When a Korean brand wants to expand beyond Amazon into major offline US retailers, here's the basic structure behind how retailers like Walmart and Target bring on vendors.
Two Paths: Vendor vs. Marketplace
Getting into a major retailer generally splits into two paths. One is the Vendor path, where the retailer buys and resells your inventory directly. The other is the Marketplace path, where you sell directly on the platform using your own inventory. Marketplaces like Walmart Marketplace or Target Plus tend to be a relatively easier entry point for brands that already run an Amazon seller account, while a full Vendor agreement — the kind that gets you onto physical store shelves — involves a much more rigorous review process and requirements.
Basic Requirements to Become a Vendor
Becoming an official vendor generally requires a standard barcode system (UPC/GTIN), the ability to meet minimum order quantities (MOQ), stable production and logistics capacity, and compliance with the retailer's packaging and labeling standards. EDI (electronic data interchange) integration and adherence to the retailer's logistics routing guide are also commonly required.
How Requirements Differ by Category — K-beauty, K-food, K-lifestyle
K-beauty (cosmetics) requires MoCRA facility registration and ingredient labeling to be in place first (as covered in our FDA registration guide), plus passing the retailer's own review criteria for ingredients and claims. K-food (food products) requires FDA facility registration along with a Nutrition Facts label rewritten to US standards, plus meeting each retailer's shelf-life and storage requirements. K-lifestyle goods/accessories generally face lower regulatory barriers, but product safety certifications (e.g., FCC/UL for electronics) and consistent quality at scale tend to matter more.
Rather Than Aiming for Shelf Space From Day One
Because a full Vendor agreement with a major retailer involves a long review process and many requirements, many brands first build a track record on the marketplace (online) side before pursuing offline shelf placement. Online sales data and reviews become concrete evidence in negotiations with offline retail buyers.
Key Takeaways
Major retailers like Walmart and Target offer two entry paths — Vendor (direct purchase) and Marketplace (you sell directly) — and a Vendor agreement comes with requirements like UPC, MOQ, and logistics compliance. Requirements vary by category, so building a track record on marketplaces first, then expanding offline, is a common sequence.