At its 2025 Open Call, Walmart invited over 500 product creators nationwide to pitch directly to its buyer teams.
It was part business summit, part dream factory — and entirely Walmart. The retail giant’s 2025 Open Call event, held this week at its Bentonville, Arkansas headquarters, brought together over 500 entrepreneurs and small business owners from across the United States for one of the most anticipated retail showcases of the year. Their mission was simple, if daunting: convince Walmart’s powerful buying teams that their products deserve a spot on the shelves of one of the world’s largest retailers.
For Walmart, the event was more than just a showcase — it was a statement of purpose. The company, long known for its scale and efficiency, is now positioning itself as a champion of American entrepreneurship and local innovation. As Walmart executives put it, Open Call is about “giving every maker a chance to reach millions.”
Since its launch in 2014, Open Call has become a cornerstone of Walmart’s “Made in America” initiative, which aims to invest $350 billion in products made, grown, or assembled in the U.S. by 2030. This year’s event, however, felt especially charged. With a record number of applicants and growing consumer demand for authenticity and homegrown stories, Walmart’s 2025 Open Call carried a sense of optimism — and urgency — that reflects the shifting retail landscape.
A Pitch Room Like No Other
Inside the Bentonville convention hall, the atmosphere was electric. Entrepreneurs from all 50 states lined up, prototypes in hand, ready to make their pitch to Walmart’s category buyers — the decision-makers who can transform a small-town product into a national best-seller overnight.
There were food creators with innovative snacks, eco-conscious product makers showcasing sustainable packaging, and tech innovators presenting smart home solutions. Some had polished PowerPoints; others came armed only with passion and product samples. But all shared a singular hope — to hear the magic words: “We’d like to carry your product.”
For many, Open Call is a life-changing opportunity. “It’s the biggest stage an entrepreneur can ask for,” said Angela Cruz, founder of a Texas-based organic cleaning brand. “Even if you don’t get a deal, you get priceless feedback from the people who know retail better than anyone.”
A Platform for the Underdog
Walmart’s executives emphasize that the Open Call isn’t about finding the next mega-brand — it’s about empowering smaller businesses. “We’re committed to giving entrepreneurs from every corner of America a fair shot,” said Denise Incandela, Walmart’s Executive Vice President of Merchandising. “This program is about inclusivity, innovation, and supporting the American supply chain.”
The company’s strategy reflects broader consumer trends. Today’s shoppers — especially younger demographics — want more than low prices. They want products with stories, authenticity, and purpose. Walmart sees Open Call as a way to meet that demand while strengthening its domestic sourcing network and reducing reliance on global supply chains.
Over the years, Open Call has helped launch countless success stories. Brands that began as local startups have grown into Walmart staples. One such example is The Honey Pot Company, a natural feminine hygiene brand that first pitched at Open Call years ago and now sells nationwide. “This event gave us visibility we never dreamed of,” founder Bea Dixon once said. “It’s proof that big dreams can find a place in big stores.”
Beyond the Pitch
But Open Call isn’t just about competition — it’s also a learning hub. Throughout the two-day event, Walmart hosted workshops, mentoring sessions, and networking meetups for participants. Topics ranged from packaging and pricing strategies to supply chain logistics and sustainability. Attendees also heard directly from successful Walmart vendors and company executives, gaining insights on how to scale responsibly and meet the retailer’s stringent standards.
This year, for the first time, Walmart also introduced a “Virtual Pitch Room” for entrepreneurs unable to attend in person. This hybrid approach allowed hundreds more to participate remotely, reflecting the company’s continued commitment to accessibility and innovation.
A Win-Win for Walmart
While the event is designed to uplift small businesses, it’s also a savvy strategic move for Walmart. By sourcing more local products, the company strengthens its brand image, reduces shipping costs, and hedges against global supply chain volatility. It’s also a way to connect emotionally with communities, showing that the retail behemoth still has a human side.
“People forget that Walmart started as a small business in Arkansas,” said Doug McMillon, Walmart’s CEO, during his keynote address. “This event is about keeping that spirit alive — helping today’s entrepreneurs grow, just like we once did.”
Industry analysts agree that Open Call serves as both a PR win and a practical business tool. “It positions Walmart as a partner to innovation, not just a corporate giant,” said Rachel Nguyen, retail analyst at MarketTrack. “It’s a powerful reminder that big retail can still have a small-business heart.”
Looking Ahead
As the event wrapped up, dozens of entrepreneurs received the news they’d been hoping for: Walmart wants their products. Others left without a deal but with valuable insight and connections that could propel them forward. For all attendees, Open Call 2025 represented something rare in business — a level playing field, where determination mattered as much as size.
Walmart has already confirmed that it plans to expand the program next year, with regional Open Calls in addition to the flagship Bentonville event. The goal is to reach even more diverse entrepreneurs, particularly those from underrepresented communities and rural regions.
As one first-time participant from Ohio summed it up, “You walk in nervous, but you leave inspired. Whether you get the deal or not, you feel like you were part of something bigger — something that believes in American business again.”
And that may be the true genius of Walmart’s Open Call: a celebration of ambition, accessibility, and the American entrepreneurial dream — brought to life not in a boardroom, but on the biggest retail stage in the world.
