Why Brands Are Reevaluating Their Retail Broker Partnerships in 2026
As we approach 2026, many brands are taking a closer look at their partnerships and preparing for another year of growth. This has been a year defined by disruption – ever-evolving tariff wars, shake-ups in industry leadership, widespread layoffs, and the rapid acceleration of Generative AI influencing how brands operate and invest.
The most successful brands are leaning on full-service retail agencies that understand the complete ecosystem, from retail media strategy and digital shelf optimization to in-store execution and category growth analytics. Many brokers can manage your account day to day, but real value comes from partners who deliver measurable omnichannel impact.
Use these retail broker evaluation questions to assess whether your current partnership is positioned to drive sustainable growth in 2026:
01 | Are you celebrating true growth, or just positive numbers?
It’s easy to feel good about positive POS data, but without context, those wins can be misleading. If your sales are up 5% while the category grew 15%, you’re not gaining ground – you’re losing share. True growth means understanding performance in relation to the total category and competitive landscape.
A strong broker brings perspective to your numbers, helping you see where you’re gaining share, where you’re lagging, and which levers to pull next for strategic planning. They should provide:
- Category growth vs. your brand growth (market share analysis)
- Competitive benchmarking across retail channels
- Attribution modeling that connects retail media spend to in-store/online sales
- Velocity metrics and distribution weighted trends
Ask yourself: Does your brokerage present growth metrics in isolation, or do they contextualize your performance against category and retailer benchmarks?
02 | How stretched is your “dedicated” team – really?
The brokerage industry has faced mounting pressure over the past year, with many taking on additional clients to offset margin compression from tariffs and other economic headwinds. As a result, your “dedicated” team may now be managing more brands than ever. And when bandwidth gets stretched, strategy often shifts from proactive planning to reactive maintenance, making it harder to stay ahead.
A strong partner is transparent about capacity, intentionally structures their teams with a low client-to-resource ratio, and ensures your business gets the strategic focus it deserves.
Ask yourself: Do you know how many people are actually managing your account – and how many other clients they support?
03 | Does your broker have an integrated, 360° view of your business?
As retail ecosystems grow more complex, success depends on how well your broker understands the interplay between them – how paid media drives organic visibility, how digital shelf excellence fuels conversion, and how each channel builds incrementality without cannibalizing another.
The right partner aligns your entire commerce ecosystem around a single, integrated strategy, linking retail media, digital shelf, and in-store execution so every initiative reinforces the next.
Ask yourself: Can your broker clearly articulate your 2026 go-to-market strategy across all channels – and how each component contributes to growth?
04 | Does your broker have a pulse on what’s coming next?
Category growth doesn’t happen in a vacuum. New brands, fast-moving middle-market movers, and retailer-led innovations constantly reshape the landscape. Understanding these shifts (and how they could impact your business) is essential.
A strong partner connects what’s happening now to what’s coming next, helping your brand anticipate change instead of reacting to it. They should proactively monitor:
- Emerging competitors and category disruptors who could threaten share or redefine consumer expectations
- Digital-first brands expanding into retail or entering your category
- Retailer-led innovations that shift shelf space, pricing, or promotion priorities
- Whitespace opportunities that reveal where your brand can play next
Ask yourself: Does your broker proactively surface these insights early, or once they’ve become urgent?
05 | When Did You Last Connect with Key Retailer Partners?
Retail partnerships can live and die by relationships. The strength of your broker’s connectivity with merchants and senior retailer leadership can determine how effectively your brand’s story is told, how quickly challenges are resolved, and how closely your priorities align with the retailer’s strategic goals.
The right partner cultivates and nurtures these relationships, opening doors for access and advocacy when it matters most. They maintain trusted connections, communicate proactively, and bring the credibility to position your brand for growth opportunities.
Ask yourself: When was the last time you or your broker connected directly with your merchant? Are those conversations focused on shared growth, or just routine updates and maintenance?
06 | Is Your Broker Equipped for Your Brand’s Next Chapter?
Your brand’s needs evolve as it grows, and your brokerage model should evolve with them. Whether you’re launching, scaling past the $15M mark, or entering new channels, a one-size-fits-all approach won’t sustain long-term growth.
The right partner evolves alongside your business, building the foundation, flexibility, and expertise to drive sustainable growth year after year.
Your broker should demonstrate:
- Strategic foresight to anticipate what’s next in your brand’s growth journey
- Proven experience scaling brands through key inflection points
- Integrated capabilities that connect media, eCommerce, and retail operations into one cohesive plan
Ask yourself: Does your broker have a clear, proactive model for your brand’s next phase and the infrastructure to execute it?
Taking Stock of Your Partnership
As we head into 2026, the brands that win will be backed by partners who act as a true extension of their team – connecting physical retail, media strategy, and digital shelf into one story that drives real momentum.
If these questions raised doubts about your current coverage, now’s the time to reassess. The right partner helps you see around corners, strengthen retailer relationships, and unlock sustainable growth.
At Harvest Group, we help brands design and deliver cohesive growth plans that connect strategy to execution across every channel. If that’s what you’re building toward in 2026, let’s start the conversation.
