With nearly 80% of consumers shopping online at least once a month, getting products from Point A to Point B is more important than ever, especially since prompt delivery can make a big difference in shoppers’ buying habits and build brand loyalty. As a growing eCommerce brand, the faster and cheaper you can move products, the better. Amazon sellers know the benefits of Prime’s speedy shipping, but not all online brands know that Walmart offers something similar.

In this post, we’ll dive into everything you need to know about Walmart’s 2-Day Shipping program, including what it is, how it works, and why it might be the right fit for your business.

Key takeaways

• Walmart’s 2-Day Shipping program offers comparable benefits to Amazon Prime, creating a way for Walmart to stay competitive.
• Free 2-day shipping is available across many item categories, and there is no membership fee for customers.
• To be eligible for the program, sellers need to either opt into the Walmart Fulfillment Services program, in which products are stored and processed in Walmart warehouses, or be able to demonstrate appropriate dependability in tracking, shipping, and delivery metrics.

What is Walmart 2-Day Free Shipping?

As the name implies, Walmart Marketplace offers sellers a guarantee that their customers will receive certain products bought from their site within the U.S. in two days or less. It is intended to be an indirect competitor to Amazon Prime, which rolled out two-day shipping in 2005 with a $79 per year membership.

Unlike Prime, Walmart’s 2-Day Free Shipping doesn’t require consumers to pay a membership fee, making it a compelling option for even casual shoppers. Not all products are eligible, but for those that are, free and fast shipping can do wonders for competition. In fact, in 2018, when the program rolled out, Walmart boasted a 40% increase in online revenue.

Why Walmart 2-Day Free Shipping matters

For both buyers and sellers alike, fast shipping is key. From speed in receiving purchases to boosting visibility, there’s a lot to like about Walmart 2-Day Shipping.

For customers

The benefits to customers are obvious: fast shipping means less waiting time and fewer dollars spent on shipping. When customers have the option between one product with fast, free shipping and a comparable product with paid shipping and no delivery date, the former will almost always win out over the latter.

Walmart Free 2-Day Shipping is a key reason many Amazon customers are migrating to the platform, which is an advantage for buyers and sellers alike. By creating a more competitive environment, Walmart can offer greater benefits for those interacting on its marketplace. For example, Walmart+ is a fee-based membership option for shoppers looking to make the online and in-store retailer their preferred shopping experience.

For sellers

There are plenty of advantages for sellers, too—all of which can help businesses stay competitive in a crowded marketplace while continuing to leverage no Walmart seller fees.

Increased visibility

Selling products eligible for 2-day shipping means more eyes on your products from the very start. These kinds of items stand out in Walmart ranking results because they’re flagged with “2-day shipping” at the bottom of a listing. Many customers are specifically looking for free shipping, so they’ll be scanning results with that in mind.

This applies to product pages, too; free shipping is tagged in numerous places to ensure customers are aware of this desirable opportunity. Customers can filter results by shipping as well, meaning they’ll end up with results that include nothing but options like yours.

Win the Buy Box

Walmart prioritizes a number of things when weighing Buy Box wins, and shipping speed is one of them. Products that are eligible for 2-day shipping automatically have a leg up in this space, as it’s among the fastest options available for sellers. Quicker shipping can help you win out even if your price point is a little higher than other listed products, too.

While the other details still matter, like keyword use and sales history, this is a good way to get a leg up on competitors who don’t qualify.

Increase click-through rates

Customers who see products they’re interested in are more likely to click and learn more. This is particularly true if they’ve found something that checks all their boxes and are ready to strongly consider purchasing. Shoppers are far more likely to click on listings with desirable features, so if your product is a good match to begin with, Walmart 2-Day Shipping can be the cherry on top.

Increase sales

Not only are shoppers more likely to click on your products with the Walmart 2-Day Free Shipping stamp, but they’re also more likely to buy them. With the promise that your product can be at their door in two days for free, a shopper’s mind could easily be made up when they click on your item.

This can be true even if your pricing isn’t the most competitive. Many customers are willing to spend more on a product to benefit from faster shipping, especially on items that are purchased due to need and not want. While this will depend on a customer’s budget, it’s possible to turn more of a profit when you add shipping benefits to your arsenal of sales tools.

Who is eligible for 2-day free shipping?

Walmart Free 2-Day Shipping can boost business for those selling on the platform, but it’s not available for everyone.

There are two ways to qualify for Walmart Free 2-Day Shipping:

• Participating in the Walmart Fulfillment Services program, where products are stored in a Walmart warehouse and distributed by Walmart’s resources. All WFS participants are immediately eligible for this program.
• Applying to be accepted as an independent or private label brand seller.

WFS is an easy way to opt in, but not all Walmart sellers want to have fulfillment handled via Walmart, particularly those who have robust supply chains in place already. However, getting approved as an independent seller takes time and effort. To be considered, sellers must demonstrate that they have reliable delivery services in place already.

From a buyer’s perspective, everyone is eligible. This option doesn’t require a membership or other criteria besides meeting the minimum order value.

What products can get 2-day free shipping?

Even for sellers that receive approval, not all products are allowed to be part of the program. Eligible products include:

• Homegoods,
• Electronics,
• Toys,
• Cleaning products,
• Pet products,
• Other basic essentials. 

There’s also a required minimum order value of $35 for Walmart Free 2-Day Shipping.

For sellers worried about being able to commit to speedy deliveries, it’s important to note that you don’t have to include all of your inventory in the program. If some items you sell are large, bulky, and require different shipping protocols, consider excluding them to avoid misleading customers with delivery speeds you can’t necessarily fulfill. If necessary, you can also limit 2-day shipping to certain regions of the U.S.

How to enable Walmart 2-Day Shipping

To enable Walmart 2-Day Shipping, you will need to go through the Walmart Seller Center and apply to be accepted into the program unless you are already a WFS seller. These sellers are automatically eligible for 2-day shipping on qualifying items as Walmart handles the fulfillment.

Qualifying for the program requires meeting or exceeding the following metrics:

• More than 90 days as a Walmart Marketplace seller or more than 100 orders fulfilled.
• On-time shipping, delivery, and tracking rates of at least 95%.
• Cancellation rates of 1.5% or less.

These stats demonstrate that you’re a reliable seller who can almost always deliver products to customers on time. Delays happen, but these need to be outliers, not regular occurrences.

Applications will generally be reviewed within 48 hours. If required metrics can’t be maintained—for example, your delivery or tracking rates start to slide—you may be terminated from the program. Sellers may also be disqualified if they have poor customer service practices or are otherwise unprofessional.

In summary

For those who want high visibility, increased likelihood of Buy Box wins, better click-through rates, and increased sales—even if competitors have lower prices—opting into the Walmart 2-Day Free Shipping program can be a great way to get ahead. Free shipping can improve conversion rates by as much as 20% and potentially avoid the impact of the 48% of consumers who abandon their carts due to shipping costs.Note that if you’re handling your own fulfillment rather than leveraging WFS, it’s important to analyze the costs to your business before opting in. Free shipping greatly benefits sales, but less so if it’s eroding your profit margins. If you’re looking to strengthen your revenue before joining the program, Trellis can help. Our software provides a full suite of tools based on the 4 Ps: Product, Price, Promotion, and Place, which leverage AI to support growing brands. Connect with us today to learn more.

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