Walmart is reinforcing its Marketplace security with advanced technologies, strict seller policies, and public-private partnerships to protect both shoppers and reputable sellers.
As consumers cross boundaries between categories, price points, and shopping channels, they expect not only breadth and depth of assortment but a trustworthy experience with every order.
That expectation is why Walmart has continued to expand its online assortment, now exceeding half a billion items, by engaging a diverse and growing base of Walmart Marketplace sellers. Each seller undergoes a comprehensive vetting process, and their performance is monitored so customers can feel secure whenever they see the Pro Seller badge next to eligible listings. Whether shopping for everyday essentials, premium brands, or unique finds, Walmart aims to deliver the assortment, quality, and exceptional value modern shoppers demand.
A Retail Challenge: Fighting Fraud and Counterfeits
As Walmart Marketplace grows, so too does the sophistication of bad actors. Counterfeiters and fraudulent sellers, though a tiny minority, pose real challenges, eroding consumer trust and threatening the reputations of genuine Marketplace sellers. Walmart’s ongoing mission is to protect both shoppers and the thousands of reputable small and large sellers who power the Marketplace.
How Walmart Builds a Safer, Stronger Marketplace
To ensure customers and partners have a secure experience on Walmart.com, the company deploys a multi-tiered enforcement system, including:
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Rigorous seller vetting before onboarding and ongoing compliance checks, as described in the Marketplace Seller Guide.
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Pre-listening restrictions that control access to specific categories.
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AI-driven and real-time monitoring of all product listings, with machine learning and human oversight to spot policy violations and IP infringements.
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Clear, strictly enforced policies with immediate removal of offending listings and sellers.
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Rapid response capabilities, executed by the Trust & Safety team to quickly resolve issues.
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Brand protection tools that let owners report and remove counterfeits using platforms like the Brand Portal.
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Convenient store-based returns for Marketplace items to make the customer experience easier (Marketplace Return Policy).
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Educational resources for sellers, such as training materials and policy guides found on Marketplace Learn.
These protocols are constantly updated as new threats emerge, and sellers can easily report inaccurate or suspicious activity to keep the marketplace safe.
Collaborating to Strengthen Online Retail Security
Walmart recognizes that truly comprehensive protection also requires external partnerships and advocacy. Walmart’s initiatives include:
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Supporting the Integrity, Notification, and Fairness in Online Retail Marketplaces (INFORM) Consumers Act, which increases marketplace transparency.
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Seeking passage of the Combating Organized Retail Crime Act (CORCA) to strengthen federal action against organized theft.
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Engaging in Congressional discussion on the SHOP SAFE Act, designed to block the sale of hazardous counterfeit goods online.
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Collaborating with the Department of Homeland Security (DHS) to develop anti-counterfeit protocols, as outlined in DHS’s best practices for combating trafficking.
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Partnering with enforcement agencies such as HSI, the IPRC, and the FBI, to target networks of bad actors.
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Working alongside major industry organizations including the Retail Industry Leaders Association (RILA), Buy Safe America Coalition, National Retail Federation (NRF), Information Technology and Innovation Foundation (ITIF), and the U.S. Chamber of Commerce (USCC), all championing consumer integrity online.
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Data sharing through the Anti-Counterfeiting Exchange for a unified industry response.
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Serving on the Marketplace Advisory Council of the International AntiCounterfeiting Coalition (IACC).
Putting Trust at the Center
By regularly advancing technology, strengthening private-public alliances, and advocating for accountability, Walmart ensures that both customers and Marketplace sellers enjoy a secure, rewarding experience. Every order on Walmart.com reflects a commitment to value, safety, and trust—setting a new standard for the entire online retail ecosystem.
