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 14, 2025 at 7:27 AM 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.

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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.

10 CPG Marketing Questions For Brands on a Budget

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.

“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:

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

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!

Shipping your own orders gets old fast. But finding the right eCommerce fulfillment partner to take care of it is a tough decision and one you want to make properly.

Picking the right eCommerce order fulfillment partner (3PL) can save you time, money, and energy. That way, you can focus on growing your business because you’re not the one putting every box in the mail.

But if you pick the wrong one, shipments might get lost and customers might get angry. You might end up paying bills and not entirely understanding why.

It’s complicated. So to help you pick the right eCommerce fulfillment partner – and tell when it’s the right time to be thinking about this in the first place – we’ve put together this guide.

Step 1: Make sure you need eCommerce order fulfillment.

Before hunting for an eCommerce fulfillment partner, make sure your business genuinely needs one. Hiring help with fulfillment can streamline your operations by cutting down on the time spent shipping orders. But it’s also one of the most important business decisions you will make, and it’s not something you want to do lightly or at the wrong time.

Here are six surefire signs you need help. Even a single yes means it’s time to consider hiring an order fulfillment center.

#1: Your customer base is growing faster than you can keep up.

A rapidly growing customer base is a fantastic problem, but it’s still a problem! Having too many customers can overwhelm your ability to fulfill orders.

To scale your business effectively, you must manage increased demand without sacrificing quality. Third-party logistics (3PL) companies can help by taking over the fulfillment process. This will allow you to focus on other growth areas.

According to Chris Matthews from Zatu Fulfilment in the UK, “as your orders start to increase, you may find more and more of the time that should be spent on growing your business is taken up with shipping out orders. You may be finding that your inbox is swamped with shipping queries and return requests. These are signs it is time to speak with a 3PL.”

#2: Order fulfillment is becoming slow or inaccurate.

When order volumes spike unexpectedly, delays and mistakes often follow. Slow or inaccurate fulfillment frustrates customers and tarnishes your reputation.

Partnering with a 3PL can ensure orders go out on-time, intact, and to the right addresses. That helps cut down on customer complaints and boosts repeat business.

#3: Your employees are working too much.

Overworking employees to meet order fulfillment demands is unsustainable, increasing labor costs and leading to burnout, which negatively affects productivity and morale. Outsourcing to a 3PL can relieve this pressure, providing additional resources to handle peak times without overburdening your team.

#4: Your business is becoming really complex.

As your business grows, so does its complexity. Managing multiple sales channels, inventory locations, and shipping options can become overwhelming. A 3PL partner can streamline these operations, offering integrated solutions to keep everything running smoothly.

#5: Shipping is chipping away at your profits.

High shipping costs can eat into your profits and deter customers. A 3PL can leverage its network and negotiating power to secure better shipping rates, reducing costs and improving your bottom line.

#6: You have run out of space.

Running out of storage space can limit your growth potential. Partnering with a 3PL provides access to their warehousing facilities, allowing you to scale without investing in additional infrastructure.

That means you don’t have to spend money paying for a storage unit!

Step 2: Decide how many warehouses you need.

Deciding you need a 3PL in the first place is an important step. The next important step before even making calls is to decide how much help you need.

If your store barely exceeds 100 orders per month, one warehouse might suffice for a lean, straightforward operation. No need to overcomplicate things by building a much larger network.

Centralizing inventory in one location simplifies bulk shipping and reduces costs. When issues come up with order fulfillment, that also means you have a single point of contact.

However, if you’re handling a high volume of orders, you might need multiple warehouses. That could mean having several within a country or even warehouses spread across the globe. The key is to make sure you have enough order volume at each location to justify the cost.

Having too few warehouses can slow shipping and hike costs, especially for long-distance or international deliveries. But the opposite is true as well. Too many warehouses can lead to soaring freight, storage, and overhead expenses.

You need to do a meticulous cost-benefit analysis before you sign any papers. If multiple warehouses are necessary, you have two options: either find a fulfillment partner with multiple suitable locations or partner with several fulfillment centers. In the latter case, managing all warehouses and inventory efficiently requires robust inventory management software like NetSuite, ChannelApe, Skubana, or QuickBooks Commerce.

“Look at where your target audience is and cater to their needs,” says Chris Matthews with Zatu Fulfillment. “If you are finding you have a high cart abandonment rate for one region compared to another, chances are they are looking for region friendly shipping options. In an age of next day shipping, customers don’t want to have to wait for orders to be processed and sent across the Atlantic.”

Step 3: Review service offerings.

Before reaching out to warehouses, you need to figure out what services you need. Sure, there are plenty of fulfillment partners for small, lightweight, eCommerce items.

However, if your inventory includes hazardous materials, fragile goods, perishables, or items needing refrigeration, you’ll need to dig deeper. For stores with a high SKU-to-order ratio, such as apparel companies with diverse sizes and colors, a specialized partner can make a world of difference.

Look for fulfillment partners adept in handling your particular type of products.

Also, think about value-added services. Many fulfillment partners offer extras like kitting and assembly, customization and personalization, and even refurbishment services. If these are crucial to your business model, be sure your chosen partner can meet these needs.

Step 4: Carefully narrow down your choices.

Please Note: The information in this section comes directly from Will Schneider at Warehousing & Fulfillment. He runs a company that specializes in matching fulfillment centers, like ours, with sellers who need help shipping.

What you read in this section was previously part of a guest post, which we’ve bundled into this post for your convenience.

Make no mistake about it – your choice of order fulfillment provider is a make-or-break decision.

Unfortunately, most companies make a huge mistake when vetting fulfillment providers: they put the emphasis on product and service specialization, technology integrations, and location rather than some of the more important selection criteria.

This is an understandable first instinct, as it’s certainly important to make sure a fulfillment company will be able to perform the required tasks in a suitable location.

However, not only do most fulfillment companies in the current landscape perform a comprehensive set of services and integrate with numerous technology platforms, but there are also some more critical things that need to be investigated to make the right choice. Simply put, these more common selection criteria are not always reliable indicators of the order fulfillment provider that best fits your business needs.

Of course, investigating compatibility in terms of product and service specialization, technology capabilities, and location are not without value. But more pertinent factors foretell whether a fulfillment company is worth the cost. Here is a comprehensive list of things to look for in a 3PL provider.

Key Factor #1: The Right Quality of Service

A high-performing fulfillment provider is easy to identify if you know a few things to look for. The following key concepts will point you in the right direction and help you eliminate the wrong companies from your shortlist.

Guaranteed Performance with Accountability

A 3PL company must be able to operate at a high level, and when they do make mistakes, they must take accountability for errors. Unfortunately, many companies will tell you anything you want to hear – assuring you that they will perform high-quality work and rarely ever drop the ball.

But how do you know if their promises will be kept?

The easiest way to gauge whether a fulfillment provider is trustworthy is to go straight to their contract or agreement. Reliable companies have SLAs (service level agreements) and are willing to include performance guarantees in their contractual agreements with customers. Unreliable companies who don’t take ownership of mistakes will have agreements that “pass the buck” and avoid any penalties for lack of performance.

3PLs that provide performance guarantees will include the following in their contracts:

• Specific performance guarantees that they will meet, including the timeframe to receive goods into their warehouse, inventory accuracy, order accuracy, and sometimes even shipping accuracy.
• Remedies for lack of performance, such as reimbursement for mis-shipments and lost inventory over an acceptable level, will be noted as well.

Performance is the foundation of a healthy 3PL relationship, and the right 3PL will have a pathway to measuring and being accountable for performance. Any service you consider should guarantee performance rates through a contractual agreement.

Key Factor #2: Regular and Consistent KPI Measurement

The fulfillment provider should measure Key Performance Indicators (KPIs) – and this is non-negotiable. KPIs track progress against specific targets set by your contract. KPIs often concern quality, costs, speed, efficiency, resource utilization, or personnel compliance.

It’s one thing to list KPIs in the agreement, but it’s altogether different to have codified processes and technologies that enable the measurement of them. A reliable fulfillment company will have documented processes and procedures for every task performed in the warehouse, and online reports will be available to view results on a daily, weekly, monthly, and yearly basis.

Take inventory management, for example. Operating with a low percentage of inventory loss (lost or damaged product) requires:

• Having a thorough receiving process to ensure products are counted correctly, entered in the system correctly, and placed in the proper area within the warehouse
• Performing routine inventory counts, whether cycle counts or yearly counts, to ensure no mistakes are uncovered
• Executing a near flawless order picking strategy, so that incorrect items or quantities aren’t picked
• Providing a robust set of reports for staff, management, and customers to view in real-time

All these things combined will result in a low level of errors. It won’t guarantee perfection, as no fulfillment company is perfect, but it will ensure proper levels of performance.

So how do you know if a provider meets the mark in this area? Simple…ask for the processes and procedures manual and/or ask for a demo of their technology system and reporting. If a company doesn’t have these key components, you may want to drop them from your short list of options.

One other important note about KPIs – the best order fulfillment providers hold regular meetings with your business about KPIs. A reliable line of communication ensures that fulfillment companies are accountable for results and that they are being proactive instead of reactive. High-performing fulfillment providers will have monthly meetings or at least quarterly meetings to discuss performance.

Key Factor #3: Positive and Truthful Customer Reviews

The hallmark of quality service is positive feedback. Search for reviews and ratings of the fulfillment provider on the internet – this will give you a glimpse into their performance.

The overall quality of the reviews is more telling than the number. Pay attention to what clients say about the order fulfillment company. Then pretend you’re the client. Would you be satisfied with its performance? Do its practices encourage customers to shop for your product again? Or do its practices deter customers?

Key Factor #4: A Culture of Honesty and Integrity

A quality 3PL provider emphasizes its honest business practices. You can gain tremendous insights into an operation by the types of deals they strike and the transparency of their overall operations and relationships.

Be Wary of Back-Door Deals and Middlemen

The fulfillment provider should dissuade back-door deals that negatively impact your pricing – and they should champion your best interest. Without these measures, the relationship is built on a foundation of secrecy and lack of transparency, and you may pay more for your fulfillment services than needed.

Sometimes, providers strike deals with brokers or middlemen to increase their earnings. It’s not to say that every brokered deal is inherently bad, but they are extremely challenging and oftentimes harmful to you, the client. Unfortunately, by inserting another party, these providers most likely add an additional layer of costs to your business.

There are a few matchmaking services that are legit, matching you to the best fulfillment companies and only charging a small fee for the connection that does not in any way impact your pricing. But unfortunately, most lead generation companies, ‘top list’ websites, brokers, or fulfillment marketplaces take a cut of the deal anytime they refer your business to the fulfillment company. When commissions are involved, it’s far too easy to “play favorites” and pass deals to the companies that pay the highest dollar for referrals. This leads to extremely biased matches and should be avoided.

At the end of the day – be careful who you trust. Your fulfillment provider should be completely open with you about the structure of your deal. After all, if they can’t be honest with you about this important component, can you trust them fully with your inventory?

Key Factor #5: Best Match for Size of Operations

Another relevant factor is the size of the order fulfillment service. In many cases: small 3PL providers best match with smaller businesses, and larger 3PL providers best align with larger companies. A single provider usually cannot serve all business sizes equally.

The search engines make this type of analysis extremely difficult, because most of the top results are filled with larger 3PL providers. If you find yourself in the boat of startup operations and/or lower order volumes, keep searching past the first few pages of results and keep an open mind for single-location and smaller fulfillment providers, as they will likely offer the best overall pricing and terms.

Other Factors That are Important to You

Based on personal preferences, other factors may rank high to you. These factors are not the same for every business.

Perhaps it’s important to you that the fulfillment provider is close in physical proximity to your business. In that case, make it a priority to evaluate fulfillment companies on their locations. It might make economic sense to choose the fulfillment provider nearest to you.

In another example, you could prioritize the “personal fit” of the staff at the fulfillment facility. If you want to feel at ease around the personnel, choose the facility with that in mind.

Other businesses prefer a facility that matches their company style. Perhaps an eco-friendly business seeks facilities that reduce their carbon footprint or use recycled material.

Therefore, prioritize any important “other” factors that are most important to you before conducting your search.

Step 5: Request quotes.

Once you’ve shortlisted a few promising fulfillment partners, it’s time to request quotes. This part is simple.

But how these companies handle pricing? Not so much.

There are four main fee types:

1. Pick-and-pack
2. Postage
3. Account and storage
4. Value-added services

Pick-and-pack covers warehouse labor, while postage depends on package weight, destination, and speed. Both are applied on a per-order basis.

Then there’s account fees and storage fees. Account fees vary widely by company but are usually low. Storage fees depend on your inventory volume.

Value-added services like kitting, assembly, and refurbishment are typically priced on a per-project basis. This is because there is a lot of manual labor involved.

When reviewing quotes, forecast your sales volume and potential need for value-added services.

Use the quotes to estimate your total cost. The cheapest option isn’t always best, but the overall cost should be competitive.

Final Thoughts

Choosing an eCommerce fulfillment partner is a strategic move. If you pick the right one, you can more efficiently fill orders and keep customers happy. You’ll save a ton of time and possibly some money too.

It’s not an easy decision to make and it’s one you need to be careful about. You need to consider service quality, reviews, communication, transparency, and a number of other factors. But if you do your due diligence, you can find the right partner.

Having a good relationship with a 3PL makes it much easier to run an order-based business. That’s why so many companies call their 3PLs an “eCommerce fulfillment partner.” Because that’s what they are – key partners in keeping the business running!

Launching a successful Kickstarter campaign is a ton of fun! But it also requires a lot of planning in order to do it properly. Kickstarter reward fulfillment is notoriously tricky and there are a lot of things that go into it.

In this article, we’re going to share everything we think you need to know about Kickstarter fulfillment. You’ll walk away knowing exactly how to fulfill a crowdfunding campaign.

That means you can find information on:

• Forecasting backer demand
• Finding a manufacturer
• Creating a shipping timetable
• Booking freight
• Lining up order fulfillment
• Handling returns and complaints, and
• A hard-to-categorize tips and tricks that are generally helpful to know

We hope you find these tips helpful for your next campaign!

Part 1: Plan for demand

Accurate demand planning helps avoid shortages and overproduction. That’s easier said than done with Kickstarter, of course, because you don’t know how much you will raise!

But if you can get an at least moderately reliable estimate, you can plan the rest of your campaign accordingly. Here are some tips on how you can do that.

#1: Check other campaigns to see how much funding is reasonable for your product type

Look at data from similar Kickstarter campaigns as well as your own audience size to forecast demand. Consider the product type, target audience, and funding goals.

When you look at enough campaigns, you will understand what the best-case scenario is, as well as what a typical success story looks like. Collecting this information will give you a rough estimate of how many potential backers you could see.

This will help you know what general direction you need to go with production, should you fund. For example, if a typical campaign in your niche has about 1,500 backers, you probably need a manufacturing run of about 2,000 units. But if a typical campaign has more like 5,000 backers, you would need to be ready for a much larger run size.

The same principle applies to freight, order fulfillment, and other parts of the shipping process.

#2: Estimate how much funding you will raise based on your audience size and reward price

Estimate backer numbers based on your mailing list. For example, if you have 5,000 people on your list and expect 4% to back you, that’s 200 backers. Account for a 30-40% Kickstarter boost and adjust your projections to include these potential backers.

You can then take your estimated backer figure and multiply that by the price of your main reward. If the results of the previous calculation suggested you would have about 500 backers at $50 each, as an example, you could then expect to raise around $25,000.

#3: Plan for multiple scenarios

Sometimes Kickstarter campaigns raise way more than expected. And sometimes they raise a lot less!

Even though you need to have an idea of what the average outcome will be for your campaign, it’s a good idea to plan for both low funding and high funding scenarios. That way, you can handle manufacturing, freight, and shipping even if your funding estimate is way off.

#4: Order extras, but not too much

If you have 1,500 backers, you will need more than 1,500 units. Some will be defective and some will be lost in the mail. You may also end up selling more units via late pledges if you use a pledge manager as well.

At a minimum, you should order 20% more stock than you need to fulfill your campaign. If you plan on selling via eCommerce or traditional retail after the fact, you will need even more stock than that.

Naturally, you won’t want to go too overboard. Ordering too much stock is expensive and then you have to store it somewhere. But while having too much stock is bad, running out is much worse!

Part 2: Find a manufacturer

Finding the right manufacturer for your campaign is incredibly important. It requires a lot of research and due diligence.

Here are a few tips on how you can do this properly.

#5: Vet multiple manufacturers and choose the best one

Finding the right manufacturer is not a fast process – you need to vet several before committing. Start by scouring platforms like Alibaba and ThomasNet. These sites will help you get in touch with potential manufacturers.

When you narrow down your list of manufacturers to contact, you need to vet them. Check their references. Request samples to assess product quality. If a sample looks shoddy, the final product might be even worse.

Make sure the manufacturer has experience in your specific product category. Needless to say, a manufacturer specializing in electronics might not be the best for your fashion line. Experience ensures they understand the nuances of your product, leading to higher quality and fewer production issues.

And remember, communication is key. Choose a manufacturer that communicates clearly and promptly. Misunderstandings can lead to costly mistakes and delays.

#6: Identify reliable suppliers for stretch goals, packaging, and other non-core items

If you need stretch goals, custom packaging, or non-core items like custom stickers and T-shirts, make sure you account for that as well. The manufacturer of your core reward, deservedly, will get most of your attention. But don’t forget how important these other pieces are as well – you don’t want to send an amazing product in the mail with cheap extras!

#7: Secure backup options

Have a primary and backup manufacturer to avoid delays. This gives you alternatives if your main manufacturer has problems. That way, even if things go wrong, you can keep your production schedule and campaign momentum on track.

Part 3: Make a timetable

You need to be able to provide a good estimate of how long it will take to ship rewards. Otherwise, what will you tell your backers?

Every step, from payment to shipping, needs a clear schedule with buffer time for unexpected delays. Here is what you need to consider.

#8: Plan for payment processing

Allow two weeks for Kickstarter funds to clear after your campaign ends. Remember, Kickstarter takes a 5% cut, credit card companies take another 3%, and expect a 1-3% failed transaction rate. Remember: you probably can’t start manufacturing until the funds clear.

#9: Make time for manufacturing

Add a 25-30% buffer to your manufacturer’s estimated production time. This covers unexpected delays and keeps you on track. Clear communication with your manufacturer is crucial to manage timelines effectively.

#10: Plan around freight shipping

Work with a reputable logistics provider for timely transportation. Add buffer time for unexpected delays like bad weather or disruptions. Sometimes, freight shipping is delayed for completely unforeseeable reasons, so be sure to pad any estimates you receive to account for that as well.

#11: Don’t forget about clearing customs

Factor in time for customs clearance in destination countries. Customs processes can vary, so research the specific requirements for your product. This helps avoid delays and ensures smooth international shipping.

When in doubt, assume that customs clearance will take at least two weeks. For certain product categories, this can take much longer.

#12: Line up order fulfillment

Make sure you account for time spent receiving, unpacking, and preparing products for shipping. If using a fulfillment center, make sure they are prepared to handle your inventory.

How long this will take will depend heavily on how many orders you need to ship. Ask your fulfillment center(s) for estimates if you are working with them.

If you are shipping on your own, plan on sending out about 100 orders per full workday.

Part 4: Book freight

Booking freight for your Kickstarter project isn’t just about getting products from point A to point B. It’s about timing, cost, and efficiency.

Here’s what you need to consider.

#13: Choose freight options

First, decide between a freight broker or a freight marketplace based on your needs. Then, consider sea, air, and rail shipping options, balancing cost and speed. This choice impacts your shipping efficiency and costs, so choose wisely.

#14: Understand incoterms

Next, familiarize yourself with incoterms. These terms define seller and buyer responsibilities in the shipping process. Choosing the right terms minimizes risks and ensures smooth customs clearance.

Put plainly, incoterms tell you who does what when it comes to freight shipping.

#15: Prepare documentation

Make sure all necessary customs forms and invoices are ready. Accurate documentation helps avoid delays and complications during transit. Work closely with your logistics provider to keep all paperwork in order.

#16: Track shipments

Use your logistics provider’s tracking system to monitor shipments. Stay informed about your shipments’ progress and be prepared to address any unforeseen challenges. You may not be able to do anything with this information, but it will likely settle your nerves while you wait.

Part 5: Find a fulfillment center

Choosing the right fulfillment strategy is really important to shipping a Kickstarter on-time. Self-fulfillment offers control but doesn’t scale well with larger campaigns.

For larger campaigns, hiring a fulfillment center helps with efficient processing and shipping. But if you choose to work with one or more fulfillment centers, you need to make sure they have experience in crowdfunding.

Here are some things to consider when it comes to fulfillment.

#17: Consider self-fulfillment

Self-fulfillment is great for less than 250 orders, giving you direct control over quality control when it comes to shipping. If you choose to do this, purchase supplies in bulk and use a label printer to save on costs.

With low order volume, this is usually the cheapest and easiest solution. But it doesn’t scale well for thousands of orders and it also doesn’t work very well if you need to send a lot of international shipments. Be aware of these issues should you choose to ship your own orders.

#18: Hire a fulfillment center

If you don’t want to ship on your own, you can hire a fulfillment center. With large order volumes, fulfillment centers are much more efficient. They handle the picking, packing, and shipping for you so you can save your time.

If you have a lot of international shipments or you’re shipping at least 500 orders, at least consider reaching out to a fulfillment center to learn more. Just make sure they specialize in crowdfunding fulfillment because it is a niche service!

Part 6: Prep for international shipping

International shipping is tricky and expensive. But Kickstarter campaigns are usually international events, so you need to plan for it all the same.

Here are a few things that you will need to consider.

#19: Ship internationally from your own country

If your order volume is low, shipping directly from your home country is a straightforward option. However, be aware that customers might need to pay VAT and customs fees. This method is simple but may not be cost-effective for larger campaigns.

#20: Use delivery duty paid (DDP)

DDP shipping can enhance the backer experience because you pay duties and taxes on their behalf. This method is a good way to offer “EU-friendly” or “Australia-friendly” shipping even if you’re not working with fulfillment centers in those regions.

This can be a good way to simplify international logistics for your campaign. But you should know – this is really expensive and if you have hundreds of orders to ship to those regions, then you need a better solution!

#21: Partner with international fulfillment centers

For high order volumes, partner with fulfillment centers in target regions. This reduces shipping costs and improves delivery times.

Managing multiple centers requires efficient coordination and logistics planning, it’s true. But if you are shipping thousands of orders and they’re spread out across the globe, this is probably the best way to do it.

Part 7: Prep for returns & complaints

Some of your rewards will get lost or broken in the mail. And some backers will simply be unhappy, despite your best efforts to satisfy them.

You need to have a plan to handle returns and complaints. Here are a few things to consider.

#22: Establish a return policy

Clearly define acceptable reasons and time frames for returns. Communicate this policy on your campaign page and with backers. A well-defined return policy helps manage expectations and handle returns smoothly.

#23: Efficiently process returns

Efficient processing of returns will keep backers happy. Make sure it is easy for them to get in touch with you if something goes wrong. Then make sure you have stock to send out as a replacement, if that is necessary and appropriate.

#24: Address backer complaints

Set up dedicated channels for backers to voice their concerns. Respond promptly and transparently to complaints. Demonstrating empathy and responsiveness builds trust and ensures a positive experience for backers.

Part 8: Collect addresses for your Kickstarter campaign

Choosing the right method to collect addresses is an important part of handling fulfillment. Options include using Kickstarter’s built-in survey tool or a pledge manager, either shortly after the campaign or right before fulfillment.

If you’re looking up “how to fulfill a crowdfunding campaign”, then here are some things you should know about this part of the process.

#25: Choose to use a pledge manager or Kickstarter’s built-in survey tool

There are two ways you can collect addresses. You can either use a pledge manager like BackerKit or you can use Kickstarter’s built-in survey tool.

Kickstarter surveys can only be sent one time. So if you send it too early and collect address information, people may forget to update it when they change addresses. Kickstarters take a long time to manufacture and fulfill, so this problem can cost you a lot of money.

Similarly, if you choose not to use a pledge manager, then you will need to collect shipping fees upfront via Kickstarter pledges. That means you need to be able to accurately estimate shipping costs at the time of the campaign. Plus, you will pay Kickstarter’s 5% fee on any shipping fees collected.

Even with these issues, it might still be worthwhile to use Kickstarter to collect address information. After all, using a pledge manager means you and your backers need to use separate software. Depending on the nature of your campaign, that might not be something you want to do.

#26: Decide when to collect shipping addresses and charge for shipping accordingly

Whether you use Kickstarter’s built-in survey tool or a pledge manager, it’s best practice to collect addresses late. That way, people won’t send in their address, move, and forget to tell you. This cuts down on lost shipments and the costs associated with that.

#27: If using a pledge manager, upsell and cross-sell

If you do happen to use a pledge manager, you should know that you can upsell and cross-sell in the pledge manager. Even if you don’t have other products to ship, you can still ask people if they want to increase the quantity of items they are buying. It’s an easy way to increase your sales revenue.

Part 9: Understand Kickstarter funds release and fees

When you successfully fund, you don’t walk away with 100% of the funds the minute you fund. Here is some of the fine print information you should know about before you launch.

#28: Know when Kickstarter releases funds

Kickstarter releases funds about 14 days after the campaign ends. This delay allows for transaction processing and addressing potential issues, ensuring all funds are finalized before release.

#29: Account for Kickstarter and payment processing fees

Kickstarter takes a 5% fee, plus 3-5% for payment processing. Handle shipping separately, such as through a pledge manager like BackerKit, to save on fees. Understanding how these fees work can help you plan your budget and manage campaign finances effectively.

Final Thoughts

Kickstarter is an amazing way to raise funds for new products. It’s one of the best ways to build up a community and see how far your product ideas can go.

Kickstarter reward fulfillment can be tricky. There’s no denying that. But if you know how the basic processes work, then it’s fair to say that you know how to fulfill a crowdfunding campaign!

We hope this guide has given you all the information you need to confidently launch.

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!)

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.

Few things are as exciting as shipping your first eCommerce order. Turning your ideas into a physical product and sending it out to customers all over the world feels incredible!

But, shipping eCommerce orders can be tough. Many businesses hire fulfillment centers to help with this. Choosing the right fulfillment center can be overwhelming. Costs vary so much and it’s tough to understand why.

In this article, we’ll demystify the costs of using a fulfillment center for eCommerce. We’ll explain how fulfillment centers price their services and break down the various costs. Then we’ll show you how to estimate the total cost of order fulfillment using quotes and a simple spreadsheet.

How Fulfillment Centers Price Their Services

If you want to compare fulfillment center quotes, you have to understand the general fulfillment pricing model. No two fulfillment centers have identical pricing. In fact, it’s really hard to make an apples to apples comparison.

And even if you could do that, it would still take time to figure out the cost for your particular eCommerce business. There are lots of variables.

There is no one-size-fits-all estimate. Even online fulfillment center price calculators can only give ballpark figures. To understand how order fulfillment costs will look for your business, you have to request personalized quotes from each fulfillment center you are thinking about working with.

Each quote will be structured differently. So you’ll need to compare costs in a spreadsheet in order to understand who is actually offering the best deal.

But even with all the variables and differences between fulfillment centers, they all follow similar logic. Once you understand the logic, then you can understand the quotes.

Basic Formula for Calculating Order Fulfillment Costs

Order fulfillment pricing can be understood with this formula:

Fulfillment Cost = Account & Storage Fees + ((Postage + Supplies + Pick and Pack Fee) * Packages Shipped) + Value-Added Services

Yes, that’s still pretty complex. Don’t worry, we’ll break this down in the next section!

Breaking Down the Costs

Understanding the individual parts of fulfillment costs will help you make better choices. So we’re going to break down the formula from the previous section part by part.

Account & Storage Fees

Account and storage fees are ongoing costs for keeping your inventory at a fulfillment center. Think of it like rent for your products’ storage space. These fees are usually billed monthly. They will change based on how much inventory you have, the amount of storage you need, and the fulfillment center’s policies.

Account fees depend on the fulfillment center. Some charge a minimum amount per month for account maintenance, which might be waived if your order volume is high enough.

Storage costs are often based on cubic footage or the number of pallets stored. Bigger, bulky items cost more than smaller ones. Some fulfillment centers also charge extra for climate-controlled or special handling storage.

Pick & Pack Fees

Pick and pack fees cover the cost of workers getting each item from your inventory, packing them for shipment, and printing and attaching postage labels. In short, these are labor costs. This fee is applied to each order that gets processed.

If you ship many orders, these costs can add up fast. Many fulfillment centers have a pick and pack fee structure like this:

• Pick and pack fee: $2.50
• Per additional item: +$0.15

High-volume businesses might be able to negotiate a lower pick and pack rate.

Postage

Postage costs vary widely based on the size and weight of your items, where they are being shipped, and the speed of shipping. Fulfillment centers often get lower rates with major carriers like USPS, UPS, and FedEx.

Each fulfillment center has different deals. To know what it will cost to ship items, request rate sheets from your fulfillment centers of choice.

The location of your fulfillment center affects postage rates. Shipping to Europe from the US costs more than shipping within the European Union. Following the same logic, shipping from the US west coast to the east coast will cost more than shipping from, say, New York to New Jersey.

Supplies

Basic packaging supplies are usually included in the pick and pack fee. However, specific packaging needs like branded boxes or environmentally-friendly materials might cost extra. Ask for detailed information if you need specialized packaging.

Value-Added Services

Fulfillment centers offer more than just storage and shipping. They can do custom packaging, kitting, product inspections, and return processing. Prices for these services vary a lot, depending on what you need. Still, it’s important to be proactive and gather this information.

Estimating The Total Cost of Order Fulfillment

To figure out the total cost of order fulfillment, gather quotes from fulfillment centers and use a spreadsheet to compare costs. This method helps you decide which fulfillment center fits your needs and budget best.

Creating a spreadsheet for comparison

Start by listing the rows as Account & Storage, Pick & Pack, Postage, Supplies, and Value-Added Services. The columns should list your fulfillment centers of choice.

Begin by writing down your estimated order volume. This helps in making accurate calculations. For Account & Storage fees, plug in your best estimate based on the quotes received. Do the same for Value-Added Services. These might include special packaging, custom labeling, or return processing.

Next, enter the average pick & pack costs and supply costs per order. These are usually straightforward to calculate based on the quotes. If the fulfillment center charges $2.50 for the first item and $0.15 for each additional item, you can estimate these costs based on your average order size.

Postage is more complex because it varies by destination. To estimate this, calculate the weighted average of postage rates for different destinations. For example, if 60% of your orders ship domestically and 40% internationally, use these proportions to weight the respective postage costs. You might need to create a separate tab to organize these postage rates and their corresponding percentages.

By entering these values into your spreadsheet, you can see the total estimated cost for each fulfillment center. This side-by-side comparison will highlight which provider offers the best value for your specific needs.

Comparing costs

Once your spreadsheet is set up, use it to compare costs side by side for each provider. Pay close attention to any significant differences in fees, especially for services that are crucial to your business.

Remember that actual costs may vary based on factors like shipping destination, package weight, or size. Therefore, it’s wise to build in a buffer for unexpected costs. For instance, you might notice that one provider has lower pick & pack fees but higher storage costs.

Additionally, consider the reliability and reputation of the fulfillment centers. Sometimes paying a bit more for better service can save you headaches in the long run. Look at reviews and possibly even reach out to other businesses that use these services for their feedback.

The goal is not to pick the cheapest option. The goal is to pick a company with competitive prices and good service.

Ultimately, you will want to choose a fulfillment center that offers a reasonable cost and reliable service. This balance will hep you keep your operational costs low. But at the same time, you’ll still keep customers happy.

Hidden Costs to Watch Out For

Even after you compare fulfillment center quotes, unexpected costs can creep up. Many eCommerce businesses don’t realize these fees exist until they show up on their invoice.

But you do have power here. If you know about common hidden costs, you can ask the right questions upfront. This can help you avoid unexpected expenses and make a more accurate fulfillment budget. Always request a detailed breakdown of fees before choosing a fulfillment partner.

With that in mind, here are common costs that tend to fly under the radar during the initial quoting process.

1. Long-Term Storage Fees

If your products sit in a fulfillment center for too long, you may get hit with extra storage charges. Many providers charge higher rates for inventory that remains unsold beyond a certain period—usually 30 to 90 days. Be sure to ask about long-term storage policies before signing up.

2. Peak Season Surcharges

During busy shopping seasons like Q4, fulfillment centers often increase their rates. These peak season surcharges apply to pick and pack fees, storage, and even shipping costs. If your business relies on holiday sales, make sure to factor in these extra costs.

3. Special Handling Fees

Does your product require fragile handling, climate-controlled storage, or unique packaging? Many fulfillment centers charge extra for these services. If you sell breakable or perishable goods, make sure you understand the full cost of storage and handling.

4. Return Processing Fees

Handling returns is rarely free. Some fulfillment centers charge per returned package, while others charge a flat monthly fee for reverse logistics. If your return rate is high, these fees can add up quickly.

5. Labeling and Barcoding Costs

Some fulfillment centers require barcodes on all inventory, and if your products don’t arrive pre-labeled, they may charge you a labeling fee. These costs vary, so check if your provider includes barcode labeling in their pick and pack fees.

6. Kitting and Assembly Fees

If your orders require bundling multiple items together or special packaging before shipping, fulfillment centers may charge a kitting or assembly fee. This is common for subscription boxes or multi-piece product sets.

Final Thoughts

Estimating order fulfillment costs for your eCommerce business can be tricky. But understanding how fulfillment centers set prices and using a simple spreadsheet model can help you make a smart decision.

Customers expect smooth, hassle-free delivery. Provide it, and you set yourself up for long-term success. It’s worth investing the time and effort to get it right!

Frequently Asked Questions

What are fulfillment costs in eCommerce?

Fulfillment costs in eCommerce include all expenses related to storing, packing, and shipping products to customers. This usually covers account and storage fees, pick and pack fees, postage, supplies, and any extra services the fulfillment center offers.

How do you calculate fulfillment costs?

To calculate fulfillment costs, use the formula: Fulfillment Cost = Account & Storage Fees + ((Postage + Supplies + Pick and Pack Fee) * Packages Shipped) + Value-Added Services. Get quotes from fulfillment centers and use a spreadsheet to compare costs side by side.

What is a fulfillment fee?

A fulfillment fee is the charge incurred for processing an order. This includes picking items from storage, packing them securely, and attaching shipping labels. Fulfillment fees vary depending on the number of items per order and the complexity of the packaging required.

Running a business can be tough because it’s hard to know how much you’re going to sell.

But running a Kickstarter can be even tougher, because not only do you not know how much you’re going to sell, but you don’t know how much you’re going to need to manufacture, at least before the campaign anyway.

In this video, we’re going to talk about how you can make a budget for your Kickstarter campaign. I’ll walk you through the process of making your budget on Excel with this special template we’ve made.

If you want to use what I’m using, you’re in luck! This Excel workbook is downloadable and is free. It’s just like what you see on screen.

Download the spreadsheet.

My name is Brandon, here on behalf of Fulfillrite. If you need help shipping your orders, go to fulfillrite.com and request a quote. We’ve shipped thousands of Kickstarters and we’re happy to help you ship yours. The quote doesn’t cost a thing, so if nothing else, you get some good information about pricing. Link in the description.

But enough self-promotion. Let’s make you a budget.

Making a Budget, pt. 1

On this Kickstarter budget, I’m not going to focus on startup costs or research and development, at least not that much. That’s because so much of the business expenses are incurred after the campaign funds and depend on the order volume to be fulfilled. Whether you ship 100 board games or 10,000, you’re going to pay the artist the same, spend the same amount in play-testing supplies, and so on.

So with that in mind, I’m going to show you how to use this spreadsheet.

First, go over to the right and enter in your core pledge amount – that’s the amount you think people are going to spend most frequently. Add in the percentage of extra units you want to order on top of what you need to ship to fulfill all campaign orders. You’ll see “order fulfillment average” in the same general section, but skip it for now.

Also over here, there is minimum order quantity, also called MOQ – that’s the minimum amount your manufacturer is willing to produce in a single run.

Now let’s look at these first two columns on the left, and I’ll walk you through this top to bottom.

At the top, you put in a hypothetical amount of funding you could raise. I’m starting fairly low here, at $10,000. Kickstarter and credit card fees will automatically calculate at 9%, which is a high estimate. Similarly, chargebacks will automatically calculate at 3%, which is also an unusually high estimate. Your net funding will automatically calculate as the Kickstarter funds you raise minus Kickstarter fees, credit card fees, and net funds. At 88%, this is starting you off with a conservative estimate.

In the next section, the amount of units you need to ship orders will automatically calculate based on the funds raised. Then Run Size will automatically calculate as the greater of either the units you need to ship + the extra units you want to ship OR the minimum order quantity.

Now if you’re shipping multiple items, add-ons, etc., that adds more nuance to this, but we’ll cover that later too, and that will build on this baseline budget.

Estimating Costs

Next you will need to enter the cost of manufacturing, freight, and customs for each quantity by hand. At this point, I’ll level with you – I can’t walk you through this in a short video. But here are some resources to help you get those numbers:

• Here’s a video on how to find a manufacturer. This will help you know where to start on that. Once you find a manufacturer you like, use the quotes they provide you in this budget.
• For freight costs, once you know how much your shipment will weigh and how large it will be, go to Freightos and run some freight quotes. This will at least give you a ballpark idea of what freight will cost. Here’s a video on how to do that.
• Lastly, calculating customs is really complex, but if you go to SimplyDuty, you might be able to get a serviceable quote that’s good enough for budgeting purposes. Enter in the kind of goods you’re shipping, value of the shipment, where the goods are coming from, and where they’re going, and you’ll get an estimate you can work with.

Just to help move things along, I’m going to enter a few stand-in values so I can keep showing you how this spreadsheet works.

Making a Budget, pt. 2

The last piece of manual entry here are your startup costs. That is, you just plug in what it costs to get your product Kickstarter-ready.

Once you do enter in those figures, though, your production cost will automatically be calculated by summing manufacturing, freight, and customs.

Then based on everything entered so far, you will see automatic calculations for:

•  The per-unit cost
•  Per-unit contribution margin (that is, how much each unit is putting back in your pocket)
• Campaign net revenue (how much your campaign makes minus what it costs to manufacture and ship)
• Gross profit (campaign net revenue minus your startup costs, not accounting for taxes)

OK, that’s it! You got through it!

Once you understand this basic concept, you can run a bunch of scenarios very quickly for different funding amounts. That makes this a really powerful tool for helping you imagine how different fundraising levels might impact your business.

Estimating Demand

Figuring out how much money you’re going to make is a lot more fun than figuring out how much you need to spend! But, of course, you don’t want to pull numbers out of nowhere. You need a system that’s going to give you at least a reasonably good idea of how much revenue you’re going to generate, because that’s likely to tell you how many orders you’re going to need to ship as well.

So, continuing along with the downloadable spreadsheet we’ve been working with, check out the Revenue Forecast tab. While you’re there, you’ll see two section – Simple Method and Advertiser Method. We’ll talk about the Simple Method for revenue estimation first.

First, as I zoom in on the Simple Method, I want to quickly give you a sense of where this data comes from and the assumptions that underlie it.

Marketers generally consider the size of your mailing list to be the best indication of how much funding you are going to raise. This is because a lot of Kickstarter creators push people to a mailing list in advance of the campaign because it’s one the most reliable ways to get people to the campaign page when it counts. Not only that, but anyone who is willing to hand over their email address is much more likely to buy than, say, a social media follower.

Email marketing is also good because the techniques you use to collect those emails – making landing pages, running ads, and so on – help answer one super-critical question.

Do people care enough to buy this thing?

That’s a huge question, and one that I honestly can’t answer for you in this video – or really, any ten-minute video. But as a marketer myself, I strongly encourage you to validate the market before you try to Kickstart a campaign. Or, put more simply, make sure the answer to that question is yes.

With that in mind, to use this revenue estimator, you will need to enter five things.

1. Mailing list size. That’s the number of people you expect to be receiving your emails on launch day.
2. Conversion rate. A certain percentage of email recipients on your list will back your campaign. Some people like to say 5%, but I think 4% is a safer, more conservative estimate. Enter what you think is appropriate here based on existing data, such as open and click rates.
3. Expected pledges from other sources. How many backers do you think will come from other marketing channels you have once you eliminate emails and Kickstarter itself? Be super conservative with this figure.
4. Average pledge. Enter in your core pledge amount here – the most common amount you expect people to enter.
5. Kickstarter bump ratio. Kickstarter itself pushes people to your campaign, usually to a degree proportional to the backers you bring on your own. With most people I work with, Kickstarter tends to account for about 40% of funds raised. But I entered in 30% by default to be safe. Enter what you think is appropriate here.

Then you will see, automatically calculated, a revenue forecast generated directly from these numbers, in terms of both number of backers and funding dollars. You’ll also see conservative and optimistic estimates which, respectively, assume you put in numbers that are a little too favorable and a little too unfavorable.

Keep in mind this is just a model – your campaign can raise far less than the conservative estimate or far more than the optimistic one. That’s why it’s important to have a budget that accounts for all kinds of scenarios and a risk assessment that helps you prevent the worst ones.

On the right, you’ll see a slightly different model assuming you plan on doing advertising between now and the launch of your campaign. It’s really similar to the model on the left, with three differences in inputs:

1. Enter your current mailing list size instead of what you expect to have on launch day.
2. Advertising budget. This is the amount you plan to spend on ads between now and launch.
3. Cost per lead. This is the amount it costs to collect an email address with ads.

This will result in a model that predicts the amount of backers you will have based on your ad budget and cost per lead. This is good if you’re working with an established method, such as the one emphasized by Launchboom, where you have a landing page that you drive people to through ads run on Facebook and similar platforms.

Final Thoughts

And there you have it! This spreadsheet will help you to create a rough budget for your Kickstarter. Be sure you fill it in with details that are very specific to your situation. We also strongly recommend you reach out to a tax professional as well, since that can really change the numbers you’ll be looking at in the future.

My name is Brandon, here on behalf of Fulfillrite. If you need help shipping your order s, go to fulfillrite.com and request a quote. We’ve shipped thousands of Kickstarters and we’re happy to help you ship yours. The quote doesn’t cost a thing, so if nothing else, you get some good information about pricing. Link in the description.

If you enjoyed this video, please take a moment to like and subscribe. Don’t forget to slap some postage on that bell so we can express ship new videos to you as soon as they drop. And last but not least, if you have any questions, leave a comment below. I will personally answer as many as I can.

Thanks for watching!

Bonus: Common Kickstarter Budgeting Mistakes To Avoid

Even with a solid Kickstarter budget, many creators run into financial trouble because of common mistakes. Bearing that in mind, here are some common mistakes that you can avoid. (This was not included in the original video.)

1. Underestimating Shipping Costs

One of the biggest mistakes Kickstarter creators make is not budgeting enough for shipping. International shipping, in particular, can be much more expensive than expected. Be sure to factor in packaging costs, dimensional weight pricing, and potential fulfillment fees.

2. Forgetting About Taxes

Many creators don’t realize that Kickstarter funds count as taxable income. Depending on your location, you may owe state, federal, or even VAT/GST taxes. It’s a good idea to consult with a tax professional to understand your potential tax liability before setting your funding goal.

3. Ignoring Manufacturing Lead Times

If your manufacturer takes longer than expected to produce your product, delays can cost you extra in storage fees, lost sales, or even refund requests from frustrated backers. Always add some buffer time to your manufacturing schedule.

4. Not Planning for Refunds and Chargebacks

Even successful campaigns face a small percentage of refund requests or chargebacks. Some backers may change their minds, while others might dispute charges with their credit card companies. Budgeting a small percentage—typically around 3%—for potential losses can prevent financial problems down the road.

5. Overordering Inventory

It’s tempting to order more inventory than you need in the hopes of future sales. However, if you miscalculate demand, you may end up with a bunch of unsold stock and extra storage costs to match. Always balance bulk order discounts with realistic demand forecasts.

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.