What is a routing guide?

The retailer's instructions for how shipments must be labeled, palletised, booked and delivered. Failing one is the ordinary reason a first purchase order is rejected or charged back.

An advance ship notice — the electronic message telling the retailer what is arriving, in what configuration, and when. Most chains require it and deduct against shipments that arrive without one.

Should we hold retail and e-commerce stock separately?

Rarely, at least at first. Two pools means duplicated safety stock and no single answer when a buyer asks what you can ship.

When does a second warehouse make sense?

When the account footprint justifies it — not before. A second node bought early duplicates safety stock and strands inventory on the wrong coast.

Logistics & Warehousing — Topic Hub

The pillar

Start here if you're new to the topic.

Pillar guide · 10 min · Updated Aug 2026

U.S. logistics for entering brands

Freight and customs, warehouse selection, retailer routing compliance, marketplace prep, and the inventory position question.

Read the guide →

Supporting guides

Deeper on each stage.

Supporting guide
Meeting retailer routing requirements

Carton marking, palletisation, booking windows and ASN — the specification behind a clean first delivery.
In production
Supporting guide
Customs entry, bonds and duty

What has to be in place before a container arrives, and who is liable for what.
In production
Supporting guide
Choosing a U.S. 3PL

What to ask, what to verify, and which answers should end the conversation.
In production
Supporting guide
Amazon FBA prep requirements

Labeling, bagging and inbound rules that cause shipments to be refused at the FC.
In production

Questions

Frequently asked.

What is a routing guide?: The retailer's instructions for how shipments must be labeled, palletised, booked and delivered. Failing one is the ordinary reason a first purchase order is rejected or charged back.
What is an ASN?: An advance ship notice — the electronic message telling the retailer what is arriving, in what configuration, and when. Most chains require it and deduct against shipments that arrive without one.
Should we hold retail and e-commerce stock separately?: Rarely, at least at first. Two pools means duplicated safety stock and no single answer when a buyer asks what you can ship.
When does a second warehouse make sense?: When the account footprint justifies it — not before. A second node bought early duplicates safety stock and strands inventory on the wrong coast.

Also in this hub