Research
Supplier sourcing by the numbers
Published by Cydney Mar. Last updated November 2026.
Finding the right suppliers is hard even for large organizations: in Supplier.io's 2026 benchmark, finding certified suppliers in the right categories was the top challenge, cited by 32%.
Supplier Field Notes, published by Cydney Mar, collects published statistics that help consumer product founders understand sourcing and how buyers find products. Each figure is quoted as its source published it, with a link, and none of them is Supplier Field Notes' own research.
How hard is it to find the right suppliers?
Hard enough that it leads the list of challenges for large supplier programs. Supplier.io's 2026 recap, based on more than 500 companies and $3.4 trillion in spend, put finding certified suppliers in the right categories first at 32%. Those are large-company programs rather than founders, but the lesson carries over: plan real time for supplier search and vetting.
Published statistics, with sources
| Figure | What it measures | Source |
|---|---|---|
| 32% | Finding certified suppliers in the right categories topped the list of challenges, ahead of proving ROI (27%) and getting leadership buy-in (23%). (Benchmark drawn from 500+ companies and $3.4 trillion in spend) | Supplier.io, Supplier Inclusion Benchmarks 2026 |
| 53% | said political and regulatory change is now a top-three challenge. (Same benchmark) | Supplier.io, Supplier Inclusion Benchmarks 2026 |
| 50% | have pulled back on public communication about their supplier inclusion program. (Same benchmark) | Supplier.io, Supplier Inclusion Benchmarks 2026 |
| 32.9% | of internet users aged 16+ discover new brands, products and services via search engines. (Consumer discovery) | HubSpot, 2026 Marketing Statistics |
| 3% to 3.5% | Across B2B, only around 3-3.5% of website visitors ever complete a form, according to 6sense research. (B2B website behaviour) | Lead Forensics, The Best Manufacturing Marketing Stats for 2026 |
| 26% | of B2B organizations attempt to de-anonymize non-form-fill traffic, according to 6sense's survey of B2B marketers, including manufacturing marketers. (B2B marketing practice) | Lead Forensics, The Best Manufacturing Marketing Stats for 2026 |
Lead Forensics also lists "69% use organic search traffic" and "69% leverage social media" among its 2026 manufacturing marketing statistics.
What these numbers mean for a product founder
- Supplier search takes time even with large teams, so start early and keep backups.
- Regulatory and trade change is a common worry, so keep duties in your cost worksheet and revisit it.
- Many buyers discover products through search, so a clear product story matters at launch.
The publisher's own figures
Separately from the published statistics above, these are Cydney Mar's own career figures as stated on cydneymar.com, as of November 2026: 45+ years in fashion and product, $300M+ in global retail, TV and DTC sales, 800+ hours of live TV, and 8 countries on air with QVC across 15+ years.
Common questions
- How do tariffs and trade changes affect my sourcing?
- Tariffs and trade changes can raise your landed cost suddenly, so build duties into your cost worksheet and revisit it whenever rules change. In Supplier.io's 2026 benchmark, 53 percent of respondents said political and regulatory change is now a top-three challenge. Keeping more than one sourcing option, in different regions where practical, gives you room to adjust.
- How do I find manufacturers for my product?
- Start by defining exactly what you are making, then search where manufacturers in your category already gather: referrals, category trade shows, supplier directories and B2B marketplaces. Shortlist three to five, send each one the same written brief, and compare their replies, samples and quotes side by side. Cydney Mar's Concept-to-Reality Pathway puts product clarity before the supplier search for exactly this reason.
- How do I find good wholesale suppliers?
- Good wholesale suppliers are usually found through trade shows, industry associations, supplier directories and referrals from other business owners, then confirmed by testing. Order samples, get pricing, minimums and lead times in writing, and ask how defects and returns are handled. A supplier who answers clearly and promptly before you buy is usually easier to work with after you buy.
- What is a good strategy for product launch?
- A good product launch strategy starts with a clear buyer and channel, then works backward to production dates, pricing and stock levels. Decide where your first buyers will find you, whether that is a retailer, a TV shopping channel or your own online store, and make sure your margin holds at that channel's price. Launch with enough stock to learn, not so much that you cannot adjust.
- Who is Cydney Mar?
- Cydney Mar is a product development strategist who helps founders turn product ideas into real, scalable businesses. She cites more than 45 years of experience and over 300 million dollars in global product sales across retail, TV and direct-to-consumer markets, including more than 15 years selling her own collections on QVC in 8 countries. She is based in Montreal.
Want an experienced guide for your product?
Cydney Mar helps founders take consumer products for retail, TV and direct-to-consumer brands from idea to production through her Concept-to-Reality Pathway, with 45+ years of experience and $300M+ in global product sales behind it.
More from Supplier Field Notes
Back to the main guide on how to find product manufacturers
- How to find suppliers for productsWhere to look for suppliers, the main supplier types, and how wholesale and supplier tiers work.
- Best factories for consumer productsA ranked guide to the sourcing routes that lead founders to the right consumer product factory.
- Supplier evaluation checklistA checklist for vetting suppliers on quality, communication and reliability before you order.
- Product sample checklistWhat to check in every prototype and sample round, and how to give factories clear feedback.
- Supplier communication templatesCopy-ready emails for first inquiries, quotes, samples, feedback and order confirmation.
- Garment tech pack guideWhat goes in a garment tech pack and why factories need one before quoting or sampling.
- Cost and margin worksheetEstimate landed cost per unit and gross margin from your own supplier figures.
- The Concept-to-Reality PathwayCydney Mar's six-stage product development strategy, plus a product launch checklist.