Ayesha KhanWondering which platform you should start selling on …..TikTok Shop or Walmart Marketplace?
On one hand, you have Walmart, a retail giant trusted by millions for decades. It’s known for its scale, credibility, and logistics power. On the other hand, there’s TikTok Shop, a rising star in the world of social commerce, driven by viral trends, influencer marketing, and impulse buying.
Both platforms offer massive opportunities but in very different ways. They attract different types of buyers, use different selling models, and require different strategies.
In this blog, we’ll break down the key differences between TikTok Shop vs Walmart Marketplace to help you decide where (and how) to launch your products for maximum success.
Let’s begin with the overview of both the platforms.
Platform Overview: TikTok Shop vs Walmart
Here is the detailed overview of TikTok Shop vs Walmart.
TikTok Shop
TikTok Shop was first launched in 2021 and expanded to the US by 2023. The platform has beautifully turned entertainment into instant shopping experience.
With TikTok Shop, users don’t need to leave the platform to make purchases. While scrolling through short videos and livestreams, they can discover and purchase products. Its unique dynamics have helped it gain momentum so rapidly that, in the U.S. alone, TikTok now has 150 million users.
Its strength lies in its ability to drive impulse purchases and it’s all because of TikTok’s powerful recommendation algorithm that puts the right products in front of the right people at the right time.
TikTok Shop has been designed for creators, brands and online retailers. It offers seamless integration with different ecommerce platforms such as WooCommerce, Salesforce Commerce Cloud, BigCommerce, and Magento.
All of these aspects make it a smart and scalable option for modern ecommerce sellers who want to tap into the world of social commerce.
Walmart Marketplace
Walmart Marketplace is part of one of the biggest and most trusted retail networks in the U.S. The platform allows third-party sellers to reach Walmart’s huge customer base, both online and in stores.
With over 4,600 physical stores and a growing online platform, Walmart creates a smooth shopping experience across all channels.
In Q3 2025, Walmart Marketplace saw a 27% growth that reflects how fast it’s growing in the online shopping space. It now offers over 700 million products and becomes one of the largest online catalogs in the country.
What makes Walmart stand out is how it combines its stores with a strong shipping and delivery system. With Walmart Fulfillment Services (WFS), sellers can provide fast 2-day shipping, free returns, and reliable delivery across the U.S.which helps build trust and keeps customers coming back.
For sellers, Walmart Marketplace offers a great mix of trust, steady traffic, and helpful tools. Therefore it’s a smart choice for growing a business in today’s competitive market.
What Sells Best: Platform-Specific Winning Products
TikTok Shop and Walmart each have their own top-selling items. What performs well on one platform might not get the same traction on the other.
Let’s look at the table of what sells best on each and why these products are dominating in 2025.
|
Category |
TikTok Shop |
Walmart Marketplace |
|---|---|---|
|
Beauty & Skincare |
$2.5B GMV |
Skincare basics, OTC hygiene, wellness products |
|
Fashion & Accessories |
Y2K, streetwear, minimalist styles |
Baby & kids’ clothing, family bundles |
|
Home & Lifestyle |
Humidifiers, candles, aesthetic bedding, cleaning tools |
Household cleaning items, paper goods, detergents |
|
Tech Gadgets |
Phone accessories, speakers, laptop stands |
TVs, air fryers, tablets, headphones |
|
Unique & Fun Finds |
Stuffed toys, puzzles, stress-relief gadgets |
Tools, car parts, seasonal kits |
Audience and Buying Behavior
Next comes the audience and what kind of customers usually buy from these platforms.
As far as TikTok is concerned, it usually caters to Gen Z and Millennials, especially those who are tech-savvy, mobile-first consumers and value authenticity and entertainment.
Users on TikTok are more likely to discover products through viral content, trends, and influencer recommendations. They respond best to emotional storytelling and interactive experiences like live shopping events.
Not sure how to create content that sells? Read more: How to Make Videos for TikTok Shop That Convert in 2025
On the other hand, Walmart works differently. Its audiences are mostly families, value-driven shoppers, and a broader demographic that spans multiple generations.
Walmart buyers trust the brand for reliability, pricing, and convenience. The integration of in-store and online experiences also appeals to buyers who prefer flexibility and access to nearby physical locations.
Interestingly, omnichannel customers (those who shop both online and offline) have a 30% higher lifetime value compared to single-channel customers. Both TikTok and Walmart understand this and offer sellers the tools to meet consumers where they are.
Selling Requirements & Ease of Entry
Do sellers need to fulfil any requirements to start selling on these platforms? Let’s find out. TikTok Shop is a beginner friendly platform that makes it easy for new sellers to get started. There are no subscription or monthly fees.
All that sellers need to do is to sign up through TikTok’s Seller Center, upload their business documentation, and connect a bank account. The platform especially benefits creators who want to sell directly within the app while reducing friction and boosting conversions.
TikTok Shop is also compatible with multiple ecommerce platforms and allows easy integration with existing ecommerce infrastructure.
On the flip side, Walmart has stricter requirements for entry. Sellers need a business tax ID (SSN not accepted), a proven record of ecommerce success, and product listings that comply with Walmart’s guidelines. GTIN/UPC codes are required.
Walmart’s approval process ensures high seller quality that means less competition but a higher entry bar. Additionally, sellers can benefit from features like QuickBooks integration, which enables posting individual orders or consolidated journal entries. It is a significant benefit for finance-conscious sellers.
Fulfillment and Shipping
When it comes to fulfillment and shipping, fulfillment is seller-managed on TikTok Shop.That means you’ll either need to handle logistics yourself or work with third-party logistics providers (3PLs) such as CJ Dropshipping, ShipBob, or Deliverr.
This approach offers flexibility and lower upfront costs, especially for sellers testing new products or dropshipping. However, you’re responsible for maintaining fast shipping and customer satisfaction.
In contrast to that, Walmart offers Walmart Fulfillment Services (WFS). It provides a full-service solution that stores your products, handles shipping, manages returns, and supports customer inquiries.
Products fulfilled through WFS get priority in search, access to 2-Day Shipping tags, and eligibility for Walmart’s Free & Easy Returns program.
Fulfillment fees are based on item weight, not volume or storage duration. There are no signups or monthly fees.
To qualify, products must:
- Ship from within the U.S.
- Not be perishable, regulated, or prohibited
- Weigh under 150 lbs and meet Walmart’s dimension limits
WFS provides a streamlined, Amazon-FBA-like experience but with lower competition and direct integration with Walmart’s vast logistics network.
Shopping Experience & Checkout
TikTok Shop offers a native checkout experience within the app. Buyers can view a product in a video, tap to see details, and purchase without ever leaving TikTok. This frictionless process increases impulse purchases and makes the buying journey almost invisible.
Walmart, on the other hand, excels in its hybrid model. Customers can shop online, choose in-store pickup (BOPIS), or opt for home delivery. This omnichannel experience provides convenience and choice.
For quick conversions and discovery, TikTok wins. For trust, flexibility, and reliability, Walmart leads.
Advertising and Marketing Tools
TikTok offers in-feed ads, live shopping, and branded content campaigns. Shoppable videos and hashtag challenges drive massive organic reach. Sellers can collaborate with creators through the TikTok Creator Marketplace.
TikTok ads are ideal for raising awareness and sparking viral demand. Live shopping events also give sellers a chance to pitch in real time while engaging viewers directly and answering questions. Not sure how to do it? Explore our TikTok Shop Ads services and let the experts handle it for you.
However, Walmart Connect provides sellers with Sponsored Product and Sponsored Brand ads. These appear in search results and product pages. New sellers are automatically registered in the Walmart Ad Center, where they can set goals, create campaigns, and track performance.
Sellers pay only when ads are clicked. Keyword targeting and campaign automation help optimize performance.
Content and Brand Visibility
TikTok Shop thrives on creativity. Sellers showcase their products through stories, tutorials, unboxings, and reviews that build trust and drive engagement. Creators who understand the platform’s tone can go viral overnight. Our TikTok Shop agency matches you with the right influencers who fit your brand, ensuring every campaign feels authentic and boosts your TikTok sales.
Walmart prioritizes high-quality listings with images, detailed specs, and SEO-friendly product descriptions. With WFS enrollment, sellers gain access to Item Page Content without needing brand registry.
While TikTok offers unmatched organic reach, Walmart ensures professional presentation and discoverability through its powerful search engine.
Costs and Fees
When choosing between TikTok Shop vs Walmart Marketplace, it’s important to consider core costs like referral fees and fulfillment options. These directly affect your profit margins and how easily you can scale. The table below offers a quick breakdown:
|
Feature |
Walmart |
TikTok Shop |
|---|---|---|
|
Subscription Fee |
None |
None |
|
Referral Fees |
6% – 15% (by category) |
Varies by product type |
|
Fulfillment |
Based on weight via WFS |
Seller-managed or via 3PL |
TikTok Shop is beginner-friendly, with no subscription fees and minimal upfront costs. It’s ideal for small brands and content creators looking to test eCommerce with short-form video marketing and low risk.
Walmart, on the other hand, caters to more established sellers. With built-in fulfillment options through Walmart Fulfillment Services (WFS) and scalable backend support, it’s suited for businesses aiming for long-term, structured growth.
Which Platform is Best for You?
Choose TikTok Shop If:
- You’re a creator or DTC brand looking to capitalize on organic video content
- You prefer low upfront costs and a fast launch
- Your products are visually engaging and impulse-friendly
Choose Walmart Marketplace If:
- You’re an established seller seeking a scalable fulfillment solution
- You want to tap into Walmart’s massive existing audience
- You need tools like QuickBooks integration and professional product listings
Each platform serves a different purpose. TikTok is fantastic for discovery and branding, while Walmart excels at logistics and consumer trust.
Why Not Both? The Omnichannel Edge
Today’s best ecommerce strategies are omnichannel.
TikTok drives product discovery and social proof, while Walmart offers reliability and streamlined fulfillment. By combining both, you can drive top-of-funnel interest from TikTok to Walmart’s more structured checkout process or the other way around.
Many sellers already use this method: launching on TikTok to build buzz and directing warm traffic to Walmart for fulfillment and brand credibility.
Using both platforms gives you flexibility, brand reach, and diversified revenue streams.
Conclusion
The battle of TikTok Shop vs Walmart highlights two powerful yet distinct ecommerce models but both are thriving.
Walmart is structured, stable, and built for scale. TikTok is creative, fast-moving, and built for virality. Depending on your business goals, product type, and resources, one may suit you better than the other.
Or, if you’re serious about omnichannel growth, you can leverage both to expand your reach, diversify your sales, and meet customers wherever they shop.
If you’re ready to grow your brand across platforms, now is the time. Explore Walmart’s marketplace potential or test your products with TikTok’s social commerce engine or better yet, do both and multiply your impact.
Ready to Grow on TikTok Shop?
Let our agency take care of it all, from product research and account creation to influencer partnerships and ad campaigns. Book your 1:1 TikTok Shop consultation today and get your first campaign off the ground fast!
FAQs
Q1: Are TikTok Shop items any good?
Yes, many TikTok Shop items are good, especially those that go viral through reviews, tutorials, or influencer recommendations. However, quality can vary since different sellers operate on the platform. Always check product ratings, reviews, and seller credibility before purchasing.
Q2: Is TikTok owned by Walmart?
No, TikTok is not owned by Walmart. TikTok is owned by ByteDance, a Chinese tech company. Walmart has shown interest in partnering with TikTok in the past (especially during discussions in 2020 about a potential U.S. acquisition), but it does not own or control the platform.
Q3: Is TikTok Shop worth selling on?
Yes, TikTok Shop is worth selling on especially for creators, small businesses, and visually appealing products. Its low entry barriers, native checkout, and viral reach make it a great option for testing products and building brand awareness. Just be prepared to invest in content creation and influencer marketing for the best results.
