by: Jim Yauger, Program Manager, Entrepreneurship

Every year, approximately 200,000 service members transition out of the military with a new mission in mind: building something of their own. Today, over 1.7 million veteran-owned businesses operate across the United States, employing over 3.2 million people and generating over $989 billion in revenue. Yet despite their impact, these businesses often don’t receive the recognition, or the consumer support frankly that they deserve.

Buying from veteran-owned businesses isn’t just patriotic. It’s a meaningful way to strengthen the economy, honor their service, and invest in resilient communities. Here are a few reasons why choosing to shop veteran-owned should be a national priority.

Veterans Bring More Than a Uniform to Business

Veteran entrepreneurs lead with the values instilled through military service: discipline, teamwork, leadership, and accountability. These qualities create businesses that are not only well-run but deeply mission-driven. Many veteran-owned companies also prioritize hiring fellow veterans, military spouses, and other underrepresented communities, which amplifies their impact well beyond the bottom line.

There is data to back it all up.  Veteran entrepreneurs are more likely to succeed and out-earn than their non-veteran peers. Additional studies from the U.S. Small Business Administration show that veteran-owned businesses are more likely to survive beyond the five-year mark and scale responsibly.

Supporting Veteran-Owned Means Strengthening the Economy

When you support a veteran-owned business, you’re doing more than completing a transaction; you’re contributing to job creation, economic growth, and local reinvestment. Many veteran entrepreneurs launch their ventures in their hometowns or where they last served, keeping dollars circulating in communities where it is often needed the most.

These businesses span every industry, from construction and cybersecurity to food service, retail products, healthcare, and the list keeps going. Whether it’s a local coffee shop, a government contractor, or a new tech startup, veterans are behind some of the most innovative and community-focused companies in the country.

Veteran Entrepreneurs Face Unique Challenges

Despite their strengths, veteran-owned businesses often face significant barriers to entry and growth. Some entrepreneurs leave the military without a civilian credit history, a professional network, or an understanding of complex business certifications (we’ll save those challenges for another day). Access to capital remains the leading hurdle, particularly for early-stage founders and women veterans, with 37% of veteran entrepreneurs reporting this as a significant challenge. This lack of funding can limit their ability to invest in essential areas like staffing, inventory, or marketing. As a result, many veteran-owned startups struggle to scale, even when demand for their products or services exists.

There’s also a visibility gap. Most consumers can’t identify which businesses are veteran-owned, and many business owners don’t leverage their veteran status as a selling point.  Sadly, there are some veterans who choose to keep their veteran status obscure from the public due to myriad misconceptions about veterans today.

A few of our corporate partners such as Walmart and Amazon support initiatives that aim to elevate veteran entrepreneurs. They do this by creating specific shopping pages that identify veteran-owned businesses on their shopping platforms. This provides us with opportunities to find and buy from these businesses more easily.

How You Can Help

Supporting veteran-owned businesses doesn’t require a grand gesture, just a shift in awareness and some intentionality.

• As a consumer: Look for the “veteran-owned” designation on storefronts and websites. Use tools like the Buy Military-Owned Shopping Guide to discover veteran-owned businesses from all across the country.
• As a corporation: Actively expand your supplier diversity program to include veteran-owned and service-disabled veteran-owned businesses (SDVOBs). Go beyond compliance and seek out and build lasting partnerships with veteran entrepreneurs by engaging them regularly and integrating them into your procurement pipeline.
• As a policymaker or advocate: Push for streamlined certification processes, improved access to capital, and inclusive entrepreneurship training programs tailored to veterans and military spouses, such as the ones offered by the D’Aniello Institute of Veterans and Military Families.

Honor with Action

Veterans have already answered the call to serve their country. Now they’re building businesses that strengthen our economy, our local communities, and our country’s future. The least we can do is show up for them.

So, the next time you need a product or service, whether it’s a roofing contractor, a marketing agency, or your morning cup of coffee, consider choosing a veteran-owned business. It’s one of the simplest, most powerful ways to say thank you for your service, with an impact that lasts.

Ready to learn more and join our Military-Owned Shopping Guide?

Join us on July 23rd at 1:00 PM ET for our VetNet webinar – Celebrate with Purpose: Holidays in July: Military-Owned Shopping Guide and discover how you can shop with intention while supporting veteran and military family entrepreneurs. Whether you’re looking to elevate your own business or find meaningful gifts that give back, this event is your chance to connect, learn, and make a real impact.

Register now and be part of a community that shops small and supports big – all year long.

Our Buy Military-Owned Shopping Guide is always open to new applications, year-round.  Submit your information to join today.