Should I ship by air or sea, and how do I actually choose a freight forwarder?

Air freight makes sense for your first small validation order or anything time-sensitive; sea freight (LCL/FCL) is dramatically cheaper per unit once you're ordering in volume but adds 3-5 weeks and needs cash-flow planning. Pick a forwarder with an in-house customs broker who already knows BIS and product-specific licensing for your category, that expertise matters more than a slightly lower freight quote.