Faire, Tundra, and Bulletin: How to Compare and Choose The Right Wholesale Marketplace For You

Updated May, 2023

When you’re a maker growing your wholesale business, the crowd of new wholesale marketplaces can feel bewildering. One maker says she thrived on Faire, while another tells horror stories of stolen stockists. Some makers put their line on every marketplace while others grow wholesale without using marketplaces at all. Each marketplace has different advantages, disadvantages, and risks. 

In fact, many (perhaps most) makers now see marketplaces as a key part of their wholesale plan. In working with over 1,000 makers at Wholesale In a Box, we’ve watched marketplaces come and go and heard first-hand from makers about their successes and challenges on marketplaces.

But makers also struggle to decide which marketplace to trust and where to invest limited time and energy. We get so many questions about the pros and cons of Faire, Bulletin, Tundra and the rest -- so today we want to give you a black-and-white comparison of the major wholesale marketplaces for handmade lines and independent brands. (And find the websites of each marketplace here: Faire, Tundra, Abound, Bulletin, Handshake.)

In this article, we’ll help you:

• Understand what wholesale marketplaces are and how they work.

• Learn the key things to consider when choosing a marketplace.

• Gather wholesale marketplace reviews (of Faire and other marketplaces like Faire) from makers and independent brands.

• See a side-by-side comparison of Faire vs. Tundra and Faire vs. Abound
  

Ultimately, you’ll make your own decision about whether marketplaces are right for you -- and if so, which to apply to -- but we hope that this information can help you make that decision in the way that serves you best.

What Wholesale Marketplaces Are and What They Can Do

As you probably know, in-person wholesale trade shows traditionally dominated the industry when it came to independent brands selling to store owners or buyers. These trade shows can cost between $5K-$20K to attend and show at -- but for a long time (and before COVID), they often yielded a barrage of sales. Reps (people who represent your line to stores in exchange for a commission) were another option.

Over time, both of these avenues have become less reliable. Trade shows have seen dwindling attendance and lackluster sales, especially for lesser-known brands. Reps tend to work with only those brands who already have a strong base of stockists. 

Wholesale Marketplaces started popping up in recent years, with IndieMe and Etsy Wholesale (since closed) being the earliest players — and Faire becoming the market leader. A wholesale marketplace is like Etsy for businesses -- independent brands post their products on the site; buyers then search for products and buy directly through that platform. Faire came on the scene more recently, but with lots of venture capital behind them, have secured a strong presence in our community. Other marketplaces are smaller but may have distinct advantages for makers -- among them Bulletin, Tundra, and Abound. (Scroll down to download a full comparison of the 10 wholesale marketplaces you should consider.)

There are several fantastic things about wholesale marketplaces as a way of growing wholesale: 

• Usually no up-front cost to join. 

• Exposure to stores you might not have found otherwise.

• Little effort on your part to get set up.

• The online model works well in our post-COVID low-contact world.

• The marketplace may be able to offer terms or tools you might not be able to offer (e.g., Net 60, free shipping, streamlined wholesale ordering, etc.)

That said, there are some general disadvantages to wholesale marketplaces: 

• You may not be accepted, and if you’re rejected, you don’t usually get reasons why.

• Commissions can be very high and usually apply to every order for the lifetime of the account.

• If you don’t get sales, there is little that you can do. 

• It can be hard to cultivate relationships or reorders with stores.

Key Things to Consider When Choosing a Wholesale Marketplace

We’ve seen some makers thrive with their use of a marketplace and others suffer. Overall, the difference tends to be in their approach. So here are some things to keep in mind with your overall strategy with respect to marketplaces.

• Don’t expect any marketplace to be a silver bullet.
  You may see some new sales when you start with a marketplace, but people won’t see a barrage of orders, sustainably. So don’t depend on that type of “magic wand” type of effect on your business.
  

• Diversify your approach.
  Marketplaces come and go and it’s simply not wise to rest the success of your business on a single platform. Consider balancing more passive and more active approaches… consider using more than one marketplace to decrease the risk if they change or disappear… and consider cultivating relationships with stockists through multiple channels. It’s important to look at your wholesale growth holistically and balance your tools accordingly. 
  

• Don’t assume the marketplace is “handling” wholesale.
  Marketplaces are a tool like any other tool you use. They can’t set your strategy, forge relationships, follow up with stockists, or ensure longevity. It’s crucial to look at wholesale growth and wholesale relationships as very much “your job” even as you use tools like marketplaces to help you. 
  

• Prioritize real relationships.
  You can make sales through a marketplace but you can make relationships. Most marketplaces allow you to contact stores outside of the platform (as long as you continue to channel your orders through them.) So it’s crucial to make sure you’re following up and cultivating great relationships with store owners through email and social media (even if the order itself is through the platform.)
  

• Compare commission percentage, fees, and policies carefully. 
  Many of your marketplace options will either charge a commission rate, where they keep a percentage of your sales revenue per order, or they will charge a flat membership fee (monthly or annual) without taking commission. Whichever option sounds like the better deal for your business, consider your order minimum and then factor in the fees for both scenarios to assess the profit margins and figure out which fee structure makes the most financial sense for you. 
  

• Be cautious about bringing stockists to the marketplace.
  Some marketplaces will incentivize makers by offering 0% commission if you bring your existing stockists to their platform. It’s tempting, but there’s a lot that can go wrong. Many makers have found that they don’t always follow through with this agreement, or, it won’t be counted if the stockist doesn’t use your correct referral link. Generally there’s little explanation and no resolution for either case.
  

• Look at your marketplace storefront from the buyer’s eyes.
  You’ll also want to take a closer look at the marketplace from a buyer’s perspective. Is your storefront directing potential buyers (or your current stockists) away from your page to other comparable brands with lower minimums and prices? Is your brand lost in a sea of competition? Gaining visibility across the marketplace = more ad space, which ultimately = more spending.
  
  

Reviews and Comparisons of Faire, Abound, Tundra, Bulletin, and Their Competitors

In a perfect world, I would be able to guide you to the wholesale marketplace that got everything right. But like so many things, there are pros and cons to each operation. Which marketplace you choose will depend on your goals, priorities, and the aesthetic of your line. We’ve rounded up candid reviews from our makers who have worked with multiple marketplaces, dug deep into marketplaces’ policies (published and unpublished), and compared the most important marketplaces you should know about if you’re growing wholesale. 

We’ll start by comparing head-to-head the two most dominant marketplaces: Faire and Tundra.

Comparing Faire vs Tundra

Let’s take a closer look at two wholesale marketplaces that tend to be the first that makers look at when going the marketplace route: Faire and Tundra.

Faire is the largest wholesale marketplace in this space and is known for its unique, curated collections of artisan-made items. With 250,000 retailers and 30,000 brands from more than 80 countries, Faire is in some ways “the” marketplace for independent brands and makers. The sleek and sophisticated platform reflects their mission to simplify the wholesale process as well as their highly selective application process for makers. Their business model is based on the brands paying a commission for sales.

Tundra is a modern marketplace with over 30,000 retailers and about 2,000 brands. Their focus is on wholesale for small and medium sized businesses generally (not artisans or makers specifically) so you’ll find many larger product companies and more general-use brands (like household cleaners and notebooks.) Their business model is based on brands paying for advertising and does not have a membership fee or commission on sales.

Key differences between faire and tundra

For most makers, the commission rates and sales model are the first key difference between these marketplaces. Today, Faire's standard commission structure is 25% (Updated in May 2023 to 15% + $10 fee ) on opening orders and 15% on reorders, whereas Tundra does not take any commission nor does it charge a membership cost for brands. However, you do need to pay for ad space in order to stand out from the crowd and make sales. At first, it appears that Faire is more expensive than Tundra; but we’ve heard from many makers that to make sales, Tundra ends up being as costly or more so than Faire once you take into account your ad spend.

“Faire seems more sophisticated but often falls short. The commission fees are outrageous, and they offer almost no information about the retailers, and it's often hard to vet them to ensure they fit your brand.” - Anonymous Maker

The second difference is the geographic reach and handling of shipping on the marketplaces. If you’re looking to expand your business into new markets, you might find yourself limited to North America (U.S. and Canada) on Faire, but the market opens up on Tundra with worldwide shipping. Of course, keep in mind that Tundra handles all shipping logistics (as another revenue stream) but makers have complete control over filtering out where you sell to, based on how your business is set up.

“One huge pro [on Tundra] is that you get issued payment upon your package being scanned into tracking, unlike other sites with net 30, 45, or 60 terms. I just had a sale last week and payment was already issued, even if processing takes a little time.” - Julia, The Avera Boutique

Makers also note the differences in buyers between both platforms. While Faire focuses more on small, local retailers, Tundra includes big name buyers and brands in the mix. This can either crowd the competition for makers, or further your brand outreach to stores that simply are not on Faire’s niche marketplace.

More resources as you compare Faire vs. Tundra:

• Smart Ways to Use Faire to Grow Wholesale as a Maker — And Mistakes to Avoid

• Faire Wholesale Reviews and Tips

• Tundra Wholesale Reviews and Maker Tips

Comparing Faire vs Abound

Alongside Faire, Abound is another marketplace you may have heard of as an option for growing wholesale as an independent brand.

Faire, as we shared above, is the largest wholesale marketplace in this space and is generally focused on more artisan, design-forward brands and buyers. Their huge funding base, 250,000 retailers, and 30,000 brands make them a megalith. Their business model is based on the brands paying a commission for sales.

Abound is, in some ways, a middle point between Faire and Tundra. They report having 10,000 retailers and nearly 200,000 products. They’re a bit more niche than Tundra, and do have a lot of smaller buyers, but are generally not as artisan-focused as Faire. Their commission rates fall between the zero-commission policy of Tundra and the higher commission framework Faire has.

Key differences between faire and Abound

As with Tundra, makers will first notice the difference in commission rates between Abound and Faire. Faire, of course, charges 25% (Updated May 2023 to 15% + $10 fee ) on opening orders and 15% on reorders. Abound has different commissions depending on how slowly you are willing to accept payment: if you’re able to wait 45 days, they charge 15% for first-time orders and 8% thereafter.

Both Faire and Abound offer free shipping to retailers but it functions slightly differently for the brand. Faire offers the option of covering the shipping themselves or having you cover it (and subsequently reimbursing you.) With Abound, you handle your own shipping process. They do charge retailers for shipping and so then reimburse you for up to 25% of the order total.

Abound tends to be a less predictable marketplace, with most independent brands seeing lower sales volumes there but some makers and small brands getting really good results.

More resources as you compare Faire vs. Abound:

• Abound Wholesale Reviews and Maker Tips

• Faire Wholesale Reviews and Tips

• Creoate Wholesale Marketplace: Brand Tips + How It Compares To Faire

The interesting thing about marketplaces is that every brand’s results are different. We hear from dozens of brands each month reporting dramatically different sales volumes on each marketplace. The good news is that the cost of getting set up is generally low, so you do have the ability to experiment until you find your best fit (and place to focus.)

How We Can Help You Grow Wholesale: