CarMax is the largest used-vehicle retailer in the United States, operating more than 240 stores and posting over $30 billion in annual revenue. The company is headquartered in Richmond, Virginia, and its procurement footprint is large enough to make supplier diversity a real business development target, not a long-shot.
This guide covers what the program looks like, how to get in front of the right people, and what to expect in terms of timeline.
CarMax's supplier diversity program
CarMax maintains a formal Supplier Diversity program managed out of its Richmond corporate office. The stated goal is to expand its supply base by sourcing goods and services from businesses owned by minorities, women, veterans, people with disabilities, and LGBTQ+ individuals.
The program sits within the Procurement and Sourcing function. CarMax has not published a specific annual spend target publicly, but it participates in several national supplier diversity councils and events, which signals genuine institutional commitment rather than a checkbox initiative.
The CarMax Foundation also funds business development programs for diverse entrepreneurs, particularly in communities near its store locations. This is separate from procurement but can create a warm introduction path if you engage with Foundation programming.
Certifications CarMax recognizes
CarMax accepts the major third-party certifications:
- MBE (Minority Business Enterprise) through NMSDC regional councils
- WBE (Women's Business Enterprise) through WBENC
- SDVOSB (Service-Disabled Veteran-Owned Small Business) through the U.S. Department of Veterans Affairs or SBA
- VOSB (Veteran-Owned Small Business)
- SBA 8(a) program participants
- WOSB/EDWOSB federal certifications through SBA
- Disability:IN certification (DOBE) for disability-owned businesses
- NGLCC certification for LGBTQ+-owned businesses (LGBTBE)
CarMax's intake form asks you to select which certifications you hold and upload documentation, so you want active certification before you apply. If you are mid-process on an NMSDC or WBENC certification, note the expected completion date and follow up once it is in hand.
If you do not yet hold certification, the fastest path is typically NMSDC's regional MBE or WBENC's WBE, both of which run roughly 60 to 90 days from a complete application.
Where and how to register
CarMax uses Jaggaer (formerly SciQuest) as its supplier registration and sourcing platform. The supplier portal is accessible through CarMax's corporate website under the Supplier Diversity section.
To register:
- Go to carmax.com, scroll to the footer, and look for "Supplier Diversity" or navigate directly to the corporate/investors section.
- Click through to the supplier registration link, which routes to the Jaggaer portal.
- Complete the supplier profile: company details, NAICS codes, diversity certifications with documentation, references, and capability summary.
- Submit the profile and wait for a confirmation email from the Supplier Diversity team.
The profile is not a contract or a bid. It enters you into CarMax's sourcing database, which buyers reference when identifying vendors for new projects or renewals. You want your NAICS codes to match the services you actually provide. CarMax buyers search by category, so an incomplete or mismatched NAICS entry means you will not appear in the relevant searches.
One practical step: before you submit, pull the NAICS lookup at supplierdiversity.com/guides/naics and confirm you are using the most specific applicable code, not a broad parent category.
Product and service categories CarMax sources from diverse suppliers
CarMax's business model centers on buying, reconditionig, and selling used vehicles. That creates specific procurement needs:
Vehicle reconditioning services. Detailing, paint and body repair, upholstery, glass replacement, and mechanical reconditioning. These are typically sourced regionally near store clusters. If you operate in a market with multiple CarMax locations, this is a high-volume, recurring category.
Facilities and property services. Janitorial, landscaping, security, HVAC maintenance, and general contracting for store builds and renovations. CarMax opened several new locations in 2023 and 2024, and store expansion creates construction and FF&E sourcing events.
IT and technology services. Custom software development, IT staffing, cybersecurity, and systems integration. CarMax runs a large internal technology operation (the company describes itself as a tech company that sells cars) and sources from both large vendors and smaller specialty shops.
Marketing and creative services. Advertising, digital marketing, content production, photography, video, and events. The marketing team sources nationally, so geography is less of a barrier here than in reconditioning or facilities.
Professional services. HR consulting, training and development, legal services, and staffing.
If your business does not fit neatly into one category, pick the primary one and note secondary capabilities in your profile's free-text fields. Buyers sometimes look for vendors who can handle adjacent needs.
Industry events CarMax attends
The most reliable way to get a meeting with CarMax's Supplier Diversity team is at conferences where they have a booth or buyer presence. Events where CarMax has historically been active:
NMSDC Annual Conference. The National Minority Supplier Development Council holds its flagship conference each fall, typically in October. CarMax participates as a member corporation. This is the single highest-leverage conference if you hold or are pursuing MBE certification.
WBENC National Conference and Business Fair. Held each June, this is the primary matchmaking event for WBE-certified businesses. CarMax participates as a WBENC corporate member.
Billion Dollar Roundtable Supply Chain Conference. CarMax has been recognized by the BDR for diverse spend commitments. BDR events tend to draw senior procurement leaders.
Virginia Minority Supplier Development Council (VMSDC) events. Given CarMax's Richmond headquarters, VMSDC events are a practical local option, particularly for suppliers based in the Southeast.
Disability:IN Annual Conference. CarMax has shown up at disability-focused supplier diversity events as the program has grown.
At these conferences, come with a two-page capability statement, not a full deck. Supplier diversity representatives at booths have five minutes, not fifty. Your capability statement should lead with what you do, your certifications, two or three past clients of comparable scale, and your contact information. Practice a 90-second verbal summary.
After the conference, send a follow-up email the same week with your capability statement attached and a specific ask: "I'd like to be considered for [category] sourcing opportunities and would welcome a 20-minute call."
Realistic timeline and first steps
Becoming a registered CarMax supplier and winning a contract are two different milestones. Here is a realistic picture:
Weeks 1 to 4: Get your certification documentation in order. If you are already certified, locate your certificate and verify it has not expired. Most certifications are annual or biennial. An expired certificate will stall your application.
Weeks 2 to 6: Complete registration in the Jaggaer supplier portal. The portal is not difficult, but gathering the required documents (W-9, certificate of insurance, diversity certification, references) takes time if you do not have them handy.
Months 2 to 6: Attend at least one supplier diversity conference where CarMax has a presence. Connect with the Supplier Diversity team on LinkedIn beforehand so a booth conversation is a continuation, not a cold introduction.
Months 6 to 18: Most first contracts follow a sourcing event or an existing vendor relationship that lapsed. The timeline from registration to first purchase order varies from a few months (for regional reconditioning vendors CarMax needs quickly) to over a year for categories with long-term incumbent suppliers.
Be realistic: CarMax has category managers who run formal RFPs for larger contracts. For smaller, regional service categories, the process can be faster and more relationship-driven. Focus your early outreach on the regional categories nearest your geography.
One thing that accelerates the process: a referral from someone inside CarMax or from another certified supplier already doing business with them. The NMSDC and VMSDC networks are the fastest place to find those connections.
Before you register
Two things are worth doing before you submit your portal application. First, run a quick audit of your capability statement against CarMax's category needs to make sure you are leading with what they actually source. Second, verify that your business insurance meets CarMax's vendor requirements. Most large retailers require at minimum $1M general liability and $1M auto liability for reconditioning vendors, plus workers' compensation. Getting caught short on insurance coverage after a promising conversation is a common and avoidable delay.
The supplier diversity program office can be reached through the contact form on CarMax's corporate site. If you have a specific question about sourcing needs in your category, that is the right first channel before investing time in conference attendance.
