Test Walmart without the risk: What Amazon MCF means for marketplace expansion

Multichannel expansion is one of the biggest growth opportunities in ecommerce. But it can also feel like one of the riskiest.

Where do you send your inventory? What if nothing sells? How much time and effort will it take to even get listed?

Until now, launching on Walmart meant answering those questions upfront often with no real data to guide your decisions. But now that Walmart officially supports Amazon Multi-Channel Fulfillment (MCF), there’s a better way to grow.

Why this is a big deal for ecommerce brands

Instead of splitting inventory between channels or guessing what demand will look like, FBA sellers can now list their products on Walmart, fulfill orders through their existing Amazon inventory, and test new channels without spinning up a new warehouse or 3PL.

No guesswork. No major upfront investment. Just a faster, lower-risk way to get started.

And when you pair MCF with Zentail’s automation tools, you can launch with less manual work and see what sells—before deciding how to optimize your fulfillment strategy long term.

Let’s say you have a top-selling product on Amazon. With this update, you can list it on Walmart, use MCF to fulfill orders, and get real data on how it performs all without touching your inventory or waiting on a new warehouse partner.

If the product takes off, great. You’ve validated demand and can choose to invest more. If not, you’ve lost nothing. Either way, you’re making informed decisions based on real results.

The old way: Guess & launch

Traditionally, launching on Walmart meant reworking your entire logistics stack. You had to pre-position inventory in a new warehouse or 3PL before knowing if Walmart would even drive meaningful sales. That meant playing a high-stakes guessing game and risking time, money, and operations on a hunch.

If Walmart didn’t pan out? You were stuck managing yet another fulfillment setup for limited return.

The new way: Launch faster & optimize later

Now, thanks to Walmart’s support for MCF, you can fulfill Walmart orders using your existing Amazon FBA inventory. No splitting inventory. No re-routing SKUs. No committing to new infrastructure just to test the waters.

This flips the old model on its head. You can:

• Open a Walmart storefront in days
• Fulfill orders through Amazon MCF
• See what sells then optimize your fulfillment strategy later

MCF becomes your bridge. It’s not necessarily the forever plan, but it’s the smartest way to launch quickly and validate demand before investing more.

Why you should care

Walmart is one of the fastest-growing ecommerce channels and now, sellers can finally tap into it without the usual fulfillment headaches.

MCF removes the biggest barrier to entry, letting you test demand and reach new customers before you invest more.

Tips for making MCF work on Walmart

Getting started is simple, but here are a few things to keep in mind:

• Check product eligibility: Some categories or products may not be supported by Walmart when fulfilled via MCF – double-check before you launch.
• Set realistic delivery expectations: MCF delivery windows may differ from Walmart’s native shipping, so be sure your listings reflect accurate shipping speeds.
• Monitor tracking: Ensure your MCF orders include valid tracking to avoid issues with Walmart’s performance metrics.
• Stay stocked: Low Amazon inventory can lead to delayed or canceled Walmart orders. Make sure your FBA stock levels are sufficient for both channels.

Zentail helps automate these checks and keeps your listings and operations running smoothly.

Where Zentail comes in

While MCF simplifies fulfillment, Zentail simplifies listing.

We help FBA sellers get their products live on Walmart faster with better listings, less manual work, and more visibility into what’s working. Our Revenue Growth Platform removes common listing bottlenecks and gives you the control and automation you need to launch and scale efficiently.

Zentail helps you:

• Launch optimized Walmart listings from your existing catalog
• Map product attributes to Walmart’s requirements automatically
• Monitor and fix listing errors in real time
• Keep inventory, data, and orders in sync across channels

Everything stays in sync from product data to inventory to orders, so you can move faster, sell smarter, and grow without the operational drag.

Start testing Walmart without the guesswork

There’s no need to guess. No need to split inventory. No need to wait.

With Walmart now supporting MCF and Zentail removing listing friction, you’ve got a fast, low-risk way to test Walmart and start growing beyond Amazon – on your terms.