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In what some analysts are already describing as part of the "Trump effect" and amidst the growing nationalist economic focus in the United States, Walmart announced on Tuesday a strengthening of its support for locally manufactured products, through new programs aimed at small businesses.
In an exclusive for Axios, the retail giant unveiled its "Grow with US" initiative, a four-step platform aimed at empowering and supporting American entrepreneurs in their growth journey within Walmart's commercial ecosystem.
The measure—celebrated by Trump on his social media—aims to facilitate the entry of new domestic products onto the retailer's shelves and to protect both the company and consumers from potential trade and tariff tensions, the publication details.
"We anticipate that thousands of small businesses will take advantage of these free resources in the coming years," said John Furner, president and CEO of Walmart U.S., emphasizing that over 60% of its U.S. suppliers in 2024 were small businesses.
The new program is part of Walmart's broader global efforts to promote the development of local suppliers, such as Crece con Walmart in Mexico and Vriddhi in India, initiatives that have graduated 70,000 small businesses over four years.
This strategy is also in line with Walmart's plan announced in 2021 to invest $350 billion by 2030 in products made, grown, or assembled in the U.S., aiming to generate around 750,000 jobs nationwide.
Currently, more than two-thirds of the products in U.S. Walmart stores are domestically sourced, although the company still imports the remaining items primarily from China and Mexico, as indicated by CFO John David Rainey.
As part of this initiative, Walmart also confirmed that its annual event "Open Call 2025" will take place from October 7 to 8 in Bentonville, Arkansas.
Starting June 24, a call will be opened for small and medium-sized American companies to present products ready for sale to buyers from Walmart and Sam's Club, Rainey said.
Some of these products may be chosen for national distribution, both in physical stores and on online platforms such as Walmart.com or Walmart Marketplace, he predicted.
Additionally, there will be traveling presentation events in various cities across the U.S. during the month of May, coinciding with Small Business Month. These activities will serve as a prelude for potential participants of the Open Call, who may receive preferential access to the main event, emphasizes the company, which seems to be trying to align itself with the political and economic climate that favors the strengthening of the domestic market under the controversial Trump administration.
Frequently asked questions about Walmart's commitment to products made in the United States
What is Walmart's "Grow with US" initiative?
The "Grow with US" initiative is a Walmart platform designed to empower and support American entrepreneurs in their growth within the company's business ecosystem. The initiative includes programs aimed at small businesses to facilitate their entry onto Walmart's shelves.
How does the "Trump effect" impact Walmart's strategy?
The "Trump effect" is reflected in the nationalist approach to the U.S. economy, leading Walmart to strengthen its commitment to products made in the U.S. This strategy aims to protect the company and consumers from trade and tariff tensions, promoting the development of local suppliers and job creation in the country.
What does Walmart aim to achieve with its investment in American products?
Walmart plans to invest 350 billion dollars in products made, grown, or assembled in the United States by 2030, with the goal of generating approximately 750,000 jobs in the country. This strategy aims to strengthen the domestic market and reduce dependence on imports.
How do Trump's tariffs impact Walmart's trade?
The tariffs imposed by Trump, especially on countries like China and Mexico, have led Walmart to focus its strategy on domestic products to mitigate the impact of these duties and maintain competitive prices for consumers.
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