Walmart conducts regular reviews of all Marketplace orders to ensure performance standards are met. The key metrics evaluated are Cancellation Rate, On-Time Delivery Rate, Refund Rate, Valid Tracking Rate, Seller Response Rate, Return Rate, Item Not Received Rate and Negative Feedback Rate. In this guide, you’ll learn more about the performance standards and expectations.
If you use Walmart Fulfillment Services (WFS), most performance metrics will be met for you, with the exception of the Negative Feedback Rate.
What is the policy?
Seller Performance Standards are evaluated over the last 30 days or 60 days and help you stay informed about your performance. You’re required to meet the established standards shown in the table below. To ensure your account remains in good standing, you should regularly monitor your metrics from the Performance dashboard in Seller Center, the Walmart Seller app or through Seller Performance APIs.
If your account fails to meet any of these standards, you must take immediate action to improve your performance. Failure to do so may result in suppression, suspension or termination of your account.
Performance standard | Definition | Seller standard | Recommendations | Metric drivers |
|---|---|---|---|---|
Cancellation Rate | The rate of orders canceled by the seller after receiving the order from Walmart. | Maintain a rate of less than or equal to 2%. | Ensure your Estimated Ship Date (ESD) is met to avoid auto cancellations. | Seller accountable:
Non-seller accountable:
|
On-Time Delivery Rate (OTD) | The rate of orders delivered on or before the Expected Delivery Date (EDD). | Maintain a rate of greater than or equal to 90%. | Select the right lag time, shipment method, carrier and service level to meet Expected Delivery Date (EDD). Refer to the Shipping & Fulfillment Policy. | Seller accountable:
|
Valid Tracking Rate (VTR) | The rate of orders with valid tracking information provided. | Maintain a rate of greater than or equal to 99%. | Ensure tracking numbers are accurate, valid, and only share with Walmart after the package is tendered to the carrier. Refer to the Valid tracking number policy. | Seller accountable:
|
Refund Rate | The rate of orders refunded due to seller-responsible issues, such as damaged or incorrect items received. | Maintain a rate of less than or equal to 6%. | Meet the minimum requirements when processing returns. Refer to the Seller-fulfilled returns policy. | Seller accountable:
Non-seller accountable:
|
Seller Response Rate | The rate of customer inquiries responded to within 48 hours of receipt. | Maintain a rate of greater than or equal to 95%. | Respond to all customer inquiries within 48 hours. Refer to the Customer Care Policy. | Seller accountable
|
Negative Feedback Rate | The rate of orders sold in the past 60 days that receive a one- or two-star customer rating. | Maintain a rate of less than or equal to 2% (effective spring 2026). | Investigate the cause of low ratings. Resolve issues quickly and effectively. Refer to Performance dashboard: Negative Feedback Rate. |
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Return Rate | The rate of orders delivered within the past 60 days that were returned by the customer. | Maintain a rate of less than or equal to 6% (effective spring 2026). | Maintain accurate inventory, use clear item descriptions and review carrier choices to prevent returns. Refer to Performance dashboard: Return Rate. |
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Item Not Received Rate | The rate of orders with expected delivery within the past 60 days that were not delivered to the customer. | Maintain a rate of less than or equal to 2% (effective spring 2026). | Maintain accurate inventory and review carrier choices to prevent returns. Refer to Performance dashboard: Item Not Received Rate. |
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Seller Performance Standards are subject to change. This page includes details for existing and upcoming standards.
Additional guidelines
When order and fulfillment issues arise, the Performance dashboard in Seller Center summarizes current performance standing, the number of impacted customers and a list of drivers contributing to your performance score. Refunds and Cancellations standards also include impacts in total Gross Merchandise Value (GMV) loss. You can view metrics for specified time frames and download reports to see which orders are affected. Factors are categorized by:
- Seller accountable: Performance scores are calculated using seller accountable metrics. These are factors that may affect the customer’s experience and are in the seller’s control. (e.g., late hand-over to carrier, out-of-stock, incorrect item).
- Not accountable: Performance factors that may be affecting the customer's experience but are out of the seller's control (e.g., weather delay, customer requested).
It’s your responsibility to review account performance and proactively improve performance metrics that don’t meet standards. If your performance falls short of any of these standards, we’ll notify you by email and notification within Seller Center, along with providing recommendations to help you address the issue. Learn more about the types of performance notifications you may receive. You cannot unsubscribe from these communications. They’re crucial for keeping you informed about actions that may affect your account status, including potential suspensions.
The information found within this policy and the related hyperlinks is for general informational purposes only and is not considered legal advice. This policy may contain links to third-party content, which Walmart does not warrant, endorse or assume liability for. Your reliance on such content is solely at your own discretion.