Breaking Through at Walmart’s Open Call: What It Takes to Win Big (and What Can Hold You Back)

The Opportunity: Why Walmart’s Open Call Is a Big Deal

Every year, Walmart hosts its Annual Open Call to discover new, innovative products that are made, grown, or assembled in the United States. For small businesses, startups, and emerging brands, this event represents a rare and valuable opportunity: a direct path into Walmart’s shelves, both physical and digital.

Open Call is part of Walmart’s broader commitment to invest $350 billion in products made, grown, or assembled in the U.S. by 2030. It’s more than a pitch event — it’s a catalyst for job creation, entrepreneurship, and community development across America.

For suppliers, winning at Open Call can dramatically change the trajectory of their businesses, giving them access to Walmart’s enormous distribution network, marketing channels, and loyal customer base.

Yet, despite the excitement, many companies walk away without a deal — often because they misunderstand what Walmart’s buyers are really looking for.

What Walmart Buyers Are Truly Looking For

Product Differentiation and Relevance

At its core, Walmart’s Open Call is about solving customer problems better, faster, or cheaper than existing products on the shelf. Buyers are not just looking for interesting items — they want products that are meaningfully different or noticeably better than alternatives.

In recent years, we’ve seen successful Open Call products that addressed real gaps in the market: allergy-friendly foods, eco-conscious cleaning supplies, and innovative personal care products. The more clearly a supplier can articulate how their product meets a pressing customer need — or delights customers in a new way — the stronger their pitch will be.

Retail Readiness: Not Just a Good Idea, a Good Business

One of the most common reasons companies fail at Open Call is lack of retail readiness. Walmart expects Open Call applicants to arrive with everything ready for commercialization, including:

• Retail-grade packaging (attractive, durable, compliant)
• Clear, competitive pricing strategies
• Accurate labeling, barcodes, and regulatory compliance
• Distribution and fulfillment capabilities

Showing a prototype or early-stage product rarely leads to success. Walmart needs partners who can start shipping product quickly and reliably — sometimes within weeks.

U.S. Manufacturing: More Than a Label

While Open Call celebrates American-made goods, buyers still scrutinize the depth of that commitment. It’s not enough for a product to be “assembled” domestically if most of the value-add happens overseas. Companies that can demonstrate that most of their supply chain, production, or sourcing is U.S.-based — and that it supports American jobs — often have an advantage.

Moreover, companies that share compelling origin stories about their American manufacturing often connect emotionally with Walmart buyers.

Scalability and Supply Chain Stability

Walmart may start small — with placement in a handful of stores or a regional pilot — but the expectation is that successful products scale nationally. Suppliers must show they can handle larger purchase orders, increased logistics demands, and tighter turnaround times.

After the pandemic exposed vulnerabilities across global supply chains, Walmart has become even more focused on resilient, transparent, and scalable operations. Suppliers should be prepared to discuss inventory management, freight strategies, and how they mitigate supply disruptions.

Commitment to Partnership and Growth

Above all, Walmart looks for suppliers who think long-term. A spirit of collaboration, openness to feedback, and a willingness to adapt are crucial qualities. Buyers want to work with businesses that will grow with Walmart — not just those looking for a one-off opportunity.

Success Stories: Brands That Won at Open Call

The SoapGuy (2015)

When The SoapGuy first attended Open Call, they were a small family-owned soap business based in Indiana. They showcased a line of handmade, natural soaps that featured high-quality ingredients at accessible price points.
The SoapGuy’s clear brand story — handmade, affordable, and American — resonated with Walmart’s buyers. Importantly, they had already built sufficient production capacity to meet retail demands and delivered on time. Today, their products are found in Walmart stores across multiple states, a testament to how a strong operational foundation can fuel success.

Pointer Brand (LC King Manufacturing, 2014)

Pointer Brand was no startup — they had been making durable American workwear for decades. Yet, Open Call offered them a new distribution channel to tell their story to a broader, more modern customer base. Walmart saw the appeal: a heritage brand with authentic U.S. roots, proven manufacturing expertise, and an ability to deliver high-quality garments at fair prices.
Their story emphasized tradition, craftsmanship, and community — values that resonated deeply with Walmart’s focus on revitalizing American manufacturing.

Sienna Sauce (2021)

Sienna Sauce was founded by Tyla-Simone Crayton, a teenager with a dream and a delicious, proprietary sauce recipe. Her brand had already built buzz through local sales and media appearances. At Open Call, the brand stood out not just because of the unique flavor profile, but because of Tyla-Simone’s polished pitch, brand authenticity, and preparation.
After winning a deal for Walmart.com, Sienna Sauce began expanding regionally — a classic example of how Open Call can propel promising entrepreneurs onto bigger stages.

Hard Truths: Why Some Companies Struggle at Open Call

Despite great intentions, not every pitch ends in a deal. Some common reasons companies falter include:

Poor Preparation

Some companies underestimate the expectations at Open Call. They arrive with strong ideas but weak execution — incomplete packaging, no pricing strategy, or unclear operational capabilities. Buyers are assessing whether you’re ready to sell today — not six months from now.

Misaligned Branding

Walmart’s customer is broad and value-driven. Products that are too niche, too expensive, or that don’t clearly communicate their value often struggle to find a place on Walmart’s shelves. Packaging that feels cheap or messaging that’s confusing can sink an otherwise good product.

Operational Weakness

Winning at Open Call is just the first step. Several companies have won deals but failed to execute — missing delivery deadlines, struggling with inventory management, or running into quality issues. Walmart’s logistics demands are unforgiving, and underperformance can lead to fast exits.

Practical Advice for First-Time Open Call Participants

Think Beyond the Product

Before you even apply, ensure you have a comprehensive retail strategy. How will you price competitively? How will you position your product within the broader category? How will you ensure reliable, cost-effective delivery?

The best participants view Walmart not just as a customer, but as a partner — understanding that mutual growth depends on strong execution and open communication.

Prepare a Killer Pitch

At Open Call, your meeting with a buyer might be just 30 minutes long — sometimes less. You must convey your product’s value, differentiation, and readiness succinctly and clearly. Practice ahead of time. Focus on customer impact, scalability, and readiness — not just passion.

Have a Roadmap for Growth

Walmart wants to see potential. If you can articulate a thoughtful plan for future product extensions, geographic expansion, or marketing support, you’ll demonstrate that you’re committed to being a long-term, scalable partner.

Final Thoughts

For entrepreneurs and small businesses, Walmart’s Open Call is one of the most powerful platforms for accelerating growth. Yet success isn’t about luck — it’s about preparation, execution, and partnership.

The brands that thrive are those that understand Walmart’s customer, operate with operational excellence, and approach the opportunity with humility, ambition, and a long-term mindset.

By learning from the journeys of past winners — and the lessons of those who stumbled — aspiring suppliers can maximize their chances of earning that coveted “yes” and building a sustainable, national brand.

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