So, you think you’re ready to take your product into the retail arena?

The dream of seeing your brand on the shelves of big-name stores is right there, almost within reach. But before you take the leap, let’s get real about what it actually takes to make it in retail.

Because here’s the truth: Retail isn’t just tough; it’s brutal. And if you’re not ready for the fight, it’s going to hit you where it hurts — your wallet.

The Harsh Reality of Entering Retail Too Soon

Let’s not sugarcoat this. Jumping into retail before your business is truly ready can do irreparable damage. Here’s a taste of what you’re up against:

Massive Purchase Orders (POs):

Those big, shiny POs look like a dream come true — until you realize you’ve got to front the cash to fulfill them.

We’re not talking about small change here; we’re talking tens, if not hundreds, of thousands of dollars. If you don’t have the capital on hand, guess what?

You’re in for a rude awakening.

Consider this: You land a huge order, and you’re on top of the world. But then reality hits. You need to produce and ship the product before you see a single dime.

That means floating the costs of manufacturing, packaging, and freight. If your financial foundation isn’t rock-solid, this could sink you. And fast.

Crippling Overhead Costs:

Retail isn’t just about getting your product on the shelf. It’s about keeping it there. And that’s where the costs start stacking up.

Inventory storage, shipping, compliance — you’ll be bleeding cash before you even make your first sale. If you don’t have the infrastructure, these costs will eat you alive.

Warehousing costs alone can be staggering, especially when you’re dealing with large volumes. Then there’s the issue of unsold inventory —  what happens when it doesn’t move as fast as you expected?

You’re stuck paying for storage space while your cash flow dries up. It’s a vicious cycle that can quickly spiral out of control.

Brutal Payment Terms:

Retailers are in no rush to pay you. They’ll hit you with Net 30, Net 60, or even Net 90 terms. That means you’re floating your business on your own dime for months.

Can you keep your operation running without cash flow for that long? Or will you be dead in the water before the check clears?

Let’s break it down: You’ve already fronted the money for production, packaging, and shipping. Now, you’re sitting around waiting for your payment, but the bills keep coming.

Payroll, rent, and utilities don’t wait. If your cash flow isn’t up to the task, you’re looking at a major financial strain that could cripple your operations.

Logistics Hell:

Shipping to retail isn’t like shipping direct-to-consumer. It’s a logistical minefield. Miss one deadline, and you’re hit with chargebacks, penalties, and the wrath of retailers who won’t think twice about dropping you. If you’re not on top of your logistics, you’ll get crushed.

Imagine this: You’re managing multiple SKUs, each with its own shipping requirements and deadlines. One misstep — one missed deadline or one wrong label — and you’re looking at fines that eat into your already thin margins.

To make matters worse, you risk damaging your reputation with the retailer, which could lead to lost shelf space or even being dropped altogether.

Shredded Margins

Retailers are out for themselves. They’ll squeeze you until there’s barely anything left. Your margins? They’re going to shrink. And if you think you can survive on razor-thin profits, think again. Retailers don’t care about your bottom line — they care about theirs.

You’ll be forced to offer deep discounts, participate in promotions, and absorb costs that you never had to consider when selling direct-to-consumer.

Suddenly, the profit you thought you’d make is a fraction of what it was. Can your business sustain itself on such slim margins, or will you find yourself cutting corners to stay afloat?

In-Store Marketing

Getting your product on the shelf is one thing. Getting people to notice it is another beast entirely. In-store marketing isn’t just a nice add-on; it’s a necessity.

And guess what? It’s going to cost you, and it’s non-negotiable if you want to stand out in a sea of competitors.

Think about it: Your product is sitting on the shelf next to dozens of others. How do you make sure it catches a shopper’s eye? Endcaps, product demos, promotional signage become mandatory if you want to move product.

But each of these tactics comes with a price tag. If you’re not prepared to invest in in-store marketing, your product might as well be invisible.

Ask your buyer if there is an in-store marketing catalog that you can look at. I’ve been so surprised to receive 50+ page documents of things that I can purchase. From personal experience - don’t buy the 35 foot poster by the bathroom! That one didn’t perform!

Are You Really Ready for This?

If you’re not equipped to handle these challenges, retail will chew you up and spit you out. You need the cash reserves, the logistics expertise, and the marketing muscle to survive in this unforgiving space. Because once you’re in, there’s no turning back.

Ask yourself these questions:

• Do you have the financial stability to cover large POs without jeopardizing your business?

• Can you handle the ongoing overhead costs associated with maintaining retail inventory?

• Are you prepared to wait months to get paid, while still covering your day-to-day expenses?

• Do you have the logistics capabilities to meet retailer demands consistently?

• Can your business sustain itself on thinner margins, or are you setting yourself up for failure?

• Are you ready to invest in the necessary in-store marketing to ensure your product sells?

If you can’t confidently answer “yes” to all of these, then you need to rethink your approach.

Start Selling on Walmart

Tineco is a floor care brand that’s changing the way people clean. By selling on Walmart Marketplace, they’ve been able to build their brand name and reach new customers, all while becoming more efficient and growing sales.  

With Walmart Marketplace, you can do more than just expand reach. Sell on Walmart.com and get:  

• Innovative programs that help you scale 

• Walmart’s omnichannel advantage 

• Simple, cost-effective fulfillment 

*Conditions apply

A Final Word to the Wise

If any of this is making you second-guess yourself, good. That means you’re thinking critically. Retail has the power to take your brand to the next level, but only if you’re truly prepared for the grind. This isn’t a game for the faint of heart.

So do your homework, build a solid foundation, and only take the leap when you know you’re ready to handle whatever retail throws your way. Because trust me, it’s not going to go easy on you.

All the love in the world,

Chris