How to get your product into Walmart
The largest grocery retailer in the U.S., built on everyday low prices, huge volume and a data-driven supplier relationship.
What Walmart buyers prioritize
- Everyday low cost and a price that holds without deep promos
- Ability to supply at scale, on time and in full
- Sales data and a plan to use Walmart Connect retail media
- Clear incremental value to the category
What the industry says
- Walmart suppliers work through Walmart's own supplier systems, including Retail Link sales data. Source
- Walmart Connect self-serve ads are available to active Walmart suppliers and sellers. Source
Requirements change. Always confirm current terms with the buyer.
How to prepare your Walmart pitch
Check fit
Confirm your price tier, pack size and shopper match Walmart's format and the category's current set.
Close the gaps
Get velocity data, margin after trade, item setup and compliance documents in order before the meeting.
Pitch to their checklist
Bring a Walmart-specific sell sheet, category story, pricing model and funded launch plan.
Category guides for Walmart
Questions
How do I get my product into Walmart?
Start by confirming your product fits Walmart's shopper and format, then prepare the data and materials its buyers expect: everyday low cost and a price that holds without deep promos, ability to supply at scale, on time and in full, sales data and a plan to use walmart connect retail media, and clear incremental value to the category. Time your pitch ahead of the category review and bring a retailer-specific sell sheet and pricing model.
Do I need a broker to sell to Walmart?
Not necessarily. Many brands pitch Walmart directly, while others use a broker for relationships and account management. Vice CPG prepares your pitch either way.
What do Walmart buyers look for?
Walmart buyers prioritize everyday low cost and a price that holds without deep promos, ability to supply at scale, on time and in full, sales data and a plan to use walmart connect retail media, and clear incremental value to the category.
Guides for pitching Walmart
How to Become a Walmart Supplier
How to become a Walmart supplier: requirements, the application, what the buyer looks for, how line reviews work, and how to keep your item on the shelf.
How to Pitch a Retail Buyer (and Win the Line Review)
How to pitch a retail buyer: when category and line reviews happen, what buyers want to see, how to structure a retail pitch deck, and how to follow up.
How to Make a Sell Sheet Retail Buyers Actually Read
What a sell sheet is, what to put on it, the layout buyers expect, and a real example. Plus a free sell sheet template for CPG brands.