Do Makers HAVE to be on Faire to Succeed in Wholesale?
When Faire Wholesale first debuted, many makers were pretty amazed by all that it offered. It felt like a gamechanger to have so many buyers in one place… and to be able to manage your wholesale ordering on their platform. And it’s true – for many independent brands, Faire has proven to be an incredible asset.
As time has gone on, though, not everyone has decided they love Faire. Some makers find the commissions to be punishingly high. Other brands find that it’s hard to build sustainable relationships with store owners through the platform. And still others simply don’t get orders there.
So many folks wonder: do makers HAVE to be on Faire to succeed in wholesale?
To answer the question right off the bat: No. You do not have to be on Faire to succeed in wholesale. I’ve seen brands thrive without being on any marketplaces at all. I’ve seen others exclusively use marketplaces for wholesale. Most, it’s true, have a diversified wholesale strategy, of which Faire is just one part (which is how we focus our guidance in the Wholesale In a Box course). But you may have questions about alternatives to Faire… and that’s what we’ll look at in this article.
Alternatives to Faire (Or Other Marketplaces) for Growing Wholesale
Wholesale marketplaces can be a fantastic tool to grow your wholesale business. That said, wholesale marketplaces are a bit more passive -- once you’re set up, there is little that you can do to cultivate sales or reorders. The method we teach with Wholesale In a Box does guide you to use the marketplaces effectively, but we also advocate a more active approach that can complement your efforts on the marketplaces (or replace the marketplaces if you prefer.)
Parts of a more diversified, active approach to wholesale:
Developing a strong wholesale product line.
Consider how each product you offer is different from similar products on the market. Does your product line have a common thread? Are all of your products made of quality ingredients and manufactured to endure its use case?
Developing strong marketing materials (line sheet, email drafts, etc.).
Your wholesale line sheet may seem like a minor piece but in reality it is one of the strongest marketing tools you have in your arsenal, because (outside of the marketplaces) it is often the first impression stockists are getting of your products. Your line sheet can be sent via email, so having a well thought out email template can boost your results. Additionally, your products’ packaging and on the shelf presentation can have a large impact on your wholesale success. (More on Wholesale Line Sheets Here.)
Exploring rep relationships (this works best after you already have a strong base of stockists.) Reps can be a fantastic part of your wholesale strategy, if you have a strong enough track record for them to take you on. Also, remember that your brand is not the only one they are selling, and they are not employed by you. And keep in mind that no one will be as knowledgeable, as passionate or as motivated to sell your product line, as you are.
Trade shows (this also tends to work best for more established brands.)
Trade shows allow stockists to feel, touch and see your product line, which is a great way to get exposure for your brand. Bear in mind that you are directly competing with hundreds of other brands who are getting that same exposure at the same time. Trade shows are also expensive to attend, require extensive preparation, and possibly one or two extra sets of hands.
Doing direct outreach (via email or social media) to stores.
This means carefully researching potential stores, crafting thoughtful emails, and dedicating regular time for creative connection.
Using snail mail and samples.
When executed well, samples have the potential to increase your wholesale success. They can also be expensive to produce, and mail.
Social media.
Of course, social media is an ever changing beast. Mastering the algorithms and identifying your target audience is not as easy as it sounds. But don’t let that discourage you from using social media in your wholesale strategy.
All of these can be potential pieces of your wholesale puzzle. And it will likely take experimentation to find the right combination for you – there is no single formula.
Faire Competitors
There are new wholesale marketplaces popping up all the time, some of the more popular ones outside of Faire include;
Abound
Focused on small brands, Abound took full responsibility for all returns (except for damaged items which are the brand’s responsibility). They also offered Net 60 terms to qualified buyers, so their perks for retailers are significant. Unfortunately, Abound was retired in 2023. The owners of Abound launched the start-up Droply by Abound shortly after, only to be purchased by another start-up company (Carro) in January of 2024. The article Carro, Abound and Droply: What Makers Need To Know provides all the details you need.
Bulletin
Bulletin is known for their values-driven approach to working with brands and for their focused, modern aesthetic. If they qualify some retailers are offered Net 60 Terms though Bulletin says brands get paid 15 days after shipment. The article What Makers Need to Know About Bulletin and NY NOW Online will give you a full rundown.
Creoate
Based in the U.K., and marketed as connecting independent brands with independent stores. Check out the full details in the article: Creoate Wholesale Marketplace: Brand Tips and How it Compares to Faire
Handshake
Run by Shopify, until quietly retired in late 2023. One of Handshake’s key differentiating features was that they charged no commission or fees at all (for brands or retailers), other than monthly charges to run Shopify and credit card processing fees. Read What You Need to Know About Handshake for more.
Juniper Market
JuniperMarket’s key difference was its focus on home goods and furniture, certainly – but a recent sunset of this online wholesale website left makers intrigued by the differences seeking other online wholesale options. We review the recent changes in the updated article, Juniper Market: Brand Tips and How it Compares to Faire.
Tundra
The founders’ goal in setting up Tundra was to solve the problem of wholesale for small and medium-sized businesses more broadly, not for makers (or small brands) specifically. After their shutdown in 2023, Tundra’s founders began something completely different, with Wholesale Co-Op, but that was shutdown before it could enter it’s beta phase, effective January 31, 2024. For more information check out: What You Need to Know About Tundra and Wholesale Co-Op.
How to Get More Success on Faire Without a Big Time Investment
Being strategic about your use of the marketplaces can have a big impact on your overall wholesale growth. Yes, a balanced approach (including active outreach to shops) is often best, but many times, you can really crank up your sales on the marketplaces with some tweaks -- so it’s worth experimenting with.
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Our mission is to put wholesale growth back in your hands. 💪
We offer training + coaching that gives you total control of your wholesale growth. See how it works right over here.
Want free help for wholesale? Sign up for our beloved email course (called Grow Your Wholesale) here.
Some approaches you should consider to improve your marketplace success:
Consider presenting your products differently than you do elsewhere.
Each marketplace has slightly different definitions and settings. For instance, one of our makers found that the way Faire structures product listings and differentiates between “regular” and “preorder” products, she ended up with hundreds of product listings (rather than fewer listings with variants within each.) It was confusing to go through as a buyer and lots of work for the maker to maintain. Her solution was to group her products differently than she does on her website, so that she could work within Faire’s definitions and parameters while still creating an intuitive buying experience.
Experiment with the tools that the marketplaces offer to build your sales.
As with social media, the marketplace algorithms generally reward you for using their “tools” to communicate with stockists. This may not always be in your interest, though, so proceed with caution. (More on using marketplace communications here. to Can Makers Contact Stockists Outside of Faire’s Platform?)
Connect with retailers outside of the marketplace.
Check the individual marketplace’s rules… but at least on Faire, it doesn’t actually violate their terms of service to connect with store owners via email or social. And that can be a great way of building relationships and encouraging reorders.
While Faire is one of the most popular wholesale marketplaces out there, it is by far not the only wholesale marketplace or option available to you. Having a diverse wholesale strategy is the most sustainable approach, which is why our Wholesale In a Box Course focuses on options including and outside of marketplaces. Not every marketplace is the same, so if you plan to incorporate an online wholesale marketplace, choose one (or more) that fits with your brand and strategy. Try experimenting with listings, product lines, and remember, you can always switch it up if you don’t find that one works for you.
Looking for more Wholesale Marketplace Resources? Right this way…