Ask an Underwriter: What are my funding options for scaling with Wayflyer?

A US-based beauty brand founder writes:

My eCommerce business is at a pretty exciting point – we've seen consistent growth, and I know we have the potential to scale big. But, I'm a bit overwhelmed by all the funding options for scaling. I'm not sure which route is best for us.

• We need capital to increase our inventory for a big seasonal push and to ramp up our digital marketing.
• I'm wary of giving up too much equity too early.
• We've considered traditional bank loans, but the application process seems slow and cumbersome.

What are Wayflyer’s best funding options for scaling? What are the benefits of each? And how does Wayflyer's funding differ from traditional loans from banks? I need someone to break it down for me.

Looking to seriously scale your business in 2025? Instrumental market changes like US tariffs and the emergence of new categories, such as non-alcoholic CBD drinks, are bringing huge opportunities to make your biggest bet yet on your business.

With eCommerce now accounting for roughly 16.1% of all US retail sales, and the online sales reached in Q4 2024 are double their quarterly level of five years ago, many brands are looking to make the moves they need to grow on a new level.

But what are their best funding options for scaling? Gavin Whitaker, Credit Lead at Wayflyer, reviews financing applications from hundreds of businesses every month.

Here, he shares the inside track on what you should know about your funding options for scaling with Wayflyer, how to find the right fit for your brand, and a quick overview of the term of each:

Funding options for scaling: What’s available from Wayflyer?

If you’re not yet sure which financing option will be right for your business goals at this particular juncture, don’t worry. When you apply for financing with Wayflyer, you’ll be assessed for eligibility for all three of our financing options, outlined below.

Once you’ve told us a few basics about your business and securely connected your platforms, we’ll prepare the financing offers that best fit your business needs, help you assess your options and choose accordingly for your current stage and goals.

Here’s a quick look at Wayflyer’s funding options for scaling:

1. Cash Advance

What is it? Upfront capital in exchange for a percentage of future sales, paid off daily, weekly or every two weeks over a 3-7 month period.

What are the benefits?

• You can get financing in as little as 24 hours
• When sales slow, repayments decrease automatically
• When sales increase, you pay off the advance faster
• Repay more during busier revenue periods
• Open-ended length based on growth, sales performance and seasonality
• You can use it across D2C and Amazon
• Only one transparent fee, with no hidden costs

Who does it tend to suit best? Seasonal brands that want repayments to be responsive to sales patterns.

2. Term Loan

What is it? A lump sum of upfront capital that you repay in fixed, predictable amounts on a set schedule, over a 3-7 month period.

What are the benefits?

• No collateral or personal guarantees needed
• More flexibility and higher limits than other providers
• You’ll know exactly when it will be paid off
• Well-suited for time-boxed initiatives where you can forecast ROI
• Only one transparent fee, with no hidden costs

Who does it tend to suit best? Growing brands that want a fixed repayment schedule to plan ahead.

3. Rolling Finance

What is it? Continuous access to our Cash Advance or Term Loan products over a 12 month contract for established brands.

What are the benefits?

• Higher limits and no hidden fees
• Approvals that grow with you
• Pre-approved funds, no revenue limits
• You don’t need to reapply each time
• Draw funds as needed, up to a pre-approved credit limit
• Only pay for what you draw

Who does it tend to suit best? Established brands from $5 million ARR that need ongoing access to capital.

How do I choose what’s right for me when it comes to my funding options for scaling?

Ultimately, your financing should complement your cash flow patterns and specific funding needs. Here are a few key questions to ask:

1. Do you have variable or seasonal sales patterns?

A Cash Advance will offer your business protection during slower periods, since your payments decrease whenever your sales do the same.

2. Do you have pretty predictable sales cycles?

Then Term Loans will provide the repayment certainty some brands prefer for more reliable planning purposes.

3. Are you an established brand managing multiple initiatives simultaneously?

Rolling Financing will give you continuous access to capital up to a pre-approved limit without needing to reapply each time.

Want to learn more about your scaling options for funding from Wayflyer? Take a look at our overview here.