Faire Wholesale Reviews and Maker Tips
Updated May, 2023
I’ll be honest: You can love Faire or hate Faire — but when it comes to growing wholesale as an independent brand, Faire is now a key part of the landscape.
Faire (also called Faire Wholesale or Faire Wholesale Marketplace) is a wholesale marketplace connecting independent brands (many of them handmade lines) to independent boutiques. They’re one of several wholesale marketplaces that exist these days, including Abound, Tundra, Bulletin, and others.
In our work with 1000+ makers at Wholesale In a Box, we’ve helped independent brands of all sizes and styles thrive with wholesale. So we’ve learned a few things about Faire -- especially how it really works for most makers, and how makers can use the online wholesale marketplace without getting burned.
There are certainly still things to be cautious about with Faire. But there are also many fantastic facets of what they do and enable for makers. The reality is that Faire is one key tool to consider when it comes to growing wholesale — and we want to support you in using that tool effectively and wisely.
In this article, we’ll help you:
Understand what Faire is and how it works.
Gain clarity on Faire commissions, fees, rules, and protocols.
Gather reviews of Faire from makers and independent brands.
Weigh pros and cons and decide if Faire is a good fit for you.
Get tips on using Faire in combination with direct outreach to stores.
Our first stop in putting together this article was to ask makers we respect for their honest review of Faire, as well as their recommendations and tips for other makers. It’s so crucial to learn from honest experiences of business that are similar to you. In this article, we share those reviews and tips, as well as details on how Faire works for small product lines.
What Faire Is and How It Works
Faire is an online wholesale marketplace based in San Francisco that connects product companies with stores. It was established in 2017 under the name Indigo Fair -- since changed to Faire (or Faire Wholesale) because of a trademark issue -- and has been growing steadily since. It was founded by a Square and Square Cash alum, and has raised a lot of venture capital since inception.
In terms of structure, it works like any wholesale marketplace. Makers apply to be part of Faire, create a storefront with their products, and stores are able to search and shop all of those products.
Etsy Wholesale was Faire’s predecessor but closed around the time that Faire started to grow. Since Faire started, several other wholesale marketplaces have joined them. Bulletin, Creoate and others are all options for small product companies who want to sell in this way. (You can find a comparison of the main wholesale marketplaces here.)
How Faire Works for Makers and Independent Brands:
You must first apply and be approved to become a maker on the platform.
Once you’ve been approved you’ll create your shop page, but Faire may offer to set that up for you if you give them access to your product information and images.
It doesn’t cost anything for the maker to join, but Faire takes a percentage from orders placed on the site. First time store orders have a steep 25% commission (Updated in May 2023 to 15% + $10 fee), while all reorders have a 15% commission. In addition, there is a 3% credit card fee on all orders.
Makers are paid in 30 days or can choose to pay an additional 3% fee to be paid the day after the order ships. In a May 2023 update, Faire now passes payment processing fees onto makers that vary depending on selected payout options. The new 2023 payment processing fees break down is as follows:
60 day payouts are 1.9% + $0.30.
30 day payouts are 2.4% + $0.30.
Makers who want next day payout are charged 3.5% + $0.30.
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.)
Faire guides makers to conform to some guidelines, including a very low wholesale minimum and a specific wholesale markup.
One way a maker can avoid paying commission on orders is to direct stores to their shop page with a personal link. This is called the Faire Direct and is used for current stockists that have not placed an order with the maker through Faire. It’s an incentive program to get more stores ordering through the platform. Stores that you have been in contact with regarding a sale (even if they did not order at that time) are also eligible for a 0% commission if you request it and provide evidence.
Maker Reviews of Faire
We reached out to several makers who have strong wholesale businesses and a lot of experience with Faire. They were generous and honest in sharing their thoughts on Faire, in terms of its impact on their business and what they would recommend to other makers.
Dani from Dani Barbe
Many of the stores were ordering in December, some a week before Christmas, so it was definitely a different wholesale experience than I'm accustomed to. Usually I'm wrapping up wholesale orders with established stores in the fall. I liked that it didn't require much effort on my part, and was another tool to get wholesale orders.
Dani at work in her studio. Via @danibarbe
Theresa from Boss Dotty Paper
I think there are a lot of pros to working with Faire, but I'd say the biggest one is the exposure to lots of different buyers — and types of buyers — than you might come across otherwise. I've received lots of orders from shops I never would have considered pitching to on my own.
Bill from West Park Creative
I don't mind Faire’s commission fees (25% on new orders and 15% on reorders) because I'm not spending money on advertising.
Bill in his studio. Via @westparkcreativestl
M in Tennessee
I've gotten a lot of new retailers through Faire, which is amazing, but they take 25% of my sales, which is high when my prices have already been cut in half. So far, I've been seeing Faire as a positive tool, but part of me also feels helpless because I don't have a robust enough retailer base to not use it. Faire requires no outreach or effort after you upload your catalog. Orders come in. you have little contact with the retailer or buyer, and your responsibility is solely to fulfill the order. There is no harm in signing up for Faire and see if it works for you -- are retailers finding you? Do you get consistent orders? For many, it will be worth it. For others, it won't be worth the percentage they are losing to Faire, especially if they have a decent amount of retailers who are ordering from them consistently. For many others, like me, it will be more of a balance -- does Faire supplement my wholesale income enough for me to continue using them?
Robyn from Pearl and Ivy Studio
It’s relatively easy for a new maker to set up. I find it to be easier than Etsy and I’m in front of a lot more prospective retailers than I could be by just reaching out to shops on my own. Also, Faire seems to be promoting the marketplace a lot at the moment, so I’ve noticed more traffic on my page. Faire’s commission percentage is kind of high, 25% (Updated in May 2023 to 15% + $10) on new orders and 15% on reorders. Also, I’m concerned about building a business on a platform that isn’t my own.
Robyn in some of her beautiful pieces. Via @pearlandivy_studio
Stacey from Mineral and Matter
Most orders are small or only meet my minimum (I do have a lot that are larger though or reorder regularly.) The 25% first time order commission (Updated in May 2023 to 15% + $10) is high, but I feel it's offset by the ease of acquiring the new customer and the marketing that Faire is doing as well as offering services I can't offer (returns, terms). The categories seem to be filling up quickly, but I'm sure new ways will be implemented that allow active sellers to get more visibility.
Pros and Cons of Faire for Independent Brands & Makers
Advantages of Using Faire for Independent Brands:
Easy to use and easy to set up.
Great opportunity for makers and independent product companies to get their line in front of shops, especially those that they might not have considered.
Makers can gain stockists that they may have not reached out to on their own.
Their platform works well, is easy to use, and has a lot of features.
Their reach as “first mover” in the market is considerable, and many stores use Faire as their go-to marketplace.
Disdvantages of Using Faire for Independent Brands:
Commission rates and payment processing fees (Updated May 2023) are charged on every wholesale order, for every store, for the lifetime of that store relationship.
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.
Your store accounts don’t “go with you” if Faire changes or closes.
It is less easy to build personal connections with stores (local, or world wide) than it is if they order directly from you.
Faire is a large company funded by venture capital that has a lot of pressure to grow very quickly. In some cases, this may mean that they put their own growth and needs ahead of makers’ needs.
Things to Consider When Deciding Whether to Use Faire
If you’re deciding whether to try Faire to grow wholesale, especially as a handmade line, here are a few things to consider:
Make sure Faire commissions will work for your business and products.
Faire can be a great way for makers to get exposure, but Theresa from Boss Dotty Paper Co reminds makers to make sure it works for the specifics of your business: “You definitely have to consider whether it works for you financially, and potentially adjust your pricing.” With the commission rates and payment processing fees, it is important to really dig into your pricing before you get started on the platform.Consider Faire in the context of your overall business and wholesale strategy -- not as a “one stop shop” for wholesale.
It’s wise to view Faire as one wholesale tool among many, rather than as the entirety of your wholesale strategy. Stacey from Mineral and Matter suggests, “Don't put all your eggs in one wholesale basket, keep your own wholesale platform as well (flashbacks to Etsy Wholesale closing).”Be strategic about how you use Faire.
We recommend using a balanced approach that includes direct outreach to new shops, cultivating relationships with your current stockists, and using the marketplaces (like Faire) wisely. Stacey also suggests setting up “guidelines for how/who you refer to your Faire platform and who you refer to your regular wholesale platform” rather than using Faire for all of your wholesale relationships.Consider Faire as one marketplace option of several.
Faire is often the first wholesale marketplace makers have heard about — but it’s far from the only option. Compare the marketplace options for your business and choose one or more that really fits your needs, prices, aesthetic, and goals.
How to Get Even Better Wholesale Results With Faire
Many makers are happy to get set up on Faire but then wonder how to get even better wholesale sales once they are set up. Although there are limitations to how much you can do to improve sales on the marketplace itself, we dig into specific marketplace strategies in our course.
That said, it’s crucial to think about Faire as one tool in your toolkit — not as your entire wholesale strategy. If you are on Faire and want better results, you may see the most impact from balancing your marketplace presence with other approaches. The method we teach in the Wholesale In a Box course does guide you to use the marketplaces effectively, but we also advocate a more active approach that can complement your efforts on the marketplaces (or replace the marketplaces if you prefer.)
We advocate for a balance of direct outreach to shops (in which all of the relationships with stores are between you and the store with 0% commissions) and using the wholesale marketplaces in smart ways — since with Faire, those relationships are owned and mediated by the platform.
In addition to generating additional sales, direct outreach has the benefit that it can create 0% commission sales even on Faire’s platform. Stores that you have been in contact with regarding a sale (even if they did not order at that time) are eligible for a 0% commission if you request it and provide evidence of the communication prior to the order being placed.
To give you a sense of what that can look like, we asked makers why they both do direct outreach to stores and use Faire — and if they had any tips for using the two approaches together. Here is what a few of them had to say:
Theresa from Boss Dotty Paper Co
Wholesale in a Box’s method of direct outreach excels at helping you cultivate personal relationships with buyers. It's definitely possible to use both [direct outreach and Faire.]! I actually refer buyers to Faire in my direct outreach emails (via a custom link so I'm not charged commission).
Theresa with one of her rad cards. Via @bossdotty
Dani from Dani Barbe
Faire is nice because once you upload your pieces onto the site, you can mostly sit back and wait for orders. I think it's a nice additional tool in your wholesale tool belt, but I'd never recommend solely relying on Faire. It's similar to makers, such as myself, who were on Etsy Wholesale. When that platform closed, many makers felt lost. I look at Faire as providing nice filler orders that come in, but I don't depend on it.
When I use Wholesale in a Box’s method, I direct buyers to my line sheets / catalog and my wholesale portion of my website. I prefer this because I'm not dealing with a 15% - 28% commission on orders. I can offer a more robust wholesale catalog, interact with the buyers, solve any issues that may arise, and really develop those relationships and reorders. It is more legwork and I'd be unlikely to do this without Wholesale In a Box's system and help.
Stacey from Mineral and Matter
I think I get different customers from different efforts. Some have responded to my outreach on Faire, but mostly it has brought me stores that I hadn't reached out to yet. The Wholesale In a Box direct outreach method continues to be successful for me and I send all of those leads to my own wholesale website. Leads that don't respond after a couple attempts I may send to Faire and have had some success getting a couple orders that way.
Shot of Stacey’s gorgeous studio and shop. Via @mineralandmatter
M in Tennessee
Wholesale In a Box is about a community. It encourages you to network, explain who you are, and build relationships. I think it's possible for them to work together and supplement each other well. To me, connection is important, and Wholesale In a Box allows me to have connection to the stores I'd like to see my work in.
I have so much respect for the balanced, wise, grounded approach that these makers have when it comes to growing their businesses. And I hope that you find the right mix of tools to help you grow in just the way you want to, so you can do the work that you love now, and in the future.
Faire can be powerful. But 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 Faire 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:
Wholesale In a Box
Our beloved comprehensive course and coaching is your all-in-one way to grow wholesale fast, steady, and long-term. Learn more here.
Getting Started With Wholesale
A free 4-part email course covering the basics of how wholesale works, keys for success, whether it’s right for you, and how to get started. Sign up here.
The Wholesale Reset
Our free email course for more advanced brands — we’ll help you reset your approach to wholesale and take concrete steps forward to change your results. Sign up here.