USA Tariffs: What Ecommerce & Kickstarter Brands Must Know
Note: This topic is changing quickly and we’re going to be keeping this post up-to-date as best we can. Last update: April 21, 2025 at 3:27 PM ET.
The U.S. government has recently made some major changes to its trade policy. Most of this has been in the context of tariffs, which are taxes charged on imported goods.
Changes to U.S. trade policy have been coming at a steady clip since the second Trump administration began. But the recent changes coming as part of the April 2, 2025 announcement (dubbed “Liberation Day“) are different, both in terms of scope and speed of implementation.
Long story short, a 10% tariff is about to be applied across the board to all imported goods, regardless of origin. Many countries are on the hook for much larger tariffs, China notably included, and we have a full chart in image, table, and downloadable CSV format below.
Another big change coming is the removal of the de minimis exemption. This exemption allowed goods valued under $800 could to enter the U.S. duty-free—a rule that benefited thousands of eCommerce sellers and Kickstarter creators who rely on affordable overseas production. This is the exemption that made it possible for U.S. consumers to buy directly from China via Temu and Shien.
With that exemption about to be eliminated, even small shipments will be subject to customs charges. Costs are likely to go up and international sourcing is going to become trickier for businesses that rely on it.
For eCommerce brands and Kickstarter creators, these changes are going to have a large impact. As mentioned just a moment ago, sourcing from abroad is now more expensive, and the financial hit is likely to be especially tough on startups and small businesses operating on tight margins.
Still, in the face of big policy changes like these, it’s important to keep a cool head and gather information. That’s why in this post, we’ll cover key takeaways, a full breakdown of the tariffs, and FAQs on how the tariffs will affect eCommerce and Kickstarter brands—and what you can do about it.
Shipping orders and worried about tariffs? Contact Fulfillrite to learn more about our tariffs assistance service.
Summary of Updates Since Original April 2, 2025 Announcement (Updated April 21, 2025 3:27 PM ET):
We originally published this blog post on April 4, following the initial announcement of tariffs on April 2. Since then, we have updated it several times to document changes as they occur.
You can find our analysis of the initial announcement as well as our updates from April 4 to April 21 below, with the most recent updates on top. For now, here are the main things you need to know about tariffs as they stand as of April 21:
- Semiconductors and Electronics: President Trump issued a memorandum clarifying that semiconductors are officially exempt from the new reciprocal tariffs imposed under Executive Order 14257 and its subsequent amendments. This exemption includes products classified under various headings and subheadings of Chapters 84 and 85 of the Harmonized Tariff Schedule of the United States, covering items like smartphones, laptops, and other electronics.
- Tariffs on China: Imports from China are subject to a cumulative tariff of 145%, comprising a 125% reciprocal tariff and an additional 20% tariff related to fentanyl-related policies.
- 90-Day Tariff Pause: The U.S. has announced a 90-day postponement of the anticipated tariffs originally scheduled to take effect on April 14, 2025, for most countries, excluding China. During this period, a baseline 10% tariff remains in effect for imports from these countries.
- Increased Duties: Effective May 2, 2025, postal items shipped from China or Hong Kong will face a 90% ad valorem tariff or a specific duty of $75 per item, whichever is higher. This amount will increase to $150 per item after June 1, 2025.
- Cost Increases: The elevated tariffs on Chinese imports are expected to lead to higher prices for consumers, particularly for goods commonly purchased through e-commerce platforms.
-
Supply Chain Adjustments: Businesses reliant on Chinese manufacturing may need to explore alternative supply chains or absorb increased costs, potentially affecting product availability and pricing.
Updates as of April 21, 2025 (3:27 PM ET):
- DHL Express is suspending the delivery of business-to-consumer goods to the U.S. valued at more than $800. This is due to complications associated with collecting the required tariffs for these items.
- The new tariffs are creating novel issues with customs bonds. This is complex, so here are some notes to understand:
- A customs bond is a financial guarantee that ensures importers will pay all required duties, taxes, and fees when bringing goods into the U.S.
- Having this bond protects U.S. Customs and Border Protection (CBP) in case the importer fails to pay.
- If you’re bringing goods into the U.S., now is the time to reevaluate your bond coverage and prep for what’s ahead.
- Importers with standard $50K bonds are now hitting limits fast.
Updates as of April 15, 2025 (7:25 AM ET):
President Trump issued a memorandum clarifying that semiconductors are officially exempt from the new reciprocal tariffs imposed under Executive Order 14257 and its subsequent amendments. Specific semiconductor products listed by Harmonized Tariff Schedule codes will not be subject to additional duties, and any tariffs already collected on these items since April 5, 2025, will be refunded. The memo also authorizes key officials to use powers under the International Emergency Economic Powers Act to implement the executive orders in line with this clarification.
Updates as of April 14, 2025 (7:27 AM ET):
According to our shipping partner Asendia, “as an update to our previous communications, we want to inform you that the U.S. government has announced a 90-day postponement of the anticipated tariffs originally scheduled to take effect on April 14, 2025. In response, the European Union has also delayed the implementation of its corresponding tariffs. This temporary reprieve offers additional time for businesses to prepare, and we will continue monitoring the situation closely.”
Please note that the tariffs on China are still in effect, at a total rate of 145%. That’s 125% for the Reciprocoal Tariff plus 20% for the IEEPA tariff from February 2025.
Update as of April 10, 2025 (3:36 PM ET):
This section is taken verbatim from a newsletter sent to us by DHL.
- Temporary Pause on Additional Tariff Increases: Good news! The reciprocal duty rate increases announced on April 2, to be effective April 9, have been paused for 90 days for 75 countries, including Canada and Mexico. These tariffs were on goods imported into the U.S.
- Ongoing 10% Tariff: The 10% tariff that went into effect on April 5 will remain in place for all countries shipping inbound to the U.S.
- China’s Retaliatory Tariff: In response to the evolving situation, China has implemented an 84% tariff on goods manufactured in the U.S. entering their market.
- U.S. Retaliation to China’s Tariff: The U.S. has responded by imposing an immediate 125% tariff on all goods manufactured in China entering the U.S.
- EU Retaliatory Tariffs: The EU had planned to implement retaliatory tariffs in stages, with some set to go into effect on April 15, others on May 15, and additional tariffs on December 1. However, these tariffs have also been paused for 90 days. The EU Commission has not yet provided a list of the goods affected.
- Postal Channel Updates: For those utilizing postal channels, note that the applicable duty rate for all postal items shipped from China or Hong Kong will increase to a 90% ad valorem tariff on the value of postal items effective May 2; or a specific duty of $75 per postal item will apply for goods entering from May 2 until June 1. After June 1, this amount will increase to $150 per postal item.
Updates as of April 9, 2025 (2:37 PM ET):
- President Trump has temporarily paused the Reciprocal Tariffs. That does not mean tariffs have been cancelled altogether, but rather much of the initial tariff information is now out of date.
- “Trump didn’t back off fully, keeping 10% baseline tariffs in place while increasing tariffs on China to 125%” according to reporting by Axios.
Update as of April 9, 2025 (7:00 AM ET):
- The Reciprocal Tariff for products from China has increased from 34% to 84%. This brings the total tariff levied on China to 104%, effective today, April 9, 2025.
- Steel and aluminum products are still exempt from tariffs. However, there is some remaining ambiguity for products partly made out of steel or aluminum, and importers will need to decide whether to apply the exemption for these products.
- Articles exempt as part of Annex II are still exempt. Using email updates sent to us by GWL Corp. as our source, this includes “articles of copper, pharmaceuticals, semiconductors, lumber articles, critical minerals, and energy and energy products.”
Update as of April 8, 2025:
- “[Treasury Secretary] Scott Bessent says up to 70 nations want to negotiate over Trump’s tariffs” according to an article published late yesterday in Fox Business.
- A dozen House Republicans mull defying Trump on tariff bill” according to Axios. Currently, the House of Representatives is narrowly split between 220 Republicans and 213 Democrats. Republicans have control of the House, but only narrowly. It takes 218 to pass a bill, but in order for this to happen, the buy-in of Speaker of the House, Mike Johnson, would be required. Reporting at Politico suggests that at the present time, this seems unlikely.
- International carriers including DHL and FedEx are beginning to collect tariffs as part of the customs clearance process. Surprised customers have reported receiving invoices for purchases made prior to the announcement of the tariffs.
Update as of April 7, 2025:
- After the initial conference, Annex I, II, and III were released with more information. The information found in Annex I contained a full list of countries affected by tariffs, which you can find below.
- Annex II showed that certain products are exempted from the Reciprocal Tariff. A full list of exempted products can be found on the White House website. The list is a very long one, but in general, the products included tend to skew toward natural resources, energy, chemicals, industrial compounds, metals and alloys, wood, and certain component parts of advanced manufacturing and electronics like diodes, transistors, and circuits.
- Annex III provides additional details for importers. You can also find that here on the White House website.
Analysis of Initial Reciprocal Tariffs Announcement
Quick Takeaways for Ecommerce & Kickstarter Brand Owners (Last Updated April 4)
- In February 2025, President Donald Trump signed executive orders imposing a 25% tariff on imports from Mexico and Canada, and a 10% tariff on imports from China. The stated goal of the administration was to reduce issues caused by illegal immigration and drug trafficking. A lower 10% tariff was applied to energy resources from Canada.
- On April 2, 2025, dubbed “Liberation Day,” the administration announced a 10% universal tariff on all imports, starting on Saturday, April 5, 2025. About 60 countries will see tariffs above 10%. The stated goal of the administration is to remediate unfair trade practices. In one notable example, China will be subject to a total tariff of 54%.
- Effective May 2, 2025, the U.S. revoked the de minimis exemption for imports from China and Hong Kong. This exemption allowed packages valued under $800 to enter the U.S. duty-free. Going forward, imports will be subject to a 30% duty or a $25 per item fee, whichever is higher, with the per-item fee set to increase to $50 after June 1.
- These tariff changes have significant implications for eCommerce platforms and Kickstarter campaigns that rely on low-cost imports from China and Hong Kong. Consumers may experience higher prices and longer shipping times as a result.
A Full Breakdown of the U.S. Reciprocal Tariffs Announced on April 2 (Currently Paused as of April 15)
To help you make good choices when it comes to sourcing and purchases, we’ve provided a full breakdown of the new U.S. tariffs. These charts are accurate as of April 2, 2025 and are actively in flux.
For your convenience, we have also included a full breakdown in table form as well. You can also download this as an Excel spreadsheet.
| Country | Tariff to U.S. | U.S. Tariff |
|---|---|---|
| Afghanistan | 49% | 10% |
| Albania | 10% | 10% |
| Algeria | 59% | 30% |
| Andorra | 10% | 10% |
| Angola | 63% | 32% |
| Antigua & Barbuda | 10% | 10% |
| Argentina | 10% | 10% |
| Armenia | 10% | 10% |
| Aruba | 10% | 10% |
| Australia | 10% | 10% |
| Austria | 39% | 20% |
| Azerbaijan | 10% | 10% |
| Bahamas | 10% | 10% |
| Bahrain | 10% | 10% |
| Bangladesh | 74% | 37% |
| Barbados | 10% | 10% |
| Belarus | 100% | 50% |
| Belgium | 39% | 20% |
| Belize | 10% | 10% |
| Benin | 10% | 10% |
| Bermuda | 10% | 10% |
| Bolivia | 20% | 10% |
| Bosnia & Herzegovina | 70% | 35% |
| Botswana | 74% | 37% |
| Brazil | 10% | 10% |
| Brunei | 47% | 24% |
| Bulgaria | 39% | 20% |
| Burkina Faso | 10% | 10% |
| Burundi | 10% | 10% |
| Cambodia | 97% | 49% |
| Cameroon | 22% | 11% |
| Canada | 10% | 10% |
| Cayman Islands | 10% | 10% |
| Chile | 10% | 10% |
| China | 67% | 34% |
| Colombia | 10% | 10% |
| Comoros | 10% | 10% |
| Costa Rica | 17% | 10% |
| Côte d'Ivoire | 41% | 21% |
| Croatia | 39% | 20% |
| Curaçao | 10% | 10% |
| Cyprus | 39% | 20% |
| Czech Republic | 39% | 20% |
| Denmark | 39% | 20% |
| Djibouti | 10% | 10% |
| Dominica | 10% | 10% |
| Dominican Republic | 10% | 10% |
| East Timor (Timor-Leste) | 10% | 10% |
| Ecuador | 12% | 10% |
| Egypt | 10% | 10% |
| El Salvador | 10% | 10% |
| Equatorial Guinea | 25% | 13% |
| Eritrea | 10% | 10% |
| Estonia | 39% | 20% |
| Eswatini (Swaziland) | 10% | 10% |
| Ethiopia | 10% | 10% |
| Falkland Islands | 82% | 41% |
| Fiji | 63% | 32% |
| Finland | 39% | 20% |
| France | 39% | 20% |
| French Guiana | 10% | 10% |
| French Polynesia | 10% | 10% |
| Gabon | 10% | 10% |
| Gambia | 10% | 10% |
| Georgia | 10% | 10% |
| Germany | 39% | 20% |
| Ghana | 17% | 10% |
| Gibraltar | 10% | 10% |
| Greece | 39% | 20% |
| Greenland | 39% | 20% |
| Grenada | 10% | 10% |
| Guadeloupe | 10% | 10% |
| Guam | 10% | 10% |
| Guatemala | 10% | 10% |
| Guinea | 10% | 10% |
| Guinea-Bissau | 10% | 10% |
| Guyana | 76% | 38% |
| Haiti | 10% | 10% |
| Honduras | 10% | 10% |
| Hungary | 39% | 20% |
| Iceland | 10% | 10% |
| India | 52% | 26% |
| Indonesia | 64% | 32% |
| Iran | 10% | 10% |
| Iraq | 78% | 39% |
| Ireland | 39% | 20% |
| Israel | 33% | 17% |
| Italy | 39% | 20% |
| Jamaica | 10% | 10% |
| Japan | 46% | 24% |
| Jordan | 40% | 20% |
| Kazakhstan | 54% | 27% |
| Kenya | 10% | 10% |
| Kiribati | 10% | 10% |
| Korea, North (DPRK) | 100% | 50% |
| Korea, South | 10% | 10% |
| Kosovo | 10% | 10% |
| Kuwait | 10% | 10% |
| Kyrgyzstan | 10% | 10% |
| Laos | 95% | 48% |
| Latvia | 39% | 20% |
| Lebanon | 10% | 10% |
| Lesotho | 99% | 50% |
| Liberia | 10% | 10% |
| Libya | 61% | 31% |
| Liechtenstein | 73% | 37% |
| Lithuania | 39% | 20% |
| Luxembourg | 39% | 20% |
| Madagascar | 93% | 47% |
| Malawi | 34% | 17% |
| Malaysia | 47% | 24% |
| Maldives | 10% | 10% |
| Mali | 10% | 10% |
| Malta | 39% | 20% |
| Marshall Islands | 10% | 10% |
| Martinique | 10% | 10% |
| Mauritania | 10% | 10% |
| Mauritius | 80% | 40% |
| Mexico | 10% | 10% |
| Micronesia | 10% | 10% |
| Moldova | 61% | 31% |
| Monaco | 10% | 10% |
| Mongolia | 10% | 10% |
| Montenegro | 10% | 10% |
| Morocco | 10% | 10% |
| Mozambique | 31% | 16% |
| Myanmar (Burma) | 88% | 44% |
| Namibia | 42% | 21% |
| Nauru | 59% | 30% |
| Nepal | 10% | 10% |
| Netherlands | 39% | 20% |
| New Zealand | 20% | 10% |
| Nicaragua | 36% | 18% |
| Niger | 10% | 10% |
| Nigeria | 27% | 14% |
| North Macedonia | 10% | 10% |
| Norway | 10% | 10% |
| Oman | 10% | 10% |
| Pakistan | 60% | 30% |
| Palau | 10% | 10% |
| Panama | 10% | 10% |
| Papua New Guinea | 10% | 10% |
| Paraguay | 10% | 10% |
| Peru | 10% | 10% |
| Philippines | 58% | 29% |
| Poland | 39% | 20% |
| Portugal | 39% | 20% |
| Qatar | 10% | 10% |
| Republic of the Congo | 10% | 10% |
| Romania | 39% | 20% |
| Russia | 97% | 49% |
| Rwanda | 10% | 10% |
| Saint Kitts & Nevis | 10% | 10% |
| Saint Lucia | 10% | 10% |
| Saint Vincent & Grenadines | 10% | 10% |
| Samoa | 10% | 10% |
| San Marino | 10% | 10% |
| Saudi Arabia | 10% | 10% |
| Senegal | 10% | 10% |
| Serbia | 10% | 10% |
| Seychelles | 10% | 10% |
| Sierra Leone | 10% | 10% |
| Singapore | 10% | 10% |
| Slovakia | 39% | 20% |
| Slovenia | 39% | 20% |
| Solomon Islands | 10% | 10% |
| Somalia | 10% | 10% |
| South Africa | 64% | 32% |
| South Sudan | 10% | 10% |
| Spain | 39% | 20% |
| Sri Lanka | 74% | 37% |
| Sudan | 10% | 10% |
| Suriname | 10% | 10% |
| Sweden | 39% | 20% |
| Switzerland | 64% | 32% |
| Syria | 10% | 10% |
| São Tomé and Príncipe | 10% | 10% |
| Taiwan | 39% | 20% |
| Tajikistan | 10% | 10% |
| Tanzania | 10% | 10% |
| Thailand | 90% | 45% |
| Togo | 10% | 10% |
| Tonga | 10% | 10% |
| Trinidad and Tobago | 10% | 10% |
| Tunisia | 10% | 10% |
| Turkey | 34% | 17% |
| Turkmenistan | 10% | 10% |
| Tuvalu | 10% | 10% |
| Uganda | 10% | 10% |
| Ukraine | 10% | 10% |
| United Arab Emirates | 10% | 10% |
| United Kingdom | 39% | 20% |
| Uruguay | 10% | 10% |
| Uzbekistan | 10% | 10% |
| Vanuatu | 10% | 10% |
| Venezuela | 88% | 44% |
| Vietnam | 72% | 36% |
| Yemen | 10% | 10% |
| Zambia | 10% | 10% |
| Zimbabwe | 10% | 10% |
How will the US tariffs affect eCommerce / Kickstarter brands?
New tariff rules are likely going to hit eCommerce and Kickstarter brands hard. Perhaps no brands will struggle more than those that depend on affordable manufacturing in China. One of the biggest changes is the end of the de minimis exemption for packages coming from China and Hong Kong.
This exemption used to let packages under $800 into the U.S. without paying any duty. But starting May 2, 2025, those same shipments will be charged a 30% duty or a $25 fee per item—whichever is more. And that per-item fee goes up to $50 after June 1.
For brands used to buying in small batches or shipping direct from overseas, this is a serious shift. Margins will get tighter, and pricing may have to go up. Businesses will need to take a hard look at their sourcing plans. That might mean moving production to another country, negotiating with suppliers, or even bringing some manufacturing back to the U.S. to avoid the extra fees.
Will the US tariffs increase the cost of items?
Yes—both for businesses and for customers. With the end of the de minimis exemption, a lot of the inexpensive goods that used to slip through duty-free will now face extra charges. That hits companies like Shein and Temu particularly hard, but smaller brands on Shopify and Kickstarter are affected too.
If you’re running a business, your costs just went up. If you’re a customer, you’ll probably notice prices rising, especially on things that used to be shipped cheaply from overseas. It may also take longer to receive some products, as new customs processing and added paperwork slow things down.
Will the US tariffs eliminate the de minimis expemption?
Yes, and it’s a done deal. Starting May 2, 2025, the U.S. will no longer let packages from China and Hong Kong skip duties just because they’re under $800 in value. Instead, they’ll be taxed at 30% or charged a $25 per-item fee—whichever is higher. That per-item fee rises to $50 after June 1.
This move is part of a broader effort to respond to unfair trade practices and curb the flood of ultra-cheap goods entering the U.S. market. It’s especially targeted at fast-shipping platforms and manufacturers that have taken advantage of the old system.
Will eCommerce and Kickstarter businesses still be able to buy foreign goods?
Yes, they can—but it’s going to cost more. These new tariffs don’t ban imports from China or anywhere else, but they make them more expensive to bring in. For some businesses, that’s a manageable increase. For others, it could mean changing suppliers entirely.
If you’re sourcing from China or Hong Kong, now’s the time to revisit your supply chain. Some brands may switch to manufacturers in countries not affected by the new rules, while others might explore U.S.-based options. Either way, staying profitable will likely require rethinking your approach.
What will happen to Kickstarter campaigns that are currently being manufactured in or shipped from China and other countries?
Kickstarter projects that are currently in production or about to ship from China could run into trouble. If the budget didn’t account for these new tariffs, creators may find themselves short on funds—especially if they promised free shipping or locked in low prices early on.
Delays are also possible. It may take longer to get through customs, and rising costs could force campaign creators to look for new suppliers or renegotiate fulfillment terms. If you’re in this boat, the best move is to be transparent with backers. Let them know what’s happening, what it means for the timeline, and what steps you’re taking to keep things on track.
What can eCommerce / Kickstarter brands do about US tariffs?
The new tariffs are here, and they’re not going away anytime soon. If your business relies on overseas manufacturing—especially in China—you’ll need to adapt quickly. Here are a few practical ways brands can respond and stay ahead of the curve:
#1: Diversify your suppliers.
If you’re only sourcing from one country, especially one hit hard by tariffs like China, you’re in a vulnerable spot. Now’s the time to start looking at other options.
Some businesses are shifting to suppliers in countries with better trade deals. Others are even exploring domestic manufacturing—even if it’s a bit more expensive—to avoid surprise fees and delays.
The key here isn’t necessarily moving everything at once. Even diversifying part of your supply chain can give you more flexibility and make your business more resilient to future changes.
#2: Be open and honest with your customers or backers.
If you’re raising prices or running into shipping delays, explain why. Don’t sugarcoat it—just be honest. People are more understanding when they know the facts. Backers on Kickstarter, in particular, want to feel like they’re part of the process, not just left in the dark.
A short email or update can go a long way. Let your customers know you’re dealing with new tariffs, and walk them through what that means for your timeline or pricing. Transparency builds trust—and in tough times, trust is everything.
#3: Start financially planning for tariff impacts.
If you haven’t already, start planning for how these tariffs could affect your bottom line. Take a close look at your pricing, your margins, and where you might be able to trim costs. It might be time to raise prices slightly, cut down on packaging expenses, or streamline shipping.
If you’re unsure where to start, use budgeting tools or talk with a financial advisor who understands international trade. The more you plan now, the less likely you’ll be caught off guard later.
Most consumer packaged goods (CPG) brands aren’t rolling in venture capital. And that’s okay.
You don’t need a million-dollar ad budget to succeed. But you do need focus. Clear strategy. The willingness to test things fast helps, as does a little grit.
To help you understand what CPG marketing looks like on a shoestring budget, we’ve brought in Alison Smith and Karin Samelson. They are the Cofounders of UMAI Marketing and have worked with dozens of CPG brands. They know what it takes to grow, without breaking the bank.
I sent them a bunch of questions by email, and they were kind enough to provide thorough responses. You can find their expertly written thoughts below, cited extensively throughout the post.
1. What’s the biggest challenge CPG brands face when trying to stand out?
“Money is number one, then time,” say Alison Smith and Karin Samelson, co-founders of UMAI Marketing.
It’s not that you can’t grow without outside funding. But it’s harder. Much harder.
“If a CPG brand doesn’t have the funds to hire help to sell and market their brand,” they explain, “then they are going to need to invest their own time to do so.”
There’s no shortcut around it. Either you’re hiring experts or doing the work yourself. And that means wearing every hat in the business—founder, marketer, operations, finance, customer service, and more.
“It’s not impossible to grow a successful brand without raising capital,” they add, “but it’s going to take a founder who is willing and has the time to wear all the hats.”
That’s the tradeoff. Cash or time. If you don’t have one, you need a whole lot of the other.
2. How has digital marketing changed how CPG brands sell their products?
A lot has changed in just the last few years. Long gone are the days when you needed a slick commercial and a big ad spend to make an impact.
“Less traditional advertising with overly thought-out (and EXPENSIVE) ad campaigns,” the co-founders say, “and more of a focus on of-the-moment, user-generated content that’s social first.”
That’s good news for smaller brands. You don’t need a creative agency or a big media buy. You need a phone, a little time, and a willingness to try things.
“CPG brands need to be nimble,” they explain. “Willing to test content. Not be afraid to have pieces of content fail. And have a human element to their marketing.”
This isn’t about getting it perfect. It’s about getting it out there.
When something resonates, double down. When it flops, move on quickly.
Being small gives you an edge here. Big brands have layers of approvals and brand guidelines to get through. You don’t. That means you can move fast, ride trends, and talk like a real person—because you are one.
Want to start simple? Share a founder video. Show your product in action. Repost customer content, ask questions, and answer comments. Or put another way: keep it real.
It doesn’t have to be polished. It just has to be you.
3. What’s the best way for CPG brands to drive sales in retail stores?
Digital and physical sales are more connected than most people think. If you want your product to move off the shelf, you have to do more than just get into the store—you have to drive people there and make sure the staff knows what they’re selling.
“Geo-targeted social ads with retailer coupons are one of the best ways to get people into stores and actually buy your product,” the co-founders say.
They recommend platforms like Aisle, which help brands offer digital coupons tied to specific retail locations. When a customer redeems the coupon, you get proof of purchase. That’s real ROI.
But don’t stop there.
“In addition to running ads,” they add, “have a good relationship with your buyer, schedule store demos, and educate store staff on your product.”
That last part often gets missed. If a store employee doesn’t understand what makes your product special, they’re not going to push it. But when they do understand? You’ve got an ally in the aisle.
“You have to build support both outside and inside the store,” they say. “That’s how you drive sales.”
4. How much does brand storytelling really matter for CPG marketing?
“A lot,” the co-founders say. “Especially if you don’t have million-dollar budgets.”
You can have the best product in the world, but if people don’t know your story—or worse, don’t feel anything about it—you’re just another jar on the shelf.
“If you don’t build that know, like, trust with your audience,” they explain, “then you’ll never achieve quality growth.”
This isn’t just about having a good origin story. It’s about giving people a reason to care. A reason to buy from you instead of the bigger, cheaper, or more familiar brand next to you.
“Give people a reason to support and rally behind you,” they say. “Even if you already have an awesome product. That reason is usually your story.”
And that story doesn’t have to be flashy. It just has to be real.
Did you start this company because of a personal need? Are you obsessed with your ingredients? Is your family involved? Are you fighting to stay independent?
Tell that story.
5. Does influencer marketing actually work for CPG brands?
Short answer: yes. But only if you do it right.
“Well, Poppi just got acquired for almost $2B,” say Alison and Karin. “So I think that answers your question!”
Poppi’s success with influencer marketing is impressive. But the co-founders make it clear—you don’t need VC money to make this strategy work.
“If you’re tight on cash,” they say, “find partners who really believe in your brand story + product, and may be willing to promote it for commission only (to start).”
That’s the key. Don’t chase big-name creators. Focus on real fans with loyal, engaged audiences.
And avoid the one-off $10K video trap.
“Stay far (far) away from influencers who immediately come to the table with ‘It will cost $10K for 1 video,’” they warn. “It’s absolutely outrageous what some of these content creators are charging.”
Even if you could afford it, it’s rarely a smart bet.
“Content quantity is important in this day and age,” they explain. “The odds aren’t in your favor for success with ONE video.”
Instead, think long-term.
“Negotiate a longer-term partnership to show their audience that they’re a true fan,” they say, “and not just peddling a new weekly product that doesn’t stick.”
That kind of repeat exposure builds trust—and trust leads to sales.
6. How can CPG brands use customer data to make better marketing decisions?
Good news: you probably already have a lot of what you need.
“There are plenty of platforms that you’re likely already using,” the co-founders say, “like Shopify, Meta, TikTok, Google Analytics. These give you a broad idea of who your customer is.”
But that’s just surface-level. To go deeper, you have to ask questions.
“To go deeper,” they advise, “survey your customers post-purchase. Use an app like KnoCommerce, or send an email.”
And make the questions count.
“Ask them: How they first heard about you. What they like or dislike about your products. What’s important to them in your category. What brands they also buy. And any additional feedback.”
That kind of insight is gold.
“Knowing who your customers are is essential to crafting marketing campaigns,” they say. “You can’t make smart decisions if you’re guessing.”
So stop guessing. Ask—and then actually use what you learn.
7. What’s an underrated CPG marketing strategy that more brands should try?
“There’s not a one-size-fits-all strategy that works for every CPG brand,” the co-founders explain. “Our approach is to at the very least, use a platform to create a community (like IG or TikTok), have a way to acquire new customers (like Influencers or Social advertising), and have a way to further indoctrinate and increase lifetime value (like through email marketing).”
That’s not flashy. But it’s effective.
Community. Acquisition. Retention. Miss any one of them, and you’ll stall out.
Community means showing up on social and giving people a reason to connect. Acquisition is how you bring new people in—whether through ads or creator partnerships. And for retention?
“Email marketing,” they say, “is a way to further indoctrinate and increase lifetime value.”
It doesn’t have to be complicated. But it does need to be consistent.
8. How can smaller CPG brands compete with big-name companies?
Let’s be honest—big brands have a lot of advantages. But speed and authenticity usually aren’t on that list.
“Big-name companies have to jump through hoops when it comes to creating content,” the co-founders say. “Endless chains of approval and watered-down ideas.”
That’s where small brands can win.
“Smaller CPG brands can be quick to react to trends,” they explain, “and be a part of the conversation with their fans + audiences.”
You don’t need corporate approval. You don’t need a six-week rollout. You can post now.
“Show up where they are on social,” they say. “And chat with them.”
That might mean replying to comments, responding to DMs, or hopping into a live video.
It sounds simple. That’s because it is.
This isn’t about glossy branding. It’s about trust. And trust is something big brands can’t buy—but you can earn.
9. What’s the biggest difference between marketing for DTC vs. retail CPG brands?
“More real-time data to help you optimize and grow quicker with D2C brands,” say Alison and Karin.
When you’re selling direct-to-consumer, you get instant feedback. You can tweak your ads, adjust messaging, and see the results in real time.
“With retail,” they explain, “we use a lot of the same channels, but our store data is delayed and not as transparent, so we have to be very aware of what we’re testing in these periods between receiving store data.”
That slower feedback loop makes testing trickier—but not impossible. It just means you need a plan, and you need to be patient.
10. What CPG marketing trends should brands pay attention to in the next few years?
“While we wish we had a crystal ball and knew of the newest, hottest social channel before everyone else,” the co-founders say, “right now we are completely focused on marketing & spending efficiently on the social platforms that work for CPG (like Instagram & TikTok).”
No need to chase every shiny new platform. If something’s working, get better at it.
“That being said,” they add, “we do share what we’re seeing as social trends each month in our Trend Report!”
The point is to stay aware without getting distracted. Keep your marketing grounded in what already moves the needle—and test from there.
Final Thoughts
There’s a kind of freedom that comes with being a small brand. You can move faster. Speak more honestly. Build a real relationship with the people who buy from you.
That advantage disappears the moment you start playing by someone else’s rules—chasing trends that don’t matter, copying campaigns that don’t fit, or spending like you’ve got cash to burn.
What Alison and Karin lay out here isn’t complicated. But it is disciplined. It’s about showing up, testing ideas, staying human, and knowing your customer better than anyone else.
If you’re willing to do that work—consistently—you’ll build something that not only lasts, but grows.
Not through hype. Not through luck. Just through good marketing, done right.
International shipping is a monster. On the surface, it seems like getting products from point A to point B. But doing that involves dealing with complex logistics, handling unpredictable events, and managing your customers’ expectations.
It’s very easy to send items to the wrong address and run out of inventory. Returns are also a common source of trouble. And even if you manage to set up everything correctly, you still need to know what metrics to monitor to make sure processes continue to work properly.
These challenges are even more pronounced now that tariff rules have changed in 2025, adding new layers of cost and regulatory scrutiny.
In this article, we’re going to talk about why international shipping is tricky. Then we’ll give you some specific tips you can use today to cut down on international shipping costs for your eCommerce store.
Why is international shipping tricky?
When it comes to shipping, certain parts of the process tend to lead to problems, no matter where you’re sending items. If items are not properly packed, they are more likely to break in the mail. And the odds of this happening only increase with the long distances involved in international shipping.
Sending shipments to the wrong places is also always a risk. This is true of domestic shipping, but every country has different address formatting standards, so this is a far larger problem when shipping internationally as well.
Then there is customs clearance. Every country has customs, and every item imported into a country needs to follow local laws. Otherwise, it might get seized by customs before it reaches its destination. Sometimes, all it takes is a slight mistake on customs paperwork to increase the odds of this happening.
Cynthia Asije, CEO & Cofounder of Craftmerce says that “we once had a shipment delayed for weeks due to customs issues. It taught us the importance of clear documentation and working with trusted logistics partners.”
Customs concerns loom so large in international shipping that it repeatedly came up as a worry of eCommerce professionals when we reached out to experts as part of writing this article.
“Once, when shipping to the United Kingdom, our customer provided her new shipping address after the item had already been shipped to the address she originally provided,” says Shanna Bynes Bradford, CEO/Formulator at Grow Out Oils Clinical Aromatherapy Company. “It was quite a complicated process to track down the packages overseas.”
She was able to resolve the issue ultimately, but only after a lot of troubleshooting. “Thankfully, we had taken pictures of the box and filed a shipping claim while communicating with the shipping center in the United Kingdom. After 10 business days of mayhem, the package was finally delivered to the customer. Our team was incredibly relieved, and this experience prompted us to revise our shipping and handling process and requirements moving forward.”
New in 2025: U.S. tariffs and customs policy changes
Recent changes to U.S. trade policy have made international shipping even more expensive for eCommerce brands. As of early 2025, the government has introduced a 10% universal tariff on most imports, with some Chinese goods facing rates as high as 145%. These costs apply at the time of import—regardless of whether you’re restocking a U.S. warehouse or shipping directly to customers.
Even small shipments are no longer exempt. The de minimis rule, which previously allowed packages under $800 to enter the U.S. duty-free, is being phased out starting May 2, 2025. That means many low-value orders from overseas will now be hit with duties for the first time.
If you’re not planning for these changes, you could be in for a surprise—either through thinner margins, higher cart abandonment, or unexpected customs delays. The rest of this guide will help you find smart ways to offset those new costs to the greatest degree possible.
15 Ways Reduce International Shipping Costs For Ecommerce
Now that you understand the fundamental reasons that shipping, in general, can get expensive, we’ll now cover 14 specific tips that you can follow today to save money on international shipping.
1. Optimize shipping rates with carriers by negotiating or shopping around.
Even though common postal consolidators like EasyShip and ShipStation have to charge more now, it’s still in your best interest to work with one. If your business isn’t large enough to negotiate directly with giants like the USPS, UPS, FedEx, and DHL, don’t worry – fulfillment companies like Fulfillrite will do that on your behalf. Negotiated rates are often far cheaper than retail postage rates, and the savings add up quickly, especially for international shipping.
Asije said something to this effect when we reached out to her as well. Her exact quote on the subject was “when shipping internationally, the best tips for keeping costs low include comparing pricing for international shipping with various carrier services such as USPS, FedEx, UPS, and DHL. This will help you determine the best options for shipping.”
Don’t just accept the first rate you see. Bargain if you can, shop around if you can’t.
2. Use your shipping account number.
We’ll borrow a tip from Enterpreneur.com about a man named Fred DuBois, a laptop battery shipper with a lot of business:
While he originally had suppliers shipping products to him and invoicing for the transport costs, he managed to persuade his domestic suppliers to ship products on his company’s FedEx account number. This not only increases his business’s shipping volume, which can lead to cheaper rates, but it also helps prevent suppliers from padding their shipping costs.
3. Optimize your item dimensions and weight for cheaper packaging.
When you are manufacturing your item, it helps to begin with the end in mind. If you know that you will be shipping your product in the mail, look at the difference in cost for different box/bag sizes and weights. If you can find a way to make your item fit into a smaller box or to weigh less, you can save a ton of money on postage in the long run.
“Keep in mind that packaging can increase the weight of an item,” Bradford advises. “So it’s essential to customize packaging accordingly to ensure it is securely wrapped and ready to go. Use lightweight materials when possible, and consider flat-rate shipping options if they are available, as these can sometimes offer significant savings.”
She also advocates for using a shipping calculator tool to estimate costs based on dimensions and weights of certain types of packaging.
4. Use flat-rate packaging.
We’ve talked a lot about flat-rate shipping before, and for good reason! Postal carriers such as the USPS charge at least partly on how much space your package takes up in their truck. Flat rate packages give them the opportunity to more neatly pack their trucks, which saves them money and allows them to pass on the savings to you.
Flat-rate postage is often cheap in the first place. On top of that, you also have the added benefit of being able to use flat-rate packaging instead of buying your own boxes or bags.
5. Buy supplies in bulk.
Sometimes it doesn’t make sense to use flat-rate packaging. If that’s the case, be sure to buy packing and shipping supplies in bulk. ULINE is a great place to start.
6. Use regional carriers.
If you do most of your business within a regional area, consider following this advice from Easyship:
Regional carriers offer the same services as major carriers like UPS and FedEx but at significantly reduced prices. The only difference is that – as their designation implies – their delivery network is limited as they only operate within a small geographic area. For example, you can partner with OnTrac in the West, LoneStar in Texas, and Spee-Dee in the Midwest. This can be a good option if your deliveries are within their region.
7. Stick to a handful of carriers.
The more you ship with a given postal carrier, the more likely they will be to give you a discount. They want to keep your business, after all. It’s not realistic for a small business to always ship by FedEx or UPS, but it often makes sense to prefer one over the other consistently. That way, you have stronger bargaining power when it’s time to negotiate rates.
8. Swap out boxes with polybags.
Postage rates are going up, but remember: a big part of shipping costs still comes from supplies. While flat-rate packaging and ordering supplies in bulk is often enough to keep costs low, you can still sometimes take it one step further. ShipBob recommends switching from boxes to polybag mailers if you ship items such as clothing.
Be careful with this, though. You have to be absolutely sure not to ship fragile items in a polybag!
9. Use prepaid shipping.
FedEx and UPS both offer prepaid shipping options with steep discounts. If you know you need to send out a lot of shipments all at once, it often makes sense to buy all of the postage up front.
10. Use third-party insurance.
Another major expense associated with shipping is replacing items that were lost or damaged in the mail. If your items are high-value, consider buying third-party postal insurance with companies like Parcel Insurance Plan. It’s usually cheaper than buying the insurance directly from your carrier.
11. Outsource fulfillment.
Fulfillment, in general, is expensive. Outsourcing it can often save you money. You save on labor, training, supplies, and storage at a minimum. You often also benefit from having peace of mind and retaining more customers. Once you’re shipping more than 100 orders per month, outsourcing fulfillment should definitely be on your radar.
“We partner with logistics providers that offer discounted rates for bulk shipments,” says Asije, “and we optimize packaging to reduce weight and size, keeping costs efficient.”
12. Research local customs regulations.
The customs clearance process can balloon costs for two different reasons. The first is that imports and exports often come with taxes, and you want to try to lower your tax burden if you can. The other is that if goods end up getting impounded frequently due to bad processes, that can become expensive as well since it means either sending another item or issuing a refund to the customer.
It’s for this reason that Asije advocates for “[researching] customs regulations thoroughly for each country, [choosing] reliable shipping partners, and always [including] tracking to ensure transparency for your customers.
U.S.-based sellers should also keep close tabs on new tariff announcements, particularly those targeting high-volume imports or specific countries.
13. Account for new 2025 U.S. tariffs and customs rule changes.
In 2025, the U.S. implemented sweeping tariff changes. A universal 10% tariff now applies to all imports, with some categories—particularly goods from China—seeing rates as high as 145%. On top of that, the de minimis rule, which previously allowed items under $800 to enter the U.S. duty-free, is being phased out starting May 2, 2025.
These changes can dramatically increase your landed cost. To minimize impact:
- Work with customs brokers or fulfillment partners to classify your goods properly and reduce errors.
- Consider shifting production to countries with more favorable trade agreements.
- Rerun your cost projections and update your pricing if needed.
- Be transparent with customers about potential shipping delays or increased costs.
Shipping internationally is already complex—these new policies make it even more important to have airtight fulfillment and customs processes.
14. Validate addresses before you ship.
“If this is your first time shipping internationally,” says Bradford, “always double-check with your customer to ensure all shipping details are correct and accurate. It is also helpful to include an email address and phone number on the package, as this can assist the carrier service in case there are any discrepancies with the package address or if you need to file a claim.”
To that end, it’s worth investing in address validation software it is not included with your eCommerce platform by default. This will let you double-check the validity of addresses before sending out packages. This won’t help you if someone moves and forgets to use their new address, but it will at least make sure that every address you ship to is a real one. That can save a lot of money in the long run, especially where international shipping is concerned.
15. Keep clear records and communicate with your customers.
There are few challenges in business so gnarly that improvements to record-keeping and communication can’t make a meaningful difference. International shipping is no exception.
Bradford states that it’s a good idea to “maintain clear communication with your customers about shipping times, especially since international shipments can take longer due to customs processing.” She also suggests “[keeping] thorough records of all shipments, including tracking numbers and customs documentation, for future reference and potential disputes.”
Final Thoughts
International shipping doesn’t have to break your budget. Mastering the basics is enough to help you reduce costly errors. That is, ship to the right addresses, understand how customs works, and keep packages as small as you can.
Once you get the basics right, then you can follow the tips in this article to further cut down on costs. It’s not easy to learn at first. But if you’re proactive, you can make international shipping work for you, not against you.
“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 22 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:
- They’re visually appealing.
- They tell compelling stories.
- The purpose of the project is clearly explained.
- They show the product in action.
- When available, good videos have testimonials and reviews.
- They end with a clear call to action like “join my email list” or “follow on social media for updates.”
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.
#5: 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.
#6: 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.
#7: 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.
#8: 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.
#9: 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.
#10: 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.
#11: 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.
#12: 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.
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.
#13: 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.
#14: 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.
#15: 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.
#16: 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.
#17: 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.
#18: 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.
#19: 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.
#20: 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.
#21: 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.
#22: 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!
If you’re planning a crowdfunding campaign this year, you’ll want to start with the right strategy. At GAMA Expo 2025, a board game convention for industry folks in the know, I sat in on a panel called Crowdfunding Best Practices.
The panel was absolutely stacked with experts, including: Nicole Amato from Kickstarter, Xinyuan Chen from the marketing firm Jellop, and Heather O’Neill from 9th Level Games and BackerKit. Together, they shared what’s working now, what’s changed over the years, and what creators need to know to run a successful campaign in 2025.
I took frantic notes throughout and will now do my very best to relay their advice to you. While they spoke about board games explicitly, their advice applies to nearly any product category you could crowdfund. And the simple fact is, whether you’re launching your first product or your fifth, it pays to learn from people who’ve seen hundreds of campaigns from behind the scenes.
In this post, we’ll break down ten key pieces of wisdom from that conversation. Think of it as your Kickstarter strategy guide for 2025: real talk, hard truths, and helpful insights to get your project funded—and delivered—without losing your shirt.
1. Build Your Audience First — Kickstarter Isn’t Magic
“The campaign is the fire, and promotion is the fuel — but you still need a fire.” That line from the panel says it all (and I really wish I wrote down who said it!)
Post-publication note: Turns out that Nicole said it, and was in turn quoting a prior manager, Jonathan Ritter-Roderick.
A lot of creators treat Kickstarter like it will automatically bring them an audience. It won’t. If no one knows about your product before launch, your campaign is likely to stall, no matter how good it looks.
The panelists all stressed the importance of building a community ahead of time. There are a million ways you can do that, such as through email lists, Discord servers, or other channels.
The methods you use don’t matter as much as the simple fact that you need to get people excited. Get them involved. Let them test the product.
Jellop’s Xinyuan Chen noted that when a campaign launches cold, it doesn’t matter how much ad money you throw at it. The early backers need to show up fast. That only happens if you’ve already done the work. Kickstarter works best when you treat it as a tool to monetize momentum—not create it from scratch.
2. Your Product Should Be Basically Done
One thing the panelists agreed on: your product should be close to finished before you hit launch. Backers are no longer interested in vague promises or “we’ll figure it out after funding” campaigns.
Heather O’Neill put it simply for game creators (the convention’s audience): the game needs to be done, playtested, and ready to go into production.
In the early days of Kickstarter, you could launch with a concept. That era is over. Too many products funded but never delivered, and now backers are skeptical.
Nicole Amato — who works directly for Kickstarter — pointed out that today’s backers expect clear timelines, proof of development, and evidence that you’ve thought through manufacturing and logistics. They don’t want to hear, “You’ll get it in 2027.” They want something closer to reality—and they want transparency if timelines slip.
If you’re not done yet, that’s fine—but wait until you are. Otherwise, you risk losing trust—and your funding.
3. Set a Realistic Funding Goal, Then Fund Fast
You want your campaign to fund early—but not by setting a goal so low it sinks you. All three panelists emphasized that underpricing your goal just to game Kickstarter’s algorithm is a risky move. You might hit your funding target fast—but if your real costs are higher, you could be in serious trouble.
Instead, do the math. Figure out your average pledge amount and work backwards. How many backers do you need to break even? To make a profit? Then set a goal that makes sense.
Funding in the first 24–72 hours is still one of the strongest indicators of campaign success. That’s when backers get excited. That’s when the algorithm helps boost your visibility.
But if you hit your goal and still can’t deliver because of shipping or stretch goal bloat? You’re setting yourself up for a nightmare.
Fund fast—but fund smart.
4. Front-Load Your Page & Make It Skimmable
Backers don’t read every word on your Kickstarter page—they skim. So don’t save the good stuff for the bottom. Put your best hooks at the top: the story, the key features, the stretch goals, the art. That’s what gets people excited—and keeps them scrolling.
Heather specifically called out campaigns that bury their most exciting updates halfway down the page. Don’t do that. If you’ve got a great stretch goal, say it early. If there’s something backers get excited about—put it in the spotlight.
Use visual anchors to break up the text. Don’t make your page a wall of copy. Clean, well-designed sections help backers understand what they’re looking at—and why they should care.
Nicole mentioned “Fit to Print” as a standout example of a long page done well: visually strong, organized, and full of personality.
There’s no way to get around it: structure matters. If people get bored halfway through your page, you’ve already lost them.
5. Shipping is a Landmine, If You’re Not Careful
Shipping can sink your campaign if you’re not prepared. All three panelists emphasized the same thing: don’t charge shipping upfront. It’s too volatile. Rates change. Delays happen. People move. If you collect shipping during the campaign, you’re locking yourself into numbers you might regret later.
Instead, use a pledge manager like BackerKit to handle shipping later—after the dust settles and you have real quotes. Nicole and Heather both mentioned that many problems stem from creators underestimating costs, then having to cover the gap themselves. Don’t do that.
Set expectations clearly on your page. What’s estimated? What’s guaranteed? What could change?
Use big, bold text if you have to. Heather noted that backers are more forgiving if you’re honest. Just don’t promise the impossible. If the manufacturer says September, you plan for November. Add padding. Backers will thank you later.
6. Avoid Stretch Goals That Tank Your Budget
Stretch goals can build hype—but they can also blow up your budget. The panelists all warned against feature creep: adding too much, too fast, without understanding the cost. Don’t offer extras that haven’t been fully priced out. A single poorly planned stretch goal can erase your margin—or worse, leave you underwater.
Nicole told the horror story of a creator who raised $27,000 more than expected but still lost money because shipping and stretch costs ballooned. It’s easy to get caught up in the excitement and forget you’re running a business.
If you’re going to add goals, keep them simple. Heather pointed to campaigns that added multiple versions or extra components and ended up stuck in a production nightmare. Be realistic about what you can produce and fulfill.
Remember: stretch goals are optional. Backers want the core product first. Only offer more if you’re sure you can deliver it without regret.
7. Vet Your Marketing Partners
Marketing can make or break your campaign—but only if you hire the right people. Xinyuan from Jellop was quick to caution against shady firms that promise big numbers but won’t explain how they work. If someone claims they can raise $50K with no effort, run the other way.
Look for transparency. A good marketing partner will walk you through budget, ad channels, creative strategy, and actual performance data. They’ll help you understand how much you need to spend to see a return—not just take your money and disappear.
Ask for referrals. Look at past campaigns they’ve worked on. Talk to creators who’ve used them. The crowdfunding space is tight-knit, and most folks are happy to share their experiences.
As Nicole said, “Everyone seems friendly, but always double-check.” If it sounds too good to be true, it probably is. Do your homework before you hand over your ad dollars.
8. Consider Late Pledges & Add-On Platforms
Kickstarter is just the beginning. BackerKit and other platforms let you continue selling after the campaign ends—both to latecomers and to existing backers who want more. It’s one of the best ways to boost revenue without complicating your initial launch.
The panel discussed how these tools help collect shipping, manage add-ons, and offer late pledges once the chaos of launch has passed. Nicole acknowledged that while Kickstarter and BackerKit aren’t formally integrated, most creators use both in practice.
That said, be smart about what you include during the live campaign. Don’t overload your page with every option and upgrade. Save some items for the pledge manager. Keep the main campaign focused and easy to follow.
As Heather pointed out, you can always offer more later—but you can’t take things back once they’re promised. Simpler campaigns are easier to manage—and more likely to succeed.
9. Communicate Often, But Get To The Point
Your backers don’t need daily essays—but they do need to know what’s going on. The panelists stressed how important it is to send regular updates, especially after the campaign ends. Silence makes people nervous. That’s when refund requests start showing up.
Keep it short. Share wins. Share delays. Show that the project is still alive and moving forward. Heather noted that creators who wait until the last minute to say “oops, it’s late” are the ones who lose trust fastest. A quick update every couple of weeks goes a long way.
And don’t just talk at backers—show them what’s going on from your perspective. Show progress pics. Share behind-the-scenes decisions. Make them feel involved.
Just avoid spam. If you’re flooding inboxes with fluff, people tune out. When you have something real to say, say it clearly, say it quickly, and say it often enough to keep momentum alive.
10. Fraud Exists — Be Aware, Not Paranoid
Scams are rare, but they happen. Nicole talked about fake backers pledging big amounts just to inflate totals—only to cancel at the last second. Sometimes it’s done to manipulate algorithms. Sometimes it’s just trolling. Either way, it can mess with your campaign.
If something feels off—huge pledges from unknown accounts, weird patterns in backer behavior—report it. Kickstarter’s trust and safety team is active, and panelists encouraged creators to flag anything suspicious, even if it’s already been reported through normal channels.
Just don’t panic. Most backers are legit. But don’t make decisions based on your raw total alone. Wait until the smoke clears before finalizing stretch goals or making big commitments.
As Nicole put it, “The scammers work hard. We work harder.” Protect your project by staying alert, trusting your gut, and verifying before you act.
Final Thoughts
Kickstarter in 2025 isn’t just about making a flashy page and crossing your fingers. It’s about treating your campaign like a business. You need a product people want, a plan that makes sense, and a community that trusts you.
The panelists didn’t sugarcoat anything—and that’s what made their advice so valuable. They’ve seen what works, what fails, and what almost makes it before falling apart.
If you’re serious about launching a campaign this year, take their words to heart. Do the prep work. Sweat the details. Be honest. Be clear. Be ready.
Because if you get it right, Kickstarter isn’t just a funding tool. It’s a launchpad for something bigger and more lasting, be it an eCommerce store or even a retail-ready product line.
The Company
Level 99 is a board game publishing company owned and operated by Brad Talton. Some of their more popular games include BattleCON, Pixel Tactics, Millennium Blades, Argent: the Consortium, and Empyreal: Spells & Steam. Once launched on Kickstarter, the games are also available to buy online as well as at select retail outlets.
The Challenge
Brad has been using Kickstarter since its early days, all the way back in 2011. He has built his business from the ground up and has raised $3,185,142 through 22 campaigns reaching over 39,000 backers.
Up until 2015, Brad was shipping his Kickstarter campaigns out of his garage. He would gather some friends together, order some pizzas, and get everything shipped out. It was still very time-consuming and expensive, although he and his friends had a good time.
The Solution
Brad reached out to Fulfillrite for help shipping his 2015 Kickstarter campaign, Pixel Tactics Deluxe. He knew that he wasn’t going to be able to scale his business by shipping from his garage and relying on temp work forever!
Our sales team helped him to streamline his operations and save money on postage. This freed up David to spend his time growing the business and doing creative work. No longer did he have to worry about in-house fulfillment.
The Results
In the end, Fulfillrite took care of order fulfillment on behalf of Brad. This simplified his operations and allowed him to spend his newfound time growing the business and doing creative work. Level 99 is now a full-time job for Brad as well as five others, and has a comfortable office in Albuquerque, New Mexico.
Since he started working with Fulfillrite, Brad has seen continued success on Kickstarter, with every single campaign since 2015 funding successfully and often very quickly. Fulfillrite has shipped at least 37,000 packages on Brad’s behalf as of 2021, and we expect that figure to keep climbing!
I’ve been very impressed with our fulfillment service in New Jersey, Fulfillrite. They’ve managed to ship out our past three campaigns (Pixel Tactics Deluxe, Millennium Blades, and EXCEED) without any incident in the USA.
Brad Talton, Stonemaier Games, 2016
THE COMPANY
Creative Beast is a small business that sells realistic, built-to-scale dinosaur action figures made by owner-operator, David Silva. Creative Beast uses the crowdfunding platform Kickstarter and the pledge management system BackerKit to launch each new line of action figures. Once launched, the dinosaurs are also available to buy online as well as at select retail outlets.
THE CHALLENGE
After seven years of honing his product, David launched Beasts of the Mesozoic: Raptor Series on Kickstarter. He went on to raise over $713,287 between Kickstarter and BackerKit, and needed to quickly ship orders to over 5,000 backers.
While David suspected there was a market for his action figures, the success was much greater than he expected. He knew that it would be time-consuming and impractical to store and fulfill the rewards himself. After all, his goal was to spend more time doing what he loves – creating the dinosaur action figures that he always wished existed.
THE SOLUTION
Prior to his campaign launching, David reached out to Fulfillrite to get a shipping solution in place. He was prompted to do so after considerable research on Google. His goal was to find a qualified fulfillment team with trustworthy customer service and a human touch.
Our sales team helped him understand the ins and outs of fulfillment before the campaign was even launched. After the Kickstarter campaign rocketed to success, Fulfillrite shipped out over 5,000 rewards on David’s behalf in 2018. Similarly, during the toughest part of the pandemic in December 2020, Fulfillrite fulfilled his second similarly successful campaign – Beasts of the Mesozoic: Ceratopsian Series.
Over the last few years, Fulfillrite has also managed eCommerce orders for both Beasts of the Mesozoic series, which together are upwards of 300 per month, even when sales are slow.
THE RESULTS
All in all, Fulfillrite has helped David to streamline, systemize, and simplify his business operations, allowing David to focus on doing the creative work he loves.
David went on to launch another successful campaign for Beasts of the Mesozoic: Ceratopsian Series, which raised over $650,000 (and counting) between Kickstarter and BackerKit. Fulfillrite fulfilled this campaign as well.
Whether dealing with massive amounts of orders all at once, or a slow steady drip of eCommerce orders, Fulfillrite has been able to handle David’s fulfillment needs. In 2020 alone, David’s revenue doubled. All the while, David still has time to create, which he has used to further hone his craft.
We had well over 5,000 packages to ship between the Kickstarter and the pre-order campaign [in 2018]. Even with all the work of running a Kickstarter, it was a very positive experience! – David Silva, Owner, Creative Beast
David has been working with Fulfillrite for over five years now.
THE COMPANY
Calamityware is a graphic-designer owned e-commerce company that sells products with (often humorous) designs drawn from the owner’s personal sketchbook. Calamityware uses the crowd-funding platform Kickstarter as the basis of every product they sell, using the platform to test the demand for each product idea before initiating a production run. They’ve had over 60 successful Kickstarter projects to date. After each Kickstarter campaign, any surplus products are made available on his website, www.calamityware.com.
THE CHALLENGE
When Don Moyer first started his business, he was relying on the manufacturer of their products for fulfillment. “That was a bad idea,” he says. “They were not good at doing both.” In addition, the company was starting to produce new products made by other manufacturers, which further complicated fulfillment.
They knew they needed a more efficient, streamlined process. They had been emailing spreadsheets filled with order details once a week to their manufacturers, who had limited shipping options available. It often took days for orders to be shipped out. “We knew we needed to find a dedicated fulfillment partner,” says Don.
THE SOLUTION
Don found Fulfillrite through referrals from the Shopify community. “After our first conversation with Fulfillrite, we realized immediately how much they could help us.” Fulfillrite synced to Calamity’s Shopify store, which allowed for orders to be fulfilled within hours after payments were processed. “All of this really allowed our company to grow in ways we would not have been able to grow before,” says Don.
While speed and efficiency are what first drew Calamityware to Fulfillrite, Fulfillrite’s technology was a major factor in their decision to stay. “Early on, there would often be times when I wished the portal would do something it didn’t do, and within months they would add a new feature that was better than what I could have imagined. At this point, the portal works so well and has such amazing reporting, including shipping transactions and inventory levels, I can’t imagine what could be better.”
Another major factor was Fulfillrite’s commitment to personalized service and affordable, transparent pricing. “They treat my business like it’s a number one priority,” says Don. “Fulfillrite is very clear about their policies and fees and makes it easy for you to pay only what you need to pay based on the size of your business. It’s a very scalable system.”
THE RESULTS
Now that Fulfillrite has vastly streamlined, systemized, and simplified Calamityware’s fulfillment process, the company is able to sell a variety of products made by various manufacturers out of a variety of materials in a variety of different packaging—all with the same fast, reliable shipping.
“We often have 50 to 100 orders per day, and Fulfillrite is quick to fulfill all of these orders timely. Sometimes we even have 1000 Kickstarter rewards, and they can get them shipped out all in one day. Our ability to ship so quickly really impresses our customers and makes us look good. Fulfillrite really treats their customers well, and if I’m being treated well, it means my customers are treated well, and they keep coming back for more. And that’s a win-win for everyone.”
—Don Moyer, Owner, Calamityware
CalamityWare is a graphic-designer owned e-commerce company that sells products with (often humorous) designs drawn from the owner’s personal sketchbook. They use Kickstarter as the basis of every product they sell, using the platform to test the demand for each product idea before initiating a production run.
In this video, we talk with Lynnette Kelley, the CEO of Calamityware. She’s been working with Fulfillrite for order fulfillment for over 10 years.
The transcript that follows is her story and her words:
It really is amazing to see how Fulfillrite has been able to scale with our business.
Back in 2014, Don Moyer, our designer and one of our owners, would post his drawings on Flickr. People would comment, “You should put this on a product.”
That suggestion turned into his first Kickstarter project—a blue willow porcelain dinner plate with a drawing of flying monkeys on it.
(And how many Kickstarters have you guys run?)
Now we’re on our 71st, I think. Yeah, a lot.
But it all started with just one plate. The factory that was making them was here in Pennsylvania, and they had the ability to ship for us. I mean, they could do it, but they weren’t really equipped for it. That’s when we realized we needed a better solution.
We found Fulfillrite through the Shopify App Store. That integration was key. A customer places an order, Shopify processes the payment, and I don’t even have to press a button—it just happens. Instantly, the order gets sent to Fulfillrite’s system, where it enters the queue and gets shipped out the same day.
We’ve been lucky enough to visit Fulfillrite and tour the warehouse. Every time we go, it’s just such a phenomenal business. Everything is so streamlined—it’s super impressive. The fact that you can get orders out the same day is huge. It really is huge.
It makes a difference with customers, and I think it’s part of what keeps them coming back. We’ve grown, but we still have a really good relationship with Fulfillrite, and we’re still really, really happy.
Selling on Amazon in 2025 isn’t just about listing a product and hoping for the best. The competition is intense, and success depends on making strategic choices from day one.
What products should you sell? How do you price them? What’s the best way to get reviews and keep inventory in check?
This guide breaks down key factors every new seller needs to know, from choosing a fulfillment method to optimizing listings for Amazon’s algorithm.
In this post, we’re going to share advice from experts and discuss proven strategies. That will help you see how you can set yourself up for long-term profitability—without making costly beginner mistakes.
We’ll go over this topic in the form of questions and answers, starting with strategy and research. Then we’ll move into sales optimization, logistics, advertising, and performance tracking.
How can sellers find the most profitable categories on Amazon?
If you want to succeed on Amazon, the #1 thing you can do is sell the right products. Getting this one part of the process right has an outsized impact on everything else you do.
Of course, market research is easier said than done and it helps to know where to begin. A great place to start is the Amazon Best Sellers list. On it, you will see top-performing products in real-time.
Spend enough time browsing the Best Sellers list and you’ll probably see trends emerge. For example, categories like Beauty & Personal Care, Home & Kitchen, and Clothing & Accessories tend to have consistent demand, but naturally, competition varies.
If you want to go deeper with your research (and we recommend you do), consider looking at Amazon’s Product Opportunity Explorer. Through it, you’ll see all kinds of data on search trends, niche saturation, and units sold. Sellers like you can analyze customer interest, competition levels, and historical performance and, in doing so, spot fresh opportunities.
Beyond Amazon’s built-in tools, monitoring Movers & Shakers and Hot New Releases can reveal fast-rising products. External sources like Google Trends and social media trends also help validate demand. A low-review, high-search-volume niche is often a strong entry point.
When you look at multiple different sources of Amazon data, you can often find areas where you can strategically enter high-demand, low-competition categories. These are the ones known for having strong profit potential.
What tools or resources are most effective for product research and competitor analysis?
Successful Amazon sellers rely on real data to make decisions. Certain widely available software tools can help you to identify profitable products and outmaneuver competitors.
Two of the most widely used platforms are Helium 10 and Jungle Scout. Both have a suite of features for product and keyword research.
- Helium 10’s Black Box tool filters products based on revenue, competition, and pricing trends. This helps sellers uncover overlooked niches. Its Cerebro tool reverse-engineers competitor listings to extract the most effective keywords for optimization.
- Jungle Scout provides in-depth sales estimates, keyword tracking, and competitor monitoring. The Opportunity Finder highlights markets with favorable demand-to-competition ratios, ensuring sellers avoid oversaturated spaces.
Beyond these, tools like AMZScout and Keepa help track price trends and historical sales data, giving sellers insights into seasonality and market shifts.
Using these resources allows sellers to make strategic decisions and stay ahead of market trends. But remember, you need to pair this with other research like described in the previous section. Number-heavy data like that provided by these tools can be misleading if you don’t seat it within a larger context.
What are common mistakes beginners make when choosing products to sell?
Many new sellers make emotion-driven decisions. After all, it’s tempting to pick products you like rather than those with proven demand. Without market validation, you risk launching items that don’t attract enough buyers.
Another common mistake is entering oversaturated markets. If a product has thousands of reviews and deep-pocketed competitors, a new seller will struggle to gain visibility. Instead of selling generic water bottles, niching down to “insulated stainless steel bottles for hikers” gives you a better chance to stand out.
Pricing issues also hurt beginners. Amazon FBA fees, referral fees, and shipping costs quickly eat into margins. A product that looks profitable at first glance may barely break even after fees. Using profit calculators and competitor analysis tools ensures better decision-making.
Successful sellers research trends, review costs, and validate demand before committing to inventory. They focus on low-competition, high-margin products with steady demand instead of chasing fads.
Which pricing strategies help new sellers attract buyers while still maintaining profit?
Pricing on Amazon is a balancing act. Go too high, and you lose customers. Go too low, and you lose profit. The most effective strategy is competitive pricing, where you price your product slightly below or in line with top competitors.
However, rather than simply undercutting, sellers can add value by bundling complementary products or offering limited-time discounts.
Dynamic pricing tools like RepricerExpress and Aura help sellers adjust prices based on market demand, competitor activity, and inventory levels. This ensures products remain competitively priced without unnecessary margin cuts.
Psychological pricing also plays a role—pricing at $19.99 instead of $20.00 increases conversions. Additionally, using Amazon’s coupon and deal features can attract budget-conscious shoppers while maintaining perceived value.
Ultimately, successful pricing requires constant monitoring of costs, fees, and competitors. Sellers who experiment and refine their approach find the sweet spot between affordability and profitability.
How do successful sellers optimize their product listings for Amazon SEO?
Amazon’s search algorithm favors relevance, engagement, and conversions. That means your listing must be optimized for both customers and search ranking.
Successful sellers start with thorough keyword research using tools like Helium 10 and Jungle Scout to identify high-traffic, low-competition terms. These keywords should be placed naturally in the product title, bullet points, and description to maximize visibility.
High-quality images and videos improve click-through and conversion rates. Amazon prioritizes listings that keep shoppers engaged, so having infographics, lifestyle images, and explainer videos can increase performance.
Encouraging customer reviews also helps rankings. Products with more positive reviews tend to rank higher, as they signal trust and reliability. Lastly, optimizing backend search terms helps Amazon understand your product even when shoppers use different phrasing.
When in doubt, remember the whole point of Amazon is to sell products. So your North Star should be to make a product listing that compels people to buy. If you can manage that, then you’ve accomplished the most important part of Amazon SEO.
How can sellers gather more (and better) product reviews in a compliant way?
Product reviews are one of the most powerful tools for boosting sales on Amazon.
“Positive online reviews can significantly impact sales, as consumers often place a high level of trust in them,” says Kristin Hutcherson, Partnership Manager at eComEngine. “Quality reviews help boost product search rankings, which allows more buyers to discover your product, increasing your sales potential.”
The best way to get more reviews? Ask your customers.
“Sending automated review requests is a smart way to streamline the process and ensure you’re regularly requesting reviews,” Hutcherson explains.
Amazon allows sellers to request reviews, but they must follow strict guidelines—you can’t pay for or influence a review, and requests must be sent within 30 days of order completion.
If you want to automate this process some, you might look into tools like FeedbackFive by eComEngine. This can help you automate review requests and stay within Amazon’s policies.
What factors should new sellers consider when choosing between FBA and FBM fulfillment?
When you start selling on Amazon, you will need to decide between Fulfillment by Amazon (FBA) and Fulfillment by Merchant (FBM). It’s a big choice and one that will directly affect your operations, costs, and customer satisfaction.
With FBA, you send products to Amazon’s fulfillment centers. Amazon then handles storage, packaging, shipping, customer service, and returns.
There’s a certain appeal to doing this. You can manage your sales and inventory under one roof and in one system. Plus, this method automatically makes your products eligible for Amazon Prime’s free two-day shipping, which increases your visibility among Prime members.
Of course, this is not a perfect option since FBA comes with storage and fulfillment fees. These can add up, especially for slow-moving or bulky items. Additionally, you have less control over inventory management and packaging.
Some people prefer FBM instead, which means you manage storage, packaging, shipping, customer service, and returns yourself or through third-party logistics providers.
Doing this gives you a greater degree of control over fulfillment, and you can do things like personalize packaging and interact more directly with customers. This can be more cost-effective for sellers with existing logistics infrastructure or for products that are heavy, oversized, or have lower sales volumes.
But there are downsides, as you might expect. For one, FBM products are not automatically Prime-eligible. You can get around this by qualifying for Seller Fulfilled Prime (SFP). But that means you will have to meet Amazon’s stringent performance requirements, which includes having a high on-time shipment rate and offering premium shipping options. That’s not easy to do.
When choosing between FBA and FBM, consider your product type and volume, desire for control over fulfillment, cost analysis, scalability, and the level of customer service you wish to provide. FBA is generally better when simplicity is a priority and FBM is generally better when flexibility is a priority.
How can inventory management tools help prevent stockouts or overstocking for beginners?
Many beginner sellers rely on spreadsheets to track inventory, but as sales grow, managing stock manually becomes overwhelming.
“As sales grow and SKUs increase, manual tracking gets more complex,” says Kristin Hutcherson, Partnership Manager at eComEngine. “This is where inventory management tools become important to consider.”
These tools provide real-time insights, helping sellers avoid stockouts and overstocking by streamlining supply chain decisions. “It may be beneficial to start with operational analytics or insights tools rather than a full inventory management tool,” Hutcherson explains.
“Tools like SellerPulse, for example, offer inventory planning reports, FBA fee alerts, and SKU-level profitability analysis.”
Effective inventory management reduces additional order fulfillment fees, aged inventory surcharges, and disposal costs. Smart use of software is an all-around good way to help maintain optimal stock levels.
How can a seller use Amazon ads to boost initial sales and visibility?
Amazon’s advertising platform is one of the most effective ways to drive traffic and increase sales. Sponsored Products, Sponsored Brands, and Sponsored Display Ads help new sellers reach their audience quickly.
To start, sellers should focus on keyword targeting. Using tools like Jungle Scout’s Keyword Scout can help identify high-performing search terms. Optimizing bids and monitoring ACoS (Advertising Cost of Sales) will help you make sure ad spend remains profitable.
Running low-bid automatic campaigns initially can help uncover valuable search terms. After identifying strong keywords, shifting to manual campaigns with refined targeting can improve efficiency. Additionally, testing Sponsored Brands and Display Ads can enhance brand recognition and keep products in front of customers.
What best practices should a newcomer follow to maintain high seller performance metrics?
Amazon tracks seller performance metrics closely. You’re going to need to maintain strong scores if you want to succeed in the long run.
The most important factors include order defect rate (ODR), late shipment rate, and customer feedback.
To keep metrics high, sellers should:
- Ship orders on time – FBA automates this, but FBM sellers need reliable fulfillment partners (Fulfillrite is one good option).
- Provide excellent customer service – Fast responses and accurate product descriptions reduce negative feedback.
- Monitor inventory closely – Stockouts hurt rankings, while excess inventory leads to storage fees.
- Handle returns quickly – A clear return policy minimizes chargebacks and disputes.
If you are able to consistently meet these standards, you will keep the buyers’ trust and your seller performance metrics will reflect this reality. And that is necessary if you want to stay in good standing with Amazon.
Final Thoughts
Winning on Amazon isn’t about guessing—it’s about understanding the platform, using the right tools, and making data-driven decisions.
The best sellers don’t just pick products at random. They research trends, optimize listings, manage inventory wisely, and use Amazon ads for visibility.
Whether you’re weighing FBA vs. FBM, fine-tuning pricing, or improving seller metrics, success comes down to consistency and adaptability.
Keep testing, keep optimizing, and most importantly—keep learning. The grand game of Amazon is always shifting, but sellers who stay informed and strategic will thrive.
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!
Client retention in eCommerce isn’t just about keeping customers. You need to give buyers a reason to become lifetime customers—and that’s not easy!
The stakes are high. If you can retain customers, your eCommerce store is going to take off. But if you can’t, you’ll probably close up shop in a few years. Retention is just that important.
To uncover the strategies that actually make people want to buy again and again, we’ve reached out to a variety of experienced eCommerce experts. We want advice from those who’ve faced the challenges of retention firsthand.
In this article, we share the advice of these experts. These tips go beyond theory and will help you build deeper connections with your customers. That way, you will have the practical advice you need to not only retain your clients but also keep them engaged, loyal, and coming back for more.
What is customer retention in eCommerce?
Customer retention in eCommerce means getting customers to buy more than once. How you do that specifically comes down to building lasting relationships with your customers.
Acquisition starts with the first purchase. Retention starts with the second, and you only get that second purchase through consistent engagement, great service, and by providing ongoing value. So you need a way to turn your one-time buyers into loyal advocates who come back, spend more, and promote your brand to others.
Retention matters because it’s cost-effective and sustainable. Acquiring a new customer costs significantly more than keeping an existing one. In eCommerce, where competition is fierce and customer expectations are high, retention is a critical metric for long-term growth.
You’ll often hear retention mentioned hand-in-hand with personalization. So let’s start by talking about that.
How do I personalize experiences in eCommerce?
Personalization in eCommerce is about creating meaningful connections with customers by tailoring their experiences. Or, put more simply, different customers should see different things on your store.
Personalization is more than just using their name in an email, though that’s certainly a good start. What you want to do is deliver relevant, timely, and valuable information that feels unique to them.
The goal is to show customers you understand their preferences, needs, and behaviors, without creeping them out with excessive data mining. Done right, personalization helps you build trust, drive engagement, and keep customers coming back.
With the right tools and strategies, personalization can scale effortlessly. Email platforms, CRM systems, and AI-based recommendation engines make it easier than ever to customize each customer’s journey. So the tech is there to support you—you just need to know how to use it.
Here are some tips from experts to help you get started with eCommerce personalization.
1. Use email platforms to tailor messaging.
Email is one of the most effective channels for personalization. Platforms like Klaviyo and Mailchimp allow you to segment audiences based on behavior, purchase history, or preferences. “Personalization doesn’t need to be creepy—just relevant,” says, Matthew Engelage of Chin Mounts. A customer who recently bought a product could receive follow-up emails recommending accessories or complementary items.
Tip: Automate email campaigns with targeted messaging based on purchase behavior, cart abandonment, or browsing history. Keep the tone friendly and the content valuable.
2. Use AI to make smarter product recommendations.
AI-powered tools like Klaviyo and Nosto can predict what customers might buy next. These systems analyze browsing and purchase data in order to provide product recommendations tailored to each individual. It’s personalization at scale, with no manual input required.
Tip: Integrate AI-based recommendation engines into your store to suggest relevant products on your homepage, product pages, or checkout process.
3. Use CRM systems to track and engage customers.
CRM platforms enable you to gather and organize customer data, helping you understand their preferences and behavior. “CRMs, AI-based product recommendations, and cutting-edge email platforms enable you to create personalized experiences,” says David Taylor, Founder of Academized.com.
A well-managed CRM will help you make sure every interaction with every customer at every touchpoint feels intentional and informed.
Tip: Use data in your CRM to segment customers by purchase frequency, preferences, or engagement levels, and create targeted campaigns that resonate.
4. Build loyalty with gamification and rewards.
Gamified loyalty programs add a fun and engaging layer to personalization. “Features like a gamified points system or achievement badges” encourage customers to interact with your brand, according to Brian Lim, Founder & CEO of iHeartRaves and INTO THE AM. Rewarding activities like leaving reviews or referring friends builds a sense of satisfaction and connection.
Tip: Offer points for purchases, reviews, or referrals. Include surprise perks, early access to products, or exclusive discounts to make loyal customers feel valued.
5. Provide tailored discounts and offers.
Segmenting customers allows you to create discounts and offers that align with their shopping habits. For example, frequent buyers might receive a VIP discount, while inactive customers could get an incentive to return.
Tip: Use tools like Shopify Flow or Yotpo to automate personalized discount codes for specific customer segments.
6. Monitor engagement for better segmentation.
Segmentation is key to effective personalization. By analyzing engagement metrics—like open rates, click-throughs, and purchase patterns—you can refine your audience groups and avoid overwhelming less engaged subscribers.
Tip: Use email platforms to tailor content based on engagement levels. High-engagement customers can receive frequent updates, while others get fewer, more curated offers.
What are the best customer loyalty programs?
A great customer loyalty program will help you build emotional connections with your customers and keep them coming back. It’s not just about discounts, although those are definitely helpful!
Loyalty programs work best when they’re simple, rewarding, and fun. The goal is to make customers feel appreciated and incentivize behaviors that drive repeat purchases.
Whether it’s points for purchases, exclusive perks, or gamified rewards, a well-designed loyalty program will help you create a sense of belonging and make customers think twice before shopping elsewhere.
The key to success is balancing value and simplicity. Customers need to understand how the program works and feel that the rewards are worth their effort.
Here are actionable strategies for building an effective loyalty program.
1. Offer points for purchases, reviews, and referrals.
Points-based loyalty programs are simple and effective. “Make it rain points,” suggests Kumar Vaibhav Tanwar, Founder of Clickworthy Digital Marketing. “Offer free shipping, and add perks they can’t resist.”
Customers earn points for purchases and actions like leaving reviews or referring friends. Points can be redeemed for discounts, free shipping, or other rewards.
Tip: Set up a points system where customers can easily track their rewards and understand how to redeem them. Make the process intuitive and appealing.
2. Create a tiered loyalty system.
Consumers love the feeling of exclusivity. “Designing a tiered loyalty program where your customers can earn rewards based on where they are by rank can play on this tendency and lead to repeat purchases,” explains Brandon Hartman, Founder of BeyWarehouse.
Higher tiers unlock bigger perks, encouraging customers to spend more to move up.
Tip: Structure your program with clear, achievable tiers, offering benefits like VIP discounts, early access to products, or free upgrades.
3. Provide exclusive rewards and experiences.
Making customers feel special fosters loyalty. “Early access to new products or exclusive perks can make customers feel like VIPs,” says Brian Lim. Customers appreciate rewards that go beyond standard discounts.
Tip: Include unique benefits like limited-time offers, first looks at new collections, or access to members-only sales.
4. Gamify your loyalty program.
Turning loyalty into a game creates engagement and excitement. “Offer tiers where customers unlock bigger rewards as they spend more,” advises Oun Art, Founder & Chief Link Strategist at LinkEmpire.io. When you do this, “shopping becomes an engaging experience.”
Tip: Incorporate challenges, badges, or point multipliers to add an element of fun and competition to your loyalty program.
5. Use loyalty tools for ease and impact.
Tools like Smile Rewards or apps integrated with platforms like Shopify simplify loyalty program management. “This easy and simple integration encourages repeat purchases,” says Andy Gartland, Company Director of Fitstraps UK. Paired with email tools like Klaviyo, they let you send personalized rewards and offers.
Tip: Use a loyalty platform to streamline tracking and rewards. Automate email reminders and updates to keep customers engaged with the program.
6. Encourage engagement with post-purchase strategies.
Loyalty doesn’t end at the sale. “Sending thank-you notes, targeted emails, or product suggestions post-purchase keeps customers connected to your brand,” says Muhammad Imran Khan, CEO at Brand Ignite. “Referral programs that reward bringing in new customers” amplify engagement.
Tip: Follow up with personalized messages, such as thank-you emails or product review requests, to strengthen post-purchase relationships.
7. Highlight the benefits of your loyalty program.
Loyalty programs are only effective if customers know about them. “[Inform] your customers about the benefits so they stay loyal,” David Taylor emphasizes. Clear communication ensures they understand the value of participating.
Tip: Use pop-ups, banners, and social media campaigns to promote your program. Make the benefits visible and easy to grasp.
8. Simplify the process for maximum impact.
Overcomplicated programs drive customers away. “Keep your loyalty program simple and rewarding,” advises David Taylor. “Offer clear benefits like discounts, free shipping, or exclusive access.”
Tip: Avoid complex rules or restrictions. Create a program that’s easy to join, easy to use, and consistently rewarding.
How does post-purchase experience impact retention?
Once a customer makes a purchase, the relationship is just beginning. The kind of post-purchase experience that your customer has will play a huge role in whether they come back to buy again.
A positive experience after the sale reassures buyers that they made the right decision. This goes a long way toward building trust and encouraging repeat business.
But this cuts both ways. A poor post-purchase experience can erode trust, drive customers away, and diminish your brand reputation.
Retention hinges on how well you maintain engagement after the purchase. You need to remind customers why they chose your brand. This increases the likelihood of repeat purchases and, with any luck, customer advocacy.
The post-purchase journey should be seamless, thoughtful, and engaging. Start with essential touchpoints like order confirmations and shipping updates—these reassure customers and set expectations.
Then, go beyond the basics with personalized follow-ups, helpful resources, and exclusive offers. The key is to maintain a balance: stay top of mind without overwhelming the customer.
Here is how you can do that with specific tips from the experts.
1. Send helpful post-purchase content.
Providing value immediately after a purchase shows customers you care about their experience. “Send something helpful after they buy—setup guides, videos, or care tips,” advises Matthew Engelage. For example, a how-to video for assembly or tips for using their product effectively can make a big impact.
Tip: Automate post-purchase emails with care guides, usage tips, or FAQs specific to the purchased product.
2. Personalize follow-ups.
Personalized follow-ups remind customers that they’re more than a transaction. Andy Gartland states that one winning strategy for them has been “a personalized follow-up email seven days after a purchase. The tone of this email is from me personally and is conversational and supportive as if each email were personally typed. This fast email invites feedback, addresses any concerns promptly, and reinforces that we care, boosting positive reviews and repeat business.”
Tip: Create a follow-up sequence that includes a thank-you note, an invitation for feedback, and personalized product recommendations.
3. Use customer service as a retention tool.
Effective customer service is a cornerstone of retention. “Provide accurate and prompt responses to build trust,” advises Brandon Hartman. Customers should never feel ignored when they reach out with questions or concerns.
Tip: Train your customer service team to respond promptly and empathetically. Equip them with the tools and knowledge needed to resolve issues effectively.
4. Offer exclusive discounts and loyalty rewards.
Post-purchase discounts not only encourage repeat purchases but also show appreciation. You can surprise customers with discounts or loyalty rewards to keep them engaged.
Tip: Include an exclusive discount for their next purchase in a follow-up email. Highlight loyalty rewards they’ve earned or introduce them to your program.
5. Request reviews and feedback.
Asking for reviews shows that you value your customers’ opinions while providing valuable insights for your business. “Send a follow-up email sequence that thanks customers, asks for reviews, and offers an exclusive discount for their next purchase. Keep the conversation going,” suggests Oun Art.
Tip: Send a friendly review request via email, making it easy for customers to share their feedback. Pair the request with a thank-you message or small incentive.
6. Keep the conversation going.
“Post-purchase emails, such as order confirmation, shipping updates, and thank-you notes, are a great starting point,” notes Muhammad Imran Khan. These touchpoints establish trust, but maintaining engagement with personalized product suggestions or curated content keeps your brand top of mind.
Tip: Use post-purchase emails to suggest complementary products, offer tips, or share stories that align with the customer’s interests.
How do I reduce churn rate in eCommerce?
Churn rate is the percentage of customers who stop engaging with your brand. Needless to say, this is a critical metric for eCommerce businesses. Losing too many customers is obviously bad for business!
The fact is that retaining customers is significantly more cost-effective than acquiring new ones. So that means a high churn rate can stagnate your growth and profitability. Businesses that actively manage churn build stronger relationships, drive repeat purchases, and improve customer loyalty.
Reducing churn requires identifying at-risk customers early, responding to signs of disengagement, and providing value at every stage of the customer journey. Below, you will find specific tips on how you can do that.
1. Provide value after the purchase.
Following up with helpful content shows you care about the customer’s experience. To reiterate what Matthew Engelage advised earlier in this article, “send something helpful after they buy—setup guides, videos, or care tips.” Personalized product suggestions or exclusive offers can encourage customers to stay engaged.
Tip: Automate post-purchase emails with content tailored to the product, such as care instructions, how-to guides, or related product suggestions.
2. Provide exceptional customer service.
Effective customer service is vital to keeping customers loyal. “Your customer care team should be up to par,” emphasizes Brandon Hartman. “Accurate and prompt responses build trust,” which helps maintain momentum in the customer relationship.
Tip: Make sure your support team is well-trained, responsive, and empathetic. Offer multiple channels like live chat, email, and phone for customer inquiries.
3. Monitor customer behavior for signs of churn.
Spotting at-risk customers early is crucial. “Look for patterns in your data—[are customers taking longer to reorder or not opening emails?],” advises Matthew Engelage. “Address these signals early. Send a check-in email or an exclusive offer to bring them back. Sometimes, asking for feedback shows customers you value them and makes all the difference.”
Tip: Use analytics tools to track behaviors like declining purchase frequency, abandoned carts, or reduced engagement. Respond proactively with personalized re-engagement emails.
4. Address cart abandonment promptly.
Abandoned carts signal hesitation that can lead to churn. “[Your cart abandonment rate will tell you a good story about why your customers churn],” notes Brandon Hartman.
Tip: Automate cart abandonment emails with incentives, such as free shipping or limited-time discounts, to encourage customers to complete their purchases.
5. Use predictive analytics to re-engage customers.
“Predictive analysis helps identify at-risk customers, enabling businesses to offer incentives like personalized discounts or win-back campaigns,” says Muhammad Imran Khan.
Tip: Use CRM systems or Google Analytics to detect early signs of churn and target disengaged customers with tailored promotions.
6. Track churn-related metrics consistently.
Metrics like Customer Lifetime Value (LTV), repeat purchase rates, and average order frequency provide actionable insights into customer retention. Monitoring these trends helps you identify at-risk customers early and refine your strategies to keep them engaged.
Tip: Use analytics tools, such as Shopify and Google Analytics, to track key metrics. Regularly review these numbers to spot patterns and inform your retention efforts.
Final Thoughts
Boosting customer retention in eCommerce requires you think about what your customer is experiencing at every stage of the customer journey. Personalized interactions, simple yet rewarding loyalty programs, and proactive post-purchase engagement are all ways that you can improve their experiences.
More simply put, the key is to show customers you care.
With open eyes and an open mind, not to mention solid data, you can cut down on customer churn and build customer loyalty. That will pave the way for sustainable relationships that drive repeat business. And that repeat business, in turn, will turn into stable long-term growth.