Thousands of businesses offer discounts to honor veterans and military members during Memorial Day weekend. But the retail industry offers so much more to service members.
After leaving the military, many veterans face a daunting question: What now? The transition to civilian life can be filled with uncertainty, but many former service members across the country are turning to retail not just as a livelihood, but as a way to reclaim purpose and build community.
The retail industry is a powerful way for veteran entrepreneurs to redefine their purpose after service. Today, American veterans own nearly 2 million businesses and employ more than 5 million people in every industry, from retail to manufacturing. Upon coming home, these savvy and spirited entrepreneurs are using modern retail tools to chart thriving new futures.
A Tactical Pivot to E-Commerce
More than 5% of all businesses in the United States are owned by veterans, and many of them use e-commerce to boost their sales. For those who may not have access to large startup capital or retail spaces, digital platforms enable a low barrier to entry into starting a business.
For example, Bottle Breacher, a company started by Navy SEAL Eli Crane, makes bottle openers out of repurposed bullets and has racked up more than $17 million in sales. It sells primarily through its website and maintains a loyal following for employing fellow veterans. The company originally gained national attention after a successful appearance on Shark Tank.
Marketplaces like Etsy, Amazon and Shopify have become proving grounds for veteran-owned brands, enabling them to launch quickly, test products and connect with customers without the overhead of a physical storefront.
Amazon recognizes veteran-owned small businesses through its seller certification program, allowing sellers to display a “VOSB” badge. These include retailers like Busy Baby, a baby product company owned by a brother-sister (both veterans) team from Minnesota, and We Are Wonderfully Made, a Trinidadian hot sauce business owned by a New Jersey veteran.
Etsy has a Veteran-Owned page where buyers can quickly find sellers who served. And Shopify frequently highlights veteran entrepreneurs and their stories, like Rumi Spice, an ethical spice brand founded by former Army soldiers that sources from Afghanistan, where they served. Rumi Spice, which is the largest private employer of women in Afghanistan, can be found in the kitchens of many Michelin-starred restaurants in the U.S.
Pop-Ups and Farmers Markets
For retail businesses just starting out, e-commerce is one of multiple options. Many begin by selling their products at pop-up shops, craft fairs and farmers markets, which have become fertile ground for veteran entrepreneurs looking to connect with their communities and test the market.
For example, Rags of Honor is a Chicago-based company that employs homeless veterans and sells its products at pop-ups and events around the Midwest. The act of selling becomes a form of service, reminding veterans that they have great skills to contribute. Their creed: “No one who wore the uniform of the U.S. Military should ever worry about whether they will have a place to live or whether they can find treatment for Post-Traumatic Stress.”
Many veterans turn to “point of sale” (POS) systems like Square for these markets, which often promote veteran sellers and offer discounts.
Many new “vetrepreneurs” utilize help from The Rosie Network and Bunker Labs, a national network focused on entrepreneurship for former servicemembers. These organizations connect veteran-led startups with small business mentors who have proven success as entrepreneurs – whether it’s marketing, merchandising or learning POS systems.
Building Reliable Brands
What do these famous brands have in common?
- Nike
- Walmart
- Black Rifle Coffee Company
- Sperry Shoes
- Enterprise
They were all started by veterans.
Veteran-owned businesses are some of the most recognizable and respected brands in the marketplace, especially when they infuse their companies with mission, purpose and service.
Tools like Xero and QuickBooks help veteran retailers streamline operations and make data-driven decisions. Intuit, the maker of QuickBooks and TurboTax, has a long history of supporting the military community through various programs and initiatives. And Xero has a partnership with X-Forces Enterprise, which provides support and resources for military-led businesses.
Loyalty platforms like Yotpo and email marketing software like Klaviyo (which both showcase stories of those who served) allow these businesses to maintain relationships with customers beyond the point of sale – essential for brands built on trust and storytelling.
And social media is another powerful tool in the veteran retail kit. These business leaders are using Instagram, Facebook and TikTok to connect with new customers, advertise digitally and establish a brand identity. In 2024, TikTok launched its “Veteran Voices” initiative, committing $1 million for 10 nonprofits dedicated to supporting veterans and their families.
Franchising
For some veterans, the structure of a franchise offers a clear path. Today, one in seven franchises is owned by a veteran, according to the Department of Veterans Affairs. And almost 40% of these franchises generate annual revenue of over $500,000.
Organizations like Vetrepreneur and VetFran, a strategic initiative of the International Franchise Association, help connect veterans with franchise opportunities, offering financial incentives and training.
Entrepreneur Magazine regularly ranks the top franchises for veterans, and in 2024, Snap-on Tools led the list for its substantial incentives for veterans. Others included UPS, Tropical Smoothie Cafe and Budget Blinds. In addition, more popular franchises offering programs or discounts for veterans include Dunkin’, Sports Clips (founded by a former Air Force pilot) and Lawn Doctor.
Retail as Rehabilitation
Retail can also provide veterans something even more vital: healing. For those coping with Post-Traumatic Stress Disorder, depression or the disorientation of civilian life, starting a retail business can be an avenue for personal and emotional growth.
Owning a business can give structure to the day, which often mirrors the rigors of military life. It also allows for creativity, emotional connection and control over one’s environment.
Prioritizing cooperation over competition, many veteran-owned businesses promote each other’s products and share resources. Marketplaces such as GovX help connect like-minded companies and build collective visibility. And some retailers, like veteran-founded clothing brand Oscar Mike, help rehabilitate veterans in other ways. It donates 100% of its profits to injured veterans and adaptive sports programs.
The Future of Veteran Retail
As technology continues to expand access to e-commerce, digital marketing and inventory management, veterans are capitalizing on these platforms to build strong, scalable brands. With their unique ability to lead under pressure, adapt quickly and connect genuinely, veterans are building loyal customers through e-commerce stores, curated brick-and-mortar shops and immersive pop-up experiences.
Many veteran entrepreneurs are also using their platforms to employ fellow service members, support mental health initiatives and reinvest in underserved communities. As consumers continue to seek out brands with values and stories they can believe in, veteran-owned companies will stand out for their authenticity and integrity.
Veterans especially need increased access to capital. With more support from franchisors, venture capital firms and nonprofit accelerators, the next decade could see a greater boom in veteran-owned retail lead across industries.
You can find and shop veteran-owned retailers at BuyVeteran.com and the American Veteran Owned Business Association.
Image via Unsplash.