In this article, learn about:
Steps to become a retail vendor
Special vendor programs offered by retailers
Common mistakes to avoid when becoming a retail vendor
Tips for retail success
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Taking the leap from building your own product to getting it on retail shelves is a challenge, but also a huge opportunity. While the process can feel overwhelming, the right preparation makes a difference. Knowing what retailers are looking for, and showing them you’re ready, can help move your brand from startup to store-ready.
Steps to Become a Retail Vendor
Becoming a vendor usually means following a set process. Each retailer has its own systems, but the general structure to become a vendor is similar across the board.
1. Market Research and Planning
When doing research, there are three main areas you should focus on that will help you make informed decisions about your business plan before reaching out to retailers.
Who is your target market?
Start by identifying your ideal customer. Think about the age, income, shopping habits, and lifestyle of the consumer you are trying to sell to. Knowing your audience helps you choose the right retailers, tailor your brand message, and create a high-demand product for your target group.
2. What is your brand identity?
Strong packaging matters. It’s often the first thing a buyer sees, so it is important that it leaves a lasting impression. Build a brand that speaks to your customer (and your buyer). Your logo, packaging, tone, and messaging should reflect your audience’s values. Buyers look for packaging that is clear, compliant, and easy to understand. It should show what the product is, why it matters, and how it fits on the shelf. Even if your product is great, if your packaging is confusing, oversized, or doesn’t match the retailer’s style, your product may be overlooked.
Good branding sets you apart. Great packaging helps get your product on the shelf.
3. What stores do you want to be in?
Look for retailers that match your product category and brand values. Visit stores in person. Study how they organize shelves and what kind of products they feature. Pay attention to their online presence, too. If your product will be listed online, check the different retailer sites, such as Walmart.com, to see how similar products are presented.
2. Identify What the Retailer is Looking for
Before applying, vendors should know what retailers look for. Retailers have different customer bases, product needs, and standards. Retailers also favor suppliers who support their broader goals. These often include:
Sustainability (eco-friendly packaging, low emissions, recyclable materials)
Diversity (shows commitment to inclusive sourcing and equitable opportunities)
Innovation (new product formats, packaging, or marketing appeal)
Digital support (eCommerce content, digital marketing, online availability)
In your application, explain how your product helps the retailer meet these goals. Look at retailer websites. Visit stores. Research their priorities, such as sustainability or local sourcing. Understanding these values will help your application stand out.
3. Product Development and Compliance
Your product must be retail-ready. That means it can go directly onto the shelf without additional work from the retailer.
Retail-ready products must meet the following criteria:
Clear packaging and labeling
Consistent product quality and supply
Compliance with relevant regulations
Ability to fulfill large purchase orders
If your product isn’t retail-ready, most retailers will reject it.
Related Reading: What is Retail-Ready Packaging?
Depending on your category, you may need certifications or approvals. These can include FDA registration, organic certification, or third-party testing. At the same time, you should determine your pricing. Consider cost of goods, retailer margin expectations, and your own profit margin.
4. Prepare Vendor Application Materials
Retailers require clear documentation before they consider new vendors. These documents help them understand what you’re offering and how your business operates.
Basic application materials include:
Product catalog or line sheet
Pricing and minimum order quantities (MOQs)
Business licenses and certifications
Distribution capabilities
Contact information for your team
5. Create and Submit Your Application
Suppliers can enter the retail market through different channels. Some of these channels include:
Direct Application: Apply directly through retailer portals.
Broker Representation: Hire a broker to manage the process and relationships.
Distributor Partnership: Supply products through an existing distributor.
Incubator Programs: Retail sponsored programs for small or new brands.
Each method has advantages and disadvantages. Direct application gives you more control. Brokers and distributors can help you get in faster, but usually take a cut. Most retailers now use online portals for vendor applications. If you're applying directly, this is where to start.
Below is a list of links to supplier applications for major U.S. retailers. Each retailer has its own application requirements and supplier criteria. If possible, review all the vendor guides prior to filling out the application.
Retailer | Link | Retailer Focus |
Publix | Local and regional fresh products | |
Walmart | U.S. made, sustainability, diverse suppliers | |
Target | Inclusive, innovative products | |
Costco | High volume, low cost | |
Kroger | Food innovation and grocery products | |
Walgreens | Health, wellness, private labels | |
Dollar General | Value focused, rural markets |
6. Follow Up and Network
After submitting your application, don’t go silent. Follow up with the buyer via email or LinkedIn. Also, try to be visible at trade shows to develop connection points with the retailers’ buyers.
Trade shows that help vendors meet buyers include:
PLMA (Private Label Manufacturers Association)
These events allow vendors to meet buyers face-to-face, showcase products, and learn about new trends in retail.
Related Reading: How to Make the Most of Trade Shows: A Guide for CPG Suppliers
Other Retailer Vendor Opportunities
Some retailers offer special programs for new or specialty vendors. These programs help vendors connect directly with buyers.
Walmart’s Open Call
Walmart’s Open Call is an annual event for U.S. manufacturers where suppliers pitch their products to buyers from Walmart and Sam’s Club. Some suppliers may receive in store placement or further review.
Related Reading: How to Prepare for Walmart's Open Call
Private Label Opportunities
Many retailers offer private label programs, in which vendors supply products that are sold under the retailer’s brand. These programs offer steady orders, but profit margins may be lower.
Related Reading: How to Become a Private Label Supplier
Wholesale Partnerships
Some retailers buy products wholesale. This model is more flexible and lets vendors sell under their own brand.
Related Reading: How to Become a Wholesale Supplier
Common Mistakes to Avoid When Becoming a Retail Vendor
Many vendors make avoidable mistakes that delay or prevent approval. These often include:
Incomplete applications
Low production capacity
Weak branding or poor packaging
Incorrect pricing (too high or too low for the category)
Failure to align with retailer goals
Final Tips for Retail Success
Getting your product into retail takes time, preparation, and follow-through. There’s no single path, but the most successful vendors have a few things in common:
They do their research.
They show up prepared.
They stay organized and follow up.
They build relationships over time.
Retailers want reliable partners. Suppliers who understand what buyers need and deliver on it have the best chance at long-term success.
Protect Your Business at Walmart
Deductions and compliance fines are commonplace when selling to any retailer. SupplyPike helps suppliers get paid and get better. Our software tests the validity of deductions, collects proof documentation, and takes disputing a claim down to a few (or zero) clicks.
Our software also helps suppliers avoid fines by digging into root cause analysis and providing executive-level oversight of the supply chain. Schedule a meeting with a team member to find out if SupplyPike is right for your retail business.
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