From your own webshop to a store shelf: how to deliver neatly
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by Verpakkingdeals.nl
6 min reading time
A store wants to stock your product. Here's how to arrange the box contents, barcode, outer box, labels, and presentation before you send the first delivery.
A shopkeeper sees your product at a market or in your webshop and asks: "What does a box of twelve cost?" At that moment, you realize you're only set up for consumers. You have a retail price per item, not a box price. You have beautiful gift packaging, but no outer carton. And when asked if it has a barcode, you have to admit you don't know.
Supplying to a store is not complicated, but it is different from sending parcels. The shopkeeper wants a fixed box content, a correct price, a product that can stand on the shelf, and a delivery they can check all at once. Below, we'll review these four points, plus what you need to have in order before sending out the first box.
What a store asks of you
Before anything is ordered, a buyer wants to know four things. Put them on one A4 sheet, and you'll be done faster than with a series of emails.
Box content: how many items are in the smallest purchasable unit, and are intermediate quantities possible?
Purchase price per item and the recommended retail price you use.
Delivery time and whether you deliver from stock or produce per order.
Coding: Is there a barcode on the product or on the packaging?
That last point is the most common stumbling block. Many stores scan at the checkout and require a unique code per item. In the Netherlands, GTINs – the numbers behind the well-known EAN barcode – are issued via GS1 Nederland; on gs1.nl you can read what that entails. Always ask the store what they need first: some smaller businesses work with their own internal codes and are satisfied with a price sticker.
The retail packaging: how your product appears on the shelf
A product lying loosely in a box is rarely sold in a store. It needs to be able to stand on something, hang from something, or fit into a tray. So, first consider how it will end up on the shelf, and only then how you will ship it.
Pay attention to one thing that is expensive in hindsight: leave space for a price or code sticker on a flat part of the packaging. A sticker will detach from a curved or painted surface, and then the store will stick it over your logo anyway.
The outer carton: quantities, weight and stacking
The outer carton is what the retailer receives and unpacks. Three rules make the difference between a smooth and an annoying delivery.
Choose a fixed number per box. Six, ten, or twelve works easier than seven or thirteen: it's easier to calculate and the retailer can count faster. Keep the weight limited. A box that one person can lift will be unpacked faster and sustain less damage. Ensure the box is stackable — meaning closed, flat on top, and not bulging.
Labeling: what goes on the box and what on the product
A store wants to know what's inside upon receipt without opening it. Therefore, put the following on the outside of each outer carton: your company name, the item name, the number of units, and — for multiple boxes — "box 1 of 3". The latter prevents most hassle with a delivery that arrives in parts.
A supplier who only delivers boxes will be placed at the bottom of the shelf. A supplier who thinks about presentation will get a better spot. This doesn't have to be complicated.
For small items, an acrylic stair display with 6 steps (€34.95) on the counter works well: it takes up little space and makes the entire series visible at a glance. If you sell hanging items, a metal display holder for keychains (€17.95) is a cheap way to claim a permanent spot. Agree on who pays for the display and whether it remains on loan – this prevents arguments if the collaboration ends.
What to include in the box
A business delivery involves more paperwork than a consumer order. Put a packing slip in the first box with the items, quantities, order number, and date. The invoice can be included or sent by email, but agree on this beforehand – many stores book by invoice number and don't want duplicates.
Also, include one A4 sheet with your contact details, reorder information, and minimum order quantity. If the store sells out within two weeks, you want the order to come to you and not someone else.
Start small. One store, one box, one agreed quantity. If it works, you'll know exactly what to scale up: the box content, the labels, and the corresponding inventory.
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