What Was JuniperMarket? (And What Happened To It)
Updated March, 2026
As of October, 2023, JuniperMarket closed its virtual doors permanently. Its parent company ANDMORE (International Market Centers) is turning its focus into their physical markets and digital tools designed to support those physical marketplaces.
That said, read on if you are curious what JuniperMarket originally was…
What was JuniperMarket?
JuniperMarket was an online wholesale marketplace that launched in January 2022. Unlike most wholesale platforms, it wasn't a scrappy startup — it was backed by International Market Centers (IMC), a company with 60+ years of experience running physical wholesale markets. The idea was to bridge online ordering with IMC's established in-person showrooms.
At launch, JuniperMarket had over 1,500 brands, roughly 3 million SKUs, and 25,000+ pre-registered buyers. The platform focused primarily on home decor, furniture, and gifts.
JuniperMarket is now completely closed.
How Did JuniperMarket Work For Makers?
Sellers applied to join (free to list), then managed their catalog through JuniperMarket's data tools or by importing listings from platforms like Shopify, Faire, or Etsy. Commission rates ranged from 4–8% on orders — notably lower than Faire's 15–25% at the time.
What made JuniperMarket different from other online marketplaces was its connection to physical showrooms. Sellers were expected to display their products at IMC's permanent or traveling pop-up locations, either in person or through assigned sales reps. The platform also gave sellers more flexibility than many competitors: you could choose your own payment processor, set your own NET terms, and communicate directly with buyers without restrictions.
For payment guarantees, sellers could opt into "Juniper Credit" — receiving payment within 2 to 30 days of shipment, for an additional 2.5–4.5% fee. Shipping wasn't handled by the platform, though discounted carrier rates were available.
What Went Wrong
JuniperMarket's short life was turbulent. Less than a year after launch, both the CEO and President stepped down simultaneously as part of a major restructuring that laid off hundreds of employees. The company pivoted hard toward in-person marketplaces, making physical showroom participation mandatory for all sellers — a significant change from the original model, which had allowed an online-only option.
This shift pushed out makers who couldn't or didn't want to exhibit in person. Combined with unclear fee structures, vague "Performance Standard" expectations, and general uncertainty about the platform's direction, many sellers lost confidence. By October 2023, JuniperMarket shut down entirely.
The Bigger Takeaway
JuniperMarket's rise and fall is a good reminder that no single marketplace should be your entire wholesale strategy. Platforms come and go, priorities shift, and terms can change with little warning.
If you're a maker or small brand selling wholesale, the most resilient approach is a diversified one — direct outreach, relationship-building with your stockists, and strategic use of whichever marketplaces fit your products and goals. Faire remains the most well-known option, but it's far from the only one, and each platform comes with its own trade-offs.
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.
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More Free Wholesale Marketplace Resources For Indie Brands:
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
What You Need To Know About Shopify’s Handshake Wholesale Platform
*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.