Walmart has become a critical channel for ecommerce brands looking to diversify revenue, reach new customers, and scale beyond traditional marketplaces. With its massive customer base, trusted brand, and expanding fulfillment capabilities, Walmart is increasingly part of long term marketplace strategies.
But selling on Walmart successfully requires more than simply listing products. As brands scale, fulfillment expectations rise, order volume increases, and operational efficiency becomes essential.
In a recent discussion with Walmart, Base explored what it takes to scale on Walmart without creating unnecessary operational complexity.
Walmart Is No Longer an Optional Channel
For many brands, Walmart is no longer an experimental marketplace. It is a core channel with real revenue impact.
Walmart customers expect fast delivery, accurate inventory, and reliable fulfillment. As order volume grows, brands quickly realize that manual processes and disconnected tools struggle to keep pace.
Scaling on Walmart requires a foundation that supports speed, accuracy, and consistency across operations.
The Role of Walmart Fulfillment Services
Walmart Fulfillment Services, or WFS, plays a central role in helping brands meet customer expectations. By leveraging Walmart’s fulfillment network, brands can offer faster delivery while reducing the burden of managing logistics internally.
During the conversation, Walmart leaders highlighted how WFS is increasingly being used not just for Walmart orders, but as part of a broader fulfillment strategy through Walmart Multi Channel Solutions.
This allows brands to fulfill orders from multiple channels using Walmart’s infrastructure, creating new opportunities to streamline operations.
Why Multi Channel Fulfillment Matters
Most ecommerce brands today sell across more than one channel. A typical stack includes a DTC storefront, one or more marketplaces, and multiple fulfillment partners.
Managing fulfillment separately for each channel often leads to:
- Inventory discrepancies
- Higher operational overhead
- Slower order processing
- Increased risk of errors
Walmart Multi Channel Solutions (MCS) addresses this by allowing brands to use WFS to fulfill orders beyond Walmart itself.
However, unlocking that value requires the right operational layer to coordinate orders, inventory, and workflows across channels.
Centralizing Walmart Operations With Base
This is where Base plays a critical role. Base acts as the operational command center that connects Walmart, other marketplaces, and fulfillment partners into one system.
Through Base, brands can:
- List and manage Walmart products alongside other marketplaces
- Route orders automatically to Walmart Fulfillment Services
- Maintain consistent inventory visibility across channels
- Reduce manual fulfillment coordination
As Blane Bremer shared during the session:
“Our platform is tried, tested, and built to help merchants scale without adding complexity.”
— Blane Bremer, Base
Instead of treating Walmart as a separate workflow, brands can manage it as part of a unified ecommerce operation.
Simplifying Walmart Listing and Setup
One area that often slows teams down is marketplace onboarding and listing management. Walmart has specific requirements, and managing those alongside other channels can become time consuming.
During the demo, Base showed how brands can simplify the process of creating and syncing Walmart listings without duplicating effort across systems.
As Maciej noted:
“Creating a Walmart Multi Channel Solutions integration within our system is extremely easy.”
— Maciej Stanski, Base
This ease of setup allows teams to focus less on configuration and more on growth.
Scaling Walmart Without Scaling the Team
A recurring theme throughout the conversation was efficiency. Brands want to grow on Walmart, but not at the cost of additional headcount or operational stress.
By combining Walmart Fulfillment Services with Base’s automation and centralized workflows, brands can absorb higher order volume without significantly increasing manual work.
Automation enables:
- Faster order routing
- Consistent fulfillment execution
- Fewer operational touchpoints
This approach allows teams to scale confidently while maintaining service levels.
Walmart as a Long Term Growth Channel
Walmart’s continued investment in ecommerce infrastructure and fulfillment makes it an increasingly attractive channel for brands focused on sustainable growth.
The brands that succeed on Walmart are those that treat it as a core part of their business and invest early in the systems needed to support scale.
With the right fulfillment strategy and operational foundation, Walmart can become a reliable, long term driver of ecommerce growth.
