Retailer Routing Guide

What Is a Retailer Routing Guide?

A retailer routing guide, sometimes called a vendor compliance guide, is the set of shipping rules a retailer requires every supplier to follow. It spells out how cartons must be packed and labeled, which carriers to use, how to book deliveries, and which documents to send.

Each retailer writes its own guide, and requirements can differ a lot from one retailer to the next.

How It Works

Routing guides commonly cover:

• Carton rules: size and weight limits, case pack quantities and labeling placement.
• Labels: required carton label formats and barcodes.
• Routing: which carriers to use and how to request a pickup or appointment.
• Documents: packing lists, bills of lading and advance ship notices.
• Timing: ship windows and delivery appointment rules.

Why It Matters for Ecommerce Brands

Retailers receive goods from many suppliers, and routing guides let them process that volume efficiently. For suppliers, the guide is effectively part of the contract. Shipments that do not follow it can be delayed, refused or charged fees.

For example, a guide might require that cartons weigh under a set limit, that each carton carry a specific label in a specific spot, and that shipments over a certain size be booked through the retailer's chosen freight carrier. A brand that ships on its usual parcel account without checking could face a chargeback.

Before a first retail order ships, brands should read the full routing guide, share it with their warehouse, and confirm who is responsible for each requirement. Guides are updated over time, so it is worth checking for the latest version.