This week on Three Minute Thursdays, we sit down with Jeff Clapper, CEO of 8th & Walton, to discuss Walmart’s Open Call events and what it takes for small businesses to seize this opportunity.
Lainie: At open call events, what separates the small businesses that land a golden ticket from those that don’t?
Jeff: The winners at these events typically bring a high level of readiness—what I call retail-level readiness. They have clean unit economics, a replenishment plan, and solid digital proof of their supply chain. They’re able to provide data like traffic and conversion reviews to demonstrate that their product is a viable addition to the assortment and have confidence in their ability to scale. Ultimately, they reassure merchants that bringing them on board won’t create operational headaches from the outset.
But it’s not just about having a great product. It’s about being ready to grow your business and being able to succinctly and relatably tell your story: Why does Walmart need your product and the gaps your product fills.
Really understanding the retailer’s assortment and being able to clearly articulate what’s missing or what gaps your product can fill is key. That might relate to margin, logistics, or broader category understanding. It’s important to show how you’ll round out the assortment and best serve Walmart’s customers.
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Lainie: Sourcing U.S. products is a big focus of Open Call. Given the current trade and tariff uncertainties, do you see even bigger opportunities for U.S. suppliers within these events? Is this generating a lot more U.S. business?
Jeff: I think so. Of course, there’s always some risk with tariffs, uncertainty, and volatility in freight. But U.S. suppliers can command a risk-adjusted premium in the eyes of buyers. Proximity and control are significant advantages, and these are factors that suppliers can really lean into. Walmart is also investing upstream by soliciting not just products but also manufacturing technologies that improve efficiency, reduce waste, and increase yield.
The path to winning with Walmart isn’t just being a strong brand; it’s about being a smart manufacturer as well.
