Your Guide To Selling Wholesale Online
As you know, much of today’s most relevant information and business are found online. Why should selling wholesale be any different?
Actually, it is not. So, let us prepare you to make the most of this wholesale opportunity. While we have seen many wholesale sales platforms in the past few years, two seem to capture most of the attention and business, and they are Faire and IndieMe.
Do your research before committing to either one. While they have similarities, there are some significant differences.
IndieMe features only products handmade by individuals in North America. This platform charges the seller $49 per month to post 500 SKUs, and there is no commission.
Faire, on the other hand, also has foreign-made products. It does not charge a monthly fee. However, you are charged a 15% commission on all orders and reorders from new customers who find you on the site. There is no commission from the customers you bring to the site.
Both platforms offer advertising opportunities and special online shows twice a year. The platforms also vary with the technical features they offer the seller and the number and types of brands they offer.
It is important to talk to other sellers, as well as some of your buyers, to get a perspective on which platform may work best for you and your product. Or you can be like many makers and join both Faire and IndieMe.
Regardless, be assured that if you are a wholesaler, you need to be selling on a wholesale platform. It is a decision you will not regret.
Since I am not presently buying or selling on either platform, I decided to reach out to an expert on the subject — Fern Solomon. She is the owner of Fern’s Garden, an enchanting shop in Berkley, California.
Fern has more than 40 years of experience as both a buyer and a maker. She has wholesale brands Jacob’s Chimes and Heart the Moment, which is a line of greeting cards.
She has taken them to trade shows, had them in showrooms, and they are online on both Faire and IndieMe. Below are some questions I asked Fern and her detailed responses.
What can an artist do to be recognized and stand out on a wholesale site?
Fern the Buyer: Most important is the absolute best product photography, with a clean background, so we can see the details in each item. Also, a shot that references the size of the piece, by including a hand or something that gives us the idea of its actual size.
Give measurements of the piece. I think this is where we get fooled the most, as it is extremely hard to tell the size of an item online. If the product is unusually heavy, please include its weight. Faire supports short videos on product pages, which can be most helpful. IndieMe only allows videos on your About Us page.
And what about product descriptions?
Fern the buyer: Make sure you have the best description possible, with ALL the details. Describe materials used, especially for jewelry. We often go back to the online site during business hours when customers ask such things as what the ear wires are made of or what stone is used.
When writing your description, it is important to pay attention to the best search engine optimization (SEO) practices. Essentially, this means try to include important key words. There is much online about SEO. I recommend Googling it.
Your description is indexed by the wholesale platform. When customers search on keywords, that is what is used to drive search results to your store.
So, clearly the product photos and descriptions are particularly important! What else should the seller consider?
Fern the Buyer: Does the product come packaged? If so, a description or photo of the packaging is important. The buyer needs to know if the packaging fits the look and feel of their store. Do your earrings come carded? The fewer questions we must ask, the quicker we can get our order in.
And yes, we do read the About Us sections of the online platforms. We need all the getting to know you info we can get. So often at trade shows, you tell us stories about your work, and these stories get passed on to the customers and then on to the person receiving the gift. So, think of your content as storytelling juice.
I then switched it up a bit and asked Fern questions about selling her products on these platforms. How do you price or bundle your products on the platforms?
Fern the Seller: First, make sure your pricing covers the cost of being on the platforms, including fees and commissions. Faire has some specific requirements to which you must agree. You must list your entire wholesale catalog with the platform, and you are not permitted to show prices that are lower than you are advertising anywhere else.
IndieMe does not have these restrictions. Bestseller bundles or collections are a great idea and help the buyer make good choices.
As makers, we discount the bestseller assortments, including displays. This gives buyers an additional incentive and especially helps buyers who are new to your line.
How do you market to your online wholesale buyers?
Fern the Seller: We join the virtual markets on both IndieMe and Faire. These have been particularly good sales events for us as makers and have given us terrific savings as buyers.
Email marketing is also valuable. We send out an email a week before the virtual fairs and an email about every three months — sometimes with an offer and other times just highlighting something new.
Advertising on IndieMe is very affordable. The featured spots have been a wonderful way to get in front of buyers. We buy a featured spot about once a month that is emailed to all the buyers and also kept on IndieMe’s homepage.
Faire has a new advertising program in beta test, but it feels more like it is made for larger companies. We love the Virtual Faire the platform has twice a year because Faire matches the discount the maker offers, and it is a great savings for the stores.
And finally, what makes a buyer try your product for the first time?
Fern the Buyer and Seller: When I place an order with a new customer, I am taking a risk. At most, one in 10 lines becomes a hit that generates constant reorders.
Sadly, there is a high percentage that simply does not justify a reorder at all. Your goal as a maker is to generate as many first orders as possible to give yourself the maximum chance to become one of those hits — or to at least do well enough to generate reorders.
The No. 1 way you can reduce my risk is by lowering your minimum. This is especially true of online platforms where I am not able to touch and feel the product before I order. I do not mind risking $100 to give you a try — and maybe even $200 if you look really appealing.
Also, keep in mind the absence of seeing a product in person makes it essential that I get the best possible feeling for the product’s look and feel. And online, the best way to do that is through excellent photography and detailed descriptions.
Overall, success on a wholesale online platform takes the same degree of diligence, intelligence, and marketing as every other aspect of your business. Great photos accompanied by well-written complete descriptions, combined with consistent savvy advertising, will bring you success.
The best part is it can be done from the comfort of your studio, office, or home. The entry fees are low, and there is no travel required. The folks at each platform want you to succeed, and they are happy to help you have a successful experience.
A Great Example
My many thanks to Fern for sharing her incredible experience and expertise with us. This is what makes the handmade industry so special. There are many people like Fern who strive to make all artist-entrepreneurs succeed. Now get on a wholesale site — or improve your store if you already have one on such a platform. And may the many store orders make your day!
Diane Sulg is executive director of CRAFT and founder and co-chair of American Craft Week (ACW). She is a handmade advocate who provides valuable information in her one-day seminars titled “All About Wholesale” at wholesale shows throughout the United States. Diane is the former owner of Maddi’s Gallery, in Charlotte and Huntersville, North Carolina.