How to Make Your e-Commerce Brand Retail-Ready

In this episode…

As an e-commerce seller, do you find it difficult to get your products on the shelves of retail stores? Do you know the requirements different retailers have for brands looking to sell in their stores? Do you even know the right way to approach these retailers?

The end goal for brick-and-mortar businesses and e-commerce brands are the same: to deliver products to the target audience. But, there are some definite differences between the two when it comes to starting and running your business. If you want to make your e-commerce brand retail-ready, there are some steps you need to take.

In this episode of the Relationship Commerce Podcast, Dean Dutro is joined by Allen Iov, the Founder and CEO of LumieWorld, to discuss the main things you should take into consideration when preparing your e-commerce brand for retail storefronts. Allen talks about the challenges he faced growing his brand, how to grow your e-commerce brand, and his new course for e-commerce sellers, where he teaches you how to replicate his success.

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Allen IovAllen Iov is the Founder and CEO of LumieWorld, a company focused on creating innovative products to help families sleep. LumieWorld's mission is to bring the world of illumination to children and parents. Their products are designed to guide children with security and support as they learn and adapt to their sleeping routines. 

Allen has grown LumieWorld into a seven-figure multi-product brand that can be found in over 1,000 brick and mortar stores including Target, Home Depot, Nordstrom, and Crate & Barrel. His products have been seen on television and in the movies, and has even fielded requests by Disney to create their characters as LumiPets.

The Importance of Product Insurance

Have you taken out product insurance for your business? Do you know what your preferred retailer requires in terms of insurance? And, maybe most importantly, are you in a position to get it on time?

Each retailer has different requirements and it’s your responsibility to find out what they need. Why? Because most, if not all of them, want to work with brands that have insured their products. 

As an e-commerce seller, you may land a deal with a large company but if you don't have the right insurance, you may lose your chances of working with the company—and get dropped. Allen Iov learned this the hard way and ended up losing a great deal because he couldn't find the right insurer in time.

Why e-Commerce Business Owners Should Delegate Their Work

As a new e-commerce seller, the thought of delegating your work to other people can be daunting. You may be afraid that they will make mistakes and lead to loss of money or other resources, and so you decide to do everything on your own. 

This, according to Allen Iov, is not advisable. He faced the same challenge and although he thought that it would be an expensive venture, he realized that the solution was to create his own systems and delegate to the right people. 

As an e-commerce business owner, there's only so much you can do. Dealing with all the suppliers, retailers, manufacturers, and reps is impossible if you do everything on your own—and you may never sleep again. By learning how to delegate and outsource tasks where necessary, you run the best chances of running your business efficiently and effectively. And with a solid night’s sleep. 

How to Create an Institutional e-Commerce Website

If you're a large e-commerce brand working with other retailers, one way to promote your business is through an institutional website. An institutional website will establish your authority and help show that you are ready for retail. 

So, what are some strategies for implementing this? There are a few. You can display a 1-800 phone number instead of a personal number on your website, provide information on how to become a vendor or partner for your business, or even include a store locator.

Resources Mentioned in this episode

Sponsor for this episode...

This episode is sponsored by Worth eCommerce.

Worth eCommerce is a small mighty team of eCommerce email marketers who help businesses of all sizes dramatically grow revenue with lifecycle email marketing. It is made up of copywriters, designers, strategizers, and marketing extraordinaires who specialize in nurturing relationships and guiding sales through the sheer power of email.

Worth eCommerce's sole focus is creating a lasting relationship between eCommerce sellers and their customers through the most personable form of digital connection: email. Businesses that send personable, interesting, and helpful emails earn the trust and continued business from that same customer. 

Worth eCommerce’s mission is to help small medium sized e-commerce businesses generate more than a million dollars a year each in revenue using their own marketing channels.

To learn more about Worth eCommerce, visit

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