Sourcing is one of the most strategic decisions a retailer can make. Choosing the right brand or product line can elevate your assortment, drive revenue, and create loyal customers. But sourcing mistakes are costly—tying up capital, wasting shelf space, and damaging your store’s credibility.
At Cohere Commerce, we collect real-world reviews from retailers to help others make smarter buying decisions. Based on patterns from our platform and feedback from retailers across categories, we’ve identified five common red flags that often signal a product isn’t retail-ready—or the partnership isn’t worth the risk.
If you're evaluating new brands for your store, here’s what to watch out for.
1. Vague Promises with No Sales History to Support Them
Many brands claim their products are best-sellers or “fly off the shelves,” but without any performance data to back that up. This is especially common with emerging brands or those entering retail for the first time.
Why it’s a problem:
A product may have traction online, but retail success depends on in-store engagement, merchandising, and customer education. Without proof of prior sell-through performance, you could be stocking a product that doesn’t move.
What to look for:
- Verified sales or reorder data from similar stores
- References from other retailers
- Transparency about which markets or demographics the product performs best in
Tip: On Cohere, you can see actual feedback from retailers who’ve carried the brand. It’s one of the fastest ways to validate claims before placing a first order.
2. Weak Communication and Operational Follow-Through
Strong communication is a sign of operational maturity. If a brand is difficult to get in touch with, slow to provide answers, or unclear about logistics, that’s a red flag for how they’ll support you post-sale.
Why it matters:
Brands that are hard to work with can cause delays in ordering, restocking, and resolving issues. It also puts extra strain on your staff if you’re constantly chasing updates or missing key information like product specs or tracking.
Questions to ask:
- Who will be my point of contact after I place an order?
- What’s your typical fulfillment timeline?
- How do you handle damages, delays, or mis-shipments?
Bonus: Brands that are consistently praised for being easy to work with often show higher reorder rates. Cohere reviews often mention how well (or poorly) brands manage relationships and logistics.
3. Inconsistent Product Quality Across Shipments
Inconsistency in product quality or packaging can quickly erode customer trust—and hurt your brand’s reputation in the process. Even small changes, like different colors, finishes, or materials, can create issues on the sales floor.
Warning signs:
- No clear quality control process or manufacturer transparency
- Frequent production changes or sourcing from multiple suppliers
- Reports of packaging or labeling inconsistencies
What to do:
Before you commit to a large buy, ask to review multiple production samples. Be cautious if packaging lacks essential compliance elements like barcodes, safety warnings, or expiration dates.
On Cohere, many retailers flag product quality issues that only become visible after a few orders. Use these reviews to spot problems early and avoid surprises.
4. Little to No Retail or Marketing Support
Brands that succeed at retail don’t just ship products—they invest in helping retailers sell. When a brand provides no shelf talkers, merchandising materials, or staff education, it puts the burden on your store to do all the heavy lifting.
Why it matters:
Retailers are looking for more than just inventory—they want brand partners. A well-supported product often turns faster and creates a better customer experience.
Key questions:
- What merchandising or display support do you provide?
- Do you offer product education or staff training resources?
- Can you support seasonal promotions or in-store events?
Brands that show up with tools to help you succeed tend to stand out in Cohere reviews. Lack of support is a common frustration among retailers that ends in markdowns or discontinued lines.
5. High Return Rates or Poor Customer Reception
Even if a product looks great on the shelf, it may not meet customer expectations once purchased. If return rates are high, complaints are frequent, or usage feedback is negative, it could cost you in both refunds and reputation.
Signs to watch:
- Misleading product claims
- Lack of clarity about use, ingredients, or fit
- Products that don’t align with your target demographic
What to do:
Before committing, test the product in a small rollout or gather internal feedback from your team. On Cohere, you can filter reviews by store type or region to see how similar retailers’ customers are responding.
Source with Confidence, Not Assumptions
Every retailer faces the challenge of choosing the right mix of products to meet demand, inspire loyalty, and grow revenue. But you don’t have to rely on brand promises or guesswork alone. By identifying these red flags early—and using real feedback from other retailers—you can dramatically reduce your sourcing risk.
At Cohere Commerce, our mission is to make product discovery more transparent and collaborative. When you can see how a brand is performing in stores like yours, you gain the confidence to make smarter buys, build stronger assortments, and avoid costly mistakes.
🔍 Explore real brand performance before you place your next order.
Visit Cohere Commerce to read verified retailer reviews and make informed sourcing decisions.