers
Competitive density analysis
Marketplace Seller Comparison (2025)
*Note: eBay figures represent active listings rather than unique sellers. Walmart’s explosive 25% growth rate far exceeds Amazon’s mature 5% expansion, indicating significant opportunity for new sellers.
While Amazon’s 1.9 million sellers create intense competition, Walmart’s smaller but rapidly growing seller base offers different dynamics:
Less saturated niches: Many product categories on Walmart still have room for new entrants, unlike Amazon’s hyper-competitive landscape.
Higher barrier to entry: Walmart’s approval process remains more selective than Amazon’s, potentially meaning less competition but higher performance expectations.
Omnichannel advantage: Walmart sellers can leverage the company’s 4,700+ physical stores for fulfillment and pickup, creating unique competitive advantages.
How data firms track seller counts
The 200,000 figure comes from sophisticated tracking methodologies employed by marketplace intelligence firms.
Web scraping and API monitoring
Companies like Marketplace Pulse, Teikametrics, and others use automated systems to:
- Crawl product listings daily to identify active seller accounts
- Monitor seller performance metrics and review activity
- Track new seller registrations and account status changes
- Cross-reference multiple data sources for accuracy
Margin of error and limitations
These tracking methods aren’t perfect. Estimated margin of error ranges from 5-10% due to:
- Private label confusion: Some sellers operate multiple storefronts
- Dormant account detection: Distinguishing truly active vs. recently inactive sellers
- International seller identification: Tracking cross-border sellers can be challenging
Why official Walmart disclosures are limited
Walmart rarely releases specific seller count figures in earnings reports or press releases, preferring to highlight GMV growth and overall marketplace performance. This makes third-party tracking essential for industry analysis.
What the numbers mean for prospective sellers
The rapid growth in Walmart’s seller base creates both opportunities and risks for brands considering the platform.
Opportunity pockets remain
Despite 25% growth, several categories still offer less competition than Amazon:
- Automotive parts and accessories
- Industrial and scientific equipment
- Specialized sporting goods
- Professional tools and hardware
Rising performance standards
As seller volume grows, Walmart has implemented stricter requirements:
- Enhanced product quality reviews
- Faster shipping expectations (2-day delivery increasingly standard)
- Improved customer service standards
- More rigorous seller performance monitoring
Strategic considerations checklist
Before joining Walmart Marketplace, evaluate:
- Category competition: Research existing seller density in your niche
- Fulfillment strategy: Consider WFS for the 50% GMV boost
- International competition: Assess pricing pressure from overseas sellers
- Omnichannel readiness: Leverage Walmart’s store network advantages
- Performance capabilities: Ensure you can meet Walmart’s rising standards
Frequently asked questions
How fast is Walmart Marketplace growing?
Walmart Marketplace is experiencing explosive growth, adding 44,000 sellers in the first five months of 2025 alone—a 25% year-over-year increase that represents the fastest expansion in the platform’s history.
What qualifies as an “active” seller?
Active sellers have at least one product listed and sales activity within the past 30 days. This excludes dormant accounts that may be registered but inactive.
How many Walmart sellers use Walmart Fulfillment Services?
Approximately 66% of Walmart Marketplace sellers use WFS, which provides a 50% average boost in GMV compared to self-fulfilled sellers.
What percentage of sellers are based in China?
Chinese sellers represent 34% of all active Walmart Marketplace sellers as of 2025, with nearly 60% of new sellers in 2025 being China-based.
Is the seller approval process still strict in 2025?
While more accessible than in early years, Walmart maintains selective approval standards that are stricter than Amazon’s but less restrictive than Target Plus’s invitation-only model.
How does Walmart’s seller count compare to Amazon’s?
Amazon has approximately 1.9 million active sellers compared to Walmart’s 200,000—roughly 9.5 times larger. However, Walmart’s growth rate (25%+ annually) far exceeds Amazon’s steady 5% growth.
Does a higher seller count mean more competition for ad space?
Yes, increased seller density typically drives up advertising costs and competition for product visibility, though Walmart’s ad platform remains less saturated than Amazon’s.
Are there category limits on Walmart Marketplace?
Walmart doesn’t impose hard category limits but maintains approval requirements for restricted categories like electronics, health products, and automotive parts.
Key takeaways & next steps
- Walmart Marketplace has reached a critical mass with 200,000 active sellers, making it the second-largest U.S. e-commerce platform after Amazon
- Growth is accelerating rapidly — 44,000 sellers added in just 5 months of 2025 represents the fastest expansion in platform history
- International sellers dominate new growth with 34% of all sellers now China-based and 60% of 2025 additions coming from overseas
- Competition will intensify quickly as the platform approaches Amazon-like seller density in popular categories
- Early mover advantage still exists in specialized categories like automotive, industrial equipment, and professional tools
- WFS adoption is critical for success, with users seeing 50% higher GMV than self-fulfilled sellers
- Multi-marketplace strategy is essential — relying solely on Amazon is increasingly risky as Walmart captures significant market share
- Quality standards are rising as Walmart implements stricter performance requirements to maintain marketplace integrity
- Omnichannel opportunities are unique — Walmart’s 4,700+ stores provide fulfillment and pickup advantages unavailable on other platforms
- The window for easy entry is closing — brands should evaluate Walmart now before competition reaches Amazon-level intensity
Sources & references
- Marketplace Pulse — Primary seller count tracking and growth analysis
- Teikametrics Walmart Growth Report 2025 — Seller statistics and international expansion data
- Cross-Border Magazine — International seller composition analysis
- GoAura Third-Party Seller Analysis — WFS usage statistics and seller performance metrics
- Red Stag Fulfillment Amazon Seller Research — Competitive marketplace comparison data