Start here: How to become a successful wholesaler

Maybe you started out making crafts or jewelry for family and friends but are now dreaming of a bigger audience. You might already sell your products to consumers and are now looking to scale, or you may just be in the brainstorming stage. No matter what kind of brand you are, or how you started, your entrepreneurial dreams have led you to consider selling wholesale. 

As you probably know, merchant wholesalers make some kind of product, usually in a warehouse, studio, or their own homes. The goal is to sell this product (or products!) to retailers in large quantities at a price below the retail value. Retailers then sell products to consumers.  

Starting out on a wholesale business journey is exciting—but if you’re unsure where to begin, we’re here to help. 

First things first

What to sell

So, how does one become a wholesaler? To start a wholesale business, of course, you need to decide what wholesale product to sell. Perhaps you already hand-mold ceramic bowls, craft calming organic teas, or create cufflinks from old typewriter keys. But if you’re not quite sure what to sell and need some wholesale product inspiration, The Faire Forecast is a handy place to start: It reflects the trends of 100,000 brands that sell on Faire and millions of products sold each year. We’ve analyzed our search and purchase data, and also consulted industry experts to identify what shoppers are seeking in 2024. 

When in doubt, avoid going too broad and,, instead, focus on a category, such as home goods, kids, or gourmet foods. It’s also wise to consider what values are most central to your brand (such as sustainability, which has become more of a movement than a trend for savvy consumers, retailers, and wholesale business owners). 

Get your paperwork in order 

Once you have an idea of your wholesale product, you’re going to want to choose a name for your brand, register your business, and get all your paperwork in order. Laws vary by state, but here are the high-level must-dos:

• Make sure your name isn’t already taken: Often, your state’s Secretary of State business search page makes this pretty easy. 
• Choose a business entity when you register; some wholesalers operate as an LLC, while others register as an S-corp for tax purposes. 
• Make sure you have the right wholesale license and permits, which vary by state. 
• Obtain your federal tax ID, or EIN number, which can be done relatively quickly and online with the IRS. If you’re a sole proprietorship, you aren’t required to get an EIN, but it will make it easier to keep your personal and business life separate and streamline tasks like opening a business credit card. 
• It’s a good idea to consult a lawyer or your local chamber of commerce to ensure that you’re executing all business requirements correctly. 

Create a business plan

If you already have a direct-to-consumer brand, you should still create a separate business plan for your wholesale endeavors. The plan should outline how you’re going to get your wholesale product in front of retailers. There are many templates online, but you’ll want to do your due diligence by including market research analysis, financial planning, marketing strategy, and operational considerations. An executive summary explains the vision, mission, and values of your business, and is sort of like a quick cheat sheet for anyone looking at your plan (including potential investors). 

Part of your business plan will include your plan for choosing manufacturers and partners and how you plan to start connecting with relevant retailers. It should also cover the details of your warehouse space. If you’re just starting out, this could be your garage, a studio, or a spare bedroom, but it’s important to think these details through, especially if you have employees or need special equipment or packaging.

Join Faire to jump–-start your wholesale business

Faire makes it simple to sell wholesale, form relationships with retailers, and reach new audiences. The online B2B marketplace requires zero set-up fees and no commitments, and is a seamless way to establish your brand. Faire gives you exposure to hundreds of thousands of independent retailers across the US, Canada, Europe, and more. 

To start, sign up here, where you’ll need to provide:

• Your website
• Brand category (i.e.,, Home Decor, Beauty & Wellness, Food & Drink, Jewelry, etc.)
• Where you’re based
• How many independent stores you work with
• How many wholesale products you sell

On the next page, you can provide the following:

• Your Instagram handle
• The year your brand was established
• Which values apply to your brand (Eco-friendly, Gives back, Handmade, Organic, Not on Amazon, Women-owned)
• Anything else you’d like Faire to consider during the approval process

If Faire approves your application, you’ll receive an email about next steps, usually in two to three business days (you can always check the status of your application here). You’ll then start the onboarding process, which includes creating your Faire account, and, finally, your storefront. On your page, you can add images, your brand story, details about your team, and product listings. You can upload each product individually, or upload your entire whole catalog at once by using Shopify, Etsy, WooCommerce, Wix, or PrestaShop. 

You’ll add basics that you’ve likely already sorted out, like business, contact, banking, and tax information. You’ll also need to:

• Delineate the amount of time you expect it will take you to ship orders (faster fulfillment times are more appealing to retailers, of course)
• Set your order minimums, which tells potential retail customers the smallest quantities they can order 
• Set your estimated shipping times once the order has left your warehouse
• Choose from two fulfillment options:
  • Ship with Faire: Simply enter your shipping address and you can easily print labels right from your Faire account (you’ll pay $0 shipping fees up front, and enjoy low carrier rates). It’s also handy because the order’s shipping cost and tracking number go right onto the order page in your account so you can manage everything from one place.
  • Ship on your own: If you choose to ship on your own, you can enter the shipping cost and tracking number on the order page once it’s available, and Faire will reimburse the shipping cost up to a certain amount on your payout.

You’re all set! From here, you can optimize your shop and get discovered by brands. You’ll find as you develop your brand that wholesale marketing is all about consistently developing relationships and delivering value.

You’ve probably heard of trade shows, which, depending on where you are, can be difficult and pricey to attend. While they are still a valuable tool for wholesalers, digital trade shows have made making connections easier than ever. Twice a year, the Faire community comes together to buy and sell, making it effortless to build new relationships with retailers around the world.

Final thoughts 

No matter where you are in the process, you’ve taken a solid step towards becoming a wholesaler: educating yourself. With the right tools, planning, and resources, you can create a profitable business and get your products out into the world.