Getting your product into Walmart requires either applying through the company’s official supplier portal, pitching at the annual Open Call event for American-made products, or selling through Walmart’s online marketplace. Each path has different requirements, but all demand that your product is retail-ready with proper barcodes, packaging, insurance, and the ability to fulfill orders at scale.
The Two Main Paths to Walmart Shelves
Walmart sources new products primarily through two channels. The first is its year-round digital discovery platform, where buyers browse supplier profiles and reach out when a product fits their category needs. The second is Walmart Open Call, an annual in-person event at the company’s Bentonville, Arkansas headquarters where entrepreneurs pitch directly to buyers in 30-minute one-on-one sessions.
A third option, Walmart Marketplace, lets you sell online at walmart.com without being stocked in physical stores. This is often the fastest entry point and can serve as a proving ground that leads to an in-store opportunity later.
Applying Through RangeMe
Walmart buyers use a platform called RangeMe to discover and evaluate new suppliers. The process has three steps: create an account on RangeMe, build out your brand profile with product images and details, then submit your products for buyer review. There is no cost to create a basic RangeMe profile, though a premium subscription offers additional visibility features.
Your profile needs to be thorough. Include professional product photography, retail pricing, ingredient or material lists, certifications, and a clear explanation of what makes your product different from what already sits on Walmart shelves. Buyers are scanning hundreds of profiles, so incomplete or vague submissions get skipped. Think of this profile as your pitch deck: it should answer every question a buyer would ask in person.
Submitting a profile does not guarantee a response. Walmart buyers reach out only when they see a fit for their category plans, which could take weeks or months. Some suppliers never hear back. Strengthening your case with proven sales data from other retailers, strong online reviews, or a growing direct-to-consumer business makes your profile significantly more compelling.
Walmart Open Call for U.S.-Made Products
If your product is made, grown, or assembled in the United States, Walmart’s Open Call event gives you a direct audience with buyers. The event typically takes place once a year at Walmart’s headquarters and is one of the few opportunities to pitch face-to-face.
To qualify, your product needs to meet several criteria. It must be domestically produced and shelf-ready, meaning it already has a barcode, retail packaging, and a live URL where customers can learn about it. Walmart also expects proven scalability, so you should be able to demonstrate that you work with a co-packer or have expanded your manufacturing capacity. An established online presence with a track record of digital marketing and online sales helps your case. And your product should solve a real consumer need or offer something clearly different from existing options.
During the event, you get a 30-minute session with a Walmart buyer. Come prepared with samples, sell sheets, pricing breakdowns, and data on your current sales performance. Buyers give feedback on the spot, and strong candidates can receive orders during or shortly after the event. Applications open months before the event date, so check Walmart’s supplier page early in the year to avoid missing the window.
What Your Product Needs Before You Apply
Walmart will not consider a product that is not fully retail-ready. At minimum, you need GS1 barcodes (the universal product codes that scanners read at checkout). Walmart’s supply chain systems require GTIN-14 codes for shipping cartons, which is a modified version of the standard UPC. You can purchase GS1 barcodes directly from GS1 US, and costs depend on how many products you sell.
Your packaging must look like it belongs on a major retailer’s shelf. This means professional design, clear labeling, compliance with any applicable FDA or CPSC regulations for your product category, and packaging that can withstand shipping and handling. For corrugated shipping boxes, Walmart requires specific testing: edge crush tests, Mullen bursting tests, and a box maker’s certification printed visibly on each carton.
Product liability insurance is standard for Walmart suppliers. While the exact minimum varies by product category, most large retailers require at least $1 million to $2 million in general liability coverage. Your insurance carrier should be able to issue a certificate of insurance naming Walmart as an additional insured party.
Understanding Walmart’s Payment Terms
Walmart does not pay suppliers on delivery. Payment terms are negotiated as part of your supplier agreement, and they typically follow a structure like “2% / 30 net 60.” In plain terms, that means Walmart takes a 2% discount off your invoice if they pay within 30 days. If they skip the early discount, the full amount is due within 60 days. For a small business, this means you need enough cash flow to cover production and shipping costs well before your first payment arrives.
Beyond payment timing, expect several standard deductions from your invoices. The most common include a new store allowance (typically 10% or more when your product is placed in a newly opened or remodeled store), a warehouse allowance of around 1%, and a defective merchandise allowance. Walmart can also flag stores for “grand opening” status for up to 180 days for expansions and remodels, 120 days for new stores, and 90 days for relocations, during which those allowances apply to your orders.
If Walmart returns defective or unsold product, they are entitled to a refund of the purchase price plus a 10% handling charge, and they expect payment within 10 days of sending you the invoice. Factor all of these deductions into your pricing from the start. A product with thin margins can quickly become unprofitable once Walmart’s standard allowances are applied.
Selling on Walmart Marketplace
Walmart Marketplace lets you list products on walmart.com without going through the traditional supplier process for physical stores. You apply through Walmart’s marketplace portal, and once approved, you can list products and start selling to Walmart’s online customer base.
You have three main fulfillment options. The first is shipping orders yourself from your own warehouse. The second is a two-step model where you use a third-party logistics provider to handle storage and shipping. The third is Walmart Fulfillment Services (WFS), where you send inventory to Walmart’s warehouses and they handle picking, packing, and shipping for you. WFS is generally considered the most stable and scalable option. Products fulfilled through WFS tend to get better search placement on walmart.com and qualify for fast shipping badges that boost conversion rates.
Starting on the marketplace is a smart way to build a sales track record with Walmart before pursuing in-store placement. If your product sells well online, you have concrete data to show buyers when you pitch for shelf space.
Pricing Your Product for Walmart
Walmart’s entire brand identity is built on low prices, which means your wholesale pricing needs to leave room for Walmart to hit a competitive retail price while you still turn a profit. Work backward from the shelf price a consumer would pay. Walmart typically expects a significant margin, and your wholesale cost needs to account for that margin plus the various allowances and deductions described above.
Before you submit your product, run the numbers carefully. Add up your cost of goods, shipping to Walmart’s distribution centers, the new store and warehouse allowances, the potential for returns with handling charges, and your insurance costs. If the math does not work at Walmart’s expected price point, you may need to reduce production costs or reconsider whether Walmart is the right retail partner for your product at this stage.
Building a Stronger Case
Walmart receives thousands of supplier applications. The products that get picked tend to share a few traits: they fill a gap in the current assortment, they have proven demand through sales at other retailers or online channels, and the supplier can demonstrate they will not collapse under the pressure of large-volume orders.
Start by selling through smaller retailers, your own website, or platforms like Amazon to build sales history and customer reviews. Invest in professional packaging and branding that signals your product is ready for a national stage. If you can show that your product already moves at volume and that customers love it, you transform the conversation from “please take a chance on me” to “here is what you are missing on your shelves.”