Brand & Growth

CPG Brand Strategy

8 min

The 2P Model

TikTok Shop Shipping Requirements: Why the 2-Day Standard Kills 3PL Models

TikTok Shop requires 2-day shipping on 90%+ of US orders. Most 3PLs can't hit it. Here's the diagnostic test, the unit economics, and the MCF fix.

8 min

The 2P Model

TikTok Shop Return Rates: What CPG Brands Need to Model

TikTok Shop return rates run 12-20% for CPG — 3-5x Amazon. Here's the return provisioning model that separates real margin from false confidence.

8 min

The 2P Model

Amazon Chargebacks: The CFO's 2026 Recovery Playbook

The CFO's playbook for Amazon chargeback recovery — top 10 chargeback codes, contestability rates, and the weekly-monthly-quarterly recovery cadence that recovers 70%+.

8 min

The 2P Model

Are You Big Enough for 2P? Revenue Thresholds and Readiness for CPG Brands

Real revenue thresholds for 2P Amazon partnerships — three tiers from $5M to $500M+, the readiness signals beyond revenue, and what changes at each level.

8 min

The 2P Model

How to Vet an Amazon 2P Partner: 15 Questions to Ask Before You Sign

The 15-question Amazon 2P partner RFP — structured due-diligence questions across deal structure, operations, technology, and exit terms to ask before you sign

8 min

The 2P Model

The Best Amazon Accelerators for CPG Brands in 2026

A strategic comparison of the top Amazon accelerators for CPG brands in 2026 — Pattern, Luminize, Front Row, Recom, Spreetail, and Neato — with operator profiles and positioning.

8 min

The 2P Model

Seller of Record vs. Merchant of Record: The Distinction CPG Founders Actually Need

Seller of record vs. merchant of record — the legal, tax, and liability distinctions CPG founders need to understand before choosing an Amazon partner model.

8 min

The 2P Model

The 1P to 2P Migration: A CPG Brand's Playbook for Leaving Vendor Central

A CPG founder's playbook for migrating from Amazon Vendor Central (1P) to a 2P partnership. Six defined stages, real timelines, and why 2P beats the 3P scramble.

8 min

The 2P Model

The 2026 CPG Guide to TikTok Shop: Economics, Operations, and Fulfillment

The 2026 guide to TikTok Shop for CPG brands. Commission structure, creator economics, 12-20% return rates, and why MCF solves the fulfillment problem.

8 min

The 2P Model

The Amazon COSMO Algorithm: How AI Is Rewriting CPG Product Discovery in 2026

How Amazon's COSMO algorithm and Rufus are rewriting product discovery for CPG brands. The four signals COSMO reads, practical listing updates, and what A9-era tactics to drop.

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