What are the benefits of partnering with other stores?
By collaborating with the right partners, and sharing what you each do best, you can:
- Open up new sales channels and expand your customer base
- Grow with lower customer acquisition costs
- Enter new markets and test new niches with lower risk
- Retain independence as you scale your business
What should you seek in a partner store (aka green flags)?
Similar values
One of the most crucial elements of a long-lasting business partnership is shared values. It doesn’t matter how successful a potential partner store is, if your missions are misaligned, customers won’t buy it. Shared values will naturally lead to shared audiences, so it’s the perfect starting point on your partner store search.
How this looks in action: The Conscious Beauty Collective has partnered with 30+ indie beauty and wellness brands to cross-sell complementary products and expand their audiences together. They only partner with clean beauty stores who meet their sustainability standards. By choosing their partners selectively, the collective has been able to grow while staying true to its roots.
Your next step: Consider your ethical non-negotiables. That may be sustainable practices or quality craftsmanship. Look for partner stores that share these values and put them in action through their products and processes.
Open communication
They should be upfront and honest about things like their website traffic and sales. It’s also important to note whether they respond promptly and clearly.
Your next step: Communication goes both ways. Take the time to refine your initial message, making it as clear as possible. Give them easy, actionable ways to get in contact with you. We recommend suggesting an initial 15 minute call and giving them a link to your calendar to schedule it.
Complementary (not competing) product categories
Seek partner stores in adjacent product categories. This way you’re likely to have customer cross-over and your products will pair well together, but you won’t be in direct competition.
How this looks in action: Sustainable haircare brand Dot & Lola has partnered with a wide range of retailers across industries. This includes Hedoine, a sustainable lingerie brand. While the partnership may seem unlikely, both stores have complementary missions and have helped each other to expand.
Your next step: Don’t limit yourself to only searching for partners in identical categories. By widening your search to adjacent categories, you can find stores with similar audiences and values – without the competition.
Unique value proposition
Look for a partner store that’s doing something others aren’t (including you). You should both bring something distinct to the table.
How this looks in action: Sustainable lifestyle marketplace PAZ Lifestyle, provides like-minded brands with the platform and audience to grow. In turn, the brands they stock provide quality craftsmanship, niche expertise and their own loyal customers.
Your next step: Search for partner stores that solve your challenges (e.g. by introducing you to new markets or filling a gap in your product listing). But also consider how they could benefit from your unique expertise. Make sure your partnership is an equal give and take.
Reciprocal enthusiasm
They should be just as excited about the partnership as you.
Your next step: Pay attention to how potential partner stores respond to your pitch and ongoing communication. You should both be putting in equal effort to make the collaboration work.
What should you avoid in a partner store (aka red flags)?
Poor customer service
Check any potential partner store’s reviews to see what experience customers have had with them and get a sense of their reputation. This will give you an early indication of whether you should connect or keep searching.
Unclear expectations
If they can't articulate what they want from the partnership, it’s impossible to succeed. Just as you will, a partner store should have clear goals and timelines you can work towards together. Use initial calls to gauge whether their expectations are clear and practical.
All take, no give
If they expect you to promote them but offer little in return, reconsider the partnership. Collaborative Commerce should be equally beneficial. Analyse any pitches or early agreements you receive to make sure they’re balanced before you commit.
Misaligned missions
If you don’t care about the same things, it’ll never work. Before you even begin conversations, check their website’s ‘about us’ section, product listing and social media presence (if applicable). Get a sense of their values and whether they align with your own.
Commitment issues
Are they hesitant to agree on a goal or plan? You may be dealing with a commitment-phobe. While you can’t expect stores to make big decisions straight away, you should be getting some sort of security as you progress. If applicable, implement deadlines for when they need to sign off on partnership agreements.
Where to find your ideal partner stores
Now you know what to look for in a partner store, here’s where to look.
Social media
- Follow hashtags on Instagram related to your niche and observe which brands interact with similar audiences.
- Become part of LinkedIn communities. Join retail and e-commerce groups where store owners connect.
In-person
- Visit Trade Shows: 71% of attendees agree that trade shows are the most effective way to discover new products and brands.
- Join Local Business Meetups: Sometimes your perfect partner is just down the street.
- Attend Industry Conferences: You’ll not only learn from the speakers, but access networking opportunities before and after the event.
Syncio Marketplace
Remember when people used to meet potential partners through mutual friends? Yeah, we don’t either. But it seems like a much better model than matching with a stranger. You’ve got a friend to verify that they’re trustworthy and a bit of a catch.
Consider Syncio Marketplace that friend. Stores in our directory are all high quality and open to collaboration.
To get started:
- Create your profile on Syncio Marketplace
- Start searching, utilizing filters like product categories, location and size
- Once you’ve found a compatible store, click ‘invite to connect’
- Send your first message and include your contact details
"Syncio Marketplace is making it easier for us to find the right partners. There’s no point in being listed next to brands selling $5 t-shirts - it dilutes our brand’s positioning. When independent brands form thoughtful partnerships, it’s transformative for our growth.”
- Pascal Keane, Founder of Niccolò P.
So, you’ve found a partner store…what now?
Test your compatibility
Start with a short call to explore if and how the collaboration will work. If you decide to move forward you could test the waters with a small collaboration like:
- Selling their products on your store (especially handy if you’re a dropshipper or marketplace)
- Selling your products on their store (a good place to start if you create your own products)
- Cross-selling a limited number of products on each other’s store-fronts
- Selling a one-time-only bundle combining your products
See how your customers respond and adjust collaboration plans from there.
Make it official
Once you’ve found your perfect match:
- Document expectations: Create a simple partnership agreement outlining what each of you brings and expects from the collaboration
- Set measurable goals: These should be specific. Don’t just say you want to increase traffic, clarify how much you want to increase it by and when.
- Set up Syncio to automatically, real-time sync products between your stores.
- Establish ongoing communication processes: Schedule regular check-ins to prevent misunderstandings.
- Plan collaborative promotional material in advance, like social media posts and website imagery.
At Syncio, we believe collaborations are the future of e-commerce. Learn more about how strategic partnerships can transform your growth in our comprehensive guide.
Wrapping up
We know the right partner store can open doors. That’s why we created a trusted platform where quality brands and retailers connect. Now you’ve got the insider know-how, find your perfect match on Syncio Marketplace.
