Every buying decision is a bet—one that ties up cash flow, shelf space, and customer trust. Get it right, and you're a hero. Get it wrong, and you're staring at dusty inventory and markdown bins. Through retailer reviews on Cohere Commerce, we’ve noticed clear patterns in where sourcing goes wrong—and how smart retailers are adjusting their approach.
Here are the most common regrets, and how you can avoid them.
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1. Believing the Hype, Not the Sell-Through
A flashy Instagram presence or influencer endorsement doesn’t guarantee in-store success. Retailers frequently regret bringing in a buzzed-about brand only to find it doesn't move units, or appeals to the wrong demographic.
"We brought in a ‘viral’ beauty brand and sold less than 10% of the opening order in two months. Our core customers didn’t know or care about it."
Avoid it: Look past the marketing. Use real retail performance data and peer reviews to confirm whether the hype aligns with actual sell-through in similar stores.
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2. Overbuying Too Early
Some brands have high minimums or pressure retailers to go big. Many store owners later admit they overbought before understanding how the product would perform in their location.
"The brand looked great, but I wish I had started with a test order. I ended up sitting on too much stock I couldn’t move fast enough."
Avoid it: Push for smaller trial orders or consider consignment for new brands. Validate customer interest before scaling up.
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3. Forgetting About Operational Red Flags
Retailers often regret not digging deeper into the backend: poor packaging, inconsistent shipping times, or difficult return policies can ruin the experience for both staff and customers.
"We loved the product, but it arrived late, half the boxes were damaged, and there was no clear rep to talk to when issues came up."
Avoid it: Read reviews from other retailers about operational reliability. A great product means little if logistics are a nightmare.
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4. Misjudging Brand Alignment
A well-made product isn’t always the right product for your store. Retailers regret sourcing items that conflict with their pricing structure, values, or visual identity—even if the item is objectively “good.”
"It sold okay, but the packaging and tone felt off for our brand—it confused customers and didn't align with our mission."
Avoid it: Make sure the brand fits your store’s identity and values. Cohesive storytelling is often what builds customer loyalty.
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5. Not Listening to Other Retailers
One of the most cited regrets? Sourcing in isolation. Many retailers say they could’ve avoided a bad buy if they had just talked to a few peers or read honest feedback from others in the field.
"Had I known three other stores in my area were struggling to sell this brand, I would’ve passed."
Avoid it: Use platforms like Cohere Commerce to see unfiltered reviews from other retailers—insights that aren’t influenced by brand reps or sales pitches.
Sourcing Is a Team Sport
Retailers don’t have to learn the hard way. By tapping into collective experiences and transparent peer feedback, you can make better buying decisions, reduce risk, and stock products your customers actually want.
👋 Ready to Source Smarter?
Cohere Commerce is your inside look into how brands really perform on the retail floor. Browse honest, peer-submitted reviews to vet new brands, spot red flags early, and discover what’s actually working in stores like yours.
Visit Cohere Commerce and start reading authentic reviews now.