When you're a small business trying to compete against Amazon's robot army, logistics can be a grind. Columnist mims talks to a family about making it work.
Things had been looking good for, a small family business based in South Carolina. Founded by husband-and-wife team Chevalo and Monique Wilsondebriano in 2012, it sold its burger sauces and marinades in thousands of stores across the U.S., on the shopping channel QVC and directly to customers through its website. Just before the pandemic led to lockdowns in March, the couple made the fateful decision to stop selling through stores and to concentrate on online sales.
It proved to be a near-fatal mistake for their small business, which is the family’s sole source of income, and employs all four of the couple’s teenage and adult children, as well as Mrs. Wilsondebriano’s sister and mother. In the Amazon era, selling online is one thing, but actually getting products to customers fast enough to make them happy is something else. It’s especially difficult if, like the Wilsondebrianos, a merchant isn’t selling via Amazon, but still feelsTheir sales plummeted, from upward of $20,000 a month to as little as $3,000 a month, Mrs. Wilsondebriano says.
Still, many potential buyers complained about shipping charges—around $8 on a $40 order—and that the sauces and marinades took too long to arrive, says Mrs. Wilsondebriano.
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