Cracking the U.S. Retail Code: How to Get on Shelves (and Stay There)

What international consumer brands need to know to break into U.S. retail—and keep their place.

Getting your product onto retail shelves in the U.S. is a milestone—but staying there is the real achievement.

For international brands, the U.S. retail landscape is full of opportunity. It's also packed with complexity: multiple tiers of buyers, distribution hurdles, high retailer expectations, and a level of competition that makes shelf space incredibly valuable.

At Pangea Consulting, we’ve worked with consumer goods companies across categories—apparel, beauty, wellness, food, and tech. If you’re preparing to enter U.S. retail, here’s what you need to know to do it strategically, avoid common pitfalls, and drive long-term success.

1. Understand How U.S. Retail Works

In the U.S., retail is not one channel. It's a fragmented ecosystem of:

• National chains (Target, Whole Foods, CVS)

• Regional players (H-E-B, Publix, Meijer)

• Big box retailers (Walmart, Costco)

• Specialty retailers (Sephora, REI, Ulta)

• E-commerce/Omnichannel hybrids (Amazon, Thrive Market, Boxed)

  
  

Each retailer has its own buyer teams, purchasing process, lead times, and category review cycles (often once or twice per year).

Your job: Know which channel and format fits your brand best. Don’t try to win them all at once.

2. What Retail Buyers Actually Look For

Retail buyers are very risk adverse and are also overwhelmed with pitches. To get their attention—and earn a shot—you need to bring more than just a good product.

Here’s what they care about:

✅ A differentiated story: What makes your product stand out in a crowded category? Why now?

✅ A pricing and margin structure that works: Retailers expect a 40–60% margin. You need to show a profitable wholesale model.

✅ Proof of traction: U.S. retail buyers are more open to international brands—but only if you can show sell-through elsewhere (e.g. Amazon, DTC, or international success).

✅ A strong brand presence: Do your packaging, social media, and messaging speak to the U.S. consumer? Is your brand retail-ready?

✅ Operational readiness: Retailers want to know you can ship on time, manage returns, handle chargebacks, and restock fast.

✅ Risk Mitigation: Show them how they are making a "safe" decision. Use data and other concrete evidence that a market exists for your product and that consumers are hungry to purchase it.

3. The Importance of Sell-Through Metrics

Getting on shelves is only half the story. Staying there depends on sell-through—how much product moves off the shelves, not just into warehouses.

Retailers track:

• Units sold per store per week

• Velocity vs. category average

• Promotions effectiveness

• In-stock % and fill rate

  
  

If your product isn’t selling, it will be discontinued—fast.

That’s why many brands invest in:

• In-store demos or sampling

• Digital ad campaigns tied to store locations

• Trade promotions or endcap displays

  
  

Pro tip: Plan to invest in your first 6–12 months on shelf. Buyers want to see you driving awareness and sell-through, not waiting for them to do it.

4. Nail Your Distribution Strategy

Retailers expect you to deliver product to their distribution centers or stores in full and on time.

That means you need to:

• Work with a U.S.-based 3PL (third-party logistics provider)

• Understand EDI (electronic data interchange) requirements

• Be ready for chargebacks for errors in labeling, late deliveries, or incorrect paperwork

Don’t underestimate the operational lift. Many international brands fail here—not because of bad product, but because of weak logistics.

5. Choose the Right Entry Point

Not every retailer is right for you at launch. A strategic entry point may be:

• A regional chain with aligned customers

• A specialty store that builds brand credibility

• A DTC + Amazon launch before pitching retail

Buyers want to see a plan. If you say “We want to be in Target,” you’ll sound like everyone else. If you say “We’re building awareness through regional retailers and online, and we’ll be ready for a national buyer in 12 months”—you’ll stand out.

6. Build U.S. Credibility Early

Retailers want to work with brands they can trust. Even if you’re international, you can build confidence by showing:

• A U.S. entity and bank account

• Local advisors or reps who understand the market

• U.S.-based packaging and compliance

• Plans to support in-store promotions and sales

Final Word: Retail Is a Relationship Business

Getting on U.S. shelves isn’t just about your product—it’s about your preparedness, your pitch, and your plan.

If you want to be taken seriously by buyers, show up with:

• Clear category knowledge

• Realistic pricing

• Strong visual branding

• A U.S.-based logistics plan

At Pangea Consulting, we help international consumer brands develop retail-ready U.S. strategies—from pitch prep and pricing to 3PL setup and sell-through playbooks.

If U.S. retail is on your roadmap, let’s talk. Book a free strategy session and get clarity before you pitch