How to get my product on walmart shelves?

The prospect of working with Walmart can seem like an impossible goal. Walmart is the largest retailer in the United States. While it might be intimidating at first, getting on the shelf at Walmart or on Walmart.com is a huge opportunity for your business.

As the retail landscape becomes increasingly competitive, however, brands like Walmart are more selective about their supplier partners. Prepare to approach Walmart by reviewing the steps below and contact a Walmart expert if you still have questions.

You don’t have to be a multi-million dollar business to sell in Walmart Stores. Walmart does business with the Coca-Colas and Proctor & Gambles of the world as well as smaller suppliers that only want to be in a few hundred stores. Varying sizes of suppliers must meet specific requirements, all explained on Walmart’s website as you apply.

However, as a small or medium-size supplier, there are things to consider before beginning the application process. For example, only approach Walmart if you already have a proven track record and solid customer base. Your Walmart buyer doesn’t want you relying on the company for 100% of your business. Walmart sales should only contribute to roughly 30% of your company’s revenue.

With that in mind, make sure your items are established outside of Walmart. Whether in other brick-and-mortar stores or a solid sales history online, this will speak volumes as Walmart considers you to be a supplier.

Another avenue is to test your product with Walmart’s online shoppers. Before trying to sell in the stores, Walmart Marketplace is a good launching ground for smaller suppliers.

If you’re asking yourself, “How do I get my product into Walmart?” the first step is to decide what type of vendor you want to be. There are six different ways to do business with Walmart:

Today, we’re going to focus on the first 5, which involve selling products to Walmart customers, either online or in a physical store.

After deciding which type of supplier you are, click the registration link in the corresponding supplier description. You will be directed to the Global Supplier Management (GSM) platform to complete your registration.

You will need your DUNS Number to start the application process. If you don’t already have one, you can get a DUNS Number for free. Just call 866-815-2749 for help.

To complete your registration, you will also need to review and agree to the Retail Link® agreement. This is a legal, binding contract for your company, so read it thoroughly.

After registration, you will receive an email to activate your account. Just click the “Activate Email” button to continue.

Next, you will receive an email with a User ID and Password to log in to the Global Supplier Management (GSM) system in Retail Link®.

Important Note: If you do not log in within 90 days, your User ID and Password will expire. If that happens, you will have to start the Registration process over, so be sure to log in right away!

After you complete Registration, the next step is Certification. The goal of this process is to do two things:

The information you provide here will be made available to Walmart buyers, who can review your Supplier Profile and reach out to you if they are interested in a partnership.

Because this information goes into a pool that buyers can browse for products — rather than to a specific person — it’s important to provide detailed, compelling copy that really explains the value of your product.

To start the certification process, sign into Retail Link® with the email address and credentials you used during registration.

After you get all the basics, contact, and financial information out of the way, it’s time to talk about your business!

In the Products section, you will be asked several Yes or No questions about your product.

For example:

The next section is called “Finally, the good stuff.” A lot of this information is not required, but it definitely increases your chances for consideration. We strongly recommend filling out every field. Because just like your usual customers, you have to capture the buyer’s attention and explain the value of your product.

After Registration and Certification are both complete, you will enter a queue where Walmart buyers can see and shop for your products. The timing varies, but if a buyer in your category likes what they see, they will invite you to start the Acceptance process in GSM via email. This is when you will typically discuss terms.

Remember: patience, patience, PATIENCE when dealing with Walmart! You may not hear anything from the merchants for at least four weeks.

After the waiting period (and if you get the invitation!), the last step to becoming a Walmart vendor is to accept the terms of the Supplier Agreement in GSM. It’s wise to discuss the terms of the agreement with your buyer so you have a clear understanding of Walmart’s expectations on payment terms, shipping terms, condition of sale, product chemical information, return policy, etc.

This is where the fun begins! Once you get a “yes” from your buyer, it’s time to hit the ground running.

These 8th & Walton classes will walk you through all the things you need to do between acceptance and getting your items set up with Walmart.

Walmart is focused on several key initiatives right now: investing in American jobs, supporting women and minority-owned businesses, and reducing emissions. These key initiatives are important to Walmart because their customers care.

If your business aligns with any of these initiatives, you may have a leg up getting your product into Walmart. Your company’s story is part of your total value offer to Walmart.

It also helps to understand Walmart’s expectations for suppliers to deliver on these initiatives through their supply chain guidelines (On Time In Full, shipping options, etc.).

For businesses that don’t naturally align with one of those initiatives, it’s a good idea to “prove” your product in other retailers and e-commerce platforms before approaching Walmart.

While there are no minimum required sales figures or years of experience, Walmart doesn’t want to be 100% of your business. They want to know that you can stand on your own.

Once a year, Walmart hosts the Made in USA Open Call, where current and potential vendors who manufacture in the U.S. have a chance to meet one on one with a Walmart Buyer. This is a huge opportunity to tell your story to a decision-maker — cutting straight through the standard application process.

Either directly or indirectly, there are 8 key roles within Walmart that suppliers will work with. With so many roles and responsibilities, working with Walmart can get confusing fast, so it’s important to understand who does what.

What is Retail Link®?

Retail Link is the system that Walmart and its supplier partners use to access and share important information like sales, inventory, etc.

Who should be my Retail Link® administrator?

This person can manage the supplier’s company profile with Walmart and is responsible for accepting terms and conditions. So this should be someone on your team who you trust.

What browser should I use to log in to GSM?

We recommend Google Chrome. You can also use Apple Safari, Internet Explorer (version 11), and Microsoft Edge.

What is the difference between “New” and “Existing” suppliers?

Existing suppliers already have a 6-digit supplier number with Walmart Stores, Walmart.com, or Sam’s Club. New suppliers do not.

There are a few things you need to do in order to get your products into Walmart. The first step is to create a product that meets Walmart’s standards. Your product should be high quality, affordable, and available at a variety of locations.

You can also increase your chances of getting your product into Walmart by building a relationship with the store’s buyers. Working with a packaging manufacturer that adheres to Walmart’s guidelines will help improve the entire process too.

This blog will give you the tips you need to get your product onto their shelves.

Walmart is an American international corporation that operates a chain of hypermarkets and department stores on several continents. The company was founded by Sam Walton in 1962 and incorporated on October 31, 1969. It also owns and operates Sam’s Club retail warehouses. Walmart is the world’s second largest public corporation, according to the Fortune Global 500 list in 2012 and the biggest private employer in the world with over two million employees.

Moreover, Walmart continues to be one of the hardest retailers for small businesses to get their products into because they only want to sell high quality items that will bring them a steady stream of customers.

The company also prefers to see products that are available at other retailers or online before they agree to carry them in their stores.

Walmart only wants to carry products that are top sellers in their category. If your product is similar to others already on Walmart’s shelves, you’ll have the best chances of making it onto their stores’ shelves. Walmart also wants to see products that are available at other retailers before they agree to sell them in their warehouse or retail stores.

Before contacting any buyers at Walmart, make sure you know what types of products they offer and how much money they put into each category. You can easily find this information in Walmart’s Seller’s Guide. You can also find information about the types of products they sell and the fees they charge in their Distribution Centers section.

Walmart charges a variety of different fees for selling your products to them, but they’re primarily based on the square footage of your product’s floor space in each store. When you’re first starting out, Walmart might not be the best place for you to sell your products because it can take a while before they actually make it into stores.

There are many other options that may be better suited for small businesses like yours. Be sure to check out their Vendor Express program and website sales.

If you failed to get into Walmart in the past, there’s hope you can make it on the next round. Don’t give up! Keep reading to see our tips.

Make sure your products are of excellent quality and conform to Walmart’s high standards. Quality control is vital to success. If your product doesn’t meet Walmart’s high standards of quality, you won’t be able to sell it there.

Be certain that you can keep up with Walmart’s fast-moving inventory process and replenish your goods quickly to maintain a consistent in-stock level at all times.

Price your products competitively and make sure they are in line with what Walmart is selling similar items for.

Your product must be priced around the same as similar items are being sold at Walmart. After you have done a quick survey, understand that certain suppliers have found that their products don’t sell well because they are too high-priced compared to similar items at Walmart, so make sure you price your product effectively.

Have an attractive and eye-catching product display that stands out from the competition. Walmart’s retail stores are designed to be clean, bright, attractive and inviting. Your product display should reflect that design style by being neat, organized and eye-catching.

People don’t want to shop for your products in a cluttered or disorganized environment so make sure your displays are clean, well organized, attractive and inviting.

If you need some help, we created a few tips to create packaging aimed at Walmart.

Offer good customer service and respond quickly to any inquiries or complaints.  Walmart has strict policies about how suppliers should handle complaints and inquiries so make sure you understand them before selling your products to Walmart.

Be certain that any customer service issues are dealt with promptly and appropriately to avoid holding up orders or slowing down the buying process.

Market your products aggressively through social media, advertising, and word-of-mouth marketing. Walmart is a retail behemoth that attracts thousands of people to its stores every day.

Suppliers are expected to work hard to bring in customers through online marketing, advertising, and word-of-mouth marketing techniques.

Finally, if you have the budget, consider hiring a company that specializes in Walmart marketing services or at least hiring an in-house marketing person to help you promote your products online and offline.

Now the really important thing to remember is this is not a race. Have realistic expectations about how long it will take Walmart to stock your products. If you’re new to selling products through the Walmart system, schedule ample time for training before your product is launched at Walmart stores nationwide.

Walmart is a fast-paced retailer that requires suppliers to do their part before getting access to the Walmart factory stores.

Next, make sure your products and shipping schedules line up with Walmart’s product shipping schedule.

If you’re shipping your products from afar, make sure you understand what Walmart expects of you. When it comes to following the retailer’s product ordering and shipping schedule, you have to be adhere to their needs.

• Step 1: Decide What Type of Supplier You Want to Be.
• Step 2: Apply to Be a Walmart Supplier Online.
• Step 3: Complete the Certification Process.
• Step 4: Accept the Terms of the Supplier Agreement.

The prospect of working with Walmart can seem like an impossible goal. Walmart is the largest retailer in the United States. While it might be intimidating at first, getting on the shelf at Walmart or on Walmart.com is a huge opportunity for your business.

As the retail landscape becomes increasingly competitive, however, brands like Walmart are more selective about their supplier partners. Prepare to approach Walmart by reviewing the steps below and contact a Walmart expert if you still have questions.

You don’t have to be a multi-million dollar business to sell in Walmart Stores. Walmart does business with the Coca-Colas and Proctor & Gambles of the world as well as smaller suppliers that only want to be in a few hundred stores. Varying sizes of suppliers must meet specific requirements, all explained on Walmart’s website as you apply.

However, as a small or medium-size supplier, there are things to consider before beginning the application process. For example, only approach Walmart if you already have a proven track record and solid customer base. Your Walmart buyer doesn’t want you relying on the company for 100% of your business. Walmart sales should only contribute to roughly 30% of your company’s revenue.

With that in mind, make sure your items are established outside of Walmart. Whether in other brick-and-mortar stores or a solid sales history online, this will speak volumes as Walmart considers you to be a supplier.

Another avenue is to test your product with Walmart’s online shoppers. Before trying to sell in the stores, Walmart Marketplace is a good launching ground for smaller suppliers.

If you’re asking yourself, “How do I get my product into Walmart?” the first step is to decide what type of vendor you want to be. There are six different ways to do business with Walmart:

Today, we’re going to focus on the first 5, which involve selling products to Walmart customers, either online or in a physical store.

After deciding which type of supplier you are, click the registration link in the corresponding supplier description. You will be directed to the Global Supplier Management (GSM) platform to complete your registration.

You will need your DUNS Number to start the application process. If you don’t already have one, you can get a DUNS Number for free. Just call 866-815-2749 for help.

To complete your registration, you will also need to review and agree to the Retail Link® agreement. This is a legal, binding contract for your company, so read it thoroughly.

After registration, you will receive an email to activate your account. Just click the “Activate Email” button to continue.

Next, you will receive an email with a User ID and Password to log in to the Global Supplier Management (GSM) system in Retail Link®.

Important Note: If you do not log in within 90 days, your User ID and Password will expire. If that happens, you will have to start the Registration process over, so be sure to log in right away!

After you complete Registration, the next step is Certification. The goal of this process is to do two things:

The information you provide here will be made available to Walmart buyers, who can review your Supplier Profile and reach out to you if they are interested in a partnership.

Because this information goes into a pool that buyers can browse for products — rather than to a specific person — it’s important to provide detailed, compelling copy that really explains the value of your product.

To start the certification process, sign into Retail Link® with the email address and credentials you used during registration.

After you get all the basics, contact, and financial information out of the way, it’s time to talk about your business!

In the Products section, you will be asked several Yes or No questions about your product.

For example:

The next section is called “Finally, the good stuff.” A lot of this information is not required, but it definitely increases your chances for consideration. We strongly recommend filling out every field. Because just like your usual customers, you have to capture the buyer’s attention and explain the value of your product.

After Registration and Certification are both complete, you will enter a queue where Walmart buyers can see and shop for your products. The timing varies, but if a buyer in your category likes what they see, they will invite you to start the Acceptance process in GSM via email. This is when you will typically discuss terms.

Remember: patience, patience, PATIENCE when dealing with Walmart! You may not hear anything from the merchants for at least four weeks.

After the waiting period (and if you get the invitation!), the last step to becoming a Walmart vendor is to accept the terms of the Supplier Agreement in GSM. It’s wise to discuss the terms of the agreement with your buyer so you have a clear understanding of Walmart’s expectations on payment terms, shipping terms, condition of sale, product chemical information, return policy, etc.

This is where the fun begins! Once you get a “yes” from your buyer, it’s time to hit the ground running.

These 8th & Walton classes will walk you through all the things you need to do between acceptance and getting your items set up with Walmart.

Walmart is focused on several key initiatives right now: investing in American jobs, supporting women and minority-owned businesses, and reducing emissions. These key initiatives are important to Walmart because their customers care.

If your business aligns with any of these initiatives, you may have a leg up getting your product into Walmart. Your company’s story is part of your total value offer to Walmart.

It also helps to understand Walmart’s expectations for suppliers to deliver on these initiatives through their supply chain guidelines (On Time In Full, shipping options, etc.).

For businesses that don’t naturally align with one of those initiatives, it’s a good idea to “prove” your product in other retailers and e-commerce platforms before approaching Walmart.

While there are no minimum required sales figures or years of experience, Walmart doesn’t want to be 100% of your business. They want to know that you can stand on your own.

Once a year, Walmart hosts the Made in USA Open Call, where current and potential vendors who manufacture in the U.S. have a chance to meet one on one with a Walmart Buyer. This is a huge opportunity to tell your story to a decision-maker — cutting straight through the standard application process.

Either directly or indirectly, there are 8 key roles within Walmart that suppliers will work with. With so many roles and responsibilities, working with Walmart can get confusing fast, so it’s important to understand who does what.

What is Retail Link®?

Retail Link is the system that Walmart and its supplier partners use to access and share important information like sales, inventory, etc.

Who should be my Retail Link® administrator?

This person can manage the supplier’s company profile with Walmart and is responsible for accepting terms and conditions. So this should be someone on your team who you trust.

What browser should I use to log in to GSM?

We recommend Google Chrome. You can also use Apple Safari, Internet Explorer (version 11), and Microsoft Edge.

What is the difference between “New” and “Existing” suppliers?

Existing suppliers already have a 6-digit supplier number with Walmart Stores, Walmart.com, or Sam’s Club. New suppliers do not.

Not surprisingly, getting your products into Walmart is no walk in the park. You need to have a solid strategy to get your products on the Walmart shelves.

Ohio-based product development firm, Idea Buyer, recommends the following seven steps to get into Walmart.

Step 1: if you’re selling a new product, make sure you patent it. That way, you will ensure your innovative product is not copied by anyone.

You will have to provide your company’s taxpayer identification number (TIN) to complete the other steps in the process.

You can get your barcode number from GSI US and a D-U-N-S Number from Dun & Bradstreet.

You can get a prototype of your product made if you haven’t started manufacturing yet.

A sales sheet can help you demonstrate why a store like Walmart should accommodate your product.

Walmart will require you to explain how you’re going to manufacture enough to fill an order from them. It therefore makes sense to have everything figured out in advance.

The final step is to apply online at Walmart and submit your product for their consideration. If they are interested, they will place a small order so they can test your product in select stores. If liked by customers, you will soon receive bigger orders and start selling across the country.

The following Frequently Asked Questions explain more about how businesses can get started selling on Walmart store shelves.

Selling to Walmart stores doesn’t come with an instruction manual. Product suppliers have to fit into what Walmart wants, not the other way around. You’ll find it different from obtaining retail contracts with, say, Home Depot, or other big box retailers. See if you meet these three tests:

These factors improve the odds your products can sell at Walmart.

Walmart and Sam’s Club suppliers can be of any size, including multi-billion dollar companies and small businesses. The two retail giants also carry merchandise from direct import suppliers. Service and non resale suppliers can also become vendors. Certain types of vendors must meet specific requirements, which are laid out on the website.

In addition, small business owners should take time to honestly assess their business for the following two requirements:

First, have an established customer base. The company doesn’t want a business relying on Walmart for more than 30% of its sales. Suppliers counting on Walmart to make most of their revenue should look elsewhere.

Second, have a track record. Test your product line in local and regional retailers first. Generate sales there. Have a good online presence, with reviews and a social media following.

Walmart has a 3-step process to become a vendor for stores and online sales.

The online application is not the only way to become a Walmart supplier. The online database has intense competition. You will always have to go through the application process to be accepted as a supplier, but you also need to stand out. Here are additional strategies:

Before you attempt to get your product in Walmart, it’s important to be ready and capable of meeting the requirements to sell to Walmart. Here are 5 common mistakes a manufacturer should avoid.

Mistake: You lack a pricing strategy that enables you to meet Walmart’s price points. The retail giant requires certain manufacturing quality standards that can cost extra money. The company also asks for a lower-than-usual wholesale price to sell with Walmart and Sam’s Club. And you may need to carry extra inventory to meet replenishment needs. All of this eats into your profit margins and bottom line.

Mistake: You sign a supplier agreement but just can’t meet production demand. Walmart requires quick turnaround times. You need to meet them without sacrificing quality or price. It can be a lot for a small business to handle.

Mistake: You arrive at your meeting with Walmart buyers and haven’t done a lick of research — and it shows in your uninformed questions. Example: you expect to be a drop ship vendor, without realizing the volume requirements. Visit a store to see where your products will be sold. Check out customer patterns and look at how items are displayed. You need to be knowledgeable if you want to get started as a supplier.

Mistake: Your packaging looks like your kids made it. The website for your company looks like it was designed in 2005. Oh, and when Walmart buyers do call, it takes you a good week and a half to respond. These are bad signs. Pay attention to your business image and marketing, and try to see your company in Walmart’s eyes. And practice your presentation!

Mistake: Your product is no different from other suppliers’ goods. Let’s assume you produce a can opener that’s pretty much like every other can opener. You can’t articulate what makes it different. You have no recognizable brand. Getting the interest of distributors for Walmart seems unlikely because they are already sourcing can openers.

Avoid these mistakes if you want your small business to get started as a Walmart supplier. And remember, selling to Walmart can be the ticket to bigger success. But you will be under pressure to meet stringent requirements. Do your homework, have the right expectations, be ready and don’t forget to ask for the purchase order!