WhatSales
WhatSales logo×Walmart
WhatSales × Walmart Integration

Your Walmart sales are up. Is your margin?

WhatSales connects to your Walmart Seller Center account and rebuilds every order into one true profit figure, after referral fee, WFS fulfilment, ad spend and refunds.

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Order-level accuracy · Multi-marketplace · Per-SKU profit & margin

One Walmart order● Walmart · US
Order Total£24.99
Principal£24.99
Walmart Referral Fee£-3.75
Referral fee (15%)£-3.75
WFS Fulfilment£-4.20
+Pick, pack & ship (WFS)£-4.20
Ad Spend£-2.10
+Ad spend behind this sale£-2.10
Returns (Allocated)£-0.90
+SKU return-rate allocation£-0.90
Cost per Unit£-9.00
Cost Per Unit£-9.00
★ WhatSales flags orders where referral fee or WFS data is missing, so nothing slips past the profit line.
Est. profit£5.0420.2% margin
Where are you starting from?

Wherever you are with Walmart, WhatSales fits.

Already selling

Not sure what you’re really keeping?

See real profit after referral fee, WFS fulfilment and refunds, not just a sales total.

New to Walmart

Setting up your first listings?

Get your catalogue and pricing built around real costs before you launch.

Winning elsewhere

Wondering how Walmart compares?

See how Walmart’s margins stack up against Amazon, eBay and everywhere else you sell.

Why Walmart margins are hard to track

120 million monthly shoppers, with fees that add up quietly.

Walmart Marketplace gives sellers a real shot at the US market alongside Amazon, but between the referral fee, WFS fulfilment costs, promotions and refunds, it’s easy to lose track of what’s actually profitable. A sales total on its own doesn’t tell you what stayed.

Every Walmart order is reconstructed from its components: the price the buyer actually paid, so the starting number is the real one, not an estimate. WhatSales then deducts the costs that decide whether an order made money:

  • ✓Walmart referral fee pulled from the order at its actual rate, not a flat estimate.
  • ✓WFS fulfilment, broken out separately from the referral fee.
  • ✓Ad spend behind the specific sale, not a blended average.
  • ✓Refunds and returns, allocated back to the SKU that was returned.
  • ✓Full order P&L, plus product-level economics for every SKU.

The result is an estimated profit and margin you can trust: the figure that reaches your bank, ready to sort, filter and trend across your whole catalogue.

True profit on every Walmart order, not a sales total. Referral fee, WFS fulfilment and refunds all chip away at the same sale. WhatSales rebuilds each order from its raw parts, then applies the actual costs, to give you profit and margin per order and per SKU.

Sort by margin, filter by product, trend across the quarter: Walmart sits in one dashboard with Amazon, eBay and every other channel you connect, rather than in a Seller Center report you have to decode by hand. See /inventory for how stock issues on Walmart show up before they turn into a stockout.

Same £24.99 sale, three quiet deductions

Referral fee, WFS fulfilment and ad spend all take a bite before you see a penny.

On the worked example above, referral fee, WFS fulfilment and ad spend plus returns take almost 60% of the sale before cost of goods is even counted. WhatSales breaks that down on every single order, not just as a one-off example.

Referral Fee
15% of this £24.99 sale.
£3.75
WFS Fulfilment
Pick, pack and ship via WFS.
£4.20
Ad Spend + Returns
Ads behind the sale, plus return-rate allocation.
£3.00

Three deductions, one sale: £10.95 gone before cost of goods is even counted. WhatSales tracks the real amount on every order, so nothing gets averaged away.

⇄ Flow for Walmart

Publish once, sell everywhere.

Flow lets you create and update product listings across multiple stores, marketplaces and regions from one place. Push a new listing, or a price, title or content change, to Walmart and your other channels in a single click, instead of editing every store by hand.

📦
Your product
Edit once in Flow
Publish everywhere →
WWalmartReferral & WFSSynced
AAmazonPrice & contentSynced
EeBayPrice & contentSynced
SShopifyLive listingSynced

Fewer manual edits, fewer mismatched prices and descriptions between channels, and a faster path from “new product” to “live on Walmart and everywhere else.”

Everything you need

Everything you need to run Walmart, in one place.

↗

Performance

A listing can be getting plenty of traffic on Walmart and still be underperforming against what it should deliver after fees. Performance tracks sales trends, orders and refund rates on Walmart alongside every other channel, so you can tell what’s actually driving growth.

▢

Restock

A stockout on a well-performing Walmart listing doesn’t just lose the sale, it resets visibility once it’s back in stock. Restock flags low inventory automatically, before you run dry.

↻

Replan

Not every product deserves a second order, especially once referral fee and WFS costs are accounted for. Replan shows you which products are actually worth reordering, based on real sales and margin performance, not just what’s moving.

🚚

Sourcing

You know a product is selling on Walmart. What you don’t always know is whether your supplier can restock it in time to protect your listing. Sourcing tracks supplier lead times alongside your sales pace, so restocking decisions reflect real turnaround.

✉

Engage

Marketplace standing depends on fast responses and low unresolved-issue rates. Engage keeps every customer message and support ticket in one inbox, so nothing slips through.

◆

Workspace

Scaling on Walmart brings its own listing, content and compliance demands. Workspace takes on the listing copy, product imagery, variation and bundle setup, quality assurance and day-to-day support, so growth doesn’t cost you your week.

Step 1 · Get your products in

Three ways to get your products onto Walmart

Already selling elsewhere? Import into Walmart with AI. Have a CSV? Upload it.
Building from scratch? Use Product Studio. All three routes land the same place, live on Walmart, through Flow.

Route A

Import from Source

Move listings from other marketplaces onto Walmart

  1. 1Select your source marketplace.
  2. 2AI optimises for Walmart.
  3. 3Publish to Walmart.
Best for: Moving existing marketplace listings to Walmart using AI.
Route B

CSV Upload

Bulk import made simple

  1. 1Upload your CSV template
  2. 2Review and validate your data
  3. 3Publish your listings to Walmart
Best for: Uploading large product catalogues to Walmart using CSV.
Route C

Product Studio

Create Walmart listings from scratch

  1. 1Add product details and images
  2. 2Complete attributes and pricing
  3. 3Publish to Walmart
Best for: Creating brand-new product listings directly for Walmart.
Questions

Walmart sellers ask

How does WhatSales calculate real profit on a Walmart order?+
Each order is rebuilt from its raw components: sale price, Walmart referral fee, WFS fulfilment cost where used, promotions, and your product cost (COGS). WhatSales subtracts every one of those to show true net profit per order and per SKU.
Does WhatSales track Walmart Fulfillment Services (WFS) costs separately?+
Yes. WFS storage and fulfilment fees are broken out from Walmart’s referral fee, so you can see exactly how much fulfilment is costing you on top of the marketplace commission.
How are Walmart refunds and returns handled?+
Refunds are tracked against the original order with a refund ratio and reasons surfaced, so a spike in returns on a specific SKU shows up before it quietly erodes a month’s margin.
Can I compare Walmart against my other marketplaces?+
Yes. /profitability lines up the same SKU across every connected channel side by side, so you can see whether a product performs better on Walmart, Amazon, eBay or wherever else you sell it.
Can I manage my Walmart listings from WhatSales?+
Yes. /flow lets you create and update listings once and publish across Walmart and every other connected marketplace from one place, instead of editing each channel separately.
Talk to Us

See your real profit, live.

We'll walk through your own store data on the call and show you exactly where the profit is hiding.

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WhatSales dashboard on desktop and mobile

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