For emerging consumer brands, understanding how to navigate growth, funding, and partnerships can...
Two years ago, Nate Rosen launched Express Checkout, a newsletter quickly becoming a must-read for anyone involved in CPG, consumer brands, and retail. What started as Twitter threads sharing insights gleaned from his time at a CPG startup and alternative lender, has since blossomed into a vibrant community of nearly 5,200 founders, investors, retailers, and operators.
We sat down with Nate back in December for Express Checkout’s two year anniversary to discuss his journey, the evolution of the CPG landscape, and what he’s learned along the way.
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Can you tell us about your journey to launching Express Checkout?
I've been in this space for a while now. Before my time at Settle, where I worked with emerging CPG brands, I was at a CPG startup during the pandemic. I really came into this space without knowing a lot, but I was always aware of who owned what and which brands were launching. As I got deeper into the startup world, I started building my network and keeping up with everything that was happening. I developed a list of news sites and resources that I could check daily.
While at Settle, I talked to hundreds, maybe thousands of founders and brands. I saw them launching in retail, expanding, and growing. I was there for two years, so I saw a lot of interesting trends. All the while, I was active on Twitter and LinkedIn, engaging in the ecosystem. There were a lot of people talking about marketing in consumer brands, retail, and e-commerce – and I do talk about that too – but I wanted to talk about other things I felt were relevant to how everyone was operating.
I started seeing stories and insights that others weren't talking about publicly, and I assumed they weren't seeing them either. I had the idea for a newsletter that aggregated news and shared opinions, something to keep myself accountable to all the news sources I'd found. That's how Express Checkout was born.
How would you describe Express Checkout to someone unfamiliar with it?
Express Checkout is a weekly newsletter, but it's growing beyond that. It explores the dynamics of commerce, offering analysis of CPG, consumer brands, supply chain, grocery, retail, e-commerce, and fundraising. The goal is to keep people updated on everything happening across the consumer and commerce ecosystem. Many publications focus on very specific sides of it. I didn't want to do that because I couldn't pick, and I didn't feel I had the in-depth knowledge to create an industry publication about one specific angle.
What have been some of the most important lessons you've learned over the past two years?
One of the biggest lessons is that if you put your passion out into the world and share things you like and have knowledge about, other people who share that interest will find you. The numbers have consistently increased, mostly through word of mouth. This organic growth underscores the importance of building a niche audience—a tight, loyal group who trust and engage with your content—rather than prioritizing rapid, unsustainable growth.
Keeping things simple and focused for as long as possible is also really important. I have a ton of ideas, but I've had to prioritize and map out what's worth the time, what's monetizable, and what aligns with my limited time and mental capacity. Also, consistency. Consistent, good content leads to growth. You don't need to post every day, but as long as you're somewhat consistent, you will find your audience.
Do you think these lessons apply to brands as well?
100%. Especially with food, beverage, and CPG, it's a game of luck and waiting. There are so many brands, and very few control everything. You bide your time, don't do too much or spend too much, and keep it lean and as close to profitable as possible. When you've built a core audience and trust, then you can take risks–stay lean, prioritize profitability, and gradually building trust before making big moves.
Managing and mitigating risk is crucial. Your time is valuable. Listening to your customers, asking what they want, and understanding what they feel is missing are essential. The entrepreneur's job is to figure out how a product can be better.
It’s also essential that brands understand the importance of personalized advice and the value of seeking diverse perspectives; founders should get advice from people at various stages and different types of products.
Any predictions for the CPG and e-commerce industry in 2025?
Newer brands should think about creative distribution channels. For example, Magnolia Bakery landing a deal with United Airlines is a great way to expose the brand to more people. Similarly, brands are finding success by leveraging unique spaces like spas, gyms, and vending machines. Getting creative with where you're distributed and getting in front of your audience in the context of usage is key.
Don't ignore retail or DTC. It depends on your business. Be careful who you take advice from. Get advice from multiple people at different stages with different products. Form your own strategy about how to go to market and manage different platforms.
How has the importance of ecosystem partners evolved, and why do you recommend Lunr Capital to emerging brands?
Ecosystem partners are incredibly important. Many service providers, like subscription apps, alternative lenders, or law firms, see so much and see it evolve. There are a lot of insights to be taken from PR folks, lenders, and others.
I recommend Lunr Capital because I like the structure of their products. I've seen many different lenders, and some are not great for certain situations. But I've always felt that Erin and the Lunr team really understand what's going on behind the scenes and how to actually be beneficial to these brands. Lunr is great at working with smaller, emerging brands that are in unique growth positions.
What's next for Express Checkout?
More content! We're looking to do more editorial deep dives. Starting in 2025, we'll be doing weekly written interviews with founders. We're also working on a podcast and some long-form video content.
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Express Checkout has quickly become an essential resource for anyone navigating the complexities of the consumer commerce world. Nate Rosen's unique perspective, combined with his commitment to delivering valuable content, has created a platform that informs and empowers everyone from industry veterans to curious consumers.
For emerging brands looking to navigate the challenges of retail expansion and inventory financing, having the right partners is crucial. Lunr Capital offers innovative financing solutions designed to fuel growth without diluting equity. Their deep understanding of retail dynamics and commitment to supporting emerging brands makes them an ideal partner for companies ready to scale.
Ready to take your brand to the next level?
- To learn more about Express Checkout and subscribe, click here.
- To explore Lunr Capital's retail-focused financing solutions, click here.
