Walmart Wholesale Business: A Comprehensive Overview of the B2B Process

Walmart's wholesale business is a massive operation, with over $500 billion in annual revenues from its wholesale segment alone.

The company operates a complex network of wholesale centers and distribution facilities across the globe.

To manage this vast network, Walmart uses a sophisticated system of logistics and supply chain management.

Walmart's wholesale business model is designed to provide products to other businesses, such as grocery stores, pharmacies, and restaurants, at discounted prices.

These businesses can then resell the products to their customers, often at a markup.

To be considered a Walmart supplier, you don't need to be a multi-million dollar business. Walmart works with suppliers of all sizes, from large companies like Coca-Cola to smaller suppliers that only want to be in a few hundred stores.

You'll need to meet specific requirements, which are explained on Walmart's website as you apply. This includes having a proven track record and a solid customer base.

Only approach Walmart if you already have a successful business outside of the company. Your Walmart buyer doesn't want you relying on them for 100% of your business. In fact, they only want Walmart sales to contribute to roughly 30% of your company's revenue.

Make sure your items have a strong sales history outside of Walmart, whether in other stores or online. This will speak volumes as Walmart considers you a supplier.

Walmart's store network is strategically located within 10 miles of 90% of the U.S. population.

This proximity allows Walmart Business to efficiently deliver products to customers and communities.

The Walmart Business home page shows a visitor's ZIP code and links to their nearest Walmart store, giving customers options for shipping, pickup, or delivery.

Customers can also access information about their nearest Walmart Supercenter through the drop-down menu on the Walmart Business home page.

Walmart Business leverages its ecommerce, fulfillment, and delivery technologies to provide customers with convenient options for receiving their products.

To be a successful Walmart supplier, you need to understand the retailer's requirements. Walmart works with 8 key merchant roles, including the Buyer, Planner, and Replenishment Manager, each with their own responsibilities.

To meet Walmart's requirements, you'll need to decide what type of supplier you want to be, with options ranging from National Product Supplier to Service and Non-Resale Supplier. Before applying, consider whether your product is established outside of Walmart, with a solid customer base and sales history.

Walmart also has specific requirements for small and medium-size suppliers, including having a proven track record and only contributing 30% of your company's revenue from Walmart sales. You can test your product with Walmart's online shoppers through Walmart Marketplace before trying to sell in stores.

As you begin the process of selling your product to Walmart, you'll need to determine what type of supplier you want to be. This decision will impact how you'll work with Walmart and what products you'll be selling.

Walmart has five main types of suppliers: National Product Supplier, Local Product Supplier, Direct Imports, Walmart.com Supplier, and Walmart Marketplace Seller. You can sell your products in stores, online, or both, depending on your supplier type.

If you have a product that's suited to a broad audience, a National Product Supplier might be the way to go. This type of supplier sells products in stores all over the country, as well as online.

Local Product Suppliers, on the other hand, provide products that are relevant to a specific target area. This type of supplier is a great fit for businesses that want to focus on a local market.

Direct Imports are international companies that sell products to Walmart U.S. This type of supplier is ideal for businesses that manufacture products outside of the U.S.

Walmart.com Suppliers sell products exclusively online, and their items will also be listed in brick-and-mortar stores.

Walmart Marketplace Sellers, also known as third-party sellers, can list their products on the Walmart Marketplace and reach a wider audience.

Here's a summary of the five main types of suppliers:

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

You'll need to provide detailed, compelling copy that explains the value of your product, as this information will be made available to Walmart buyers.

The certification process has two main goals: to demonstrate that you meet the minimum requirements to be a vendor and to share more information about your company and products.

You'll need to provide your contact and financial information out of the way before you can move on to talking about your business.

This information will be reviewed by Walmart buyers, who can reach out to you if they're interested in a partnership.

To become a Walmart supplier, you'll need to start by registering online through the Global Supplier Management (GSM) platform in Retail Link.

You'll need your DUNS Number to begin the application process, and if you don't have one, you can get it for free by calling 866-815-2749.

After registering, you'll receive an email with a User ID and Password to log in to the GSM system, but be aware that if you don't log in within 90 days, your User ID and Password will expire.

Alternatively, you could consider applying during Walmart's Made in USA Open Call, where you can meet one on one with a Walmart Buyer and potentially cut through the standard application process.

To sell to Walmart, you'll need to register as a supplier online through their Global Supplier Management (GSM) platform in Retail Link. You'll need a DUNS Number, which you can get for free by calling 866-815-2749 if you don't already have one.

You'll also need to review and agree to the Retail Link agreement, a legal contract that's binding for your company, so make sure to read it thoroughly. Once you're registered, you'll receive an email with a User ID and Password to log in to the GSM system.

To be considered as a supplier, you'll need to meet Walmart's minimum requirements, which include a Federal Tax ID Number, a Dun & Bradstreet Registration with a rating of 6 or below, and a Certificate of Insurance, among others.

Here are the minimum requirements in more detail:

When answering the products section questions, be prepared to answer yes or no to questions about your product, such as whether it's made in the USA, provides licensed or royalty products, or if you're a broker for any products.

Aligning with Walmart's key initiatives can give your business a competitive edge. Walmart is focused on investing in American jobs, supporting women and minority-owned businesses, and reducing emissions.

These initiatives are crucial because Walmart's customers care deeply about them. By aligning with these initiatives, your company's story becomes part of your total value offer to Walmart.

Understand Walmart's expectations for suppliers to deliver on these initiatives through their supply chain guidelines, such as On Time In Full shipping options.

Sam's Club is looking to attract more business-to-business (B2B) customers.

The company is offering Walmart Business+ as a corporate counterpart to its Walmart+ membership program for individual consumers.

Sam's Club is a warehouse-store operation owned by Walmart, and it's vying for business customers.

Hubka believes there's a large market for Walmart to win new B2B sales without cannibalizing revenue from Sam's Club.

Walmart is confident that its B2B membership program will be additive to the company as a whole.

The company wants to tap into the demand for B2B sales and believes there's a significant market to pursue.

Walmart's merchant roles play a crucial part in the wholesale business. There are 8 key roles that suppliers will work with, and understanding who does what is essential for success.

The Buyer is central to every function and provides leadership, strategy, and critical decision-making. They work closely with the other merchant roles to achieve category financial targets.

Here's a breakdown of the 8 key merchant roles:

These roles work together to implement merchandise strategy, manage budgets, and optimize planning and communication.

Walmart's merchant roles are a complex network of teams working together to bring products to shelves. The Buyer is central to every function, and the other merchant roles look to this person for leadership, strategy, and critical decision-making.

There are 8 key roles within Walmart that suppliers will work with, and it's essential to understand who does what to avoid confusion. These roles include the Buyer, Planner, Replenishment Manager, Modular Development, Pricing, Marketing, Sourcing & Product Development, and Merchandise Execution.

The Buyer and Planner work together to create and manage budgets, with the Planner being responsible for hitting category financial targets. The Buyer is also responsible for leading the team and making critical decisions.

The Replenishment Manager works with the Buyer to implement merchandise strategy from a supply chain and inventory perspective. This role is crucial in ensuring that products are available on shelves when customers want them.

Here is a list of the 8 key Walmart merchant roles:

The Pricing team determines price points and margins on assortment to position Walmart as the EDLP leader, as well as delivering category financial targets. This team plays a critical role in making Walmart's products competitive in the market.

Walmart's store and distribution network is a powerful asset, with 90% of the US population living within 10 miles of a Walmart store or distribution center. This proximity is a huge advantage for the company.

Walmart Business was built to leverage the very best of Walmart, including its extensive network of stores and distribution centers. This allows Walmart to offer its customers more convenient and flexible shopping options.

The Walmart Business website is designed to help customers find their nearest store or distribution center. Simply enter your ZIP code, and the site will show you the nearest Walmart store and a drop-down menu with options for the next-nearest Walmart and the nearest Walmart Supercenter.

The site also displays a range of product categories, including Office Furniture, Office Supplies, and Technology, making it easy for customers to find what they need.