Etsy lets almost any maker open a shop for a small one-time fee, while Walmart Marketplace charges nothing to join but only accepts registered businesses with barcoded catalogs.
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Quick verdict:
- Choose Etsy if you make, design, or curate your own products (handmade goods, print designs, vintage, craft supplies), you sell as an individual, or you price most items above about $20 in categories where Walmart takes 15% or more.
- Choose Walmart Marketplace if you run a registered US business with GS1 barcodes, sell commodity or branded products that shoppers search for by name, and want a second large channel with no listing fees and optional fulfillment.
- Choose both if you are an established maker brand with a business tax ID, UPC codes and steady production. Etsy keeps your handmade audience, and Walmart adds mass-market reach for your best sellers.
Table of Contents
- Why This Comparison Matters
- Walmart Marketplace Overview
- Etsy Overview
- Head-to-Head: Pricing and Fees
- Head-to-Head: Fees on Sample Orders
- Head-to-Head: Features and Fulfillment
- Head-to-Head: Ease of Use and Approval
- Product Fit: What Sells Where
- Who Should Choose Walmart Marketplace?
- Who Should Choose Etsy?
- Running Both: Adding Walmart to an Etsy Business
- Key Takeaways
- Frequently Asked Questions
- The Bottom Line
Why This Comparison Matters
Etsy sellers who outgrow one-at-a-time sales often look at Walmart next. Walmart.com has a huge US audience, no monthly fee, and a fulfillment network. Etsy, by contrast, charges per listing and stacks several percentage fees on each order.
The two marketplaces were built for different sellers, though. This guide compares Walmart Marketplace and Etsy on the numbers and rules that decide the question: entry requirements, per-sale fees by category, fulfillment, and which product types each one accepts. Every fee figure comes from the two companies’ own seller pages, checked in November 2026.
Here’s how they compare.
Walmart Marketplace Overview
Walmart Marketplace is the third-party seller program on Walmart.com. Approved sellers list products alongside Walmart’s own inventory and pay a category-based referral fee only when an item sells.
Strengths:
- No subscription or listing fees. Walmart’s seller site states there are “no setup, monthly, or hidden fees for any sellers.” You pay a referral fee when an order completes, per the Walmart Marketplace pricing page.
- Large parent audience. According to Walmart Marketplace, about 280 million customers and members visit Walmart’s stores and websites each week. That figure covers more than 10,900 Walmart and Sam’s Club stores plus eCommerce sites in 19 countries, so it is not a Walmart.com-only traffic number.
- Optional fulfillment. Walmart Fulfillment Services (WFS) stores and ships your inventory, with no inventory minimums or maximums.
Weaknesses:
- Business-only entry. Walmart asks for a business tax ID (it says a Social Security number is not accepted) or a business license number, plus documents verifying your business name and address.
- Barcodes and track record required. Applicants need products with GTIN/UPC GS1 Company Prefix numbers and a history of marketplace or eCommerce success.
- High rates in maker-heavy categories. Jewelry carries a 20% referral fee on the first $250 of the sale price, and home decor sits at 15%.
Pricing summary: $0 per month, $0 per listing, and referral fees from 3% to 20% depending on category and price band, with 15% for “Everything Else” (source).
Etsy Overview
Etsy is a global marketplace for items that are made, designed, handpicked or sourced by the seller. Its Creativity Standards limit what can be listed, which keeps the catalog focused on handmade goods, original designs, vintage and craft supplies.
Strengths:
- Open to individuals. You do not need a business tax ID to open a shop. Etsy verifies your identity with a government ID and a selfie through its partner Persona, according to Etsy’s shop setup guide.
- Buyers searching for creative goods. Shoppers come to Etsy looking for personalized, handmade and vintage items, so a small shop can be found without competing against mass-produced listings.
- Low fees on mid-priced items. A US seller pays a 6.5% transaction fee plus 3% + $0.25 for payment processing, which works out to roughly 10% to 11% on a typical $40 to $100 order.
Weaknesses:
- Fees on unsold items. Every listing costs $0.20 and expires after four months, whether or not it sells, per Etsy’s fee schedule.
- Offsite Ads can take 12% to 15%. Shops that have made $10,000 or more in any 365-day period are enrolled in Offsite Ads for the lifetime of the shop, per Etsy’s Offsite Ads page.
- Narrow product rules. Resold, commercially available items newer than 20 years old are not allowed, so general merchandise has no home on Etsy.
Pricing summary: a one-time shop set-up fee (amount varies by location and is shown during signup), $0.20 per listing, 6.5% transaction fee, and 3% + $0.25 payment processing for US sellers (source).
Head-to-Head: Pricing and Fees
Etsy charges more separate fees, but Walmart’s single referral fee is often higher. The table below lays out every recurring charge a small US seller is likely to see on each platform.
| Fee Type | Walmart Marketplace | Etsy (US seller) |
|---|---|---|
| Monthly plan | $0 | $0 (optional Pattern website subscription is $15/month) |
| Setup fee | $0 | One-time, non-refundable fee; amount varies by location |
| Listing fee | $0 | $0.20 per listing, renews every 4 months |
| Per-sale commission | Referral fee of 3% to 20% by category; 15% in most maker-relevant categories | 6.5% transaction fee on item price, shipping and gift wrap |
| Payment processing | No separate processing fee listed | 3% + $0.25 per order |
| Advertising | Walmart Connect Sponsored Search, pay per click | Etsy Ads (pay per click) plus Offsite Ads at 12% or 15%, capped at $100 per order |
| Fulfillment | WFS from $3.45 per unit (1 lb. or less) | No fulfillment network; discounted Etsy Shipping Labels |
| Currency conversion | Not applicable for US sellers | 2.5% when listing and bank currencies differ |
Fees change. Always verify current rates on the official Walmart referral fee page and Etsy fees page before you list. This comparison is for general information and is not financial or tax advice.
Walmart referral fees in maker-relevant categories
Walmart’s rate depends on the category you pick at item setup and, in some categories, on the total sales price. Walmart defines total sales price as the item price plus shipping, handling, gift wrap and other charges.
| Walmart category | Referral fee |
|---|---|
| Apparel & Accessories | 5% if $15 or less; 10% from $15 to $20; 15% above $20 |
| Jewelry and Precious Metals | 20% on the first $250; 5% on any portion above $250 |
| Home, Kitchen, Decor & Garden | 15% |
| Toys & Games | 15% |
| Beauty, Health and Personal Care | 8% if $10 or less; 15% above $10 |
| Baby Products | 8% if $10 or less; 15% above $10 |
| Office Products | 15% (12% for printer cartridges) |
| Pet Supplies | 15% |
| Everything Else | 15% |
Price from the category table, not from a summary range. The rate for your specific category and price band is what Walmart deducts from each order.
Etsy’s fee stack
Etsy’s costs come in layers. The $0.20 listing fee is charged when you list. The 6.5% transaction fee and the 3% + $0.25 processing fee are charged when the item sells.
Etsy takes the processing fee from the total sale price, including shipping and any sales tax you charge on the listing. The transaction fee also applies to shipping and gift wrap charges.
The fee that changes the math is Offsite Ads. If Etsy’s ads on external sites lead to a sale within 30 days of a click, Etsy charges 15% of the order total (12% if your shop made $10,000 or more in the past 365 days), capped at $100 per order.
Head-to-Head: Fees on Sample Orders
Here is what each platform takes on four sample orders. The math assumes free shipping (so the order total equals the item price), no sales tax, a US Etsy seller, and one unit per order.
| Order | Walmart fee | Etsy fee (no Offsite Ad) | Etsy fee (with 15% Offsite Ad) |
|---|---|---|---|
| $12 T-shirt (Apparel) | $0.60 (5%) | $1.59 | $3.39 |
| $40 candle (Home Decor) | $6.00 (15%) | $4.25 | $10.25 |
| $120 necklace (Jewelry) | $24.00 (20%) | $11.85 | $29.85 |
| $300 necklace (Jewelry) | $52.50 | $28.95 | $73.95 |
How the Etsy column is built, using the $40 candle as the example:
- Listing fee: $0.20
- Transaction fee: 6.5% of $40 = $2.60
- Processing: 3% of $40 + $0.25 = $1.45
- Total: $4.25, or about 10.6% of the sale
How the Walmart jewelry figure is built for the $300 necklace: 20% of the first $250 is $50.00, plus 5% of the remaining $50 is $2.50, for a total of $52.50.
Without Offsite Ads, Etsy takes less on every sample order except low-priced apparel. With a 15% Offsite Ad attached, Etsy becomes the more expensive option on the $40 and $120 orders, and costs more than Walmart on the $300 necklace too ($73.95 versus $52.50).
A few practical notes on reading these numbers:
- Only some Etsy sales come through Offsite Ads. Your blended rate depends on what share of orders arrive that way.
- Shops under $10,000 in yearly sales can opt out of Offsite Ads. Shops above that line cannot.
- Walmart’s apparel tiers reward very cheap items. Above $20, apparel jumps to 15%.
Head-to-Head: Features and Fulfillment
Walmart offers a fulfillment network, while Etsy leaves shipping to you. That single difference shapes how each platform works day to day.
| Feature | Walmart Marketplace | Etsy |
|---|---|---|
| Fulfillment service | WFS, no inventory minimums or maximums | None; you ship orders yourself or through a third party |
| Shipping labels | Not covered on Walmart’s pricing page | Etsy Shipping Labels, available to sellers in supported countries |
| In-store returns | WFS orders can be returned online or in 4,600+ Walmart stores, per Walmart | Not available |
| On-platform ads | Walmart Connect Sponsored Search (pay per click) | Etsy Ads (pay per click) |
| Off-platform ads | Walmart Search Engine Marketing program | Offsite Ads, fee charged only on attributed sales |
| Personalization tools | Standard item setup | Built-in personalization fields and custom/private listings |
| Own website option | Not offered | Pattern website builder, $15/month after a 30-day trial |
WFS fees
WFS charges a per-unit fulfillment fee based on shipping weight. According to Walmart’s WFS pricing, standard items cost $3.45 at 1 lb. or less, $4.95 at 2 lb., $5.45 at 3 lb., and $5.75 plus $0.40 per pound over 4 lb. for items between 4 and 20 lb.
Walmart adds surcharges on top. Apparel adds $0.50, hazardous materials add $0.50, and items priced under $10 add $1. These fees are charged on top of the referral fee. A 1 lb. $12 T-shirt shipped through WFS would cost $0.60 in referral fees plus $3.95 in fulfillment ($3.45 + the $0.50 apparel surcharge), or $4.55 total.
Walmart says sellers using WFS see 50% GMV growth on average for items with the “Fulfilled by Walmart” tag and two-day or faster delivery promises. Treat that as Walmart’s own average, not a forecast for your shop.
Etsy’s maker tools
Etsy’s feature set is built around one-of-a-kind and made-to-order goods. Listings can collect personalization text from buyers, and you can create private listings for a single buyer. Etsy charges $0.20 when the buyer purchases a private listing.
Etsy also runs Pattern, a standalone website builder tied to your Etsy inventory. It costs $15.00 per month after a 30-day free trial, per Etsy’s Fees & Payments Policy.
Head-to-Head: Ease of Use and Approval
Etsy is faster to start. Walmart is harder to get into but simpler to price once you are in.
Opening an Etsy shop takes an afternoon. You choose a shop name, add billing details, pay the one-time set-up fee, verify your identity, and connect a bank account. Etsy Payments enrollment, according to Etsy, takes less than 10 minutes.
Walmart Marketplace starts with an application. Walmart lists these minimum qualifications on its seller homepage:
- Business tax ID (SSN not accepted) or business license number
- Documents that verify your business name and address
- A history of marketplace or eCommerce success
- Products with GTIN/UPC GS1 Company Prefix numbers
- A catalog that complies with Walmart’s Prohibited Products Policy
- Fulfillment through WFS or another US B2C warehouse with returns capability
- An account with a compatible payment processor
Sellers who make products one at a time often fall short on items 1, 3 and 4. GS1 barcodes alone are a paid membership, which adds a startup cost Etsy does not have.
Once approved, Walmart’s listing work is closer to retail catalog management. You set up items by category, attributes and barcode. Etsy listings read more like product stories, with photos of the finished piece, materials and personalization options.
Product Fit: What Sells Where
Etsy restricts what you can sell; Walmart restricts who can sell. That is the clearest way to decide which platform fits your inventory.
Etsy’s Creativity Standards allow four kinds of items:
- Made by a seller: physical items made by hand or with personal or computerized tools such as a laser cutter or 3D printer.
- Designed by a seller: original designs produced by a production partner or sold as digital downloads.
- Handpicked by a seller: vintage items at least 20 years old, items from nature, and curated collections.
- Sourced by a seller: craft and party supplies, plus items personalized with a buyer’s custom text or image.
Etsy explicitly bars resold commercially available items newer than 20 years old, even if they look vintage. A reseller of new branded goods has no place there.
Walmart takes the opposite approach. It accepts a broad range of new products in dozens of categories, from consumer electronics to grocery, as long as the seller is an approved business and the items carry valid barcodes. Products that shoppers search for by brand or model number tend to fit Walmart’s search-driven catalog best.
Rule of thumb: if your product photo has to show your hands, your studio or a one-of-a-kind detail to sell it, Etsy is the better first home.
If you sell low-cost, mass-produced goods, see how Etsy compares with Temu on that front.
Some products fit both. Candles, soap, printed apparel, pet accessories and home decor made in batches can work on either platform, provided the seller meets Walmart’s business and barcode requirements.
Who Should Choose Walmart Marketplace?
Walmart Marketplace fits sellers who already operate like a small retail brand:
- Registered US businesses with an EIN or business license, GS1 barcodes, and a catalog of repeatable products.
- Sellers of branded or commodity goods that buyers search for by name, which Etsy’s Creativity Standards do not allow.
- Low-priced apparel sellers. Walmart charges 5% on apparel priced at $15 or less, far below Etsy’s combined rate on cheap items.
- Brands that want hands-off shipping. WFS stores and ships inventory and Walmart lets sellers offer in-store returns.
- Existing Amazon or eBay sellers looking for a second channel with no monthly fee. (Our Amazon vs eBay comparison covers those two.) See our Walmart Marketplace vs Amazon and Walmart Marketplace vs eBay comparisons.
Who Should Choose Etsy?
Etsy fits sellers whose products depend on a creative story:
- Makers and designers of handmade, personalized or original-design goods.
- Vintage sellers with items 20 or more years old.
- Individuals without a business entity. Etsy verifies identity, not business registration.
- Jewelry sellers. Walmart’s 20% rate on the first $250 makes Etsy cheaper on every jewelry example above, unless a 15% Offsite Ad applies.
- Sellers testing products. At $0.20 per listing, you can trial dozens of designs for a few dollars. For other Etsy matchups, see Etsy vs Amazon and Etsy vs eBay.
Running Both: Adding Walmart to an Etsy Business
Most sellers will not switch from Etsy to Walmart outright. The usual path is adding Walmart as a second channel once the business is ready. Here is a realistic sequence.
- Register the business. Form an LLC or register a sole proprietorship with your state, and get an EIN from the IRS. Walmart does not accept an SSN.
- Buy GS1 barcodes. Get a GS1 US company prefix so each product variant has its own GTIN/UPC. Walmart requires GS1-issued numbers.
- Pick your best sellers. Start with repeatable products that already sell well on Etsy and fit a Walmart category with a reasonable rate.
- Price for the referral fee. Check each product’s Walmart category rate. A $40 home decor item loses $6.00 to Walmart’s 15% fee, compared with $4.25 on Etsy without an Offsite Ad.
- Decide on fulfillment. Either ship from your own US location with returns handling or send inventory to WFS. Run the WFS fee table against your product weights first.
- Apply and set up listings. Submit the application with your business documents, then create items with barcodes, attributes and photos.
- Sync inventory. Use a multichannel inventory tool so a one-off item does not sell on both platforms at once.
Expect several weeks from business registration to first Walmart sale, depending on application review and barcode setup. Keep your Etsy shop running the whole time. It remains the better channel for one-of-a-kind and personalized pieces.
If you want your own storefront alongside both marketplaces, our Shopify vs Etsy comparison covers that step.
Key Takeaways
- Walmart charges no setup, monthly or listing fees, but its referral fee is 15% in most maker-relevant categories and 20% on the first $250 of jewelry.
- Etsy’s base fees total about 10% to 11% on a $40 to $100 US order (6.5% transaction fee + 3% + $0.25 processing + $0.20 listing).
- Offsite Ads add 12% to 15% to Etsy orders they bring in, capped at $100, and become mandatory once a shop passes $10,000 in yearly sales.
- Walmart requires a business tax ID, GS1 barcodes and an eCommerce track record. Etsy requires identity verification and a one-time set-up fee.
- Etsy limits products to made, designed, handpicked or sourced items. Walmart accepts mass-market goods.
Frequently Asked Questions
Is it cheaper to sell on Walmart or Etsy?
It depends on the category and price. On a $40 home decor item, Walmart’s 15% referral fee costs $6.00, while Etsy’s base fees cost about $4.25. On a $12 apparel item, Walmart’s 5% rate costs $0.60, which is cheaper than Etsy’s $1.59.
Can I sell handmade items on Walmart Marketplace?
Walmart accepts products from approved businesses that meet its catalog rules, including GS1 barcodes. Handmade products can qualify if you sell them through a registered business and they carry valid GTINs. Walmart does not run a separate handmade storefront, so your items compete in the general category.
Do I need a business to sell on Walmart Marketplace?
Yes. Walmart asks for a business tax ID or business license number and documents verifying your business name and address. It states that a Social Security number is not accepted.
Does Walmart Marketplace charge a monthly fee?
No. Walmart’s seller site says there are no setup, monthly or hidden fees for any sellers. You pay a referral fee only when an item sells.
What fees does Etsy charge a US seller?
A US Etsy seller pays a one-time shop set-up fee, $0.20 per listing, a 6.5% transaction fee and a payment processing fee of 3% + $0.25 per order. Offsite Ads add 12% or 15% on sales they generate, and optional Etsy Ads are charged per click.
What are Etsy Offsite Ads and can I opt out?
Offsite Ads are Etsy’s ads on external sites like search engines and social media. You pay 15% of the order total (12% if you made $10,000 or more in the past 365 days) only when a buyer clicks and purchases within 30 days. Shops that have never reached $10,000 in a 365-day period can opt out; shops past that line must stay in.
Does Walmart have a fulfillment service like Amazon FBA?
Yes. Walmart Fulfillment Services (WFS) stores and ships your products with no inventory minimums or maximums. Standard fulfillment starts at $3.45 per unit for items at 1 lb. or less, plus surcharges for apparel, hazardous materials and items priced under $10.
Can I sell vintage items on Walmart and Etsy?
Etsy allows vintage items that are at least 20 years old and curated by the seller. Walmart has no vintage program, and its barcode requirement makes most one-off vintage items hard to list there.
Can I sell on Walmart and Etsy at the same time?
Yes. Neither platform requires exclusivity. You need to meet Walmart’s business requirements separately and should use inventory syncing so you do not oversell one-of-a-kind items.
Which platform is better for beginners?
Etsy is easier for beginners. You can open a shop as an individual with identity verification and list items for $0.20 each. Walmart requires an established business, a sales history and GS1 barcodes before you can apply.
How long does it take to get approved on Walmart Marketplace?
Walmart does not publish a fixed review time on its seller pages. Build in time for business registration, GS1 barcode setup and application review, and plan for several weeks before your first sale.
What happens to my listings if I close my Etsy shop?
Your listings stop being visible to buyers once the shop is closed. Save copies of your listing text, photos and order records before closing so you can reuse them on another platform, and check your Payment account for any fees still due.
The Bottom Line
Walmart Marketplace and Etsy rarely compete for the same seller. If you make, design or curate your products and sell as an individual, Etsy is the better choice, and its base fees of roughly 10% to 11% beat Walmart’s 15% to 20% in the categories makers use most. If you run a registered business with barcoded, repeatable products and want reach plus optional fulfillment without a monthly bill, Walmart Marketplace fits better, especially for apparel under $15.
For established maker brands, the answer is often both. Keep Etsy for one-of-a-kind and personalized items, and send your top repeatable products to Walmart once your business paperwork and barcodes are in place.
Compare more marketplace matchups on CartCompare before you commit to a channel.
Related Articles
- Walmart Marketplace vs Amazon: Fees and Fit (2026): referral fees, subscription costs and Walmart’s business requirements side by side.
- Etsy vs Amazon: Which Sells Handmade Goods Better (2026): how Etsy’s fee stack compares with Amazon for makers.
- Faire vs Etsy: Bulk Wholesale or Retail Storefront (2026): another growth path for makers who outgrow one-at-a-time Etsy sales.
About This Research
Chloe Cruz has spent four years writing about eCommerce.
This comparison is based on Walmart Marketplace’s referral fee and WFS pricing pages, Walmart’s seller FAQ, Etsy’s Help Center fee articles, Etsy’s Offsite Ads page and Etsy’s Creativity Standards, all checked in November 2026. Sample order fees were calculated from those published rates, and no paid placement was involved.
Content reviewed and updated: 2026-11-07
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