In today’s market, speed and efficiency matter more than ever. Brands are under pressure to do more with less: less capital, less time, less complexity. That’s why a new playbook is taking hold: instead of building entire distribution systems from scratch, the savviest companies are embedding themselves into other people’s infrastructure.
Think delivery fleets you don’t own, retail shelves you didn’t build, or checkout flows you didn’t design. This isn’t about being frugal; it’s about being strategic. And it’s how some of the world’s most agile brands are scaling faster and leaner, even in the face of global uncertainty.
In this blog, I’ll explore the rise of alternative distribution models, why they matter now more than ever, how companies are putting them into action, and the core principles you can apply to craft your own go-to-market advantage.
What is Alternative Distribution?
Alternative distribution is the art of embedding your product or service into someone else’s supply chain, whether that’s their trucks, stores, software, or even spare time.
Rather than building infrastructure from the ground up, this model taps into existing networks to save time, reduce capital expenditure, and reach customers faster. It is a strategic shortcut that prioritises access over ownership, increasingly relevant in today’s turbulent economic landscape.
While the concept has been around for decades (co-packing, shop-in-shops), it gained serious traction over the past decade as digital platforms lowered the barriers to collaboration. What began as a big-box retail tactic has evolved into a modern, tech-enabled strategy that even startups can adopt to scale with agility.
And it is no longer just a clever tactic. It is becoming a necessity.
With the August 1st tariff deadline looming, no deal in place between the US and EU, and fresh threats to Brazil’s copper trade, global supply chains are becoming more costly and unpredictable. At the same time, competition is intensifying, profit margins are shrinking, logistics costs are rising, and customer journeys are increasingly fragmented.
In this climate, building your own fulfilment network or delivery fleet is not just expensive – it may be unsustainable. The savviest brands are getting creative, plugging into systems that are already in motion.
Next, let’s look at how some of the world’s most innovative companies are putting this playbook to work.
What Smart Brands Are Really Doing
#1. Leverage Under-Utilised Assets
GoPuff scaled its fulfillment footprint by repurposing vacant mall units as dark stores, tapping into infrastructure like loading docks and security already in place. Zipline, a drone delivery company in the US, installed launch pads on hospital rooftops to plug directly into existing medical logistics.
Lesson: Look for unused resources: real estate, vehicles, platforms, and ride the slack. There is more untapped potential around you than you think.
#2. Ride Existing Customer Habits
Starbucks did not build a new delivery fleet. It partnered with Uber Eats and turned its stores into virtual kitchens, making delivery seamless without adding operational complexity.
Lesson: Embed into habits people already have. The less friction you create, the faster you grow.
#3. Build Win-Win Partnerships
Amazon Hub Counter gave convenience stores extra walk-in traffic. Walmart GoLocal offered outside brands access to same-day delivery via its fleet, and monetised a previously internal function.
Lesson: A great distribution model works both ways. If your partner gains value – whether in revenue, reach, or visibility, they will keep your channel alive and thriving.
How to Design Your Own Distribution Hack
You do not need massive capital or a big logistics team to start. You need fresh thinking and a few smart moves.
Begin by mapping your customer journey from discovery to delivery. At every touchpoint, ask: Who else is already present here? Retailers, platforms, service providers – these are your potential partners.
Next, identify unused assets in those ecosystems. This could be empty shelf space, backhaul capacity in courier vans, underused retail counters, or software tools with embedded access points.
Start with a pilot. Test one store, one partnership, or one delivery route. Your goal is not to scale on day one; it is proof of concept. Measure results and iterate.
Finally, make sure your partner benefits too. Shared wins, whether in margin, exposure, or customer traffic, are what keep these networks running.
Conclusion
In today’s climate, building your own distribution network isn’t always the smartest move. The brands that win aren’t necessarily the biggest; they’re the ones that leverage existing systems and scale smarter.
But finding the right audience habits to embed into, and the right channels to partner with, takes more than gut feel. It takes strategy.
That’s where Brand Ignite 30 comes in.
Over 6 weeks, I work with brands to build an actionable marketing and communications strategy tailored to your audience segments, brand strengths, and go-to-market objectives.
Ready to sharpen your marketing edge and get creative about how you take your product to market? I’m here to help. Book a discovery call with me today.
