Walmart Takes Action to Build American Business

Walmart will take applications from American small businesses for the 'Open Call' program to help US businesses submit their products for sale in it's stores!

Walmart is expanding support for American-made products through new programs to help small businesses, the retailer shared exclusively with Axios Tuesday.

Why it matters: Growing the pipeline to have more items made in the U.S. can help insulate the world's largest retailer — and consumers — from the effects of tariffs and the trade war.

The big picture: Walmart announced a new "Grow with US" program and shared details of the upcoming 2025 Open Call to make it "easier for U.S.-based entrepreneurs to navigate the complexities of retail and bring their products to a national stage."

• "We anticipate thousands of small businesses will take advantage of these free resources over the coming years," John Furner, Walmart U.S. president and CEO, told Axios.

Catch up quick: Walmart said in 2021 that it planned to spend an additional $350 billion by 2030 on items made, grown or assembled in the U.S., which the company estimated would help generate 750,000 jobs nationwide.

• More than two-thirds of products sold in Walmart U.S. stores are "made, grown or assembled" in the United States, company CFO John David Rainey said at the company's investment community meeting earlier this month.
• "The third that we import comes from all over the world, but China and Mexico are the most significant," Rainey said.

Walmart "Grow with US" program

Zoom in: Walmart's new "Grow with US" is a four-step program designed to provide U.S. small businesses with training, mentorship and resources needed to grow with the company, Furner said.

• "We've seen firsthand how investing in small businesses results in better assortment, better meeting the needs of our customer base, and supporting jobs and growth in communities," Furner told Axios.
• Furner said more than 60% of all U.S. suppliers last year were small businesses.

The program is part of Walmart's "expanding commitment to small business development," joining programs around the world, including "Crece con Walmart" in Mexico and "Vriddhi" in India.

• The programs have graduated 70,000 small businesses in four years, Walmart said.

Walmart Open Call 2025

State of play: Applications for Walmart's annual Open Call event open June 24. U.S.-based small and medium-sized businesses will get the chance to pitch their shelf-ready products directly to Walmart and Sam's Club merchants.

• Merchandise reviewed could end up on shelves at Walmart or Sam's Club stores, Walmart.com or Walmart Marketplace.
• The Open Call event is Oct. 7-8 in Bentonville, Arkansas but there are several pop-up pitch events for aspiring suppliers beforehand where some "potentially score a fast pass to our main event in Bentonville," Furner said. 

What's next: Four of this year's Road to Open Call events will be held during Small Business Month, which is May:

• May 1: Orlando
• May 9: Kansas City, Mo.
• May 13: Baltimore
• May 21: Austin
• June 18: Columbus
• June 24: Atlanta

READ: Amazon Caves on Tariff Pricing Policy After Trump Accuses E-Commerce Giant of ‘Hostile’ Tactics.

Practical Tips for Using Walmart.com Instead of Amazon:

1. Create a Walmart.com Account:
   • Visit Walmart.com and click “Account” (top-right corner) to sign up with an email and password. No X account or social media login is required, unlike some platforms.
   • Why: Simplifies tracking orders, saving payment methods, and accessing Walmart+ benefits, similar to Amazon’s account system.
2. Join Walmart+ for Enhanced Services:
   • Sign up for Walmart+ ($12.95/month or $98/year, vs. Amazon Prime’s $14.99/month or $139/year) for free same-day/two-day shipping on orders over $35, free grocery delivery (over $35), and perks like 10 cents/gallon fuel discounts and Paramount+ streaming. A 30-day free trial is available.
   • Why: Walmart+ mirrors Amazon Prime’s fast shipping and delivery perks but is $41 cheaper annually, ideal for cost-conscious shoppers. It’s especially useful for frequent purchases or groceries.
3. Search for Products:
   • Use the search bar at the top of Walmart.com to find items. Filter results by brand, price, or “Walmart Exclusive” to avoid third-party sellers, reducing counterfeit risks (a concern on Amazon).
   • Tip: Walmart’s search is simpler than Amazon’s, with fewer sponsored ads cluttering results, making it easier to find mainstream brands.
   • Compare prices to Amazon’s listings, as Walmart is often 5–20% cheaper for common items.
4. Use Price Matching:
   • If an identical item (same brand, size, model) is cheaper on Amazon, contact Walmart’s Customer Care via Walmart.com’s “Help” section before ordering to request a price match. This ensures you get Amazon’s deals without shopping there.
   • Why: Price matching makes Walmart a cost-effective substitute.
5. Leverage Free Shipping and Pickup:
   • Get free two-day shipping on orders over $35 without a membership, or same-day delivery with Walmart+ in many areas. Non-members pay $7.95–$9.95 for grocery delivery (minimum $30).
   • Use free in-store pickup at over 4,600 Walmart stores for online orders, a unique advantage over Amazon’s locker or Kohl’s pickup (often Prime-only or not free).
   • Why: Pickup is ideal if you’re near a Walmart avoiding Amazon’s shipping delays for non-Prime users.
6. Shop Groceries and Essentials:
   • Walmart.com excels in groceries, offering same-day delivery or pickup from stores, often fresher than Amazon Fresh (which uses warehouses). Check delivery availability by entering your ZIP code under “Reserve pickup or delivery” on Walmart.com.
7. Check Returns and Quality:
   • Walmart.com offers free returns within 30 days (some marketplace items may have restocking fees). Return online purchases in-store for convenience, unlike Amazon’s mail-heavy process.
   • Stick to products sold by “Walmart” (not third-party sellers) for quality assurance, as Walmart has fewer sellers (150,000 vs. Amazon’s 2.3 million), reducing counterfeit risks.
   • Why: Ensures safe purchases
8. Monitor Deals and Rollbacks:
   • Browse Walmart’s “Daily Deals” or “Rollback” sections for discounts, similar to Amazon’s Daily Deals. Walmart’s October Rollbacks rival Amazon’s Prime Day, with no membership required for many offers.
   • Why: Saves money countering Amazon’s sale-driven pricing (e.g., Prime Day).
9. Use Filters for Ethical Shopping:
   • Filter for “Made in the USA” or check product origins (Walmart often lists shipping sources), addressing concerns about foreign sellers (e.g., Chinese sellers on Amazon).
   • Why: Aligns with your interest by showing you value transparency.
10. Test and Compare:
    • Try a small order on Walmart.com to test shipping, packaging, and customer service. Compare with a similar Amazon order if needed, noting Walmart’s simpler interface and faster pickup.
    • Why: Builds confidence in Walmart.com, ensuring it meets your needs for convenience and affordability.

READ: Walmart becomes latest — and biggest — company to roll back its DEI policies

CLICK HERE TO READ MORE NEWS AT AXIOS.COM