Having worked on both sides (retail & manufacturer) of bicycle industry for few decades, I can say that retailers have to pre-order & pre-pay certain percentage prior to the goods show up at the stores.
The balance of pre-ordering enough to stock the stores is tricky, with something like the Lectric Trike that has been demanded by customers, ordering from manufacturer to produce enough units for stock may require a large capitol.
Lectric has been in business for less than 5 years, they success & growth seem to have been driven by the value of their bikes and likely units they sold.
Whether their business office is using the money from pre-order customers is hard to tell, but they seem to be managing their growth well.
If their models of selling at lower profit margin works, they will survive until that model stop working and have to evolve to something else.