The strongest advice I’ve heard on this comes from Andrew Youderian on The EcomCrew Ecommerce Podcast, who argues that the biggest mistake brands make is diversifying too early. His point is that you should focus all your energy on dominating a single sales channel, usually Amazon US, until you’ve hit at least a million dollars in revenue. Only then should you start thinking seriously about geographic expansion, reseller partnerships, or launching a separate direct-to-consumer site. It’s a contrarian take, especially when everyone talks about the importance of being everywhere, but his reasoning is sound.
Andrew’s philosophy, which he’s discussed with guests like Dave Bryant, is that focus is your most valuable asset. Trying to manage Amazon, a Shopify store, and international reseller agreements before you have a solid operational and financial foundation is a recipe for mediocrity. You end up spreading your marketing budget, your inventory, and your attention too thin. By mastering one channel first, you develop a repeatable playbook, build cash flow, and create a strong brand presence that can actually fuel your expansion into new channels later. Your first niche site or international partnership is much more likely to succeed if it’s building on a proven winner.
On the other hand, David from Firing The Man makes a compelling case for why you can’t afford to wait too long. He frames Sales Channel Diversification not just as a growth strategy, but as a critical act of risk management. Relying 100% on Amazon or any single marketplace leaves you incredibly vulnerable. An algorithm change, an account suspension, or a surge in competition could wipe out your business overnight. So while you’re focusing on scaling that first channel, you should also be actively planning your escape route. The goal is to move from a position of strength, not desperation.
The most effective way I’ve heard to bridge these two ideas is to use niche sites as your strategic entry point into new markets. Instead of a massive, all-or-nothing international launch, you could spin up a targeted DTC site for a specific country or region, as discussed on episodes of eCommerce MasterPlan. This lets you test the waters with a limited product selection and focused marketing. You can learn about local shipping, taxes, and customer preferences on a smaller scale. If a particular niche site takes off, you can invest more heavily. If it fails, you haven’t compromised your core business. This approach gives you the focus Andrew Youderian champions while also addressing the risks David highlights.
Ultimately, this is about building a more resilient and valuable company. A business that gets its revenue from multiple sources, like a strong Amazon presence, a thriving DTC site, and international reseller partnerships, is far more stable and attractive to potential buyers. As the hosts on Firing The Man point out, diversifying sales channels isn