Ask the Collective
The questions independent drinks founders ask most — answered. Distilled from years of community knowledge so the good stuff never disappears in the feed again.
What are the realistic pros and cons of selling spirits and beverages on Amazon?
Amazon makes your brand available to a huge customer base and can offer cheaper shipping than managing your own 3PL, but profitability is challenging and requires significant sustained spend on advertising and promotions. Members have learned hard lessons about the platform's dynamics. **Pros:** - **Wide reach** — puts your brand in front of millions of potential customers automatically - **Shipping economics** — can be cheaper than managing your own third-party logistics for individual orders - **Organic traffic from external brand-building** — members report that investing in consumer awareness outside Amazon (direct marketing, PR, social) drives profitable organic sales *on* Amazon without needing to throw cash at Amazon's own ad platform **Cons:** - **High advertising costs required** — you must spend heavily on Amazon's promotional tools and media to achieve meaningful volume; members report struggling to make Amazon profitable even with ad investment - **Amazon holds all the cards** — the platform controls pricing, visibility, fees, and policies in ways that can surprise you after launch; members describe "some you didn't know existed before you started" - **Very tricky unit economics** — multiple members noted they've never been able to make Amazon profitable and have actually pulled advertising spend entirely - **Brand values misalignment** — Amazon's working practices can clash with independent drinks brands' values **Key strategy:** The one member reporting strong Amazon profitability said their biggest win was **building direct consumer brand awareness away from the platform**, which then organically drove profitable sales on Amazon without relying on Amazon's own ads. This approach also builds a direct customer relationship outside the platform. Members emphasise that Amazon is a big customer for many (hard to ignore) but universally describe it as tricky to make work profitably. Several have formed a discussion group to share learnings and mistakes to avoid.
Should drinks brands switch from Amazon Seller to Amazon Vendor account?
The community is mixed on this switch, with several reporting regrets. Here's what members shared: **Key differences:** - **Vendor account** — Amazon owns stock, allows unlimited inventory holding, and grants access to major promotional events (Deals of the Day, Prime Day, Black Friday) in larger quantities than Seller accounts offer via Lightning Deals - **Seller account** — you retain control of inventory and pricing **Margin and fees:** - Vendor accounts involve steep take-rates (members mentioned 30% margin + 14% rebate as a typical example), though members noted Amazon fees can "usually be haggled down" - Some members suggested trying to negotiate margin terms with Amazon **Member feedback:** - Several reported having heard "quite a few examples" of people who moved from Seller to Vendor and regretted it - One member noted "not sure I've ever heard A" (positive experiences) - One member noted they've heard of people moving *from* Vendor back *to* Seller - The consensus leans cautious; most active respondents indicated they haven't made the switch (option C) **Caveats:** - Territory matters—different regions have different considerations - The benefit of promotional access must be weighed against margin loss and loss of direct inventory control
What is the best way to integrate Xero accounting software with a Shopify ecommerce platform?
Members report that Shopify no longer offers a native integration tool, requiring a third-party solution instead. **Integration options:** - **Xero Bridge** — Shopify's legacy integration tool; members found it clunky and unreliable, particularly with PayPal sales - **A2X Accounting** — recommended as an alternative Xero–Shopify integration (https://www.a2xaccounting.com/shopify/xero) **Key caveat:** Members identified PayPal integration as a persistent problem with Xero Bridge. One member suggested turning PayPal off entirely rather than fighting the integration issues, though others indicated they don't use PayPal and avoid the hassle altogether. Test any solution carefully with your payment methods before fully committing.
What's the best approach to migrate from WooCommerce to Shopify?
Members who have made the jump from WooCommerce to Shopify strongly recommend the move. The consensus is that **Shopify** is significantly easier to use and manage than WooCommerce. **Migration approach:** - **Build a new Shopify store from scratch** rather than attempting a direct migration — this is cleaner and allows you to set up properly - **Manually migrate key content** like SEO-related pages and product information - **Use off-the-shelf Shopify themes** that you can customise if you don't want to invest in custom coding — this accelerates launch - **Shopify's interface is very intuitive**, particularly if you're managing it yourself **Plan options:** - Members report being on various Shopify plans for small businesses, though specific plan recommendations aren't detailed in the discussion **Getting help:** Members have contacts who specialise in Shopify builds and can support the migration process — reach out via direct message if you'd like introductions. **Overall sentiment:** Multiple members described moving to Shopify as "the best thing we did." One member noted they went from Shopify to WooCommerce and then back to Shopify, reinforcing confidence in the platform.
Is selling spirits on Amazon FBA economically viable given fulfilment costs and retail pricing constraints?
Based on member experience, Amazon FBA for spirits is extremely challenging at standard UK retail price points. **The core problem:** fulfilment costs are prohibitive relative to achievable margins. One member reported selling Duppy White at £19.75 RRP, with a £16.45 ex-VAT wholesale cost, but facing £4.75 Amazon FBA fulfilment fees per unit — leaving approximately £0.50 profit per sale. This makes the economics unworkable at typical spirits pricing. Members exploring alternatives: - **Amazon Vendor Central (1P)** — appears to be a different model worth investigating, though members noted standard FBA (3P/Seller Central) doesn't work - **Direct distributor partnerships** — some members work with specialist retailers like **Fine Wine Cellars** rather than Amazon FBA - **Ankor Store** — mentioned as an alternative channel being evaluated by members, though no detailed feedback was shared on viability **Key caveat:** No member in this discussion reported successfully running a profitable spirits FBA operation at standard price points. If pursuing Amazon sales, a direct conversation with an Amazon Vendor Manager (rather than standard FBA) may open different margin structures, though members were still exploring this option at the time of discussion.
What payment processing options and fees should we consider for ecommerce in the drinks industry?
Members report a range of payment processing solutions with varying fee structures depending on your platform and customer type. **Stripe** — Standard option charging 1.4% transaction fees. **Revolut Pay** — Members report it as a solid option with competitive rates. Key caveat: while consumer card transactions are charged at 1%, commercial/business cards incur a higher 2.8% fee. This is a significant consideration if your revenue mix includes B2B sales. Members noted this was a surprise discovery after initial sign-up. Revolut also offers cashback incentives (e.g. £20 on purchases) when using RevPay alongside a Revolut business account. **Shopify Payments** — If using Shopify as your platform, the fees vary by plan tier: Basic plan = 2%, Shopify = 1%, Advanced = 0.5%, Shopify Plus = 0.15%. Shopify adds additional third-party fees if you use payment providers other than Shopify Payments. **Caveat:** Members operating B2B models should carefully evaluate Revolut's commercial card fees (2.8%), as this significantly erodes the headline 1% consumer rate advantage if a substantial portion of your revenue comes from business customers rather than direct-to-consumer sales.
What e-commerce funding options and rates are available for drinks brands with D2C and Shopify revenue?
Members have identified a handful of specialist e-commerce funding providers that lend against Shopify and Amazon revenue. Here are the options discussed: - **Wayflyer** — mentioned for PPC spend funding; appears to be an active choice for members - **Outfund** — flagged as a potential option (member sought experiences with the provider) - **Shopify Capital** — offers lines of credit at approximately 10% interest - **A 6% line-of-credit product** — one member reported accessing this rate to fund D2C and Amazon revenue, paid out of Shopify and Amazon sales; they asked if others had seen better rates Members noted that the 6% option "seems like a good deal" relative to alternatives, though Shopify Capital's 10% rate is also available. No other providers or rates were detailed in the discussion. The group appeared less familiar with these options overall (one member requested a "101"), suggesting this is an emerging area of interest for the community.
How should Amazon product listings be updated when packaging changes, and should image updates be timed with new stock arrival?
Members recommend adding "packaging may vary" to the SKU name on Amazon listings to manage customer expectations during transitions. For example: "Three Spirit Livener 70cl packaging may vary". On timing image updates with stock: - **If you control the stock** (Vendor Central), timing the image refresh to coincide with new inventory arrival is ideal, but logistically difficult to execute perfectly if Amazon holds inventory. - **If Amazon owns the stock**, trying to synchronize picture updates with physical stock arrival is nearly impossible, so update the listing when ready and let Amazon's stock rotation happen naturally. - The general approach: prioritize having accurate images over perfect timing. If your product photo is already up to date, updating it again is less critical than ensuring the packaging variation is clearly noted in the listing copy.
How do I connect Shopify to Amazon FBA for UK order fulfillment?
Members are exploring Amazon FBA as a fulfillment partner for Shopify stores in the UK. The process involves using **Amazon's integration app**, which members report is straightforward to set up and plug in directly to Shopify. However, availability may be limited—the app is confirmed to work in the US, but UK availability was uncertain at the time of discussion. Members noted that Amazon FBA charges approximately 10% less in fees compared to other fulfillment options, making it cost-competitive. One member was actively implementing this setup and indicated willingness to share feedback once live. Before committing, confirm current UK availability of the Amazon–Shopify integration app, as this discussion predates full rollout confirmation.
What's the best way to set up automatic international shipping rate calculations for alcohol products on Shopify?
Members report that Shopify's built-in shipping settings can handle this without needing additional apps in many cases. The standard approach is to configure shipping zones and rates directly in Shopify's native shipping settings, selecting which countries to serve and what shipping price to charge per zone. **Recommended options:** - **Shopify native shipping zones & rates** — The usual route; configure countries and rates directly in settings. This was noted as working for at least one member who set it up previously, though one member noted this may have evolved. - **Advanced Shipping Rules app** — One member uses this, though they noted it was only tested for Northern Ireland, so international coverage is uncertain. - **Warmduscher** — Mentioned positively by a member as worth checking out. **Caveats:** One member questioned whether the enquiry was about alcoholic products, suggesting there may be additional compliance considerations for alcohol that weren't explored in the discussion. The discussion did not deeply cover alcohol-specific restrictions or shipping limitations by country.
What are the best DTC ecommerce fulfillment providers for spirits, and which ones have reliable inventory management?
Members have recent experience with two main providers for DTC spirits fulfillment: - **We Are Fulfilment** — strongly recommended by multiple members. One member was referred by Johnny from UNLTD Beer and spoke directly to co-founder Trent, reporting they were "immense" and impressed with the service. No specific caveats mentioned. - **Start Up Logistics** — mixed feedback. Members note they were handling Camden's D2C at the time of discussion. However, stock control was historically inconsistent and "dependent on how good your account manager was." The company has since relocated to new premises and members report that stock control has improved following the move, suggesting the systems have been upgraded. - **Codestorm** — one member had exhausted options with this provider, suggesting it may not be the best fit for some brands, though no specific reason given. Members appear to be actively vetting fulfillment partners and willing to share direct contact details (co-founders) and referrals. Stock accuracy and account management quality are the key decision factors.
What DTC fulfilment and warehouse partners do members recommend for small-scale online orders?
Members use a mix of dedicated fulfilment warehouses and alternative channels depending on order volume and cost structure. For low-volume DTC, the math often doesn't work: one member shut down their in-house fulfilment after finding pick, pack and post costs reached ~£12 per order once management, storage and returns handling were factored in—despite cheap Royal Mail rates. **Fulfilment warehouses:** - **Codestorm** (Dudley) — offers Royal Mail pricing (noted as "sooo cheap") but watch the all-in costs; suitable if volumes justify fixed fees - **MoveFresh** (Livingston) — praised as "brilliant" and responsive; members can request introductions - **Diamond Logistics** — noted as "really responsive" - **Park Street** — offers services including sample export guidance (particularly useful for US market complexity) **Alternative approach:** - **Amazon** (with affiliate links) — several members have shifted all click-throughs from their website to Amazon, which improves Amazon ranking, still allows tracking of digital advertising efficacy, and earns commission on all purchases via affiliate links (https://affiliate-program.amazon.co.uk). This sidesteps DTC fulfilment overheads entirely. **For trade/retail supply:** - **Tradeteam** — used by major retailers (e.g. Mitchells & Butlers); retailers often set up suppliers directly, or retailers will arrange it - **Bibendum** — historical supplier to M&B (members noted they may be out of date on current arrangements) **Caveat:** Members stress that low Royal Mail rates alone don't justify in-house or warehouse fulfilment if fixed costs and returns management are high relative to order volume. The break-even point matters more than per-unit postage cost.
What Shopify subscription plugins allow brands to restrict subscriptions to specific bottle quantities (e.g. 1, 2, 3, or 6 bottles)?
Members shifting to monthly subscription models have recommended two plugins that support quantity-restricted subscription options: - **MinMaxify** — tested and confirmed to work for restricting subscription quantities - **Gravias** — mentioned as an alternative option by community members These tools address the specific packaging constraint of needing to limit customers to set bottle quantities rather than open-ended subscription volumes. Members suggest requesting recommendations directly from peers who've implemented these solutions, as setup details and specific feature support may vary by brand.
Who can recommend a Shopify store designer or developer for drinks brands?
Members have recommended several reliable contacts for Shopify redesign work: - **Harry at Digital Touch** — currently working with a member, praised as "great". Contact: +44 7473 493007 or info@digitaltouch.org - **SBS** — described as "decent" for Shopify work - **Oliver (designer)** — oliver@middlename.co.uk was used by a member and can be approached for design work - **South Africa-based web agency** — highly recommended by multiple members for cost-effectiveness due to exchange rates, reported to have built "half of Kindred Shopify stores". Available via direct introduction from community members. Members suggest clarifying whether you need a designer, developer, or both before reaching out, as requirements differ. The South African agency option is worth exploring if budget is a priority.
Should we sell on Amazon through a third-party marketplace or register directly as a vendor through Amazon's Vendor Central?
Most drinks brands in the UK market use **third-party marketplaces** rather than registering as direct Amazon sellers. Examples include **Whisky Ex**, **Master of Malt**, and **31 Dover**, which handle Amazon sales on behalf of smaller producers, reducing admin burden and mitigating delivery compliance risks. If you want to supply Amazon directly, the route is **Amazon Vendor Central**, where you act as a wholesaler supplying stock to Amazon themselves (who then handle Prime fulfilment). Companies like **Hammonds** use this model. Alternatively, you can **self-fulfil through an Amazon seller account** (FBA), managing your own inventory and delivery. **Key trade-off**: Third-party routes save significant admin and reduce fines risk but mean less direct control; Vendor Central and self-fulfilment require more operational complexity but offer more margin and brand control.
What's the best way to get 3D renders of bottle designs for online retail?
Members recommend using freelance platforms for 3D bottle renders. **Fiverr** was specifically praised as a quick and cost-effective option for creating 3D visualizations of bottle designs for e-commerce presentation. The platform makes it straightforward to brief designers on your bottle specifications and receive renders suitable for online retail use.
What do brands need to know about using Amazon sales setup services, and what are the typical costs and margins?
Members have raised concerns about Amazon setup services, particularly around margin pressure and value for money. One member noted that **Rosetta Brands** operates a value chain that feels "brutal" from a margin perspective, suggesting margins are tight if you work with them. The community is cautious about third-party Amazon setup agencies in general—members describe needing to carefully evaluate whether the service fee is worth the actual profit you'll retain. A member mentioned they're exploring a call with an agency described as "the most affordable" they know, though the same contact noted that agency isn't particularly "bullish on ads" and is positioned as a reasonable starting point rather than an optimised solution. No specific pricing figures were shared in the discussion, but the underlying concern is clear: Amazon margin compression is real, and setup service fees can eat significantly into already-thin e-commerce margins.
What is a typical average order value for online spirits sales, and what tactics increase it?
Members report AOVs around **£45 (inc VAT)** as a baseline, though this fluctuates seasonally (higher at Christmas). Tactics to increase AOV: - **Product mix strategy** — focus inventory and merchandising on higher-ticket items rather than budget SKUs - **Bundling lower-ticket items** — group cheaper products together to push transaction value up - **Remove single mini bottles (5cl)** — members noted these are too low-margin even wholesale and act as a drag on AOV; removing them from the range forces customers toward larger formats - **Monitor alongside conversion rate** — members emphasised AOV should not be optimised in isolation; a higher AOV with lower conversion may not improve total revenue Members noted AOV is best tracked seasonally, as Christmas and other peak periods naturally lift basket size.
Should drinks brands use Amazon FBA or manage their own warehouse fulfilment for Amazon orders?
The decision depends on your operational capacity to manage Amazon's admin requirements. **Key considerations:** - **Amazon FBA** — involves significant administrative overhead for drinks deliveries; only recommended if you can automate vendor central integration with your existing fulfillment warehouse - **Self-managed warehouse fulfillment** — viable if you have the team capacity to handle Amazon's operational demands without adding major complexity Members emphasised that the deciding factor is whether you can automate the connection between Amazon Vendor Central and your own warehouse systems. If automation is possible, self-fulfillment can work; if not, the admin burden becomes substantial and you should carefully evaluate whether FBA's convenience justifies the costs for your brand.
What packaging approach should we use for single bottles sold on Amazon?
Members selling 70cl bottles on Amazon recommend using a **sleeve and cardboard box** combination, with the barcode printed on the outer cardboard box. This approach significantly reduces breakages during transit—a critical concern for glass bottles in single-unit orders. **Packaging method:** - **Sleeve + cardboard box** — protects bottles from damage in the post; barcode printed on the outer box for Amazon compliance **Cost consideration:** - Members note that cardboard costs have risen 65%, making this a significant ongoing expense to factor into unit economics and Amazon pricing.
What ROI and performance metrics should drinks brands expect from Amazon advertising and sponsored products?
Amazon advertising ROI varies significantly by category, competition, reviews, pricing and listing quality. One member in the skincare space (a comparable premium, branded category) reported **15–20% ACOS** (Advertising Cost of Sale) and **4.5 ROAS** (Return on Ad Spend), achieved with optimised keywords, imagery and listing quality. Members emphasise that success depends heavily on listing fundamentals: well-optimised keywords, strong imagery, competitive pricing, and existing reviews all influence performance. The consensus is that ROI is achievable but not automatic—strong foundational listing work is as important as ad spend itself. No specific data on drinks-category performance was shared, so benchmarks from other premium categories like skincare should be treated as indicative rather than typical for spirits or beverages.
What e-commerce logistics and fulfillment suppliers can handle varying order volumes for Shopify and other direct-to-consumer channels?
Members recommend several fulfillment partners depending on your order volume: - **Fulfillment Crowd** — suitable for smaller to medium volumes - **Huboo** — mentioned as a flexible option for varying volumes - **Promotion Handling Limited** — highly recommended by multiple members who actively use them; they're willing to discuss specifics directly - **Synergy Retail** — available but requires large minimum volumes One member asked about **Sussex Transport** for Shopify fulfillment as an alternative to Codestorm, though no confirmed experience was shared in the discussion. Members suggest reaching out to those already using these services (particularly Promotion Handling Limited) for detailed information about pricing, integration, and suitability for your specific volume needs.
Which ecommerce fulfilment partners do members recommend for drinks products?
Members recommend **Haul and Store** as a reliable ecommerce fulfilment partner for drinks. The company handles duty-paid shipments, making them suitable for alcoholic beverages. Members note that introductions can be arranged if needed. Be aware that bonding status should be confirmed directly with the provider.
Should I use Shopify or Squarespace for my DTC e-commerce site, particularly for fulfillment and shipping integration?
Members strongly recommend **Shopify** over Squarespace for DTC e-commerce, especially if you plan to scale or integrate with fulfillment partners. - **Shopify** — described as the clear winner for fulfillment integration. Members report it works smoothly with shipping apps and third-party fulfillment providers, and is essential if you want a sustainable DTC business longer-term. - **Squarespace** — flagged as problematic for integration. Members operating fulfillment services for multiple brands report that Squarespace websites are "a nightmare" to integrate with shipping tools and apps, making it unsuitable if you need any fulfillment flexibility. If you're running your own fulfillment or working with a 3PL, Shopify's app ecosystem and native integrations will save significant time and headaches. Squarespace's limitations become a real constraint as your business grows.
What's the process for getting Amazon product listings reinstated after brands are delisted from the platform?
When multiple listings are removed from Amazon, members recommend working with specialist consultants who have direct relationships with Amazon's account teams. The community has used the following contacts for reinstatement support: - **Amersify** — recommended as an Amazon specialist for delisting recovery - **Acorn-i** — another specialist option mentioned for this issue - **Tim Davies** — available for ad-hoc Amazon advisory work No specific process steps or appeal documentation requirements were detailed in the discussion. Members' experience suggests that having a dedicated Amazon specialist contact the platform directly (rather than attempting self-service appeals) is the typical route.
Should we use single or double wall boxes for shipping canned drinks to e-commerce customers?
Double wall boxes are the clear recommendation from members shipping cans direct to consumers. Single wall boxes risk damage during transit—cans need packaging that can survive being dropped and thrown around by couriers. **Recommended approach:** - **Double wall boxes** — strongly preferred over single wall; members report still experiencing some damage even with double wall, so single is not adequate - **Dividers for smaller orders** — use cardboard dividers to prevent cans moving around within the box - **Packing material for larger orders** — use cardboard or straw to fill empty space in boxes with room to move, reducing impact damage - **Secondary boxing** — some members use single wall boxes repacked into a secondary outer box, though they note this may not be the most efficient approach **Key caveat:** Even double wall boxes result in some customer damage claims, so the packaging system needs to be as robust as possible given courier handling realities.
What are cost-effective review and testimonial plugins for Shopify storefronts?
Members flagged that Trustpilot is expensive for review management. The community recommends: - **Junip** — highlighted as an excellent, cheaper alternative to Trustpilot that handles reviews and testimonials well. Available via https://www.1800d2c.com/tool/junip **Note:** The discussion was limited; members may have additional experience with other plugins worth exploring directly in the community.