How to Sell to Walmart | Be a Walmart Vendor | Sell Products to Walmart | Walmart Supplier
Getting your products into Walmart is a game-changer for any brand. A single order from this retail giant can translate into millions of dollars in revenue and provide your business with a level of credibility that opens doors to other major retailers. However, Walmart has a rigorous selection process, and breaking into its supply chain is not easy, especially for startups or new brands. The good news? There are strategies that can help you get your product onto Walmart's shelves, and one of the best ways to start is through their Local Buying Program.
In this guide, we will explore the different ways you can sell to Walmart, become a Walmart vendor, and successfully pitch your products to this retail giant.
Understanding Walmart’s Retail Power
Walmart is one of the largest retailers in the world, with over 10,500 stores in 24 countries. Because of its massive reach, getting your product into Walmart can instantly expose it to millions of customers. However, Walmart is highly selective, and they prioritize products that demonstrate strong market demand, competitive pricing, and proven sales performance.
For most businesses, Walmart is not the first retailer they land; rather, it is a goal they work towards after proving success in other stores or online platforms. But that doesn’t mean you can’t start strategizing now.
The Challenge for Startups
Many entrepreneurs wonder whether Walmart will consider a brand-new product. The truth is, Walmart typically prefers products that already have a strong sales track record in other retail stores or online marketplaces. Unless your product is exceptionally innovative and meets a current market demand, you will likely need to show proven sales performance before Walmart will seriously consider adding your product to their inventory.
However, Walmart offers opportunities for emerging brands through various programs, including their Local Buying Program, which can serve as a gateway to broader distribution.
Walmart’s Local Buying Program – A Great Entry Point
One of the best-kept secrets about selling to Walmart is their Local Buying Program. This initiative allows local store managers at select Walmart locations to test and purchase products for their specific stores. This means that instead of trying to convince Walmart’s corporate headquarters to take on your product, you can start at a local level.
How the Local Buying Program Works:
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Identify Walmart Stores in Your Area – Look for high-traffic Walmart locations where your product would be a good fit.
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Contact the Store Manager – Call or visit the store and ask whether they participate in Walmart’s Local Buying Program.
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Present Your Product – If the store manager is interested, they may allow you to test your product in their store. This is your opportunity to showcase your product’s potential.
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Prove Your Product’s Success – If your product performs well in one store, you can use that success to expand into more Walmart locations or even get the attention of Walmart’s corporate buyers.
Why Walmart Uses This Program
Walmart understands that different regions have different customer preferences. For example, a store in a coastal town may have more demand for beach accessories, while a store in the Midwest might prioritize farm equipment or hunting gear. The Local Buying Program allows store managers to cater to regional needs by stocking unique products that wouldn’t necessarily be part of Walmart’s national inventory.
If your product fits well with the local demand, you have a much better chance of getting approved through this program than through the traditional corporate buying process.
Other Ways to Sell to Walmart
If the Local Buying Program doesn’t fit your strategy, there are other methods to get your products onto Walmart’s shelves:
1. Become a Walmart Supplier
You can apply to become a Walmart Supplier through Walmart’s supplier application portal. This process is more rigorous and requires detailed information about your business, product, pricing, and supply chain capabilities.
2. Sell on Walmart Marketplace
Another way to introduce your brand to Walmart is through Walmart Marketplace, their online platform where third-party sellers can list and sell products. If your products perform well online, it increases your chances of getting them into Walmart’s physical stores.
3. Attend Walmart’s Open Call Event
Walmart hosts an Open Call event where businesses can pitch their products directly to Walmart buyers. This is an excellent opportunity to get noticed by decision-makers at Walmart.
4. Work with a Retail Broker
Retail brokers specialize in helping brands get into major retailers like Walmart. They have connections with Walmart buyers and can guide you through the application and negotiation process.
Key Considerations Before Pitching to Walmart
Before you reach out to Walmart, make sure your business is retail-ready. Here are some key factors to consider:
1. Pricing Strategy
Walmart is known for its low prices, so your product must be competitively priced while still allowing you to make a profit.
2. Packaging and Labeling Compliance
Walmart has strict packaging and labeling requirements. Your product packaging should meet their standards and be designed to stand out on the shelves.
3. Supply Chain Readiness
Walmart expects reliable supply chains. Ensure that your manufacturing and distribution process can handle large orders.
4. Certifications and Safety Standards
Many Walmart products must meet specific certifications, such as FDA approval for food items or CPSC compliance for consumer products. Make sure your product meets all necessary regulations.
Conclusion
Selling to Walmart can be a highly lucrative opportunity, but it requires strategic planning and persistence. If your brand is new, the Local Buying Program is an excellent way to start small, gain traction, and build a case for corporate Walmart approval.
By researching Walmart’s processes, preparing a solid pitch, and ensuring that your product meets Walmart’s requirements, you can increase your chances of becoming a Walmart vendor. Whether you enter through the Local Buying Program, Walmart Marketplace, or traditional corporate channels, taking the right steps will position your product for success in one of the largest retail chains in the world.