Your Amazon ads aren’t your moat. But your retail strategy might be. I just reco
By Destaney Wishon · February 5, 2026 · Curated by George's Blog
Your Amazon ads aren’t your moat. But your retail strategy might be.
I just recorded a podcast with TJ Hyland, VP of Sales at Rhino USA, and it completely reframed how I think about defensibility in e-commerce.
If your brand only lives online, your “moat” is one algorithm update away from disappearing.
What Rhino has done differently, and why it matters:
🔒 Retail creates real barriers to entry, anyone can launch a copycat online.
Very few can fly to Bentonville, earn buyer trust, pass line reviews, maintain in-stocks, and win nationwide shelf space.
Physical retail slows down copycats in a way digital never will.
Rhino didn’t treat Walmart like a passive distributor, they treated it like a partner and social media as provided huge retailer leverage.
This was one of the biggest takeaways.
Rhino uses TikTok not to “drive last-click ROAS,” but to:
🔶 Build brand demand
🔶 Drive in-store foot traffic
🔶 Prove to Walmart buyers they can move product off shelves, not just onto them
And here’s the kicker: Retailers are paying attention. Buyers literally say, “I’ve seen you on TikTok.”
🧠The path to purchase is not linear, and Walmart knows it 🧠
Customers see content → go in-store→ check reviews → purchase.
Omnipresence is the strategy.
If you’re a founder still thinking of retail as “nice to have,” this conversation might change your mind.
🎙️ Full episode of Better Advertising with BTR Media is live.
If you’re serious about building a brand with a capital B, this one’s for you.