Walmart Seller Performance Standards: every metric and target
Walmart reviews every Marketplace seller against a set of performance standards, measured over the last 30 or 60 days. Miss one, and Walmart says you must act right away — or risk suppression, suspension or termination.
The metrics and targets
| Metric | What it measures | Target |
|---|---|---|
| Cancellation Rate | Orders you cancel after receiving them | 2% or below |
| On-Time Delivery Rate | Orders delivered on or before the Expected Delivery Date | 90% or above |
| Valid Tracking Rate | Orders with valid tracking information | 99% or above |
| Seller Response Rate | Customer inquiries answered within 48 hours | 95% or above |
| Negative Feedback Rate | Orders from the past 60 days with a 1- or 2-star rating | 2% or below |
| Return Rate | Orders delivered in the past 60 days that were returned | 6% or below (9% for Resold inventory) |
| Item Not Received Rate | Orders expected in the past 60 days that weren’t delivered | 2% or below |
| Late Shipment Rate | Orders shipped after the Expected Ship Date | 5% or below |
Walmart notes the standards are subject to change, so check the live page in Seller Center.
What counts against you — and what doesn’t
Walmart splits the causes into seller accountable and not accountable. Only seller-accountable causes go into your score.
- Cancellations: out of stock, pricing errors, an expired ship window, or wrongly marking an address as not serviceable count against you. Customer-requested cancellations and customer fraud don’t.
- On-time delivery: late hand-over to the carrier, late shipment, no carrier scan, a ship location or carrier method mismatch, and a carrier date later than promised count. Carrier delays count against you too; carrier exceptions and weather delays don’t.
- Valid tracking: no carrier scan, an invalid tracking ID or URL, misleading tracking, and non-integrated carriers. Only share tracking after the package is handed to the carrier.
- Seller response: inquiries about tracking, cancellations, feedback, item issues, and returns and refunds. Choosing “No response needed” on a message doesn’t hurt your response rate. See Walmart Customer Care Policy.
Negative feedback in detail
See Walmart Negative Feedback Rate for the drivers and how to dispute unfair reviews.
If you use WFS
(New to it? See Walmart Fulfillment Services (WFS).)
Walmart says that with Walmart Fulfillment Services, most metrics are met for you — except the Negative Feedback Rate. Product quality and accurate descriptions are still on you.
Protecting on-time delivery
If you ship with Simplified Shipping Settings and meet its criteria, Walmart says carrier delays out of your control won’t affect your On-Time Delivery metric. Walmart also says it proactively monitors severe weather, natural disasters and fraud holds.
Where to check
Open Performance in Seller Center (or the Walmart Seller app). The dashboard shows your standing, how many customers were affected and the drivers behind each metric, and you can download reports listing the affected orders. If you fall short, Walmart emails you and posts a notice in Seller Center — you can’t unsubscribe from these.
Meeting all the standards, plus other criteria, can also qualify you for Pro Seller status — see Walmart Pro Seller badge requirements.
For lag time, ship-by dates and auto-cancellation, see Walmart shipping requirements.
If your account has already been suppressed or suspended, see Walmart seller account suspended. To see what each sale leaves you after fees, use the Walmart fee calculator.