Expanding your product into the United States is a dream for many entrepreneurs and business owners, but the process for getting onto actual retail shelves—especially at major chains like Walmart and Target—is challenging and crucial for brand growth and sales volume. Many business owners wonder: “Why focus on physical retail when eCommerce is booming?” In the US, shopping habits and geographic realities make brick-and-mortar stores a powerful sales channel, especially given logistical limits and regional preferences.
Benefits of Listing in US Retail Stores
- Increases brand visibility to a wider audience
- Builds consumer trust with physical product presence
- Accesses customers who prefer in-person shopping
- Provides faster access to products, particularly in remote areas
Physical retail remains a strong sales driver, unlike in certain countries where online shopping dominates.
The Roadmap: Steps Required for Shelf Placement
1. Preparation Phase
- Conduct in-depth market research to understand US consumer demand and local competitors.
- Prepare comprehensive documentation, including product details, safety certifications, and logistics plans.
- Leverage past eCommerce and international retail experience—having a track record boosts credibility and shortens lead time.
2. Initial Procurement Contact
- Approach retail buyers with a compelling pitch, backed by well-prepared dossiers.
- Your presentation quality and the completeness of your materials will directly impact buyer interest.
3. Onboarding & Approval
- If buyers show interest, begin the onboarding process, ensuring compliance with policies and technical requirements.
- Prepare for additional verification and negotiations before the final listing approval.
4. Product Launch on Shelves
- After passing the final hurdles, see your products displayed in stores.
- Continue marketing efforts, inventory monitoring, and partner relationship building after your product goes live.
Timeline Expectations for Getting Into US Retail
- Fastest scenario: If all documents are ready and contacts established by January 1st, you could see shelf placement within the same year.
- Average duration: Most brands require 1-3 years, with the timeline varying by product readiness and market experience.
Tips for Success
- Stay persistent; many brands underestimate the time and complexity.
- Seek help from retail consultants or US market experts to speed up the process and navigate local requirements.
- Utilize professional guidance for tailored plans, negotiations, and overcoming regulatory obstacles.
Winning in US Retail
Breaking into Walmart, Target, or other retail channels in the US is a marathon—not a sprint. With strategic planning, perseverance, and proper documentation, brands can expand their reach, build a global presence, and tap into one of the world’s largest consumer markets.
