215: How to Launch a New Product on Walmart Marketplace

215: Launching a New Product on Walmart Marketplace

March 1, 2024

With Michael Lebhar, CEO and Co-Founder of SellCord

Hosted by Kevin Mako, President of MAKO Design + Invent

215 Launching a New Product on Walmart Marketplace
215: Launching a New Product on Walmart Marketplace

Michael Lebhar is the visionary behind SellCord, one of the world’s foremost Walmart Marketplace agencies that boasts a remarkable track record for facilitating sales exceeding a billion dollars for hardware startups and renowned brands on the esteemed Walmart.com platform. In this episode, Michael is poised to impart his vast insight into the power of Walmart Marketplace and its salience to modern inventors, burgeoning startups, and small-scale manufacturers. The guidance he affords encompasses a detailed exposé on the intricacies of Walmart Marketplace, essential tips for seamlessly launching debut products on the platform, irrespective of prior experience, and proven strategies for achieving sustained growth in product sales.

Here are the key takeaways from the episode:

  • What is Walmart Marketplace, and how does it differ from Walmart Retail Stores?
  • Walmart Marketplace is an additional component that is located within Walmart.com.
  • How to effectively launch a new product, specifically in your targeted market, as a hardware startup.
  • It is more difficult to get your product onto Walmart.com than Amazon, but that presents an increased opportunity!
  • Having a website already set up that sells or promotes your product is a huge asset when applying to Walmart.com.
  • You want to make sure that your Walmart listing is optimized for Walmart.com’s specifications.
  • Walmart.com uses a listing quality score to judge the quality of your invention listing on their platform. This affects what page your product will be listed on.
  • There are Walmart style guides you can access that tell you how to properly structure your product ad. Make sure to follow it!
  • The back end of your listing is also incredibly important, it factors into how Walmart ranks your product.
  • Walmart Fulfillment Services (WFS) is a very important feature to subscribe to that is similar to Amazon Prime.
  • Walmart Connect allows you to advertise your product listing directly on their platform.

Michael Lebhar Links:

LinkedIn | SellCord

The Product Startup Podcast Links:


Instagram | LinkedIn | Facebook Page | Facebook Group | Pinterest | Twitter | YouTube

MAKO Design + Invent Links:


YouTube | Instagram | LinkedIn | Facebook | Pinterest | Twitter

Kevin Mako Links:

Instagram | LinkedIn | Quora | Facebook | Twitter

Producer: MAKO Design + Invent is the original firm providing world-class consumer product development services tailored to startups, small manufacturers, and inventors. Simply put, we are the leading one-stop shop for developing your physical product from idea to store shelves, all in a high-quality, cost-effective, and timely manner. We operate as one powerhouse 30-person product design team spread across 4 offices to serve you (Austin, Miami, San Francisco, & Toronto). We have full-stack in-house industrial design, mechanical engineering, electrical engineering, patent referral, prototyping, and manufacturing services. To assist our startup and inventor clients, in addition to the above, we help with business strategy, product strategy, marketing, and sales/distribution for all consumer product categories.