JuniperMarket: Brand Tips + How It Compares to Faire

Updated January 4, 2024

As of October, 2023, JuniperMarket closed its virtual doors for the foreseeable future as it’s parent company ANDMORE (previously IMC (International Market Centers)) puts its focus into their extensive physical market footprint and digital tools designed to support those physical marketplaces.

As new wholesale marketplaces pop up, it can be hard to sort out the real opportunities from the time-wasters. As you know, we’ve done profiles of all the key marketplaces (starting with Faire of course). But JuniperMarket, one of the newest entrants to the space holds real promise. JuniperMarket’s key differences are its focus on home goods and furniture, certainly – but they also have an interesting showroom component that may just prove to be a truly new offering.


In this article, we’ll help you: 

• Understand what JuniperMarket is and how it works.

• Gain clarity on JuniperMarket commissions, fees, rules, and protocols.

• Understand the differences between JuniperMarket and Faire.

• Weigh pros and cons and decide if JuniperMarket is a good fit for you. 

What is JuniperMarket?

JuniperMarket is a new addition to the growing online marketplace options for wholesalers. Established in January of 2022, this marketplace has the advantage of not being a startup, but a new venture of IMC (International Market Centers), who have 60 years of experience with wholesale and in-person marketplaces. JuniperMarket brings an online shopping experience to the in-person marketplaces already established with IMC. When JuniperMarket launched they had over 1,500 brands selling approximately 3 million SKUs and over 25,000 buyers pre-registered for JuniperMarket accounts. The majority of items sold on JuniperMarket are home goods including furniture and gifts. 

How Does JuniperMarket Work For Makers?

• You must first apply and be approved to become a Seller on the platform.
  

• Once approved, JuniperMarket has an onboarding and customer success team who sets the Seller up in their Juniper Data software (a data management web-based tool).
  

• Once onboarded, Sellers can create product listings or export listings from other e-commerce platforms including Faire, Shopify, Etsy, Woocommerce, Prestashop, and Wix.
  

• It doesn’t cost anything for the maker to join, but according to Dunitz & Company, as of November 2022, JuniperMarket takes between 8% and 4% percent from all orders placed on the site or in their showrooms.
  

• Sellers are required to utilize the physical showrooms and have the option to attend in person, or assign a sales representative that will assist in-person buyers with selection, ordering, payments, and shipping.
  

• JuniperMarket does not handle shipping or payments for Sellers unless they choose to use their Juniper Credit option. Sellers who choose to use Juniper Credit are guaranteed payment in 30 days for a 2.5% fee, or for a 4.5% fee they are guaranteed payment in 2 days after the order ships.
  

• Sellers have the option to offer NET terms on their own, but they must establish a method of payment with the Buyer. (Curious about offering NET terms? Read this article.) Credit card processors that can be used on JuniperMarket include PayPal, Stripe, JetPay, and Merchant eSolutions to name a few, each of which come with their own set of fees.
  

• JuniperMarket does not provide shipments, but they do offer “Ship with Juniper.” This option provides discounted shipping rates with preferred carriers (like USPS, Fed Ex and UPS) and requires inputting accurate weight data so that accurate shipping estimates are generated at checkout.
  

Pros and Cons of JuniperMarket for Handmade Lines

Pros of Using JuniperMarket:

• Easy Integration. JuniperMarket makes it easy to integrate listings from many popular websites. They even have the option to create a stand-alone website that is integrated with their wholesale market website and their CRM (Customer Relationship Management) Tool.
  

• Low Commission Rates. The commission rates are significantly lower than other wholesale websites.
  

• In-Person Marketplace. Permanent and traveling pop-up showroom options allow your product line to be seen and evaluated in-person by retail buyers. And if you can’t make it to run your display, JuniperMarket has reps that can sell your products for you.
  

• They’re Experienced. Their parent company has been in the wholesale business for 60+ years, building relationships with large purchasers.
  

• Ease Of Use. The platform is easy to navigate and they provide tips for improving listing quality.
  

• Freedom To Communicate. You have more freedom to build relationships and communicate with your Buyers than on other online wholesale marketplaces.
  

• You Choose. You can choose your payment vendor and terms.
  

• Only Pay For What You Need. The piecemeal price structure means that you can get the services that you want and/or need without being charged for the ones you do not need. For instance, if you already have a relationship with a Credit Card Vendor that is supported, you do not have to pay the fees associated with using JuniperMarket’s “Juniper Credit” payment option.
  
  

Cons of Using JuniperMarket:

• You Can’t Escape Commission. Commission rates are charged on every wholesale order, for every store, for the lifetime of that store relationship.
  

• New In-Person Marketplace Requirements. While JuniperMarket originally began with the option of a lowered commission rate for sellers who participated in their in-person exhibits, a company restructure put the focus on physical marketplaces. This meant entirely removing the option of opting-out of their physical marketplaces. And they now require sellers to display in their permanent or traveling pop-up marketplaces.
  

• Your Product Is Not The Sales Rep Only Priority. Relying on a Sales Rep that you don’t know to make your products a priority for in person sales is risky because no one knows your story and your products like you.
  

• They Don’t Collect. JuniperMarket does not accept the financial risk of collections unless you choose to use their Net 60 Terms which adds to their fees.
  

• A lot of Turmoil and Uncertainty. JuniperMarket is the newest wholesale marketplace in a sea of online marketplaces. And less than a year into their launch their CEO and President both stepped down at the same time in a re-structure that laid off hundreds and implemented a major shift in priorities to in-person exhibits. Resulting in makers being forced off of the platform if they did not wish to exhibit in person.
  

• Expectations And Fees Are Not Clearly Published. The ambiguity of their Performance Standard expectations and fee structure leaves a lot to be desired. JuniperMarket uses Seller Performance Standards to determine product placement in search and browse. The areas reviewed for Performance Standards include timely order acceptance, shipping/tracking information, accurate inventory levels, timely responsiveness in approving or declining requests from Buyers as well as communications time, and finally product completeness. The exact expected time in these standards is not provided, only indicated as “timely.”
  

Things to Consider When Deciding Whether to Use JuniperMarket

If you’re deciding whether to try JuniperMarket to grow wholesale, especially as a handmade line, here are a few things to consider:

Consider your product category.

JuniperMarket is targeted for Home Decor, Gift and Apparel. About 50% of brands on JuniperMarket sell Home Decor and Furniture, approximately 40% of their brands sell Gift Merchandise, and the remainder is Apparel. How this home-focus plays out remains to be seen. It may mean that non-home-related brands shouldn’t bother with the marketplace, or it could mean that it will be less crowded for other product categories.

Consider in the context of your overall business and wholesale strategy -- not as a “one stop shop” for wholesale.

It’s wise to view JuniperMarket as one wholesale tool among many, rather than as the entirety of your wholesale strategy. JuniperMarket drives traffic to their website but there are thousands of brands once that traffic arrives. A diverse wholesale strategy will help your business even out the cycles of seasonal orders. 

Be strategic about how you use JuniperMarket.

We recommend using a balanced approach that includes direct outreach to new shops, cultivating relationships with your current stockists, and using the marketplaces wisely. With no incentives to refer existing customers, other than the ability to offer Net terms, it may be wise to refer your existing customers to other marketplaces that offer 0% commission for referring your existing customers. 

Consider JuniperMarket as one marketplace option of several.

JuniperMarket is not the only marketplace out there. Faire is often the first wholesale marketplace makers have heard about — but these are far from the only options. Compare the marketplace options for your business and choose one or more that really fits your needs, prices, aesthetic, and goals.

JuniperMarket vs. Faire

Some of the key differences in JuniperMarket, Faire, and other online marketplaces: 

• JuniperMarket requires makers exhibit products in physical showrooms and utilize Sales Reps, this is the only online marketplace that currently pairs with a physical showroom.
  

• JuniperMarket claims to have the lowest commission fees in the industry but does not post their rates. In November 2022, their rates were between 8% and 4%, compared to Faire’s 15% for re-orders or 25% (Updated in May 2023 to 15% + $10 fee) for new orders.
  

• Unlike Faire, JuniperMarket does not handle payments or guarantee collection unless Sellers choose to use Juniper Credit, which involves additional fees of between 2.5 - 4%.
  

• JuniperMarket does not have a 0% commission option with existing accounts brought to the platform. Meanwhile, Faire and many other online marketplaces do offer this option.
  

• JuniperMarket does not have required wholesale minimums or markups. Faire guides makers to conform to some guidelines, including a very low wholesale minimum and a specific wholesale markup.
  

• JuniperMarket does not lock communication with Buyers to their platform. It also does not obscure Buyer contact information from Sellers. Generally, makers need to message stores through Faire and don’t have access to store information directly. (Although that’s not the only option — more on that here.)
  

• JuniperMarket’s fees and commission rates are not clearly posted on their website, this is not the case with Faire who transparently indicates commission fees for new and existing wholesale accounts as well as payment processing fees for next day, 30 and 60 day payouts.
  

• Sellers can reach an international audience on Faire, including the U.S., Canada, E.U, Sweden, Australia, Denmark, and Norway. JuniperMarket does not advertise shipping outside of the U.S.
  

• Faire’s algorithm often shows shops with lower minimums or prices alongside (or in the same area) as your products — meaning you may end up with stockists wandering away from you after an initial order. JuniperMarket uses Performance Standards that affect your product placement in search and browse but they do not currently feature other shops when someone clicks on your product.
  

Some Similarities of JuniperMarket and Faire:

• Both marketplaces use algorithms to determine product placement in search and browse.
   

• Both marketplaces have data management and order management tools on their websites.
  

• JuniperMarket boasts an access database of 600,000+ buyers across gift, home and lifestyle industries. Faire was one of the first online marketplaces and states that they have more than 500,000 individual international retailers.
  

• Both JuniperMarket and Faire offer NET 60 terms and have the option for Sellers to receive payment within 3 days or 30 days of shipment for a fee.
  

• Faire and JuniperMarket have “Ship With” options that provide Buyers upfront shipping costs and receive discounted carrier rates.
  

• Neither brand has a monthly fee associated with using their website. 

Conclusion

JuniperMarket is newer and likely evolving quickly. It’s home goods focus and in-person showroom components make it an interesting opportunity in the landscape of wholesale marketplaces.

As always, we recommend looking at any online wholesale marketplace as just one tool in your wholesale toolbox. Ultimately, the relationships that create the foundation of your business are the main asset you have -- and it’s wise to cultivate those relationships in ways that are balanced and sustainable. That may mean using several wholesale platforms and tools simultaneously, and strategically.

Let us know if you have other questions about JuniperMarket or Wholesale In a Box! We’re happy to dig into your particular business goals and product line to help you explore the right strategy for you.

How We Can Help You Grow Wholesale:

More Free Wholesale Marketplace Resources For Indie Brands:

• What To Do When A Wholesale Marketplace Closes

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

• How to Compare and Choose The Right Wholesale Marketplace For You

• Faire Wholesale Reviews And Maker Tips

• What You Need To Know About Shopify’s Handshake Wholesale Platform

• What Makers Need to Know About Bulletin and NY NOW Online

*At Wholesale In a Box we do not receive any commissions or compensation of any kind from JuniperMarket, Faire or any other marketplace. All of our educational content is meant to support makers and small brands in making the right choices for them.