Can you imagine trying to organize international trade without a standard code system? That’s why Harmonized System Codes—HS codes, for short—exist: to standardize the classification of goods for international trade.

HS Codes were first introduced in 1988 by the World Customs Organization (WCO). Despite the technical sounding name, HS Codes have helped detangle a really complicated logistical problem.

Today, this system is more critical than ever. As of late, U.S. tariff policy has seen some major changes. Coming along with that are an increase in global trade disputes and large changes to free trade agreements (FTAs).

That means that even small changes in code classification can dramatically affect duty rates, compliance requirements, and, ultimately, your bottom line. Whether you’re importing electronics, textiles, or raw materials, the correct HS Code isn’t just a formality. More than ever, it can make or break your margins.

HS Codes help countries efficiently trade goods and calculate duties owed for imports and exports. In this guide, we’re going to talk about what you need to know about HS Codes in order to trade goods internationally.

Understanding HS Codes

As mentioned above, HS Codes are used globally to identify and categorize products for customs and trade purposes. But let’s break that down a bit further.

What Are HS Codes?

HS Codes are numerical codes used to classify products in international trade. Each code consists of six digits: the first two digits represent the product category. The next two indicate the subcategory. The final two further specify the product. This system makes it easy to have uniform classification across borders.

For example, 0101.21 classifies “live horses, purebred breeding animals.” No matter where you are, 0101.21 always means the same thing.

Many countries expand on the six-digit HS Code to create more detailed tariff codes. For example, the United States uses the Harmonized Tariff Schedule (HTSUS), which adds four more digits to specify duty rates and trade treatment in more detail.

How HS Codes Work in Global Trade

HS Codes standardize product classification worldwide. That way, countries can seamlessly trade with one another.

Accurate codes are essential for compliance with international trade regulations. Incorrect codes can lead to delays, fines, and even seizure of goods. Using the right codes helps businesses clear customs without a hassle.

This is so important in today’s more heavily tariffed world. Put plainly, improper classification can have even broader consequences. If your product falls under a newly tariffed category—due to Section 301 tariffs on Chinese goods, Section 232 tariffs on steel and aluminum, or retaliatory tariffs from other countries—you could face unexpected duties of 10% to 25% or more.

This is not something you’ll want to gloss over. Even minor misclassifications can significantly inflate your landed costs or expose your business to audits and penalties.

These compliance challenges have become even more critical due to recent policy changes.

The New Reality: Widespread Tariffs and Eliminated De Minimis

The normal day to day operations of trade changed a lot in 2025. The elimination of the de minimis threshold means that virtually all U.S. imports now undergo customs scrutiny and potential duty assessment, regardless of value. Previously, small shipments under $800 could enter the U.S. duty-free without formal entry procedures. Now, even a $10 item requires proper classification and may be subject to tariffs.

This change particularly impacts eCommerce businesses and small importers who previously relied on the de minimis exemption. Every package now needs accurate HS code classification, proper documentation, and duty payment where applicable. The administrative burden has increased exponentially for businesses that ship many small packages.

Simultaneously, tariffs have become more widespread and complex. Where free trade was previous the status quo, we now see broad-based tariffs, retaliatory measures, and changing trade relationships. What was once a predictable environment has become a maze of changing rates, temporary measures, and country-specific restrictions.

Using HS Codes for Goods Classification

To classify goods with HS Codes, follow these steps:

1. Identify the Product’s General Category Begin by identifying the general category your product falls into. For example, if you’re importing shoes, you’ll start by looking under categories related to footwear.
2. Find the Corresponding Chapter Use the Harmonized Tariff Schedule (HTS) to find the corresponding chapter for your product’s category. The first two digits of the HS Code represent this chapter. For instance, shoes might fall under chapter 64.
3. Narrow Down to the Specific Heading and Subheading Next, narrow down within that chapter to find the specific heading and subheading. The next four digits will provide more detail. For example, 6403.59 would be for “other footwear with outer soles of leather.”
4. Verify the Code in the HS Code Database Finally, verify the code using an HS Code database to ensure accuracy. You can use online HS Code search tools, consult with customs experts, and refer to the product’s specifications for precise classification. For example, websites like the WCO’s HS database or your national customs website can be invaluable resources. Some businesses also use duty calculators like SimplyDuty to preview how different classifications may affect final landed cost under different tariff schedules.

Accurate classification helps you comply with international trade regulations. And that can help you avoid costly errors in duties and taxes.

Impact on Tariffs and Taxes

Correct HS Code classification directly affects tariff rates and import taxes. Accurate codes ensure that the right duties are applied, preventing overpayment or underpayment.

Misclassification can lead to nasty financial surprises, such as unexpected tariffs or penalties. For example, classifying electronics as clothing can result in higher duties and fines, impacting the overall cost and profitability of imports.

Imagine accidentally classifying a high-end smartphone as a basic mobile device. The resulting tariff discrepancy could be substantial, leading to unexpected costs.

Strategic Classification in a High-Tariff Environment

With widespread tariffs now affecting numerous product categories, strategic HS code classification has become crucial for maintaining profitability. Businesses should conduct regular “tariff mapping” exercises to understand how different classifications affect their landed costs.

Some companies are restructuring their supply chains based on HS code implications. For example, sourcing components separately rather than finished goods, or modifying product designs to qualify for lower-tariff classifications. This requires close coordination between procurement, compliance, and product development teams.

Consider creating classification decision trees for complex products that could potentially fall under multiple HS codes. Document your reasoning thoroughly, as customs authorities are increasingly scrutinizing classifications. The difference between similar codes can mean the difference between a 0% duty rate and a 25% tariff, making this one of the most impactful business decisions you can make.

All this to say, it is becoming increasingly smart for businesses to pursue a strategy of “design for tariff reduction.” And that applies not just to sourcing, but to manufacturing and even product design itself.

Legal and Compliance Considerations

Incorrect code usage can lead to legal issues, including fines, penalties, and shipment delays. To avoid these problems, stay compliant by:

• Regularly Updating HS Code Knowledge. Stay current with changes in HS codes, as they are periodically updated to reflect new products and trade patterns.
• Using Professional Resources and Tools for Classification. Use tools and services from customs brokers and trade consultants who specialize in HS code classification.
• Keeping Detailed Records. Keep detailed records of classifications and corresponding documents. For example, keeping a log of how each product was classified and the rationale behind it can be critical in case of an audit.

Again – can’t stress this enough – accurate code usage is very important for legal compliance and smooth customs clearance.

Advanced Uses of HS Codes

Beyond basic classification, HS Codes are valuable for in-depth trade analysis and optimizing logistics. You may be able to use this information to help your business in ways that go beyond just coordinating the movement of goods from one place to another.

Here are two common advanced use cases of HS codes:

#1: Trade Analysis and Market Research

Businesses use HS Codes to analyze trade patterns, identify market trends, and plan strategically. By examining trade data categorized by HS Codes, companies can assess demand, competition, and market potential.

Tools like the International Trade Centre’s Trade Map and the World Bank’s World Integrated Trade Solution (WITS) provide lots of detailed information. That information, in turn, can be used for strategic planning and market research. As you’d expect, the businesses that use this information can make more informed decisions.

For example, if a company wants to expand into a new market, analyzing trade data with HS Codes can reveal the demand and competition landscape, helping to shape their strategy.

#2: Optimizing Logistics and Supply Chain

HS Codes streamline logistics and supply chain operations by ensuring accurate documentation and compliance. HS Codes help logistics providers manage inventory efficiently and optimize shipping routes. That helps keep up overall supply chain efficiency and cut costs.

As an example, using the correct HS Codes can speed up customs processing. That means shipments move swiftly through ports and reach their destinations on time, ultimately saving money and improving customer satisfaction.

Final Thoughts

Understanding HS Codes is important if you want to be successful in international trade. These codes standardize product classification. If you know where to look, you’ll see these codes come up in a ton of different places, affecting tariffs and customs procedures, not to mention trade statistics.

Accurate classification on your end will prevent costly errors, guarantee compliance, and optimize logistics. Using HS codes properly, and really understanding what they mean, can streamline your import/export processes, reduce delays, and improve overall efficiency.

Further Resources

For more information on HS Codes, check out:

• World Customs Organization (WCO)
• Harmonized Tariff Schedule (HTS)
• International Trade Centre’s Trade Map
• World Integrated Trade Solution (WITS)

Frequently Asked Questions

How do U.S. tariffs affect my imports?

Tariffs are extra taxes placed on imported goods. If your product falls under a tariffed category, you’ll have to pay more to bring it into the U.S. The amount depends on the product’s HS Code and the current tariff rules.

What is the Section 301 tariff?

Section 301 tariffs are extra taxes the U.S. placed on certain goods from China. They affect thousands of products, from electronics to furniture. If your goods are listed, you’ll pay additional duties on top of the normal import taxes.

Can I get out of paying extra tariffs?

Sometimes. Certain products qualify for tariff exemptions or lower duty rates under programs like Section 301 Exclusions or Free Trade Agreements (FTAs). You’ll need to double-check your product’s HS Code and eligibility to see if you qualify.

How can I find out if new tariffs apply to my products?

You can check the U.S. International Trade Commission (USITC) website or consult with a customs broker. They can help you stay updated on changes to tariff schedules and trade agreements that might impact your goods.

What is the difference between HS Codes and Tariff Codes?

HS Codes are a global classification system used to categorize traded products. They are used worldwide to classify products for trade. Tariff codes, specific to each country, have extra digits beyond the standard six-digit code. These additional digits offer more detailed duty rates and statistical information.

How often are HS Codes updated?

The World Customs Organization updates the codes every five years to keep up with technology, trade practices, and new products. The next update is in 2027.

Can the same product have different HS Codes in different countries?

The first six digits are universal. However, countries can add more digits to further categorize products based on their specific requirements. This may result in variations in classification.

How do I find the correct HS Code for my product?

To find the right code for your product, check the official database from customs or trade authority in your area. You can also use online tools to find the code based on product descriptions.

What happens if I use the wrong HS Code?

Using the wrong code can cause problems with tariffs, leading to paying too much or too little. It can also cause delays in customs, fines, and legal issues. Proper classification is important for following rules and making customs go smoothly.

“You need to bring your own audience to Kickstarter.” You’ve probably heard that advice if you’re planning on launching a campaign soon. But how do you exactly market your Kickstarter before launch?

It’s not just about “building an email list” or “posting on social media.” There’s nothing wrong with those strategies, but without a larger plan and more context, they probably won’t work.

If you want to know how to market a Kickstarter campaign, the first thing you should know is that you need a holistic strategy. To build an effective marketing plan, you need to combine many different methods to succeed.

To help inspire you to succeed in your campaign launch, we’ve compiled a list of 24 proven strategies to help you build anticipation and attract backers.

Pre-launch Planning

The best time to market a Kickstarter launch is months before you go live. Anyone who wants to know how to market a Kickstarter campaign should keep this in mind at all times!

Here are some ways you can get a jump-start on pre-launch marketing planning. That way, you can get started even while you’re hammering out the details of your product.

#1: Build an email list.

Create an email list of interested potential backers. Use signup forms on your website and social media to collect email addresses. Send regular updates and exclusive previews to keep your audience engaged and excited about your upcoming launch.

For example, send a bi-weekly newsletter with behind-the-scenes photos, sneak peeks of your product. You can even give out special early-bird offers that make your subscribers feel like VIPs.

#2: Create a teaser website.

Develop a teaser website to showcase your project. Include compelling visuals, a brief description, and an email signup form. A teaser site builds curiosity and allows you to capture leads who are interested in your campaign.

For instance, you can add a countdown timer to your launch date, a gripping video introduction, and testimonials from influencers or beta testers who have tried your product.

#3: Develop a social media presence.

Establish your social media presence on platforms like Instagram, YouTube, and TikTok. Share engaging content related to your project to build a following. Consistent posting and interaction with your audience can help create a loyal community before your launch.

Post regular updates, like development milestones, fun facts about your team, and polls to get feedback from your audience. Don’t forget to engage with comments and messages to build a strong connection with your followers.

#4: Produce a pre-launch video.

Create a short video to introduce your project and its goals. Share this video on your website, social media, and email list. A well-produced video can make people excited and clearly explain your project’s value.

Good pre-launch videos have the following qualities:

1. They’re visually appealing.
2. They tell compelling stories.
3. The purpose of the project is clearly explained.
4. They show the product in action.
5. When available, good videos have testimonials and reviews.
6. They end with a clear call to action like “join my email list” or “follow on social media for updates.”

#5: Validate your concept with beta testing.

Before finalizing your campaign, recruit beta testers to try your product and provide honest feedback. Document their experiences through video testimonials, written reviews, and usage data.

This validation serves dual purposes: it helps you refine your product and provides authentic social proof for your campaign.

Beta tester testimonials are particularly powerful because they show real people using and benefiting from your creation, addressing potential backers’ skepticism about whether your product actually works as promised.

Content Creation

High-quality content can attract attention and keep potential backers interested. Focus on creating engaging and informative materials that will draw in your audience. That will get them invested in your project’s story, not to mention its financial success.

#6: Write engaging blog posts.

Publishing blog posts about your project’s development, challenges, and goals can work wonders. Share these posts on your website and social media to attract readers and convert them into potential backers.

For example, write a detailed post about the journey from concept to prototype, including the obstacles you overcame and the breakthroughs you achieved. Use an engaging tone, sprinkle in some humor, and don’t shy away from showing your passion for the project.

#7: Design eye-catching graphics.

Create visually appealing graphics to share on social media and your website. High-quality images can capture attention and make your project stand out. Use these graphics to highlight key features and benefits of your project.

For instance, design infographics that break down complex information into digestible, visually striking pieces. Use bold colors, clear icons, and concise text to convey your message effectively.

#8: Record behind-the-scenes videos.

Show the making of your project with behind-the-scenes videos. Share these clips to give your audience an inside look at your process. Authentic, behind-the-scenes content can build a stronger connection with your audience.

One way you could do this is by filming a day in the life of your team. You can show brainstorming sessions, prototype testing, and the fun, candid moments that happen along the way. Transparency makes backers feel like they’re part of the journey.

Community Engagement

Building a community around your project is key for a successful Kickstarter launch. Talk to your audience to earn support and loyalty early on. That way, when launch day comes, you’ll be bringing your own entourage.

#9: Host a virtual launch event.

Organize a virtual event to announce your project and engage with potential backers. Use platforms like Zoom or Facebook Live to host your event. A launch event can drum up excitement and allow direct interaction with your audience.

For example, plan a live demo of your product, followed by a Q&A session where attendees can ask questions and get immediate responses. Offer exclusive perks or early bird discounts to attendees to encourage participation.

#10: Conduct webinars or live Q&As.

Host webinars or live Q&A sessions to discuss your project in detail. Answering questions and providing insights can build trust and interest. These sessions allow you to address potential backers’ concerns and showcase your expertise.

One way you could do this is by scheduling a series of weekly webinars covering different aspects of your project. You could talk about design one week, functionality the next, and future plans in another. Promote these sessions on your social media and email list to maximize attendance.

#11: Participate in relevant online forums.

Join online forums and communities related to your project’s niche. Share your project and engage in discussions. Active participation in relevant forums can help you reach a targeted audience and gain valuable feedback.

Let’s say your project is a new tech gadget. You could join forums like Reddit’s r/gadgets or tech enthusiast communities on Facebook. Share updates, ask for opinions, and respond to comments to build a rapport with potential backers who are passionate about your niche.

But word to the wise: make sure these communities are OK with self-promotion. Both subreddits and Facebook groups have different rules and norms around business use. You want to make sure you fit in.

#12: Collaborate with influencers.

Partner with influencers who can help promote your project to their followers. Influencers can provide credibility and expand your reach. Collaborations can include reviews, shoutouts, or co-hosted events to draw attention to your campaign.

For instance, if your project is a tech gadget, collaborate with a popular tech YouTuber to review your product. They can demonstrate its features and benefits, reaching thousands of potential backers in a single video.

Additionally, consider doing an Instagram Live with an influencer. On that livestream, you could both discuss the project and answer live questions from viewers. This kind of direct engagement can significantly boost interest and trust in your campaign.

#13: Announce an official launch date.

Set and announce an official launch date for your Kickstarter campaign. Use your email list, social media, and website to spread the word. A clear launch date creates a sense of urgency. Plus, it allows potential backers to mark their calendars.

Once a date is chosen, it gives you new options for content creation too. For example, you could create a series of countdown posts on Instagram. Or you could send a series of emails with teasers leading up to the launch. You could also create a Facebook event for your launch date, inviting your community to join and stay updated on the latest news.

#14: Build strategic partnerships with media contacts.

Develop relationships with journalists, bloggers, and industry publications months before your launch.

Research writers who cover products in your category and engage with their content authentically. Share their articles, comment thoughtfully, and build genuine connections rather than immediately pitching your product.

When you do reach out about your campaign, you’ll be a familiar name rather than cold outreach. Create a media kit with high-resolution images, product specifications, founder bios, and key talking points to make journalists’ jobs easier when they decide to cover your story.

Strategic Outreach

Talking with people in your own community is great, but if you want to know how to market a Kickstarter campaign to a wider audience, you need to do some outreach. This is how you connect with more people and gain valuable exposure. Use these methods to expand your reach and attract potential backers.

#15: Partner with complementary brands.

Collaborate with brands that complement your project. Joint promotions and cross-marketing efforts can introduce your campaign to new audiences. Partnerships can provide mutual benefits and increase your project’s visibility.

For instance, if you’re launching a new eco-friendly backpack, partner with a sustainable clothing brand. You can co-create a bundle deal or host a giveaway on both brands’ social media accounts.

This way, you tap into each other’s customer bases. This is an easy way to expand your reach and draw more attention to your Kickstarter.

#16: Do some guest posting.

Write guest posts for popular blogs in your niche. Share insights about your project and include a call to action for your Kickstarter campaign. Guest posting can help you reach new readers and drive traffic to your campaign page.

For example, if your project is a health and wellness product, write a guest post for a well-known fitness blog. Share your story, the problem your product solves, and why you’re passionate about it.

Include a link to your Kickstarter at the end, encouraging readers to support your campaign.

#17: Send out press releases.

Distribute press releases to announce your upcoming Kickstarter launch. Target media outlets that cover your industry. Press coverage can generate buzz and lend credibility to your project, attracting more potential backers.

For instance, if you’re launching a new tech product, send a press release to tech news websites and magazines. Highlight the unique aspects of your product, your campaign launch date, and how backers can get involved.

You can do this by reaching out directly to media outlets like local TV and radio. For this, HARO and Qwoted can be good ways to get in touch. Otherwise, you can use PR firms like EIN Presswire for widespread press release distribution.

A well-written press release can lead to articles, features, and interviews that boost your project’s visibility. But do note – the best results come from building real relationships with reporters. That will take more time than sending basic press releases in bulk.

#18: Schedule interviews on podcasts.

Appear on podcasts relevant to your project’s niche. Share your story and details about your Kickstarter campaign. Podcast interviews can help you reach a dedicated audience and build a personal connection with potential backers.

If you’re launching a new board game, get interviewed on a popular gaming podcast. Discuss your inspiration, the game’s mechanics, and what makes it unique.

Sharing your passion and vision directly with listeners can create a strong emotional connection. That motivates folks to support your campaign.

It’s worthwhile to note that podcasters also tend to be connected with other industry pros. If you hit it off with the podcasters, you might find yourself talking to other movers and shakers in the industry.

Advertising and Promotions

Advertising and promotions can boost your campaign’s visibility and attract more backers. While nothing beats organic reach, some smart use of paid media can really help you spread the word quickly. Here are some tips on how to do that.

#19: Run targeted social media ads.

Create targeted ads on platforms like Facebook and Instagram. Focus on reaching people who are likely to be interested in your project. Social media ads can drive traffic to your campaign page and increase backer conversions.

Let’s say you’re launching a new fitness gadget. In that case, you could target ads towards fitness enthusiasts, gym-goers, and health-conscious individuals. Use eye-catching visuals, compelling copy, and a strong call to action to grab attention.

Experiment with different ad formats like carousel ads, video ads, and stories to see what works best.

When in doubt, start slow. Revise your ads until you find something that wins leads for a low cost. Then you scale up from there.

#20: Set up a referral program.

Encourage your audience to share your campaign by offering referral incentives. Reward them for bringing in new backers. A referral program can help spread the word and attract more supporters through word-of-mouth.

For example, offer a discount or a special perk for every backer someone refers to your campaign. Create a unique referral link for each backer so they can easily share it with their friends and track their rewards.

This not only motivates your existing backers but also expands your reach through their networks.

#21: Offer exclusive previews to early supporters.

Give early supporters exclusive previews of your project. This can include sneak peeks, early access to content, or special updates. Exclusive previews create a sense of involvement and appreciation, encouraging early backing.

For instance, send out a behind-the-scenes video or a first-look demo of your product to your email subscribers before the public launch. Make them feel like insiders with access to special content. This can make them more likely to support your campaign and spread the word.

Analytics and Feedback

Analyzing data and gathering feedback can help you refine your campaign. After all, it’s really just at technical way to listen to your backers.

With good data on your site, you can make your Kickstarter into something people can’t wait to back. Here are some strategies on how to be use feedback in a smart, effective way.

#22: Use A/B testing for your campaign page.

Run A/B tests on different elements of your campaign page. Good condidates for A/B tests include headlines, images, and calls to action. See which versions perform better.

It’s simple but it works – A/B testing can help optimize your page for maximum conversions.

Let’s consider one way you could do this right now. Start by testing two different headlines. See which one attracts more clicks. Run with the headline that performs best.

You can use the data from A/B tests to make informed decisions and improve your campaign’s performance.

#23: Gather feedback through surveys.

Send out surveys to your email list and social media followers to gather feedback on your project. People love sharing their opinions and you can use what they say to make improvements. This is the easiest way to figure out what’s stopping people from backing so you can address those concerns.

For instance, create a short survey asking about their first impressions of your project, what they like, and what they think could be better. Use this feedback to tweak your campaign and make it more appealing to your audience.

#24: Monitor and adapt to audience analytics.

Monitor metrics like traffic, engagement, and conversion rates. Adapting to your audience’s behavior and preferences can help you fine-tune your strategy and get more backers.

Let’s say you notice a spike in traffic from a particular social media post. You can figure out what made it so effective and replicate that strategy in future posts.

Keep an eye on where your backers are coming from and what content resonates with them the most.

Final Thoughts on How to Market a Kickstarter Campaign

Launching a Kickstarter campaign doesn’t happen overnight. You need a built-up marketing apparatus if you want to succeed.

Luckily, there are tons of ways you can build your audience. This article is nothing more than a list to help inspire you. That way, you can market your Kickstarter campaign in a way that feels natural to you!

Scaling an eCommerce store sounds amazing—more orders, more revenue, and a larger business overall. There’s a lot to like!

If you want to scale your store, you need to be able to fulfill orders. At first, you can ship your own orders. Then you might choose to hire one third-party logistics (3PL) partner to cut down on the work you have to do yourself.

But what do you do if your company is too big for just one 3PL to handle? What if you want to ship to an international customer base without spending a fortune? That’s where having multiple 3PLs—a 3PL network—comes in.

Of course, that idea itself raises a bunch of questions:

• How many 3PLs do you need?
• When is the right time to expand?
• How do you avoid making expensive mistakes?

Those are huge questions, so to help answer those, we’ve tapped into the expertise of Adayra Lopez, Vice President of Sales at InterFulfillment, a Canadian 3PL that we work with on a regular basis. She has been in logistics for decades and so we are happy to share her insights throughout this piece.

How many 3PLs do I need?

There’s no simple answer to this question. At a basic level, you need enough orders to meet each 3PL’s minimum order volume before even considering adding to your 3PL network. If you have a customer base in the US, Canada, Europe, and Australia but just 100 orders per month, you’re better off picking just one fulfillment center that can reach the most customers with the best price.

Adayra Lopez at InterFulfillment agrees that the answer is rarely one-size-fits-all. “For localized operations, a single 3PL may suffice,” she says. “But for businesses spanning multiple countries, engaging a specialized 3PL for each market often delivers better results.”

Having a solid multi-3PL strategy means you have to think about compliance, infrastructure, and market dynamics. “Each country has unique shipping, customs, and tax regulations,” explains Lopez. For smooth operations with minimal delays, she suggests “partnering with a 3PL knowledgeable about local compliance.”

Geography also plays a defining role. Lopez points to Canada as an example: “Canada’s vast geography and dispersed population require optimized routing and strategically located fulfillment centers.”

In the U.S., the logistics situation is quite different. Lopez notes that “the U.S.’s dense infrastructure supports faster deliveries with a broader carrier network.Local expertise is especially important when it comes to last-mile delivery. “Regional 3PLs leverage strong relationships with local carriers to secure better rates, enhance delivery speeds, and streamline reverse logistics.”

Her recommendation is to focus on assigning a single trusted 3PL to manage all orders within each market. “This reduces complexity, optimizes inventory based on demand, minimizes costs, and simplifies communication,” says Lopez. This analysis lines up neatly with what we’ve observed at Fulfillrite as well.

How do I know it’s the right time to expand the 3PL network?

Scaling your 3PL network too early is an expensive mistake. As a guiding principle, Lopez suggests taking action if you see “a significant uptick in orders from a new country or region.”

Another red flag is declining delivery performance. “Longer shipping times, rising costs, or a drop in customer satisfaction may indicate the need for a local fulfillment partner,” Lopez adds. These issues can erode customer trust and lead to lost sales—a risk no growing business can afford.

It’s also worth considering compliance here as well, with Lopez saying that “if compliance requirements in new markets are too complex to manage internally, local 3PLs with expertise in those areas can help streamline operations.” This is particularly important as laws and regulations vary widely between regions.

Knowing when to add a 3PL to your network, in other words, is very similar to making the decision to work with a 3PL in the first place.

How do I choose the right 3PL for each region?

Prioritize expertise, location, compliance, and technology when evaluating potential partners, says Lopez. “A 3PL with deep regional knowledge can navigate location-specific logistics challenges, such as geographic constraints, customs clearance, and local carrier partnership.”

She further clarifies, saying that “for example, in Canada, fulfillment centers near Toronto or Vancouver act as strategic hubs, providing brands access to key markets and other regions across the nation,” she says. In the U.S., fulfillment centers on both coasts are critical for nationwide coverage.

Local expertise doesn’t end with logistics. “Understanding consumer preferences in a region helps optimize packaging, delivery times, and even reverse logistics,” Lopez notes.

On the subject of compliance, Lopez recommends that you “select 3PLs with expertise in local regulatory requirements, such as customs clearance, tax policies, and product labeling.”

Technology is also very important, with Lopez recommending that store owners “look for features like inventory management systems, real-time order tracking, and simplified returns processing.” And, indeed, juggling multiple 3PLs will require each partner to play nice with your inventory system—so make sure you can count on that being the case.

In addition to all the above, be sure to do your due diligence when it comes to reviews, investigating prices, and making sure your potential partners are good communicators.

How does working with multiple 3PLs affect delivery time, cost, and customer service?

Expanding your eCommerce fulfillment network by partnering with multiple 3PLs—each tailored to a specific region or country—can radically overhaul your operations. As Lopez puts it, this approach provides tangible benefits in three key areas: delivery times, costs, and customer satisfaction.

Lopez points out that local fulfillment means inventory “is closer to end customers, reducing transit times.” In practical terms, this means faster shipping, which is critical as customer expectations for quick delivery continue to rise.

Regional expertise also plays a pivotal role in cost optimization. “Partnerships with local carriers minimize shipping costs and overhead expenses,” Lopez explains. A 3PL that knows the intricacies of a region’s logistics can streamline operations, saving money without compromising quality.

The natural result of faster shipping at better prices means happier customers. “Faster delivery and more efficient returns handling improve the overall customer experience,” she notes. This combination of speed and efficiency can boost customer loyalty, which is table stakes for scaling an eCommerce operation.

That doesn’t mean that managing multiple 3PLs is without its challenges, though. Keeping all 3PLs working together “requires robust coordination and seamless technology integration to maintain consistency across the network,” says Lopez. Without a unified system, the benefits of localized logistics can quickly turn into operational headaches.

Lopez emphasizes the importance of selecting the right partners. “To simplify operations and ensure optimal efficiency, it’s critical to partner with a single trusted 3PL within each country,” she advises. She points to Canada as an example, where 3PLs with warehouses in both Vancouver and Toronto provide quick access to major markets on both coasts.

What kind of technology do I need to manage multiple 3PLs?

Managing multiple 3PLs is a complex task that demands advanced technology to maintain efficiency and consistency. According to Lopez, businesses must prioritize tools that provide visibility into order fulfillment and inventory levels, integration with commonly used software, and data you can use to make informed decisions.

“Real-time access to inventory levels across all fulfillment centers ensures better stock control and quicker response times,” says Lopez. This kind of inventory visibility is tremendously helpful for avoiding overstocking or running out of popular products.

System integration is equally important. “Seamless integration between the business and 3PL platforms reduces errors and enhances communication,” Lopez explains. Without smooth data flow, issues like delayed order processing or miscommunication can arise, creating a laundry list of issues that ripple through the supply chain.

Lopez also points out that having quality data can make it much easier to handle the complexities of a multi-country operation. “Insights into key metrics like delivery performance, inventory turnover, and costs help optimize operations,” she says. With this kind of data at your disposal, you can more readily identify weak points, cut unnecessary expenses, and improve service quality.

Automation further streamlines the process. “Streamlined order processing and returns management ensure consistency across multiple 3PLs,” Lopez points out. Automation minimizes manual input, reducing the risk of human error while speeding up fulfillment and reverse logistics.

Finally, unified reporting ties everything together. “Businesses should use a single standardized reporting format for all 3PLs,” says Lopez. This makes data analysis more manageable, enables better decision-making, and makes it where all partners operate under a cohesive framework.

What are some common mistakes to avoid when using multiple 3PLs?

Expanding your fulfillment network to have multiple 3PLs can be risky. But if you know the kinds of issues you’re likely to encounter, you can take steps to prevent them.

The first common one that Lopez lists is ignoring local expertise. “Choosing a 3PL without in-depth knowledge of regional logistics, compliance, or market preferences” is a common mistake. If you make it, the end result could be a nasty combination of delays, compliance penalties, and missed opportunities to cater to customer preferences.

Lopez also suggests another common mistake is “failing to account for differences in infrastructure or population density.” For example, shipping within the U.S. often requires a different strategy than managing fulfillment in Canada, where population centers are more dispersed.

A lack of coordination between internal systems and 3PL platforms is another very common issue. “Poor integration can cause delays and errors,” Lopez warns. This can disrupt the flow of orders, leaving orders unfulfilled, customers frustrated, and businesses scrambling to make things right.

You also don’t want to accidentally preclude future growth and expansion. “Selecting 3PLs that cannot handle increasing order volumes or inventory complexity,” is another common mistake according to Lopez. As eCommerce businesses grow, their fulfillment partners must have the infrastructure and systems to match that pace.

What metrics should I use to measure 3PL performance?

You need a way to measure the performance of your 3PL partners if you want to be sure they’re meeting expectations and supporting your growth. Below is a list of useful metrics that Lopez recommends monitoring to make that happen.

The first metric to monitor is the on-time delivery rate. “This reflects the reliability of the 3PL’s operations,” says Lopez. Late deliveries can erode customer trust and harm your reputation, making this KPI a big one for customer satisfaction.

Another vital metric is order accuracy. “This measures how often orders are fulfilled without errors,” Lopez explains. Mistakes in picking, packing, or shipping can lead to costly returns, refunds, and unhappy customers.

For cost control, track the cost per order. “[This helps] you understand cost efficiency in fulfillment and shipping,” Lopez adds. Keeping fulfillment costs in check without sacrificing quality ensures profitability as you scale.

Inventory management is also crucial. “Inventory turnover indicates how effectively inventory is managed and replenished,” Lopez notes. A high turnover rate suggests efficient stock handling. But a low rate may signal overstocking or slow-moving products.

Lopez lastly emphasizes the importance of customer satisfaction scores. “This captures the end-to-end experience, including delivery and returns,” she says. High satisfaction rates not only drive repeat business but also strengthen your brand’s reputation.

Final Thoughts

Scaling an eCommerce operation with multiple 3PLs requires forethought and planning. Each individual 3PL needs to fit into a larger picture in order to make sure you can ship orders to all of your customers around the world.

Bringing on the wrong 3PLs or bringing on 3PLs too early are both critical mistakes. But if you are careful about timing, proactive about needs assessment, and diligent in vetting individual 3PLs, you can build a global team and dramatically expand your reach.

If you build your 3PL network correctly, you won’t just be scaling your logistics—you’ll be setting the foundation for sustained growth, a competitive edge, and better customer satisfaction. It’s worth the effort to do it right!

The holidays are a great time to acquire new eCommerce customers. They’re also a great time to ship late, run out of stock, and generally derail your eCommerce business. The key difference between the two outcomes: making sure your eCommerce store is holiday-ready.

But how do you do that? There are a lot of things that you need to consider. There is planning and preparation and supply chain management. There’s marketing, promotion, and sales. Then you need to have a plan for after the holidays too!

It’s a lot to take in. So in this guide, we’ve covered every single way we can think of to get your store ready for the holidays. That way, you can plan and prepare your business and have happier holidays as a result!

Planning and Preparation

Effective planning and preparation are the backbone of a successful holiday season. So here is a list of all the things you need to plan out while it’s still warm outside.

#1: Know the holiday shipping deadlines

Get a handle on the shipping deadlines for different carriers to guarantee deliveries land before December 25. Each carrier and shipping method has its own cut-off dates, so staying in the loop on these deadlines helps you plan your shipping schedule. You can then pass this information along to your customers and set accurate delivery expectations.

#2: Review your supply chain

Dissect every part of your supply chain to avoid bottlenecks during the holiday rush. Make sure you have enough inventory on hand and dependable suppliers in case you need more. Your logistics need to be efficient as well, including order fulfillment and replenishment.

Here’s a quick list of what this entails:

• Planning for demand
• Managing materials
• Optimizing inventory
• Lining up transportation
• Coordinating with your warehouse team

Preparing in advance can make your supply chain run like clockwork. That way, you’re not awake three days before Black Friday wondering when your shipment is coming in.

#3: Identify your customers’ pain points

Think about common issues that customers face during the holidays and tackle them head-on. Typical pain points include late shipping, out-of-stock products, and slow customer service response times.

If you spot and smooth out these issues earlier, you’ll keep your customers satisfied and cut down on potential Grinchiness.

#4: Identify your business’s pain points

Think about your business as a whole before you head into the busy season. Are there problems in marketing, accounting, and other departments? It’s easier to deal with problems in August and September than it is in Q4.

The holiday season can stretch every part of your business thin. Solve problems ahead of time so you can stay focused when it counts. It’s easier to run a marathon if you take pebbles out of your shoes first.

#5: Map your returns process

Plan your reverse logistics to handle the uptick in returns during the holidays. You need to have:

• Clear return policies
• Simple return procedures
• A plan to handle those returns when they come in

Doing this helps you plan for returns, which you’ll probably see a lot of in January. But this also helps keep customer trust and satisfaction high, even when returns are necessary.

#6: Plan link exchanges

“It baffles me every year that more eCom businesses don’t participate in link exchanges with non-competitive but similarly ranked websites,” says Joy Youell at Winsome Marketing.

She goes on to explain her logic, saying that “by late October it’s way too late to be posting SEO content that will support much holiday traffic, but link exchanges start working immediately. Site owners should tap into their business networks, as well as a shortlist of good sites, and get their teams to do the outreach and earn this reciprocally beneficial link juice.”

#7: Prepare for increased customer acquisition costs

Holiday advertising costs typically increase due to increased competition. Budget accordingly and consider diversifying your marketing channels.

Paid search and social media ads become more expensive, making organic strategies like SEO content, email marketing, and partnerships more valuable. Start shifting budget toward these channels early.

Also consider testing less competitive advertising platforms or focusing on long-tail keywords that competitors might overlook during the rush.

Inventory and Order Management

You don’t want to run out of inventory during peak sales season. You also don’t want to find yourself unable to fulfill those orders when it counts.

Here are some things you need to make sure you take care of before the holidays.

#8: Estimate your order volume

It’s hard to know how much you will sell during the holidays, but you still need to make your best guess. If you can manage to come up with an accurate prediction, you can dodge both stockouts and overstock scenarios. That way, you can meet customer demand without having a warehouse full of clearance items you’re still trying to get rid of in March.

#9: Stock up on critical supplies

Stockpile packing materials, shipping supplies, and other essentials. Running out of crucial supplies during the holiday frenzy can spell disaster, causing delays and frustration. Prep in advance to avoid last-minute panic trips to overcrowded Costcos.

#10: Hire seasonal workers for holiday shipping

Increase your workforce to handle the higher volume of orders. Seasonal hires can help manage the increased demand without the long-term commitment of permanent staff. Many hands makes light work, after all!

#11: Automate and outsource before you need to

Roll out automation tools and consider outsourcing fulfillment to handle the holiday spike.

You can start with inventory management software like Quickbooks Commerce or Cin7 to automatically track stock levels and reorder supplies. If you ship your own orders, consider using tools such as ShipStation to automate the printing of shipping labels and updating of order statuses.

Outsourcing can also help a ton. Partner with third-party logistics providers like Fulfillrite for warehousing and shipping needs. You can also outsource customer support to agencies like Zendesk to manage inquiries and returns efficiently.

#12: Check all your timetables

Verify all shipment schedules to avoid delays and ensure timely delivery. If you double-check your logistics schedules, then you can rest easy knowing your products will reach customers as expected. That means one less thing to stress about.

#13: Optimize for accessibility

Holiday shoppers include people with various accessibility needs. Ensure your website meets WCAG guidelines with proper alt text for images, keyboard navigation, adequate color contrast, and screen reader compatibility.

This isn’t just about compliance—accessible design improves the experience for all users and can capture sales you might otherwise miss. Test your site with accessibility tools and consider having users with disabilities review your checkout process.

Marketing and Promotion

Strategic marketing can skyrocket your visibility and sales. Smartly crafted marketing and promotion plans can help you acquire customers during the holidays while people are open to shopping new places. Then that means you have a whole new base of customers to potentially retain in the new year!

With that in mind, here are some tips on how to handle marketing and promotion.

#14: Ramp up your marketing efforts

“[Run] early campaigns to build buzz,” advises Deepak Shukla at Digital Marketing Group, “along with offering limited-time promotions.”

The holidays are a good time to increase brand awareness, acquire customers, and encourage repeat purchases. Whatever your standard marketing priorities are, give them extra attention during the holidays.

“Revisit your past campaigns for what has worked well and build on these wins,” says Colton De Vos from Resolute Technology Solutions. “Engage your audience on social media, email newsletters, and wherever else you have an online presence. Ask what they want to see this most this holiday season. Then, when your holiday promotion is ready, send it to customers thanking them for their contribution!”

As a rule, you should expect to generally spend more time and money on marketing during the holidays. And when in doubt, start early!

#15: Plan for gift shipping

Offer gift wrapping services and streamline gift shipping processes. This not only adds value for customers wanting to send gifts directly to recipients but also can significantly boost your sales.

#16: Create custom holiday packaging

The holidays are the perfect excuse to roll out festive packaging! That’s why Starbucks always rolls out the holiday cups as soon as they have a chance.

Design your own festive packaging this year. It will improve customer experience and encourage them to share their experiences online. Attractive packaging stands out in people’s feeds when they’re scrolling and can increase your odds of making a sale!

#17: Promote early shopping

Encourage customers to shop early to avoid last-minute rushes. Early promotions and incentives can help spread out demand. This, in turn, can reduce strain on your fulfillment processes.

#18: Use email marketing campaigns

Send targeted emails to keep customers informed about holiday promotions and deadlines. The goal is to send the right people the right incentive at the right time. Email is one of the best ways to do that, and it’s also inexpensive.

Of all the ways to keep in touch with customers, email is one of the most cost-effective ones.

#19: Create custom landing pages

“Creating dedicated pages to capture traffic from seasonal keywords such as ‘Top Gifts for Christmas 2024’ or ‘Summer Sale Must-Haves,’ will generate sales from customers researching gifts,” says John Butterworth from Mint SEO. “The trick to this type of content is to only write about products your store stocks and to include buttons that add the product to the shoppers cart straight from the post.”

Customer Experience

The holidays are going to bring a lot of first-time shoppers to your site. You want to make sure you are providing the best possible experience so they remember to come back later!

A stellar shopping experience can increase conversions and foster repeat business, ultimately boosting overall sales. Here are some tips on how you can do that.

#20: Optimize your website’s performance

A fast, responsive website enhances the shopping experience and can prevent lost sales due to slow load times. Supercharge your site for speed and ensure it can handle increased holiday traffic. For best results, use GTMetrix to spot problems that might be slowing your site down.

#21: Make sure your website is mobile-friendly

Make sure your website is fully functional and easy to navigate on mobile devices. Many customers shop on their phones, so a mobile-friendly site is square one for capturing these sales.

#22: Improve site search functionality

Upgrade your site’s search features to help customers find products quickly and easily. Efficient search functionality reduces frustration and boosts conversion rates. After all, who likes a store that makes it hard to check out? (IKEA being the exception, of course.)

#23: Personalize customer experiences

Use advanced personalization tools to tailor the shopping experience based on individual customer behavior. Personalization creates a sense of connection and relevance, making customers feel valued and understood.

“Capitalize on personalized marketing and strategic partnerships to stand out during the holiday rush,” says Brandon Schroth, Reporter Outreach. “Segment your audience and tailor the marketing strategy accordingly to suit their buying habits and preferences better. This makes the shopping experience more enjoyable and subsequently improves sales.”

Here are a few examples of what that might look like:

• Personalized product recommendations
• Tailored email campaigns
• Customized promotions
• Behavior-triggered messages (like pop-ups or chatbots offering assistance based on time spend on a page)

Similar to email, the goal is to give the right person the right incentive at the right time.

#24: Implement a loyalty program

The holidays will probably bring new customers to your store. If you can retain them after the new year, you stand to make a lot of money. And loyalty programs can help you do that.

Reward loyal customers with special offers and discounts. This can encourage repeat purchases and increase customer retention.

Sales and Promotions

Offering attractive sales and promotions can drive holiday sales. Here are a few tips and tricks that you can apply to your website to improve your conversion rates and drive sales.

#25: Offer free shipping

Provide free shipping to attract more customers and increase sales. Free shipping is a popular incentive that can boost conversion rates and overall sales.

Think of this way: when you see a shipping upcharge added to items right before you purchase, what do you do? Most people click away and don’t make the purchase.

Don’t do that to your customers!

Free shipping is the easiest way to remove this barrier.

#26: Use influencer marketing

Team up with influencers to tap into their vast audiences and build credibility. Influencers can showcase your products to their followers, amplifying brand awareness and driving sales. Plus, it may be a better deal than buying advertising which tends to be more expensive during the holidays.

“Run interactive campaigns like contests or giveaways on social media,” says SEO Consultant, Jase Rodley. “[This can] engage your audience and encourage sharing to amplify your reach during this busy time.”

Keep in mind that influencers are not just people with a lot of social media followers. Reporters are also influencers, as are reviewers, bloggers, thought leaders, community leaders, and so on. In fact, any well-connected person is a type of influencer.

#27: Set up retargeting ads

Don’t let potential customers slip away—use retargeting ads to reel back those who visited your site but didn’t make a purchase. Because when these reminders come at the right time, they can nudge customers to complete their transaction.

“Many shoppers abandon their carts,” says Paul DeMott at Helium SEO. “A well-timed reminder can bring them back to complete their purchase.”

#28: Offer limited-time discounts

“Creating a sense of urgency can boost conversion rates,” says Michelle Symonds at Ditto Digital. “Countdown timers, banners, and pop-ups can be used to highlight festive sales, limited-time deals, or shipping cut-off dates, encouraging prompt purchases.”

Paul Jozsef at Digital Practice echoes this sentiment, saying “highlight seasonal offers and discounts prominently on your site using relevant keywords like ‘holiday sale’ or ‘festive discounts.’ This helps attract traffic specifically looking for holiday deals.”

The bottom line is that you want to eliminate procrastination as much as possible.

#29: Bundle products

Boost your average order value by offering product bundles. Bundling complementary items adds value for customers and encourages them to spend more. This is one of the easiest ways to increase revenues and profitability.

#30: Create a gift guide

“To stand out during the holiday season, create a gift guide for different demographics or interests,” says SEO Consultant, Jase Rodley. “This will help customers find gifts easily and improve their shopping experience.”

The goal in doing this is to make shopping easy for newcomers. Because people often have a lot of gifts to buy for a lot of people, the information you put in your gift guide can be really helpful. On your end, the gift guide is a handy tool that can highlight popular or unique products.

“To stand out in the holiday rush, we focus on providing users with comparison guides, gift guides, and product reviews in both written and video (YT & Shorts) formats,” says Lana Phillips from Planet of the Vapes. “This ensures that shoppers have all the information they need to make confident buying decisions, boosting trust and increasing conversions.”

Do this right and you can make it easier for customers and boost your sales too.

Customer Support

Exceptional customer support is non-negotiable during the holiday chaos. Top-notch support can turn first-time buyers into loyal customers. Here are some tips on how to handle the human element of the holiday rush.

#31: Extend customer support hours

Provide extended customer support to assist with increased inquiries during the holidays. Longer support hours ensure that customer questions and issues are addressed promptly.

Because people are so busy during the holidays, being able to quickly reach a support rep is a breath of fresh air.

#32: Provide exceptional customer service

Make sure your customer service team is well-trained and prepared for the holiday rush. Give your staff the power to set things right without having to go through bureaucratic hurdles.

Great customer service makes a big difference during the holidays. Remember that people are busy, but not so busy they won’t notice if you handle their problems well.

It’s simple but true – if the shopping experience is a good one, then they’ll be more likely to come back later.

#33: Streamline the return process

Make it easy for customers to return products. And make sure you can handle those returns easily too.

Returns are extremely common in eCommerce. This is even more true around the holidays, when people tend to get gifts they may or may not want.

For that reason, a simple, efficient returns process can improve customer satisfaction and loyalty. And who knows – a gift recipient may return an item, only to be impressed and buy something more expensive. It happens sometimes!

#34: Use the return process as a chance to provide great customer service

Returns are not, in fact, the end of the world. Smart store owners use them to try to retain new customers.

When returns comes in, offer exchanges or suggest alternative products. This can transform a potentially negative experience into a positive one that keeps customers coming back.

#35: Balance customer service with expense management

Fine-tune your returns policy to strike a balance between satisfying customers while also managing costs. Before the holidays, make sure your returns process is efficient and cost-effective while still providing top-notch service.

Post-Holiday Strategies

After the holiday hustle, it’s time to review and refine. These post-holiday strategies can turn the chaos of the holidays into actionable improvements, preparing you for the next season.

#36: When the holidays are over, revisit your processes

Conduct a thorough audit of your holiday operations. Identifying strengths and weaknesses in your performance can help you prepare better for the next busy season, guaranteeing you learn from every experience.

#37: Use returns to ask customers for feedback

Returns are the perfect time to gather feedback. Customers and their opinions can reveal issues with products or processes, helping you make necessary adjustments to improve future offerings and overall customer satisfaction.

#38: Figure out what to do with returned merchandise

If you make a lot of sales over the holidays, you’ll see a lot of returns too. You need to figure out what to do with them in advance.

Decide whether to restock, recycle, or donate returned items. Managing your returns properly can save costs and help you position your company as eco-friendly.

#39: Offer gift cards

Gift cards are a versatile option for customers and a boon for business. They cater to last-minute shoppers and drive future sales, making them an excellent addition to your post-holiday strategy.

#40: Leverage post-holiday data for next year

Immediately after the holidays, compile detailed performance data while it’s fresh. Track which marketing channels delivered the highest lifetime value customers, which products had the best margins, and which operational challenges cost the most time or money.

Create a holiday performance report that becomes your planning document for next year, including specific recommendations and budget allocations based on actual results.

Security and Optimization

If your website is slow before the holidays, it’s going to dramatically lower your sales potential. You will want to make sure that’s not an issue before the sales start coming in.

And while you’re doing technical work, it’s a good idea to beef up your security anyway. Santa knows if hackers are being naughty or nice, but it’s better to keep your site from being breached in the first place. That will keep you safe while you’re waiting on him to deliver a payload of coal to the bad guys.

#41: Secure your website

The eCommerce holiday season is a great time to be a cybercriminal. That’s why you should implement solid security measures to protect customer data and transactions.

If nothing else, make sure your passwords are secure and you have two-factor authentication turned on. These are among the most common vulnerabilities sites have and they take five minutes to fix.

#42: Proofread meticulously

It’s a pain, but you need to do it. Proofread all your pages and make sure there are no mistakes.

Your content needs to be error-free to maintain credibility. Remember: high-quality, accurate content will increase the odds that people trust you. (Who wants to give credit card info to a store riddled with typos?)

#43: Hire a professional editor

Proofreading on your own is good. Having a professional do it is better.

If you can afford it, consider hiring an editor to polish up your website and campaign materials. Not only will they catch typos, they may be able to generally tighten up your copywriting as a whole. That can dramatically improve your conversion rates.

#44: Optimize checkout process

Simplify your checkout process to reduce cart abandonment. You want it to be as easy as possible to make that first purchase.

If nothing else—make sure people don’t have to make an account to make a purchase. (No one will bother to do that!)

#45: Use analytics to track sales

Make sure you have a sales analytics system set up before the holiday. The sales data you gather this season will help you make smart decision in the long run. For example, your sales data might make it easier for you to upsell or cross-sell in the future.

#46: Test your processes

You don’t want your website to break on Black Friday. Nor do you want your shipping operations to fall apart on December 22.

Test all aspects of your operations to make sure they’re running smoothly. Preventative maintenance is easier than troubleshooting under pressure!

Final Thoughts

When you run an eCommerce store, planning for the holidays requires a lot of work ahead of time. You need your inventory management and supply chain to be all figured out. Customer support needs to be trained and ready to go. And your sales and marketing both need to be on point.

It’s a lot to take in. But by thinking in advance, you can dramatically increase your odds of having a successful holiday season.

These tips should help get your eCommerce store holiday-ready. That way, you can confidently deal with increased demand, deliver great experiences, and retain customers for the years to follow.

Every successful business needs to make a profit. But no matter how much revenue you bring in, if your operations are inefficient, your company will either underperform or take a loss.

This is a hard fact of life and business. There’s no getting around it.

Lean supply chain management is a way to embrace limits and make business operations as efficient as possible. It’s an attractive promise, and it’s not hard to see why lean supply chain management is a common buzzword in the business world.

Lean principles have been taught for years in everything from books for start-ups to Fortune-100 companies. It’s no surprise to find lean principles at work in the supply chain too.

In this article, we’re going to talk about lean principles first, then talk about lean supply chain management. We’ll go over the advantages and disadvantages of going lean. Then we’ll talk about how you can make your supply chain leaner.

What Does “Lean” Mean?

First, let’s start with the definition of lean principles. There are five of them, and once you understand them, you can start to see how they can be applied to the supply chain.

1. Define Value. Figure out what is important to your customer, including needs that have previously been unmet or even unmentioned.
2. Map the Value Stream. Determine how each activity your business performs contributes – or doesn’t contribute – to delivering value to the customer.
3. Create Flow. Determine which activities are needed to deliver value and do them as efficiently as possible.
4. Establish Pull. Basically, eliminate wasteful inventory practices.
5. Pursue Perfection. Always improve.

It’s a simple, elegant system with a lot of applications. Figure out what’s useful. Figure out the best way to be useful. Fix what doesn’t work. Rinse and repeat.

Now let’s talk about how you can apply that to supply chain management.

What Does Lean Supply Chain Mean?

As you can see from the principles above, the Lean Way is all about streamlining processes, eliminating waste, and reducing non-value added activities. It’s a business philosophy that is extremely relevant in complicated industries.

Supply chain management is nothing if not complicated! You can find waste and inefficiency at nearly any step of the supply chain if you try hard enough.

In procurement, it’s common for different departments to do the same thing. Manufacturing is a hotbed for material waste if done wrong. Warehousing costs can quickly spiral out of control without good inventory practices. And transportation? As anyone who’s ever moved across town with a U-Haul knows, it’s not easy to pack efficiently!

On the flip side, a lean supply chain is a laser-targeted mechanism for delivering value to the customer. Very little is wasted, whether time or material. Expenses go down and often revenues go up.

10 Advantages of Lean Supply Chain Management

Adopting lean supply chain principles can have a lot of benefits. These benefits range from saving money to simplifying processes. We can think of ten that are especially relevant for businesses that carry inventory, listed below:

1. 1. Eliminating waste saves money. Profit is nothing more than revenue minus expenses. Lean processes cut expenses and can often lead to efficiency gains that increase revenue as well.
   2. Lean supply chain management is a proven way to cut down on waste. Waste costs money, looks bad, and puts a subconscious psychological strain on workers. This results in poorer customer service.
   3. Less waste means better customer service. Fewer wasteful practices allow your company to create better products and provide better services, making customers happier.
   4. Lean management clarifies vague processes. Vague processes force workers to make too many decisions, which results in poorer decision making. Lean supply chain management is a great way to remove complexity.
   5. Lean supply chains require less inventory. One of the five main points of lean supply chain management is to reduce excessive inventory. This is fantastic for businesses since inventory is expensive!
   6. Carrying less inventory makes it easier to reinvest in different projects. It’s a lot easier to roll with changes in demand with lower inventory levels. This can save a ton of money, leaving valuable company resources available for more promising projects.
   7. Lean processes are faster. With simpler processes, it’s easier to eliminate time-consuming parts of the supply chain. That can reduce excessive lead times in the supply chain, giving your company a much better chance at responding to changes in the market.
   8. Simpler processes result in less damage. More carefully crafted processes typically result in fewer damaged items.
   9. Unnecessary labor costs are reduced since unnecessary processes are eliminated.
   10. Decision-making is easier. The simplicity provided by lean supply chain principles makes it a lot easier to generally understand what’s going on in your business. That means you can set more relevant goals.

When you look at this list, it seems like moving toward lean supply chain principles is a no-brainer. But it’s not quite that simple, since there are disadvantages to the approach as well. We’ll cover those in the next section.

6 Disadvantages of Lean Supply Chain Management

During the COVID-19 pandemic, supply chains slowed to a crawl. As consumers, we dealt with the consequences of this first through shortages and then through inflation. The initial weeks of slowdown were enough to cause issues for the rest of 2020, as well as 2021 and 2022.

One of the factors that exacerbated these issues was an overreliance on lean supply chains. A lot of businesses did not have enough safety stock. Others did not have contingency plans for unexpected issues.

Bearing that in mind, it’s worth considering the disadvantages of unchecked lean supply chain management so you can take advantage of its good qualities while mitigating the bad ones.

1. Leaner supply chains are vulnerable to disruptions. Companies that hold minimal inventory are more vulnerable to natural disasters, political instability, pandemics, and other random unlucky events. The best insurance policy against this is simple — keep extra stock on hand.
2. Leaner supply chains are less flexible in some situations. If customer demand becomes highly unpredictable, lean systems may fail to respond efficiently, resulting in stockouts, longer lead times, or the need for costly emergency measures to meet customer needs.
3. Lean supply chains tend to over-rely on suppliers. Any delays or quality issues from suppliers can significantly disrupt the entire chain, as there’s little buffer stock to cover shortages.
4. Inventory management needs to be more precise. To maintain a lean supply chain, companies often need to invest in sophisticated management systems and forecasting tools. This complexity can increase costs and require specialized skills to ensure smooth operations.
5. Going lean isn’t easy to do. Rolling out a lean supply chain can be expensive and time-consuming, requiring careful coordination, process reengineering, and possibly technology investments. The long-term benefits may not always justify the initial cost, especially for smaller businesses.
6. Lean supply chains are only as good as their forecast. Inaccurate predictions can lead to inventory shortages or overstocking, negating the benefits of a lean approach.

Lean principles are not a cure-all. Some “inefficiency” in the form of safety stock, back-up suppliers, and redundant processes can be beneficial. Should you decide to move more toward a lean supply chain, keep these issues in mind so they don’t sneak up on you.

How Can You Implement Lean Supply Chain Management?

When you pursue lean principles, you are likely to encounter a number of issues. Employees may not provide complete visibility into the nature of their jobs. There will probably be a political element if your company is large enough to have different departments with conflicting objectives. A large part of implementing lean principles is change management.

With that in mind, we recommend starting small and making incremental changes. If you’re able to effectively make a large number of changes to your organization all at once, all the better.

1. Look for waste to eliminate.

The truth here is simple. Waste is bad and any amount that you can eliminate is great! Here are seven wastes commonly found in the supply chain, as said by Cerasis.

1. System complexity – additional, unnecessary steps and confusing processes
2. Lead time – excessive wait times
3. Transport – unnecessary movement of product
4. Space – holding places for unnecessary inventory
5. Inventory – inactive raw, work-in-process, or finished goods
6. Human effort – activity that does not add value
7. Packaging – containers that transport air or allow damage

As a general rule, if you can eliminate waste in any of these areas without causing excessively negative outcomes somewhere else, then do it.

2. Increase process visibility to the point where you intuitively understand what is being done.

Identifying and eliminating waste on your own is a great place to start. Yet even better is getting others to help you.

People don’t like waste or inefficiency in their work. The possible exception being when someone’s job depends on inefficiency as a form of job security. Otherwise, when people see waste and feel empowered to make a change, they’ll make it.

Increasing visibility into opaque processes is a great way to uncover inefficiency so people can collectively come up with ways to improve. This can be done by cross-training, gathering data, or simply holding meetings where everybody shares what they are working on.

Little changes in visibility of work can make a big difference!

3. Use technology to make processes simpler.

Technology is a great way to reduce inefficiency in processes. Properly implemented, systems can force users to be organized and collect data which increases visibility. These factors and more contribute to more lean processes.

We’ll borrow from Cerasis again here and list out some technologies that can help you make your business’s supply chain leaner.

• RFID – an excellent way to track inventory in places such as retail stores
• Supply chain management (SCM) systems with electronic data interface (EDI)
• Customer order management systems
• Customer relationship management (CRM) systems such as Salesforce
• GPS tracking
• Transportation management systems (TMS)

Technology is abundant and its uses incredibly diverse. Before implementing any complex technology, though, be sure to do careful analysis. You need to understand existing business processes and how they relate to the delivery of customer value. Technology done well makes life much easier. Done poorly, technology is just another hurdle to doing great work.

4. Focus on the total cost of fulfillment.

Always keep the end goal in mind. Lean management is all about finding easier ways to give customers something they care about. In lean supply chain management, this is the only thing that matters.

With this in mind, look out for political infighting that causes people or departments to act in ways that are contrary to the customer’s best interest. A lot of times, people are simply doing what is in their best interest. Sometimes the business needs to change so that everyone’s best interests are aligned!

5. Outsource activities when it makes sense.

Often, it doesn’t make sense for a business to perform every function of the supply chain. That is why businesses rely on manufacturers, freight forwarders, and indeed, fulfillment companies like our own.

To put it more simply, if you’re doing something in-house that isn’t a part of your business’s core activities, stop.

For example, acting as your own customs broker often doesn’t make sense. Neither does fulfilling packages on your own either. Don’t be afraid to ask for help.

Final Thoughts

Lean supply chain management is a powerful philosophy. That’s why it has managed to gain such a foothold in the business world. And it’s no secret why, since so much of it works on a common sense level.

Lean principles are sound and can be applied beautifully to supply chain management, where waste tends to be common. With simple principles and a keen eye for process improvements, your business can earn a competitive edge. And who doesn’t want that?

Ultimately, it comes down to some very basic principles: figure out what’s valuable, find the best way to do it, eliminate waste, and continually improve.

Lean principles are no cure-all. A little bit of “inefficiency” can be good, especially in the form of safety stock and contingency plans.

But as a general direction, lean supply chain management is, simply put, a smart, intuitive way to do business. If you take its ideas to heart, you’ll probably save a lot of money and run your business more efficiently along the way.

Roughly 10% of packages get damaged in the mail. Naturally, this is not a comforting statistic if you are in the business of shipping fragile items.

Our source here is the Fulfillment Lab, which considered the average damage rate over 15 billion packages delivered in 2022 and 2023. As you can imagine, for fragile items, the risk of damage is even higher.

The numbers above imply something truly shocking—about 1.5 billion packages are damaged in the mail. How much glassware has been shattered? How many electronics have been ruined? It’s impossible to say for sure.

What we can say for sure, though, is that damaged shipments aren’t just a hassle—they are a huge problem that causes serious economic damage. Broken packages cost businesses money, hurt their reputation, and frustrate customers. And on the buyers’ sides, receiving a shattered item can be disappointing, especially if it’s something rare or sentimental.

And if this happens with an item that was imported into the US for a recipient who had to pay tariff charges? That’s even worse.

In this post, we’ll break down the most common reasons fragile items get damaged and how to pack them properly to lower the odds of damage. Then we’ll talk about what to do if you’re the buyer stuck with a broken package.

4 Common Reasons Items Break in the Mail

We were curious as to why the damage rate for packages sent by mail is so high. So we reached out to Will Schneider, a fulfillment expert at Warehousing & Fulfillment. When asked why packages break in the mail, he cited four common causes. Among them, he lists “poor packaging, mishandling during transit, improper labeling, and inadequate cushioning.”

We’ll briefly expand on each of those causes:

1. Poor packaging: Packages move a lot when they’re on the road. Packaging deteriorates over time, meaning that it may fall apart before it reaches its destination.
2. Mishandling during transit: A lot of people and machinery handle packages as they go from origin to destination. It’s not uncommon for packages to fall once or more during the shipping process, potentially damaging the contents.
3. Improper labeling: Fragile items need to be clearly labeled as fragile. Not everyone remembers to do this, though, leaving postal workers with no idea if they’re picking up a box full of clothes or a box full of fine china.
4. Inadequate cushioning: Because of the high risk of mishandling, shippers should pad the inside of packages with cardboard, paper, air cushions, and other similar materials. Not everyone remembers to do this, though, leaving items vulnerable to damage.

Taken together, these four factors lead to a lot of items being damaged in the mail. Luckily, though, shippers can eliminate some of these risks and, if nothing else, mitigate the risk of mishandling by proper packaging. We explain how that works in the following section.

4 Tips To Safely Ship Fragile Items

The risk that packages will be mishandled is a fact of life for shippers. But that doesn’t mean shippers can’t take steps to reduce the odds of items being damaged in the mail. Here are four practical tips that any seller can follow.

1. Use a well-sized rigid box.

The first rule of shipping fragile objects is to choose a rigid box. The last thing you want to do is ship a Faberge egg in a polybag or padded envelope!

Of course, you can’t just grab any box that’s available. It’s tempting to choose a very large box since you would be able to fill it with more bubble wrap, but this isn’t a good idea. According to Packlane, you want to choose a box which has 2 inches (or 5 cm) of extra space on all sides of the fragile item.

The reason for this is simple: you want to have enough room to pad the fragile object without giving the item(s) enough room to rattle around inside the package.

2. Fill excess space with cushioning materials

Once you select the right box, cover the fragile item in bubble wrap. Use as many layers as necessary.

After that, you will want to fill the extra void space with different materials. Your options include paper, bubble wrap, Styrofoam, peanuts, and air pillows.

Paper and cardboard based alternatives are excellent as well, if you’re especially environmentally-conscious.

3. Label your box as fragile.

This is a fairly obvious recommendation, but nevertheless not one that you want to skip. Be sure to write “FRAGILE” in all caps on the box. Write the word on at least three different sides so that people will be more likely to see it. You may also want to add a “THIS SIDE UP” label as well.

4. Insure your package if it’s valuable.

If you’re shipping something really valuable, or even if you ship fragile items regularly, consider insuring your package. You can do this directly through carriers like USPS, UPS, FedEx, or DHL. However, if you ship fragile items regularly, you can also receive a discounted rate from third-party parcel insurers such as Shipsurance.

What should buyers do if they receive damaged items?

Despite the sellers’ best efforts, some packages will inevitably break in the mail. Buyers should be aware of this fact so that they can take action when items arrive damaged. We wrote about this at length in our article, “Who to blame when your package gets lost in the mail.”

But if you’re in a hurry, Will Schneider has simple advice you can follow if your package arrives damaged. “Document the damage with photos, contact the seller immediately, and file a claim with the shipping carrier if needed.”

We couldn’t have said it better ourselves. Though it is worth remembering: shipping damage happens all the time and businesses have processes to resolve these issues. You will most likely be able to resolve your issue and get a replacement item without too much trouble.

Final Thoughts

Shipping damage is very common. But shipping fragile items can be done safely if you take a few precautions.

When in doubt, choose a rigid box that’s the right size, add a lot of padding, and label the package. If all else fails, rest easy knowing that shipping insurance can and often will reimburse you for damages!

Have you ever ordered something online and wondered how exactly it got to your house? You’re certainly not alone—people may shop online a ton, but the order fulfillment process is still a little opaque.

Supply chain management, done well, is a bit like magic. Online shoppers can go their whole lives without really understanding how items get from Point A to Point B. And that’s the way we like it!

But still, you might be curious about how the whole thing works. So to satisfy your curiosity, here are the 11 order fulfillment steps that take place within the walls of our warehouse—and other warehouses like it—that make online shopping possible.

11 Steps in Ecommerce Order Fulfillment

1. Sellers notify us about incoming shipments.

Before we can talk about what happens when you click “buy”, we need to talk about how goods wind up in our warehouse in the first place! Sellers have to ship them to us in bulk, which they do by booking freight.

Freight is how you get large quantities of goods from one place to another, such as a manufacturer to a warehouse. Booking freight is a complex enough subject in its own right, which we write about in detail here. Suffice it to say, when something happens in the world of freight—like a boat getting stuck in a canal—it can really slow down the flow of goods from one place to another!

In any case, in order for us to prep our warehouse for a big shipment, we have sellers send us an ASN, or advance shipping notice. That basically tells us when they’re shipping items in and what we can expect to find in the truck. This allows us to make sure we have enough people working a given shift to unload the truck in a timely manner.

The process is the same even in other countries. For example, Adayra Lopez, Vice President of Sales at InterFulfillment, a Canadian fulfillment center, describes a similar process for knowing when new orders come in.

“Orders are seamlessly transmitted to your [fulfillment center] software through integration with your shopping cart, ERP system, or other platforms,” says Lopez. “This eliminates the need for manual order uploads, though that option remains available if you prefer to start manually before integrating. Once an order is processed, the tracking number is automatically sent back to your shopping cart, ERP system, or other platforms through the integration.”

It’s also worth noting here, in light of changes to trade policy, that by the time sellers send inventory to us—a US-based warehouse—tariffs are already paid on the wholesale value of the item. That means we can ship to everyone in the US without the individual buyers paying tariffs or customs.

2. Bulk shipments arrive and we bring the inventory inside.

When the truck arrives, goods are typically packed in boxes. If there are enough goods, the boxes will be packed on pallets and possibly shrink-wrapped to the pallets.

Depending on the size and number of the boxes, we may use conveyors to slide boxes quickly from the truck into the warehouse. Alternatively, we may use pallet jacks to move entire pallets of goods within the warehouse. With either method, the goal is to ultimately move inventory to a designated place in the warehouse where they will be stored for the long term.

3. We update our records after receiving.

Once we receive goods, we make to update our system to reflect where we are going to store them. This makes it easy to know where to go when we need to retrieve items for order fulfillment. We also double-check to make sure we received the correct number of boxes or pallets based on the information included on the ASN.

4. The items are stored.

This part is straightforward. Either by hand or by using machinery like a pallet jack, we physically store the items where they need to go.

5. When an order comes in, we process the order data.

Now we can get to the part where you’re involved! We had to set the stage before your part could be played, because an order going to an empty warehouse simply cannot be fulfilled.

When you place an order online with a company that is using a fulfillment warehouse, a lot of things happen when you click that Buy button. The store will collect payment from you, and your shipping information as well as information about the order itself is sent to the fulfillment company. The specifics of how this happens differ based on what software the company is using and which fulfillment company they’re working with.

Let’s use a simple and common example for the sake of conversation. Say you order 10 blue baseball caps from a local Shopify store. Your mailing address is sent to us via a Shopify-Fulfillrite integration. Along with your mailing address, we also see which SKUs—unique items—you ordered along with quantities for each.

At this point, we now know exactly what we need to look for in the warehouse, where we can find it, and to whom we need to send it.

6. We pick items from the shelves.

At this point, we look for the blue baseball caps. We check our system to see where we stored them. Then a warehouse worker goes to pick them up and bring them to the shipping table.

During this process, we scan the items so we know how many we are taking out of inventory. This allows us to keep a pretty accurate tally of how many items we have on hand.

It’s worth noting that fulfillment centers also tend to be more cost-efficient than DIY shipping. According to Adayra Lopez at InterFulfillment, “their ability to leverage economies of scale plays a significant role. By managing large volumes of inventory for multiple clients, fulfillment centers can spread fixed costs—such as warehousing and equipment—over a larger base, effectively reducing the cost per unit.”

This “economies of scale” effect is why so many businesses—from small Shopify stores to mega-stores like Costco—rely on fulfillment centers instead of handling shipping in-house.

7. We pack items for shipping.

Once the items are delivered to the packing table, we determine how best to prep them for the mail. Breakable items need to be placed in rigid boxes and wrapped in cushioning material like bubble wrap. Other items, like T-shirts, can simply be put in polybags.

Choosing the right packaging can be a surprisingly complex topic in its own right. Suffice it to say, our goals are to pack items in the smallest packages possible while providing adequate padding so they items don’t break in the mail.

8. We print and apply postage.

Choosing the smallest package possible is important. Postage prices are determined by the weight and size of the package, so we naturally want to save our clients—the companies you order from – as much money as possible.

We weigh packages before we print postage and measure them as well. This allows us to buy and print the amount of postage. Depending on where we’re sending to, we may use a carriers such as UPS, USPS, or FedEx. For international shipping, we may use DHL or Asendia. Still in other cases, we may use regional carriers such as PCF (which serves just the northeastern US).

Once we print the postage, we apply it to the package and then prep it for pick-up.

9. Mail carriers pick up packages for delivery.

Because of the amount of packages we ship, carriers stop by our warehouse multiple times a day. Before they arrive, we sort packages based on carrier. That is to say, UPS packages go in one bin, USPS packages in another, and so on.

That way, when the carrier arrives, they take the bin full of goods and it’s a very short stop for them. This is where our work ends and mail carriers’ work begins.

10. Carriers deliver mail to your home.

Mail delivery is a complex subject in its own right. Suffice it to say that mail carriers each have their own hubs and sorting facilities. The trucks that collect packages from warehouses like ours all go to hubs/sorting facilities. At that point, packages are prepped to go from hub to hub. This is what’s happening when you see a package go from Los Angeles to Las Vegas to Houston and so on as it gets closer to your house.

Eventually, when your package arrives at the closest hub to your home, it is prepped for last-mile delivery. That’s when your local postal carrier picks up the package and drops it off at your place!

It’s at this point that order fulfillment is complete!

11. When customers return items, we process them.

Or is it? As many as 15-40% of online purchases are returned, which is a very wide range, yes, but even 15% is a lot!

That means the company that you shopped from needs to have a good, simple process in place for when items are returned.

Here is what the process usually looks like, though it may vary from store to store. The customer will request to return the item. They print a return label and a local carrier picks up the package.

The carrier delivers the item back to our warehouse. From there, we follow instructions given to us by the seller on what to do with returns. Sometimes we put them back into stock and sometimes we throw them away. It depends entirely on the nature of the item itself and the seller’s instructions.

Either way, returns are an important part of the order fulfillment process too, even if it’s easy to forget about them!

Final Thoughts

Ecommerce order fulfillment is a complex, multi-step process. But all these steps serve a clear purpose—moving products smoothly from seller to customers. This is what makes it possible to order items from the comfort of your own home and receive them just two days later!

Fun fact—1.7 million packages are lost or stolen in the United States every day. That’s about 620 million packages per year according to a 2023 report by Security.org.

Obviously, that is a terrible fact, but it’s also an unavoidable one. So it begs the question: “who is liable when a package is lost in the mail?”

In this article, we want to take a moment to discuss that. Specifically, how you can be sure the package is lost, how you can determine who is responsible, and—ultimately—what you can do about it.

For the purposes of this article, we will be speaking to the recipient/customer and their point of view. Bear this in mind if you are the seller.

When Was the Package Lost in the Mail and Who’s Responsible?

First things first, you want to make sure your package is actually lost. Check the tracking information and confirm that the answer to the following three questions is “no”:

1. Is the package still out for delivery?
2. Did the package wind up at a neighbor’s house by mistake?
3. Has the package been delayed because of the weather?

If the answer to all the above is “no” and the package is more than, say, four or five days late, then it’s probably lost. In fact, you may have even had your package stolen by a porch pirate.

By now, with your package well and truly lost, you’re ready to find the responsible party. So where do you turn?

As a general rule of thumb, if you don’t see any evidence to suggest otherwise, the seller or shipper is responsible. If a package is marked as delivered and you have not seen it, then the seller is responsible. The exception is that if a package is actually lost prior to being marked delivered.

Is Your Package Stuck in Customs?

As of August 29, 2025, the de minimis exemption was removed. Before then, packages under $800 could go into the US without having to clear customs. This is no longer the case.

This means more packages now go through customs inspection, which increases handling time and loss risk for international shipments. So if you are expecting an international package, it might also be wise to check if your item is stuck in customs rather than truly lost.

Tracking may show “Inbound Into Customs” or “Customs Clearance” for extended periods. Contact the customs office directly if tracking shows no movement for over a week.

There is also the possibility that you may need to pay fees associated with tariffs in order for your item to clear customs. If that is the case, please contact your postal carrier (USPS, UPS, FedEx, DHL, etc.) for more information—processes for handling tariffs/customs are changing quickly and vary by carrier.

What Can You Do About It?

Okay, so at this point, you know the seller is responsible. You will want to contact them directly first.

Please note that while the seller is responsible, they may not have actually caused your package to be lost. They are just your first point of contact.

In any case, a lot of big sellers will send you a replacement item. No big deal, easy fix. In fact, it’s become rare to see situations where this doesn’t happen.

The seller, may in turn contact the shipping company to file a claim. This is especially true if they have shipping insurance. If their packages are insured, when they file a claim for a lost one, they can be reimbursed for the loss. Sellers may file a claim based on the carrier who delivered the package:

• FedEx: File a claim
• UPS: File a claim
• USPS: File a claim
• DHL: File a claim

What if the Seller Does Nothing?

First, let us reiterate—most big sellers will send you a replacement item. In fact, it’s become rare to see situations where this doesn’t happen.

But if the seller is unresponsive or refuses to help, don’t worry—you still have options. First, if you paid by credit card, you can contact your card issuer and file a chargeback. Many credit card companies offer protection against lost or undelivered items, allowing you to dispute the charge and potentially get your money back.

Another option is to check if you purchased through an online marketplace like Amazon, eBay, or Etsy. These platforms typically offer buyer protection programs that can assist you in cases where the seller isn’t cooperating. You can file a claim through the platform, and they may intervene on your behalf to ensure you receive a refund or replacement.

If you made your purchase through PayPal, you could also use their Purchase Protection program, which offers similar recourse for lost or undelivered goods.

If you choose to do this, it’s best to make sure you have a receipt and a copy of any communication you have had with the seller. This should help support your claim.

Final Thoughts

When in doubt, contact the seller. They can usually help you when your package is lost in the mail. If the carrier is truly the one at fault, the seller can often receive reimbursement through shipping insurance.

If you are the seller, remember that a small percentage of your items will inevitably be lost in the mail. Have a plan in place for dealing with situations like that so you’re not caught off-guard. When in doubt, assume as much responsibility as you can. If the costs start to add up, look into shipping insurance.

The holiday rush is great for eCommerce. But what do you do when it’s done?

How can you turn one-off holidays into steady post-holiday eCommerce sales?

Those are big questions and there are a lot of ways you can answer them. In this guide, we’ve compiled a list of tips to help you seek those answers.

Below, you will find 25 suggestions on how to achieve steady post-holiday sales, broken down into actionable tips. If you follow some of these tips, you can ratchet up your post-holiday sales and lock in continued growth for your eCommerce business.

Marketing Strategies

If you want to drive sales, you need a great marketing plan. Of course, there are a million ways you can draw attention to your products. You will want to focus on targeted campaigns that have your market in mind.

Here are a few tips to inspire you.

#1: Create targeted email campaigns.

If you want emails to sell, you need to customize your pitch to your recipient. The best way to do that is by segmenting your email list based on customer behavior and preferences.

For example, separate customers who bought gifts from those who purchased items for themselves. That factor alone tells you a lot about their intent behind purchasing.

Once you do that, you can send personalized emails with relevant product recommendations and exclusive offers tailored to each segment. Use engaging subject lines and clear calls to action to increase open and click-through rates.

Timing is key. You will want to send emails when customers are most likely to engage, such as early morning or late evening. When in doubt, though, most email software can help you pick the right time.

You may also consider using automated email workflows to follow up with customers who clicked on links but did not make a purchase.

#2: Use social media for promotion.

Run post-holiday promotions on social media platforms. No matter how you choose to do this, you will want to use eye-catching visuals and engaging captions to attract attention.

Here are a few specific ideas you can implement:

• Offer limited-time discounts and exclusive deals to your followers.
• Collaborate with influencers to expand your reach and drive traffic to your website
• Track the performance of your campaigns to optimize your strategy.
• Use platform-specific features like Instagram Stories, Facebook Ads, and X/Twitter polls to engage your audience.
• Create interactive content such as contests and giveaways to increase participation and visibility.

Social media is all about building up a relationship with your audience. Give them reasons to be excited!

#3: Offer exclusive post-holiday discounts.

Create special discounts available only after the holiday season. Use scarcity tactics, such as limited-time offers, to encourage quick purchases. Promote these discounts through email marketing, social media, and your website.

Highlight the savings customers can enjoy by shopping now rather than later. Additionally, consider creating a sense of urgency by showing low stock levels for discounted items.

If you want to go a step further, you can use countdown timers on product pages to emphasize the limited availability and encourage immediate action.

#4: Launch a New Year sale event.

Organize a sale event to celebrate the New Year. You can offer significant discounts on popular products and create bundled deals to increase average order value. This is the perfect excuse to start selling again, even during the post-holiday slowdown.

You can then the event through all your marketing channels, including email, social media, and your website. You might also consider hosting live streams or virtual events to showcase your products, if you want to provide a more interactive experience.

#5: Implement a referral program.

Encourage your customers to refer friends and family by offering rewards for successful referrals. Provide incentives such as discounts or free products for both the referrer and the referee.

You can also promote your referral program through email, social media, and your website to maximize participation. If you really want to lean into this strategy, you can use referral tracking software to more easily manage and reward referrals.

#6: Work with influencers for promotions.

Start by finding influencers who share your brand values and have a loyal, active following. Give them unique discount codes to share with their audience. This can help you attract new customers and increase sales.

Focus on building long-term relationships with these influencers. That way, not only will you make a key marketing ally, but it will also help you keep the brand message consistent. Also, encourage them to create authentic, personalized content showing how they use your products in their everyday lives. This approach makes their promotions more genuine and relatable to their followers.

And when in doubt, always pick with influencers who seem more genuine. They tend to keep their followers happy for longer!

#7: Use holiday data for retargeting campaigns.

Use the customer data collected during the holidays to create strategic retargeting campaigns. Segment customers based on their purchase behavior: gift buyers, personal shoppers, high-value customers, and browsers who didn’t convert.

Create specific ad campaigns for each segment. For gift buyers, promote items they might want for themselves. For personal shoppers, suggest similar products or accessories. Target browsers who abandoned carts with personalized product ads and special incentives.

Use platforms like Facebook Ads Manager and Google Ads to set up these retargeting campaigns. Install proper tracking pixels to monitor customer journeys across your website. The key is timing—launch these campaigns 2-3 weeks after the holidays when people are settling back into normal routines but before they’ve completely shifted their spending focus.

Customer Engagement

The holidays are a great time to win new customers. But if you really want to succeed in the long run, you need to engage with your customers after the holiday rush. That’s how you keep customers loyal and ready to make repeat purchases.

Below, you will find tips on how to do that.

#8: Personalize follow-up emails.

Send personalized follow-up emails to customers who made purchases during the holidays. Thank them for their business and recommend products based on their previous purchases.

Use dynamic content—even if it’s something as simple as adding their first name—to tailor the email to each recipient. This will increase the likelihood of engagement and repeat sales. You can also mention specific items they bought and suggest complementary products.

In those emails, include special offers or discounts just for them to make them feel valued and appreciated. Keep the tone friendly and conversational, making sure your message feels like a genuine thank you rather than a generic marketing email.

#9: Offer loyalty rewards for repeat purchases.

Implement a loyalty program that rewards customers for repeat purchases. One way to do this is to offer points for every dollar spent, which can be redeemed for discounts or free products.

Promote the benefits of your loyalty program through email marketing, on your website, and in-store if applicable. Create different tiers in your loyalty program to encourage customers to spend more to reach higher levels of rewards. Then you can send regular updates about their points balance and remind them of the benefits they can unlock.

#10: Collect user-generated content (UGC).

There is no marketing better than word of mouth. So you need to give customers a reason to start talking!

Ask customers to share photos and reviews of their purchases on social media. Create a branded hashtag to make it easy to find and share this content. Offer incentives like discounts or entries into a giveaway for those who share their content.

UGC is just a fancy way of talking about things that customers say about you online. Once you have UGC, you can feature it on your website and social media. This helps build trust and can encourage fence-sitters to make purchases for the first time.

You can also share user stories and photos in your marketing emails. This will help you show real customers enjoying your products. It’s great promotion, yes, but it can also build a sense of community too!

#11: Provide exceptional customer service.

Make sure your customer service team is responsive and helpful. Address any post-holiday issues or questions promptly. The two weeks after Christmas are especially critical.

Providing exceptional customer service can turn one-time buyers into loyal customers and generate positive word-of-mouth referrals. You can even salvage a lot of returns too, since good return processes can lead to people who are willing to come back again in the future as customers.

For that reason, you need to train your team to handle common post-holiday issues. That includes all the usual post-holiday problems like returns, exchanges, and shipping inquiries. Empathy and efficiency go a long way here.

Once problems are resolved, you can then follow up with customers to make sure they are satisfied with the solution. After all, a follow up email after a problem is a good excuse to stay in touch with a potential long-term customer.

#12: Host a social media contest.

Run a contest on your social media platforms to engage your audience. Contests can increase brand visibility and drive traffic to your website. Set clear and simple rules to make it easy for people to join. Promote the contest through all your marketing channels and remind your followers regularly until the contest ends.

As part of the contest, you can ask participants to share photos, videos, or stories related to your products. Be sure to offer attractive prizes to bring new people on-board, of course!

Last but not least, be sure to announce winners publicly. This is a great way to build excitement and encourage future participation.

You can use Gleam.io and Rafflepress to help you do this.

#13: Share holiday-themed content to keep the festive spirit.

Continue sharing holiday-themed content even after the holidays are over. Share stories, recipes, or tips related to the season. This keeps the festive spirit alive and gives customers a reason to keep paying attention to your brand.

You can post content that reflects on the holiday season. That might mean talking about customer holiday experiences with your products or showing behind-the-scenes looks at how your team celebrated.

The vibe you want to go for is nostalgic and heartwarming. These themes evoke positive emotions and will help keep your audience connected to that fleeting festive feeling. And again, it’s another reason to stay in touch after the holiday rush!

#14: Send out post-holiday customer surveys.

Send brief surveys to recent customers to gather valuable feedback about their holiday shopping experience. Ask about product satisfaction, shipping speed, packaging quality, and what they’d like to see in future promotions.

This serves multiple purposes: it shows you care about their experience, provides insights for improving your business, and keeps your brand top-of-mind. Offer a small incentive like a discount code for completing the survey.

Use tools like Typeform or SurveyMonkey to create mobile-friendly surveys. Keep them short—no more than 5-7 questions. The feedback you gather can inform your product development, customer service improvements, and future marketing strategies.

Website Optimization

Optimizing your website is key to providing a smooth shopping experience. After all, nothing can break a potential sale like a slow, broken, hard-to-use website.

A little time spent on site improvements can lead to increased sales and higher conversion rates. Here’s how to make it happen!

#15: Make your website with mobile users in mind.

Make sure your website looks great and works well on mobile devices. After all, many—if not most—customers shop on their phones. Use a responsive design that adjusts to different screen sizes.

Compress images to reduce loading times and make sure buttons are easy to tap. Test your website on various devices like phones and tablets to be sure it performs well.

Regularly check for any issues and fix them quickly. Don’t forget to check your navigation menus too. You want users to be able to find what they want quickly and easily.

#16: Update product listings with post-holiday offers.

Give your product listings a makeover to highlight post-holiday discounts and promotions. Use clear, concise descriptions and high-quality images to showcase your products.

Mention any limited-time offers or special deals to encourage quick purchases. Make your listings stand out with eye-catching graphics and bold text for important details.

Keep the content fresh by regularly updating the listings with new deals and relevant seasonal promotions. This keeps customers interested and coming back for more.

#17: Improve site speed and performance.

A fast-loading website is crucial for keeping customers around. Regularly monitor your website’s performance with tools like Google PageSpeed Insights. This will let you address any issues promptly. That way, the shopping experience stays smooth.

Every second counts. For that matter, every tenth of a second counts! Even a slight delay can lead to lost sales.

When in doubt, follow these rules:

• Compress your images
• Use a content delivery network (CDN)
• Minify your code

These three tips alone will dramatically improve site performance if you haven’t done them already.

#18: Enhance the checkout process for ease.

If you haven’t already done this, double check your checkout process. It needs to be really easy to buy. You want as little friction as possible.

For one, offer guest check out. Customers don’t want to make accounts. Don’t make them.

Provide clear instructions and multiple payment methods. That way, customers don’t have to look for their credit card if they know their PayPal password by heart.

Test the checkout process yourself to identify any potential pain points and eliminate them. A hassle-free checkout is the easiest way to increase sales.

Don’t give people a reason to abandon their carts!

#19: Use A/B testing to find effective strategies.

Experiment with different website elements using A/B testing. Try out different headlines, images, and calls to action to see what works best.

Analyze the results to determine which variations perform the best. Implement the winning strategies to improve your website’s conversion rate.

Make a regular habit of this. It’s a good way to make sure your site experience is constantly getting better.

And if you need a tool to get started? Consider VWO.

#20: Add a live chat feature for immediate assistance.

Roll out a live chat feature on your website to provide real-time assistance to customers. This can help resolve any issues or questions they have while shopping, leading to higher conversion rates.

As you do this, be sure your live chat is staffed with knowledgeable and friendly representatives. Offer 24/7 support if possible to cater to all customers. By being available to help immediately, you can prevent lost sales and boost customer satisfaction.

Inventory Management

One of the problems of post-holiday eCommerce is inventory management. If you’re smart about how you handle it, though, you can get rid of your overstock and prevent stockouts at the same time.

Here are a few tips and tricks to help you manage your inventory.

#21: Highlight overstocked items with special deals.

Identify overstocked items that are taking up valuable space. Promote these products with special deals to move them quickly. Offer discounts or bundle them with popular products to create attractive offers.

Highlight these deals prominently on your website and through various marketing channels like email newsletters and social media posts. Use eye-catching graphics and persuasive language to draw attention to these offers.

This not only helps clear excess inventory but also brings in customers looking for great deals.

#22: Bundle products to increase average order value.

Create product bundles that offer a better value than purchasing items individually. This strategy can increase your average order value and help move slower-selling items.

Combine popular products with less popular ones to create appealing bundles. Promote these bundles on your website’s homepage, in product descriptions, and through email marketing campaigns.

Use phrases like “best value” or “exclusive bundle” to entice customers. Bundles can also make great gift options, providing added convenience for shoppers and boosting sales.

#23: Introduce limited-time offers to create urgency.

Use limited-time offers to create a sense of urgency and encourage quick purchases. Highlight these offers prominently on your website, in marketing materials, and across social media platforms. Another trick you can use are countdown timers, which can emphasize limited availability and stop people from procrastinating.

Use phrases like “while supplies last” or “only a few left” to enhance the urgency. Limited-time offers can be applied to overstocked items, new arrivals, or seasonal products, making them a versatile tool in your marketing strategy.

#24: Promote seasonal products with creative marketing.

Market seasonal products with creative campaigns that resonate with your audience. Use holiday themes, seasonal colors, and storytelling to make your promotions more engaging.

And yes, while this might seem like it’s more of a holiday marketing tactic than a post-holiday marketing tactic, it still works in January and February. Winter-themed items still work well in January. And Christmas red isn’t all that different from Valentine’s red.

Just like with the BFCM season, post-holiday seasonal promotions can include limited-edition products, themed packaging, or special discounts, all designed to attract customers and boost sales.

It doesn’t have to be complex either. Just think of how much revenue Starbucks has made just by using holiday-themed cups!

#25: Restock popular items quickly.

Monitor your inventory levels closely and restock popular items promptly to meet customer demand. Be sure to communicate regularly with suppliers to lock in quick turnaround times.

You will also want to keep customers informed about restocked items through email newsletters, social media updates, and website notifications. Use phrases like “back in stock” or “just restocked” to create excitement and drive repeat purchases.

Offering a pre-order option for out-of-stock items can also maintain customer interest and lock in immediate sales once the items are available again.

Bonus: you can always use this data to optimize your post-holiday inventory decisions, refine your marketing messaging, and plan your product development roadmap.

Document what worked well and what didn’t, creating a playbook for future holiday seasons. This analysis will help you lay a foundation for sustainable growth beyond the immediate post-holiday period.

Final Thoughts

Boosting post-holiday eCommerce sales takes a mix of a lot of tactics. In our list, we discussed targeted marketing, smart customer engagement, optimized websites, and efficient inventory management. But, of course, there are many more ways that you can secure post-holiday sales that we didn’t even mention.

We hope you find these tips useful and that you’re able to use them to keep sales strong long after the holidays are over!

The holiday season is a wonderful opportunity for eCommerce businesses to shine. It’s a time when shoppers are eagerly looking for gifts and deals, and are in a generally festive mood.

If you’re smart about how you handle holiday promotions, you can pick up a ton of new customers, some of which you might keep for a long time!

Here are the plain facts: the holiday season drives about a fifth of annual retail sales. So it’s no secret that making the most of this period of time is crucial for sustainable growth.

To help you do that, we’ve made a list of 33 proven holiday promotion ideas. Take some of the ones you like and they will help your eCommerce store thrive this coming holiday season!

Early Preparation

Start planning your holiday promotions early to stay ahead of the competition and capture more customers. Early preparation helps you organize your campaigns better.

That means you’ll have enough stock to meet the holiday demand. If you want to succeed, you need to get a head start to maximize your holiday sales potential.

#1: Offer pre-holiday sneak peeks.

Generate excitement by showcasing upcoming holiday products early. Share sneak peeks on your website and social media to build anticipation and build up early interest in your offerings.

One way you could do this is to tease your customers with a glimpse of a limited-edition holiday item or a special bundle. It’s a tried and true technique! Early previews create buzz and encourage customers to plan their purchases, and that leads to higher engagement and sales.

Another example: you could post a sneak peek video on Instagram to showcase a holiday-themed gift set. For the loyal customers following you Instagram, this could make them eager to grab it as soon as it launches.

#2: Implement early bird discounts.

Reward early shoppers with special discounts. Offering early bird discounts encourages customers to make their holiday purchases sooner, boosting your early sales and reducing the last-minute rush.

For instance, you could offer a 10% discount for orders placed before December 1st. Early bird deals can also help you gauge the popularity of your products and adjust your inventory accordingly. That way, you can be sure you’re well-stocked for the peak shopping season, a fact which is especially important given tariffs.

#3: Host a holiday preview sale.

Organize a special sale event to preview holiday items. A holiday preview sale gives customers a chance to buy exclusive products before they’re available to the general public.

This strategy can create a sense of urgency and exclusivity, driving more traffic to your store. As an example, you could host an online event where loyal customers can access new holiday merchandise a week before the official release.

This not only boosts sales but also strengthens customer loyalty.

#4: Create VIP exclusive offers.

Make your loyal customers feel special with VIP-only deals. Send exclusive offers to your VIP customers, and you’ll likely see repeat purchases as a result. VIP deals can include early access to sales, special discounts, or unique holiday bundles that are not available to regular customers.

For example, a VIP email could offer a 20% discount on a new holiday collection, available only to your most loyal patrons. Not only will this incentivize customers to buy, but they’ll probably look forward to your next email too!

#5: Plan for demand.

Before launching any holiday promotion, ensure you have adequate inventory to meet demand.

Nothing damages brand reputation faster than overselling during peak season. Create inventory buffers for your most popular items and have backup suppliers ready.

Consider limiting quantities on deep discount items to maintain profitability while still creating urgency.

Email Marketing

According to Litmus, the average ROI for email marketing is $36 per every dollar spent. Saying that’s an excellent return on investment is a massive understatement.

Any way you look at it, email marketing is a great way to make sales and keep in touch with your audience. The trick is provide the right people with the right messages at the right time. This comes down to segmenting your audience by behavior and interest, and figuring out what offers they’re most interested in.

Here are some tips on how you can use email marketing to your advantage over the holidays.

#6: Launch a 12 Days of Deals campaign.

One easy way to excite your customers is to run a 12 Days of Deals email campaign. Each day, offer a different promotion or discount to keep customers returning to your store. This strategy builds excitement and encourages repeated visits, increasing the chances of multiple purchases.

For instance, on Day 1, you could offer 15% off all sweaters. On Day 2, a buy-one-get-one-free deal on accessories.

But it also serves another purpose—you get a chance to run 12 different deals. Seeing who clicks on which emails and who makes purchases can help you segment your audience. Then you can use that to make better emails in the future.

#7: Curate gift guides by price.

Some of the people on your mailing list might be shopping for others. To engage them, you can create gift guides sorted by price to help customers find the perfect gifts within their budget.

Send these guides via email to make holiday shopping easier for your subscribers. Price-based gift guides can simplify the decision-making process, which takes away one more barrier to making a purchase.

For example, you could have sections like “Gifts Under $25,” “Gifts Under $50,” and “Luxury Gifts” to help shoppers quickly find what they need.

#8: Send a holiday countdown series.

Sometimes, it helps to create an event, if only so you have something to celebrate. Online stores do this really well with countdown series.

Send regular emails counting down to a big holiday sale or event, offering sneak peeks and exclusive deals along the way. Countdown series create a sense of urgency and excitement. And, of course, this drives more traffic to your store.

Think about it: you could send an email each day of December leading up to Christmas, each with a special offer or a new product highlight.

#9: Promote exclusive email subscriber discounts.

If you’re new to email marketing, sometimes, priority 1 is just building up the mailing list. So you need to give people an opt-in incentive.

A simple way to do this is to reward your email subscribers with exclusive discounts. Offer special deals only available to your email list to encourage sign-ups and loyalty. Exclusive email discounts can make your subscribers feel valued and increase the likelihood of repeat purchases.

One way you could do this is to offer a 25% discount code in your holiday newsletter. Then all you have to do is make it available only to those who have subscribed to your emails.

Social Media Engagement

Social media is great for reaching a broad audience and creating interactive and engaging content. You can use a bunch of strategies to keep your followers excited about your holiday promotions.

Here are a few simple ideas to get your wheels turning.

#10: Run a social media advent calendar.

Create a social media advent calendar, sharing a new deal or promotion each day leading up to the holidays. It gives customers the perfect excuse to check your store every day.

When you do this, your customers can wake up each day to a new surprise offer. It’s like opening a little gift every morning.

To give you some ideas, Day 1 could feature a 20% discount on all accessories, while Day 2 offers a free gift with any purchase.

#11: Host holiday-themed contests.

Boost engagement by hosting holiday-themed contests on your social media platforms. Contests can include photo submissions, caption contests, or holiday trivia, offering prizes to the winners.

Picture your followers competing to post the best holiday-themed photo or coming up with the funniest caption for a festive image. Contests create a fun and interactive way to engage with your audience and promote your products.

For instance, a “Best Holiday Decor” contest could encourage customers to showcase their decorations, with the winner receiving a shopping spree.

#12: Collaborate with influencers for exclusive promotions.

Partner with influencers to reach a broader audience with exclusive promotions. Influencers can help you tap into their followers’ trust and loyalty, driving more traffic and sales to your store.

There are a lot of ways you can do this, but one common way is to provide special discount codes for influencers. This helps with tracking the success of your partnership as well. You can also work together on giveaways or sponsored content.

Imagine your favorite influencer announcing a 15% discount code exclusively for their followers. This not only drives sales but also enhances your brand’s credibility.

When in doubt, work with influencers that feel genuine. They tend to last longer!

#13: Share user-generated holiday content.

Nothing your marketing team can say will ever be as powerful as what your actual customers say.

So with that in mind, encourage your customers to share their holiday experiences with your products on social media. Share user-generated content (UGC) on your platforms to build a sense of community and authenticity.

UGC is the perfect example of social proof. Good UGC makes your brand more credible and can pull in new shoppers. For example, reposting a customer’s photo of your product under their Christmas tree shows real-life usage and satisfaction, encouraging others to buy.

Website Optimization

Slow websites ruin sales. Your site needs to be a lean, mean selling machine for the coming holidays.

Here are some tips on how you can optimize your website, improve the shopping experience, and increase your conversion rate.

#14: Create holiday-themed landing pages.

Design landing pages with holiday themes to capture the festive spirit. To do this, use holiday graphics, colors, and messaging to make these pages appealing.

Picture a homepage decked out in red and green with twinkling lights and snowflakes. It’s the perfect way to instantly put visitors in the holiday shopping mood. It’s no wonder that holiday-themed landing pages can not only improve engagement, but also make your promotions more memorable.

#15: Offer gift wrapping options at checkout.

Provide gift wrapping services at checkout to make holiday shopping easier for customers. This added convenience can increase your average order value and make your store a go-to destination for holiday shoppers.

Think about a busy parent completing their holiday shopping in one go. They would no doubt be relieved to know that their gifts will arrive beautifully wrapped and ready to place under the tree. Convenience is, itself, a product worth selling!

#16: Highlight limited-time offers with countdown timers.

Use countdown timers to create urgency for limited-time offers. Displaying the remaining time for a deal encourages customers to act quickly, boosting conversion rates and driving more sales during the holiday season.

So think about a timer ticking down. Imagine it showing only 30 minutes left to get 30% off your purchase. If you’re like many people, then that might be enough to push you to make that decision fast!

#17: Optimize for mobile shoppers.

Make sure your website is mobile-friendly to cater to the increasing number of mobile shoppers. Think from the customer’s perspective—if you’re trying to shop on your phone but the website keeps crashing or loading slowly, would you really stick around to finish the purchase? Most would not.

A responsive design and fast loading times can enhance the shopping experience for mobile users, leading to higher sales. Make sure your site runs smoothly on mobile devices to keep those sales rolling in.

Also worth remembering: holiday shopping creates massive traffic surges that can crash unprepared websites.

Work with your hosting provider to scale server capacity for Black Friday and other peak days. Implement queue systems for high-demand products and have a plan for graceful degradation if systems become overwhelmed.

And be sure to also test your site under load before peak shopping begins, particularly on mobile devices.

In-Store and Online Integration

Do you have both physical and online locations? You can integrate your online and in-store experiences to provide a seamless shopping journey. This approach can drive traffic to both your physical and online stores, maximizing sales opportunities.

#18: Promote Buy Online, Pick Up In-Store (BOPIS) options.

Encourage customers to buy online and pick up in-store (BOPIS). This option combines the convenience of online shopping with the immediacy of in-store pickup, appealing to last-minute holiday shoppers.

Imagine a customer buying a gift online during their lunch break and picking it up on their way home—super convenient and time-saving. But don’t forget the added bonus—when the customer comes in to pick up their item, they may very well make another purchase!

#19: Offer special in-store discounts for online followers.

Reward your online followers with exclusive in-store discounts. Promote these offers on your social media channels to drive foot traffic to your physical locations and increase in-store sales.

For example, you could announce on Instagram that followers who show a specific post at checkout get 20% off their in-store purchase.

#20: Host live shopping events on social media.

Engage customers with live shopping events on social media platforms. Show off your holiday products, offer exclusive deals, and interact with viewers in real-time to create a fun and engaging shopping experience.

As an example, wouldn’t it be neat to have a live video where a host walks through the store? Along the way, they could highlight special holiday items, answer questions, and give out discount codes to viewers. It would be like a personal shopping experience from the comfort of home.

Customer Loyalty

Paying attention to customer loyalty during the holidays can lead to repeat business and long-term relationships over the course of the next year. So if you’re serious about maximizing long-term customer value, think about loyalty programs and exclusive offers. You want to give customers a reason to keep coming back.

#21: Launch a holiday rewards program.

Introduce a holiday rewards program to incentivize repeat purchases. Offer points or discounts for every purchase, encouraging customers to shop more frequently during the holiday season.

Imagine every time you buy something, you earn points that can be redeemed for discounts or free items. It’s like getting a little gift every time you shop. For example, “Earn 10 points for every dollar spent, and get $10 off once you reach 100 points.”

#22: Offer bonus points for purchases during the holiday season.

Reward customers with bonus loyalty points for purchases made during the holiday season. This strategy can increase sales and encourage customers to choose your store for their holiday shopping.

Picture this: you’re already earning points, but during the holidays, you get double or even triple points for every purchase. It’s a great incentive to do all your holiday shopping in one place.

For instance, “Double points on all purchases from December 1st to December 31st!”

#23: Provide exclusive deals for returning customers.

Offer special deals exclusively for returning customers. Showing appreciation for their loyalty can strengthen your relationship and also make them more likely to shop with you again.

Have you ever gotten an email that says, “Thanks for being a loyal customer! Here’s a special 20% off just for you.” If so, it probably made you feel valued and more inclined to return.

Upselling and Cross-Selling

Smart use of upselling and cross-selling techniques during the normal sales process can help you increase your average order value. And it doesn’t have to be at your customer’s expense either! You can suggest relevant products and make enticing bundles, both of which could make for an even better shopping experience.

But that’s just the surface—check out some of the ideas below for more inspiration.

#24: Bundle products for holiday specials.

Create special holiday bundles that combine complementary products at a discounted price. Bundling products can increase the perceived value and encourage customers to spend more.

For instance, “Holiday Bundle: Get a scarf, hat, and gloves set for just $29.99.” That’s a pretty good deal overall, and if your customer is already shopping for gloves, there’s a good chance they need a hat too, even if they would have otherwise forgotten.

#25: Suggest complementary products at checkout.

Recommend complementary products at checkout to enhance the shopping experience and increase sales. Displaying helpful suggestions can prompt customers to add more items to their cart. For example, if someone buys a French press, you can always suggest a coffee grinder and a nice whole-bean blend. That way they can actually use the product they just bought!

If you need another example, then consider the following. You’re buying a laptop, and at checkout, you see suggestions for a laptop bag and a mouse. If you’re working on the go, then both of those purchases would make a lot of sense. And having the suggestions delivered right to you would be very convenient.

Six magic words to keep in mind here: “People who bought this also bought…”

#26: Create themed product bundles.

Develop themed product bundles that cater to different holiday needs and preferences. If you do this well, then your themed bundles can attract customers looking for unique and convenient gift options.

Imagine a “Winter Wonderland” bundle with a snow globe, a holiday mug, and a cozy blanket. It’s an attractive package that’s perfect for the season. Perhaps it’s a great fit for Secret Santa for that coworker you don’t know all that well.

Post-holiday strategies

When the holidays end, the sales don’t have to. If you play your cards right, you can still keeps sales up even even after the holidays. To do this, you need strategic promotions and offers.

With that in mind, here are some post-holiday strategies to help clear out excess inventory and keep customers engaged.

#27: Promote post-holiday clearance sales.

Encourage customers to continue shopping with post-holiday clearance sales. Discounting leftover holiday stock can attract bargain hunters and help you quickly clear inventory. That way, you make some sales and room for new products.

#28: Offer coupons for January shopping.

Provide customers with coupons valid for January purchases. This strategy encourages repeat business and helps maintain sales momentum into the new year. Customers appreciate the savings, and it keeps your store top of mind.

For example, you could always give out coupons that say “Save 20% on your January purchase!” Or you could say something like “New Year, New Deals: 15% off your first purchase in January!”

This is a hard strategy to mess up, so you have lots of options.

#29: Encourage gift card purchases with a post-holiday bonus.

Promote gift card purchases by offering a bonus. For example, offer a small bonus gift card for every gift card purchased. This tactic can drive immediate sales and encourage future visits to your store.

Wouldn’t it be great, for example, to buy a $50 gift card and get an extra $10 gift card for free?

#30: Send thank you emails with exclusive New Year deals.

Show appreciation by sending thank you emails to holiday shoppers. Include exclusive deals for the new year to encourage continued patronage. A personalized thank you can strengthen customer relationships and foster loyalty.

This could take the form of an email that says, “Thank you for shopping with us this holiday season! Here’s a special offer just for you.”

Then you have the perfect chance to slip in something like: “Exclusive New Year Deal: 20% off your next purchase!”

#31: Organize an exclusive event for top shoppers.

Reward your top shoppers with an exclusive event. This could be an early access sale or a special appreciation event. Exclusivity makes customers feel valued and can turn them into long-term loyal patrons.

You could send out an invitation to a VIP shopping event with early access to new arrivals and special discounts. For example, you could use copy like: “Join us for an exclusive VIP shopping event! Early access and 25% off new collections.”

#33: Review holiday campaigns and measure success.

Track which promotions drive the most profitable customers, not just the highest volume.

Monitor metrics like customer lifetime value, repeat purchase rates, and average order values by promotion type.

You can use this data going forward to set and even better strategy for next year’s holiday campaigns.

Final Thoughts

Many long-term customers will come to your store for the first time because of the holidays. Their guards will be down and they simply need to get gifts for others. It’s an excuse to take a chance on new stores.

But statistically speaking, some of them will want to stick around for a long time. It’s in your best interest to do everything you can to promote your store to get tons of new customers during the shopping frenzy at the end of the year.

Take a few of these holiday promotion ideas and run with them. You might be surprised how big of a difference they can make!

Ecommerce is exciting because you can sell practically anything to anyone. The internet makes that possible!

But actually getting people to make purchases and keeping your eCommerce conversion rate up…that’s harder than it looks.

The plain fact of the matter is that the average eCommerce conversion rate hovers around 2-3%, meaning 97% of your traffic leaves without buying.

Your conversion rate—the percentage of visitors who make a purchase—is a critical metric for your online store’s success. So improving it can unlock tremendous growth and profitability.

In this guide, we list 36 proven strategies to boost your conversion rate. These strategies cover a number of topics, including website design, user experience, marketing tactics, and customer engagement. But they’re all ultimately aimed at one thing—boosting your eCommerce conversion rate.

Website Design Improvements

A well-designed website can significantly enhance user engagement and conversion rates. Below, you will find some actionable tips to make your website shine so that you can increase sales.

#1: Use high-quality images and videos.

High-quality visuals will help show off your products effectively. When people shop online, they can’t inspect items like they could in the store. So you need to give them the evidence they need to feel comfortable making a purchase.

To do this, use professional photos and videos to highlight product features and benefits, making your offerings more appealing to potential customers. For example, if you sell clothing, show detailed images of the fabric and stitching. Include videos of the clothing being worn to give customers a better idea of how it looks in real life.

#2: Simplify navigation.

Make it easy for visitors to find what they’re looking for. Use clear categories, intuitive menus, and a search bar to help users navigate your site effortlessly, thus improving their overall experience.

Think about how you organize your closet. You want everything in its place and easy to find. The same goes for your website. Label sections clearly and avoid clutter.

#3: Optimize for mobile devices.

Make sure your website is mobile-friendly. A significant portion—some even say the majority—of traffic comes from mobile users. So be sure to use responsive design principles so you can provide a great experience across all devices. Doing so will boost conversions in general, but especially on mobile devices.

Optimize for mobile-first design. Mobile commerce now accounts for almost 60% of all eCommerce sales globally, with mobile conversion rates improving hugely when properly optimized.

#4: Implement fast loading times.

Speed is crucial for user retention. That is why you must optimize your website’s performance. You can do this by compressing images, using efficient coding practices, and—if needed—setting up a content delivery network (CDN) to ensure a quick loading time.

No one likes waiting around for a page to load. It’s like standing in a long line at a store. Keep things moving quickly to keep your customers happy.

#5: Use attractive and functional design elements.

Be sure to use visually appealing design elements that also enhance functionality. Use clear calls to action (CTAs), easy-to-read fonts, and a cohesive color scheme to create an engaging user experience

When you build an eCommerce store, sometimes it’s helpful to thing about what you’d do if you were making a physical store. So imagine walking into a well-decorated store with signs pointing you to the best deals. That’s what your website should feel like.

For the digital equivalent of that, use bright buttons for important actions like “Buy Now” or “Sign Up”.

It also helps to add trust-building design elements too. In order to do that, you can add security badges, customer count indicators (“Join 50,000+ happy customers”), and real-time activity notifications (“3 people bought this item today”). You can also display professional certifications, awards, and “As featured in” media logos above the fold.

Enhancing User Experience (UX)

Improving UX can lead to higher customer satisfaction and increased conversion rates. After all, who doesn’t want to use a website that provides a good experience?

To help you do that, here are some tips to keep your users happy and coming back for more.

#6: Offer guest checkout options.

Allow customers to make purchases without creating an account. Guest checkout simplifies shopping because it reduces friction and cart abandonment. As a result, this leads to higher conversion rates.

Think about how annoying it is when you have to fill out endless forms just to buy something simple. You need to make it easy for your customers to check out quickly.

#7: Streamline the checkout process.

To go a bit further into that last point, it’s a good practical to generally minimize the number of steps in your checkout process. When possible, use single-page checkout. And if you can’t manage that, reduce the number of form fields users have to fill out to make the process quicker and more user-friendly.

Shopping online needs to be easier than using a drive-thru. You get in, you get out. So keep it simple and fast!

#8: Provide multiple payment options.

Offer a variety of payment methods to cater to different customer preferences. Include options like credit/debit cards, PayPal, and digital wallets to increase the likelihood of completed purchases.

Some people prefer using their credit card, but others might prefer PayPal or Apple Pay. Give them choices to make it easy.

#9: Use exit-intent popups.

Sometimes, if you offer users the right incentive, you can keep them from leaving your site. To do this, use exit-intent popups to recapture attention from visitors before they leave your site. With them, you can offer discounts, free shipping, or special deals to encourage them to complete their purchase.

If the user is about to leave, then you really have nothing to lose. So giving an offer like “10% off” right before they leave might just be enough to make a sale you would otherwise have lost.

#10: Make sure your website is accessible.

Make your site is accessible to all users, including those with disabilities. To do that, use alt text for images, make sure they can use keyboard navigation, and follow web accessibility guidelines to provide an inclusive experience.

Not only will this make your site look good, but it will also help increase sales. Even users without disabilities benefit from accessibility tweaks.

#11: Display customer reviews and testimonials.

Marketing copy is important, but it only goes so far. Customer reviews and testimonials, on the other hand, will help you build trust and credibility in a way buzzwords never could.

It’s really not surprising—positive feedback from satisfied customers can influence potential buyers’ decisions and increase conversion rates. Just imagine you’re shopping online and see glowing reviews about a product. If you were leaning toward buying it, but were still on the fence, then seeing that review might just make your decision for you.

When you get good reviews, display them prominently on product pages, homepages, and landing pages. And if you don’t have good reviews, come up with a system to collect them more easily!

#12: Offer limited-time promotions.

Procrastination kills sales. But you can fight back by creating urgency with limited-time promotions.

Flash sales, countdown timers, and exclusive deals can motivate customers to make quick purchasing decisions, increasing your conversion rates. Picture a big website banner saying, “Hurry, only 2 hours left for 50% off!” It makes you want to buy now, doesn’t it?

Even simple phrases like “Limited stock” or “Offer ends soon” go a long way toward creating a sense of urgency.

#13: Use upselling and cross-selling.

When a customer buys one product from you, there’s a good chance you can get them to buy another. So encourage customers to buy more by recommending related or higher-end products.

Done properly, upselling and cross-selling techniques can increase the average order value and overall sales. For instance, if someone is buying a camera, suggest a high-end lens or a protective case. You make more money, and your customer has a better overall experience as a result.

#14: Roll out a loyalty program.

“Every time you make a purchase, you earn 1 point for every dollar spent. Once you reach 100 points, you’ll get $10 off on your next purchase.”

Loyalty programs work like a charm. That’s why companies ranging from retail giants like Kohl’s to airlines like Delta use them. And, indeed, so do a lot of small eCommerce shops.

Just like these bigger companies, you can reward your repeat customers with a loyalty program. The concept is simple—just offer points, discounts, or exclusive perks. As a natural result, this will incentivize repeat purchases and keep customers loyal for a long time.

#15: Conduct email marketing campaigns.

Use targeted email marketing campaigns to reach your audience. Send personalized offers, product recommendations, and abandoned cart reminders to drive conversions and increase sales.

Imagine receiving an email that says, “Hey, we noticed you left something in your cart. Here’s 10% off to complete your purchase!”

It feels personal and encourages you to take action.

Using Data & Feedback

What your users do on your website tells you a lot about how well it’s working. Analyzing data and customer feedback can help you increase sales, if you do it right.

Here are some tips on how you can do that.

#16: Set up conversion tracking.

You don’t have to start big here. Even using Google Analytics and Shopify’s built-in data will help you monitor and analyze your site’s performance.

Priority one should be setting up conversion tracking. Once you do this, you can see which business strategies lead to sales and which ones don’t.

Implement comprehensive conversion tracking using Google Analytics 4, enhanced eCommerce tracking, and platform-specific analytics. Track micro-conversions (email signups, product views) alongside macro-conversions (purchases) to identify optimization opportunities throughout your funnel.

Other useful metrics include bounce rate, session duration, and conversion paths. This can help you see how long people spend on your site and where they go while there.

#17: Analyze user behavior with heatmaps.

If you want to step up your data analysis game, then you can use heatmaps to visualize how visitors interact with your site. One favorite tool of ours is Hotjar, but there are many good options out there.

Heatmaps are great visual indicators of how people behave online. If a button is red-hot, it means it’s getting lots of attention.

You can use heat maps to identify areas of high engagement, as well as potential issues. The big question you should ask yourself is: “are people clicking where I think they ought to?”

And if the answer is no—you make changes!

#18: Regularly A/B test key elements.

The concept of A/B testing couldn’t be simpler. All you do is you take two version of something, like a headline, call to action, or product page. You run each version by part of your audience, and you see what performs best.

When you do this, it gives you a way to see what people really respond to. It’s a great way to get out of your head and see what people like in the real word.

If you want a tool to help you do this, then we recommend you check out VWO.

#19: Gather and implement customer feedback.

Another way you can collect feedback is through surveys, focus groups, and even asking directly. No matter how you do it, you can use this information to understand customer needs and preferences and make sensible changes to your store. Do this often enough and it can really help you improve shopping experience and increase conversions.

If you need a tool to run surveys to people in your target market, then check out PickFu.

It’s also a good idea to encourage customers to share photos and videos using your products through hashtag campaigns and incentives. Display this user-generated content (UGC) prominently on product pages and in marketing materials, as it’s a good form of as authentic social proof.

Advanced Conversion Strategies

Conversion rate optimization is a deep rabbit hole. This is for good reason—anything you can do to increase the odds that people make a purchase can and will increase your profitability.

With that in mind, here are some time-tested tips to help you further dial in your conversion rates.

#20: Personalize user experiences.

Ecommerce can feel cold in a way that in-person retail doesn’t. The missing ingredient? A human being who can observe your behavior and guess what you are looking for.

But you can still personalize eCommerce experiences, even if you can’t talk to your individual customers as they shop. Watching what they do on your site can help you determine which products to recommend. If you collect someone’s email address, then you can make educated guesses about what kind of products they might need even when they’re not on your site.

To do this, you may even choose to use AI-powered personalization engines like Dynamic Yield or Optimizely.

This is a pretty complex subject, so we’ve included an interview with an expert below if you want to get into the weeds on this.

#21: Optimize product pages for conversions.

Unlike physical stores, eCommerce stores are not populated with salespeople. Instead, your product pages will have to do their jobs. So all the information that customers need to make their decisions needs to be spelled out on the page.

That includes specs, uses, and real-life images. Your product pages will perform best if you have detailed descriptions, high-quality images, and meaningful customer reviews.

And, of course, make sure your call to action—probably “add to cart”—is very easy to spot.

#22: Use dynamic pricing strategies.

In some cases, it makes sense to adjust prices in real-time based on demand, competition, and other factors. For situations where it is appropriate, dynamic pricing can help maximize sales and profits by offering competitive prices that appeal to shoppers.

Gas stations do this all the time with the fluctuating price of gas, as does Uber during busy events with “surge pricing.”

But that doesn’t necessarily mean having wildly different prices from week to week like with gas or periodically bumping up prices by huge amounts like Uber. In fact, one way to do this is simple and intuitive—adjust prices during sales or holidays to attract more buyers.

#23: Use chatbots for instant customer service.

You can use chatbots to provide instant assistance to visitors. Chatbots can answer common questions, guide users through the buying process, and resolve issues quickly, improving customer satisfaction and conversion rates.

Unlike with physical commerce, customers can’t walk into a store and immediately expect someone to help. But if you set your chatbots up well, they can do this for you online.

They can answer questions like, “What’s your return policy?” or “Can you recommend a product for my needs?”

Are chatbots perfect? No! But they can answer a lot of common questions that can save you and your staff a bit of time everyday.

Trust and Reassurance

Purchasing online is an act of trust. Everything you can do to give people a reason to trust you will help increase your odds of making a sale.

Here are some specific tips on how you can increase your perceived trustworthiness.

#24: Provide money-back guarantees.

Offer a money-back guarantee to reduce purchase risk for customers. Knowing they can get a refund if unsatisfied can increase their confidence and willingness to buy.

If you were buying a new gadget online, but were unsure if it’ll meet your needs, then seeing a “30-Day Money-Back Guarantee” would probably settle your nerves. You might think, “Well, if it doesn’t work out, I can always get my money back.”

This kind of assurance can push hesitant buyers to make a purchase.

#25: Include trust signals.

Display trust badges, secure payment icons, and certifications prominently on your site. Trust signals reassure customers that their transactions are safe and your business is reliable.

Seeing familiar words, logos, and phrases like “Visa,” “MasterCard,” or “Secure Checkout” can make customers feel more secure. Likewise, reviews and testimonials can put people at ease as well.

And if that feels like very basic advice, consider what’s it’s like when you go to a store and these things are absent. It’s not comfortable!

#26: Highlight best-selling items.

Your best-selling items are probably best-sellers for a reason. So show off your best-selling products—they’re likely to get purchases! Anything you sell a lot of is also likely to have more social proof which can help influence purchase decisions.

Imagine walking into a bookstore and seeing a section labeled “Best Sellers.” You’re probably immediately go toward these books because you’d assume they must be good if so many people are buying them.

Online, you can do the same by featuring “Top Sellers” or “Customer Favorites” sections.

#27: Add a progress indicator during checkout.

You want to actively eliminate reasons customers don’t want to complete their checkout. But if customers don’t know how long checking out will take, that’s tough to do. One easy way around this is to include a progress bar showing how many steps remain

Simply put, a progress bar can reduce anxiety, making the process feel quicker and encouraging completion.

#28: Enhance product descriptions.

This is an incredibly detailed topic, so we recommend you check out our guide on eCommerce copywriting. Bottom line—if you know how to write good descriptions, you’re going to sell a lot more.

#29: Offer free shipping.

Provide free shipping to reduce purchase friction. So if you offer free shipping, make it immediately obvious to customers. High shipping costs are a common reason for cart abandonment.

#30: Create urgency with countdown timers.

Use countdown timers for limited-time offers and flash sales. Creating a sense of urgency can drive immediate action and increase conversion rates by encouraging customers to make quick decisions.

Picture a big, ticking clock on your website that says, “Only 2 hours left for 50% off!” This makes people feel they need to buy right now before the deal disappears.

(This works wonders during Black Friday sales!)

#31: Implement live customer support.

If you can manage it, offer live chat support to assist customers in real-time. Live support can help answer questions, resolve issues, and guide customers through the purchasing process, enhancing their overall experience.

Consider in-person shopping again for a moment. If you’re in a store and need help finding a product and friendly staff member immediately comes to assist you, you’re then a lot more likely to walk out of that store with shopping bags in hand.

#32: Optimize for voice search.

Be sure your site is optimized for voice search by using natural language and long-tail keywords. With the rise of voice-activated devices, optimizing for voice search can capture additional traffic and improve conversions.

But how do you do this, exactly?

Think about how you ask questions to Siri or Alexa. Instead of using terms like “running shoes,” you use full sentences, like “Where can I buy affordable running shoes?”

If your website is written in a natural way, then you will be more likely to pick up searches who use queries like this.

#33: Use retargeting strategies.

Sometimes people just need to be reminded that you exist. So you can use retargeting campaigns to re-engage with visitors who left your site without making a purchase.

To do this, show targeted ads on other platforms to remind them of their interest and encourage them to return and complete their purchase.

Let’s say someone visited your site, looked at a cool gadget, but didn’t buy it. Later, they see an ad for that exact gadget while browsing Facebook. It reminds them of what they liked and might push them to finally make that purchase.

#34: Create video product reviews.

Videos show what copywriting can only say.

If you really want to impress shoppers, then produce video reviews to show your products in action. Videos give people a more comprehensive understanding of the product they’re thinking about buying. As a result, customers have more reasons to trust you.

For example, a video showing someone unboxing and using a new tech gadget can answer potential buyers’ questions. Plus, it can highlight the product’s features in a way pictures and text can’t.

Customer engagement

Building strong customer relationships is crucial for boosting conversion rates and fostering loyalty. Here are some tips to create a loyal customer base.

#35: Create a sense of community around your brand.

Develop a community through social media groups, forums, and events where customers can interact and share their experiences. Encouraging a sense of belonging can enhance customer loyalty and increase repeat purchases.

Think about popular brands like Apple or Nike. They have huge communities of fans who love to share tips, show off their latest purchases, and stay updated on new releases. Create spaces where your customers can connect and engage with each other and your brand.

#36: Offer flexible payment plans.

Sometimes paying for everything upfront is just too much. So provide flexible payment options like installment plans or buy now, pay later services. Flexible payment plans make high-ticket items more affordable and accessible, encouraging customers to complete their purchases.

Let’s say you want to buy a pricey laptop, but it’s out of your immediate budget. If the store offers a payment plan, you can pay in smaller chunks over time, making it much easier to afford. This can be a godsend for customers on a budget.

Final Thoughts

Improving your eCommerce conversion rate requires patience and commitment to continual testing and refinement. But sometimes, when you don’t know where to start, a list of tips is exactly what you need.

We hope the strategies outlined in this guide inspire you to touch up your eCommerce store and increase conversion rates!

On July 24, 2025, Gamefound stunned the crowdfunding world by announcing that it is acquiring Indiegogo. As a direct result, Gamefound’s famously robust back-end software is about to be applied to one of the oldest and largest general‑interest crowdfunding sites.

Make no mistake: Indiegogo has long been a powerhouse in crowdfunding. It’s home to 38 million registered backers and nearly $3 billion in pledges. So hearing that they’ll be making use of Gamefound’s technical expertise going forward is a big deal.

At Fulfillrite, we ship a lot of crowdfunding campaigns from Kickstarter, Indiegogo, Gamefound, and other platforms. We often write about shipping, inventory management, and other supply chain topics.

But all of those come downstream of demand, funds raised, and the amount of items to be manufactured and shipped. And a lot of that comes down to the platform creators choose to launch. For our clients, platform choice shapes everything—from how inventory is allocated to how fulfillment is scheduled.

It’s worth taking a moment to unpack this news and talk about how it will affect crowdfunding creators and the industry at large. So with that in mind, here are three concrete takeaways to help you make sense of the huge announcement.

1. Gamefound & Indiegogo will remain separate brands, but be integrated closely.

First, you should know that neither site is going away. Backers will be able to use their Indiegogo or Gamefound credentials to log into either site. But from the original announcement and press releases, it appears that the discovery algorithms will remain separate.

That is, if you’re looking for an eBike, Indiegogo will probably still be the place to go. And if you’re looking for the latest board game, Gamefound will probably still be the place to go.

2. Gamefound will level up Indiegogo’s technical abiliti es.

Gamefound has been on a relentless sprint to out-feature Kickstarter ever since it started. What it has lacked in sheer community power, it has made up for in features. Being able to transfer their technical expertise to Indiegogo, whose audience is considerably larger, means these features are going to be accessible to a far greater number of campaigners and backers.

That means more creators will be able to deal with complex tier structures, regional tax rules, tariffs, and higher international demand—factors that directly impact how fulfillment must be planned.

Gamefound has many much-loved features to help with VAT calculations and currency exchange. They also have a popular pledge manager often used by board game creators after launching a Kickstarter campaign.

Those capabilities are being ported wholesale to Indiegogo’s tech, film, design, and social‑impact creators, all of which are verticals that previously would not have been eligible for Gamefound.

3. This will increase competitive pressure on Kickstarter.

As of 2025, Kickstarter is known for having the largest crowdfunding community by far. Gamefound, on the other hand, was much more niche, but both backers and creators loved it for its software. Indiegogo was somewhere in the middle, having some additional features not supported by Kickstarter but not quite as many as Gamefound.

This recent announcement changes the terrain by quite a bit, though. With a stronger tech stack behind the scenes, Indiegogo under the management of Gamefound, is going to be a stronger competitor.

Kickstarter will continue to have a much larger community, even after this merger. Nevertheless, this kind of competitive pressure will likely spur Kickstarter to keep rolling out new features, possibly even faster than they have in 2025, which has been historically productive for the company.

For backers and creators, this is good news because the platforms will need to compete on software ability, fee structure, and community size. Kickstarter is likely to continue to grow no matter what thanks to the rising tide of crowdfunding, but the common wisdom of “launch on Kickstarter because it’s Kickstarter” might fade away in the years to come unless Kickstarter keeps up its proactive stance to rolling out much-wanted features.

One thing we’re paying attention to: fraud & scams.

Fraud and scams have been up in recent years. And crowdfunding platforms of all types are no exception to this, and indeed, are more vulnerable to housing scams by merit of their openness to unconventional product launches.

You don’t have to go far to find warnings of scams on Kickstarter, Indiegogo, or other platforms. And, indeed, Indiegogo has faced more public scrutiny in recent years around trust and quality control than its peers.

The reason we bring this up is because Gamefound is successful partly for its tech stack, but also for its good reputation too. So if Gamefound can bring its culture to Indiegogo’s larger audience, that could really change the state of play for crowdfunding at large.

The rise of fraud and scams is both a threat and an opportunity for Gamefound/Indiegogo and Kickstarter. And let’s be clear: trust and safety is going to be a big part of platform success between now and 2030.

Bottom Line

This deal marks a turning point. Gamefound’s technical muscle is about to meet with Indiegogo’s massive reach. Combined, this may well redefine what creators expect from a crowdfunding platform.

For campaigners, that means more tools, more choices, and more responsibility to plan logistics early. For Kickstarter, it means keeping the crown of King of Crowdfunding is going to take consistent commitment to rolling out new features and keeping its backers safe.

The next few years will be defined by one thing: trust. And that will shape not just who wins the platform race, but who delivers on their promises.