Walmart Expands Opportunities for U.S. Entrepreneurs with New ‘Grow with US’ Program
Walmart’s New Commitment to Small Businesses: “Grow with US”
Walmart, the retail titan that welcomes approximately 270 million customers worldwide each week, is turning up the volume on its support for American entrepreneurship with the launch of a powerful new initiative: Grow with US. Announced in April 2025, the program is designed to remove barriers that often prevent small businesses from scaling nationally through major retailers.
The initiative comes at a pivotal time, as Walmart continues reinforcing its commitment to sourcing products that are made, grown, or assembled in the United States—a strategy that has seen growing momentum as consumers place greater value on domestic production.
What is “Grow with US”?
“Grow with US” is a voluntary, four-step development program tailored specifically to help small U.S.-based businesses navigate Walmart’s complex retail system. Here’s a closer look at each phase:
- Step 1: Learn
Through Walmart’s Supplier Academy, entrepreneurs can access a free curriculum with 30 e-learning modules across four learning paths: Welcome to Walmart 101, Retail Ready Capabilities, Business Fundamentals, and Advanced Learning. - Step 2: Get Discovered
Participants can introduce their products to Walmart’s network through platforms like Walmart’s annual Open Call event, the RangeMe product discovery tool, and Walmart Marketplace. - Step 3: Mentorship
Select businesses are paired with seasoned mentors who offer guidance on retail readiness, merchandising best practices, and scaling operations successfully. - Step 4: Financing
Eligible businesses can access financial support through Walmart’s Early Payment Program and Bridge Marketplace, helping ease cash flow challenges.
Importantly, companies interested in participating can register by providing a Small Business Administration (SBA) certification or by requesting small-business verification through Walmart’s portal.
A Broader Strategy for Supporting U.S. Manufacturing
“Grow with US” is not a standalone effort. It’s part of a global expansion of Walmart’s small business development programs, complementing initiatives like Crece con Walmart in Mexico and Vriddhi in India.
For American suppliers, the timing couldn’t be better. More than 60% of Walmart’s U.S. suppliers are already small businesses, and Walmart has made clear its ambition to continue growing that share.
Adding momentum to the initiative is the announcement of Walmart’s Open Call 2025. Applications open June 24, offering small- and medium-sized U.S. businesses a coveted chance to pitch their products directly to Walmart and Sam’s Club merchants in Bentonville, Arkansas, this October.
Further helping entrepreneurs gear up for Open Call, Walmart is organizing Road to Open Call pop-up events throughout May in cities like Orlando, Kansas City, Baltimore, and Austin, providing real-time feedback and early pitching opportunities.
Why This Matters for Walmart Suppliers and Sellers
For suppliers seeking to grow with Walmart, “Grow with US” is more than an educational tool—it’s a clear pathway to scalable success within the world’s largest retailer. The program:
- Levels the playing field by providing equal access to critical business resources.
- Increases visibility through structured discovery platforms.
- Accelerates readiness by offering direct mentorship and financial support.
- Aligns with consumer demand for American-made goods, strengthening brand loyalty.
According to Walmart EVP John Laney, the company’s merchants are constantly seeking “new, innovative items” that solve customer problems or “surprise and delight” shoppers—all while delivering value. Walmart’s proactive approach to discovery through Open Call, social media, and its sourcing programs is ensuring the shelves stay dynamic and customer-focused.
Final Thoughts
Walmart’s “Grow with US” program demonstrates a powerful truth about modern retail: the future belongs to those who can combine innovation with accessibility. By lowering the barriers for small U.S. businesses, Walmart isn’t just filling its shelves—it’s building an ecosystem where entrepreneurship thrives at scale.
For any Walmart supplier—or aspiring supplier—looking to maximize opportunity, understanding and participating in initiatives like Grow with US could be a game-changing step toward sustainable success.
Matt Fifer
Matt Fifer is a former Walmart corporate leader and the founder of Conversations On Retail and Winning With Walmart. After nearly 13 years with Walmart in operations, marketing, and international M&A, he launched a series of companies focused on helping retailers and suppliers collaborate and grow.
Today, he travels the country exploring how automation, data, and digital media are reshaping the relationship between retailers, brands, and shoppers.