# 215: Launching a New Product on Walmart Marketplace

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2024-03-01
- Length: 16m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2024-03-01-215-launching-a-new-product-on-walmart-marketplace
- Listen: https://productstartup.com/podcast/215-launching-a-new-product-on-walmart-marketplace/

## Summary

Michael Lebhar, founder of SellCord, explains how hardware startups can launch and scale on Walmart Marketplace, noting that while getting approved is easier than Amazon, success requires optimizing listings for Walmart's specific 'listing quality score' and style guides. He details the importance of using Walmart Fulfillment Services (WFS) to gain visibility and leveraging Walmart Connect advertising to build sales momentum. Lebhar shares his background of starting an Amazon brand in high school before expanding to Walmart, where he now helps brands navigate the platform's unique requirements and growing competition.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2024-03-01-215-launching-a-new-product-on-walmart-marketplace#t=0) Introduction and Guest Background
- [3:36](https://hardwarepodcasts.com/podcast/product-startup/2024-03-01-215-launching-a-new-product-on-walmart-marketplace#t=216) Walmart Marketplace vs. Retail and Business Model
- [6:18](https://hardwarepodcasts.com/podcast/product-startup/2024-03-01-215-launching-a-new-product-on-walmart-marketplace#t=378) Getting Approved and Listing Requirements
- [8:52](https://hardwarepodcasts.com/podcast/product-startup/2024-03-01-215-launching-a-new-product-on-walmart-marketplace#t=532) Optimizing Listings and Quality Score
- [10:37](https://hardwarepodcasts.com/podcast/product-startup/2024-03-01-215-launching-a-new-product-on-walmart-marketplace#t=637) Growth Tools: WFS and Walmart Connect
- [12:51](https://hardwarepodcasts.com/podcast/product-startup/2024-03-01-215-launching-a-new-product-on-walmart-marketplace#t=771) SellCord's Role and Agency Services

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)

## Most relevant to

companies scaling up

## Mentioned

- SellCord (company)
- Walmart Marketplace (company)
- Amazon (company)
- Walmart Fulfillment Services (tool)
- Walmart Connect (tool)
- Mako Design (company)
- eBay (company)
- Shopify (company)

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- [Amazon Success Secrets - Actionable Expert Insights on Launching & Growing a CPG Brand on Amazon](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-10-25-amazon-success-secrets-actionable-expert-insights-on-launching-growing-a-cpg-bra) (The Startup CPG Podcast)
- [#127  Launching on Amazon with Leon Lewis](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-02-06-127-launching-on-amazon-with-leon-lewis) (The Startup CPG Podcast)
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- [#223 - Startup CPG Innovation Sections at UNFI Selling Shows ft. Jubilee’s and Loopini Pizza](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-11-18-223-startup-cpg-innovation-sections-at-unfi-selling-shows-ft-jubilees-and-loopin) (The Startup CPG Podcast)
- [240: Belgian Waffles](https://hardwarepodcasts.com/podcast/embedded-fm/2018-04-06-240-belgian-waffles) (Embedded.fm)

## Citing this page

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