Walmart Kicks Off Annual Product 'Gong Show' With Open Invite to Entrepreneurs

Walmart on Monday (March 14) opened the application period for its ninth annual Open Call event, a major driver of products and innovation for the largest retailer in the U.S., as it looks to add more merchants to its marketplace.

The company has already received more than 2,000 applications for more than 6,000 products from small business owners and entrepreneurs through the first early access period in Open Call event history, the company announcement said. The application period ends April 8.

Applicants selected to participate in this year’s Open Call will be able to choose whether to make a virtual or in-person pitch with a Walmart or Sam’s Club merchant June 28-29.

Open Call “aims to bring products made, grown or assembled in the U.S. to shoppers across the country, both in-store and online,” the company announcement says. It’s part of Walmart’s 10-year commitment to American jobs through its $350 billion investment in items made, grown or assembled in the U.S.

Walmart has added mentoring sessions to this year’s Open Call event as the company looks to expand its work with its current online sellers.

“We know how much supporting American products and American jobs truly does matter to our suppliers, entrepreneurs, sellers and local communities,” said Laura Phillips, Walmart senior vice president for Global Sourcing & U.S. Manufacturing, in the company press release.

“With all the new tools and resources available this year, we’re hoping we can foster growth for many more businesses and Walmart Marketplace sellers that already work with us, along with those that are just getting started,” she said.

Last year’s Open Call event included more than 900 small and medium-sized businesses (SMBs) from all 50 states, the District of Columbia and Puerto Rico.

Related: Walmart Launches Online Wellness Hub

Last week, Walmart began offering BetterUp for Caregivers and Easy Vitamin Plan subscriptions to customers across the U.S. through its Wellness Hub.

BetterUp for Caregivers gives caregivers access to live group coaching circles, led by a professional BetterUp coach, and includes customized tools and community support. More than 50 million Americans are caregivers, up from 43 million in 2015, the company said, citing AARP figures.

Meanwhile, Easy Vitamin Plan is partnering with Walmart to offer personalized 28-day vitamin subscription plans to Walmart customers.