Faire Resource Hub
Last updated October 2026
Part of our Faire Resource Hub. For the full growth framework, start with How to Get More Orders on Faire.
Finding new wholesale customers is one of the most important parts of growing a consumer product brand. It is also the part most brands never build a process for.
How do you find wholesale customers? Define the kind of store your products already sell through, build a qualified list of retailers that match it, reach the buyer with a message that explains the fit, make the first order easy to place, and then keep those accounts ordering. Marketplaces, trade shows and sales reps are channels inside that process. They are not a substitute for it.
Affiliate disclosure. This article contains an affiliate recommendation. Faire Growth Agency may earn a commission if you purchase or subscribe through our recommended link. We only recommend tools we use ourselves.
You can have an exceptional product, competitive wholesale pricing, beautiful packaging and a professional website. None of those things guarantee that retailers will discover your business.
Many brands launch a wholesale storefront, attend a few trade shows, or add a wholesale page to their website, and then wait for orders. When sales slow down, they send a few emails or introduce a promotion.
The problem is not always the product. Often it is the absence of a consistent customer acquisition process.
Successful wholesale growth requires more than waiting for retailers to find you. It requires a repeatable process for finding qualified stores, building relationships, converting interest into orders, and keeping those retailers coming back.
In this guide we walk through ten practical strategies to help you find wholesale customers, get your products into more stores, and develop lasting retailer relationships.
We also explain how independent retailer prospecting works alongside Faire Direct, including what Faire actually requires before a relationship qualifies for 0% commission. That last part matters more than most brands realize, and it is where this article departs from the advice you will find elsewhere.
Why Wholesale Customer Acquisition Needs a System
One of the biggest mistakes brands make is relying too heavily on a single source of wholesale orders.
For some brands that source is Faire. For others it is trade shows, independent sales representatives, or referrals. These channels can all be valuable. Depending entirely on one creates unnecessary risk.
A strong wholesale business develops multiple ways to reach retail buyers. Consider three different opportunities.
- New customer acquisition. Finding stores that have never carried your products.
- Existing customer growth. Helping current retailers reorder and expand their assortment.
- Customer reactivation. Reconnecting with retailers who previously purchased but have stopped ordering.
All three contribute to wholesale growth. The goal is to build a system that develops new relationships while increasing the value of existing ones.
The FGA Wholesale Customer Acquisition System
- Discover
- →
- Qualify
- →
- Connect
- →
- Convert
- →
- Retain
- →
- Reactivate
| Stage | Objective |
|---|---|
| Discover | Identify potential retail customers |
| Qualify | Determine which stores fit your brand |
| Connect | Reach the appropriate buyer |
| Convert | Turn buyer interest into an opening order |
| Retain | Encourage repeat purchases and stronger relationships |
| Reactivate | Reconnect with inactive wholesale customers |
This is an original framework developed by Faire Growth Agency. It is not Faire’s framework, not Faire’s algorithm, not a ranking formula, not endorsed by Faire, and not a guarantee of results.
These stages are connected.
Finding 500 stores does not help if none are a good fit. Generating buyer interest does not produce revenue if your wholesale ordering process is confusing. And constantly acquiring new accounts becomes inefficient if existing retailers never reorder.
The ten strategies below address each stage in turn.
1. Find Retailers Similar to Your Best Wholesale Customers
One of the best ways to find new wholesale customers is to study the retailers already purchasing your products. Your strongest accounts reveal which types of stores are most likely to succeed with your assortment.
Start by identifying your ten to twenty best wholesale customers. Look beyond total revenue. Consider retailers that:
- Reorder consistently.
- Purchase multiple product categories.
- Require relatively little account management.
- Maintain healthy order values.
- Appear well matched to your brand’s positioning.
- Have remained active over multiple buying cycles.
Then look for patterns.
Build Your Ideal Retailer Profile
Ask five questions about each account.
What type of store is it? A gift shop, women’s boutique, resort retailer, museum store, spa, specialty grocer, or another category?
Where is it located? Do your products perform particularly well in certain regions, climates or tourist destinations?
What price points does it carry? Does the retailer’s assortment align with your suggested retail prices?
What other brands does it sell? Are there complementary products or brands that indicate a good fit?
Who shops there? Consider the store’s customer demographic, product mix and overall positioning.
Example: Finding Similar Boutiques
Imagine a jewelry brand with 30 active wholesale customers. After reviewing its strongest accounts, the owner notices that the best performing stores are independent women’s boutiques in coastal communities. These stores carry moderately priced accessories, seasonal apparel and giftable products.
Rather than targeting every jewelry retailer in the country, the brand can prioritize similar boutiques in additional coastal markets. This makes prospecting more focused and gives the brand a stronger reason to contact each retailer.
Identify your ten best wholesale customers and write down five characteristics they share. Use those characteristics to guide your next retailer search.
2. Research Competitors’ Retail Stockists
Your competitors provide valuable clues about where your products might sell.
Many consumer product brands publish a store locator or a Where to Buy page on their websites. These pages identify retailers already carrying products in your category.
If you sell premium candles, research stores carrying other home fragrance or gift brands. If you sell sustainable accessories, look for boutiques that stock environmentally conscious lifestyle products.
The goal is not to copy a competitor’s customer list blindly. It is to identify stores that have already demonstrated an interest in products similar to yours.
How to Find Potential Retailers Through Stockist Research
Start by identifying five to ten complementary brands. Visit their websites and look for:
- Store locators.
- Stockist directories.
- Retail partner pages.
- Authorized dealer lists.
Record potential retailers in a spreadsheet. Then review each store individually. Look at its product assortment, retail price points, geographic market and brand positioning.
A retailer carrying competing products is not automatically a good prospect. It may have exclusive agreements, limited assortment space, or a buying strategy that does not fit your collection.
Research five complementary brands and identify 25 retailers worth evaluating.
3. Build a Qualified Wholesale Prospecting List
Once you understand your ideal customer, the next step is creating a targeted prospect list. This is where many brands make a mistake. They focus on collecting as many email addresses as possible.
A large list of poorly matched retailers wastes time, damages email deliverability and produces disappointing results.
A smaller list of qualified retailers is usually more valuable than a large list of unrelated businesses.
Where to Find Wholesale Retailers
Google Search and Maps. Search for specific retailer categories in geographic markets. Examples include independent gift shops in Charleston, South Carolina; women’s boutiques in Santa Barbara, California; specialty home stores in Austin, Texas; and resort gift shops in coastal Florida.
Retailer websites. Review brands carried, product categories, store locations and available buyer information.
Trade show resources. Industry events help identify businesses operating in your category. Use event directories and contact information only as permitted.
Industry associations. Retail organizations sometimes maintain public member directories.
Wholesale prospecting platforms. Specialized tools help brands research independent retailers, identify buyer contacts and organize prospecting activity.
What Should Your Prospecting Database Include?
| Field | Purpose |
|---|---|
| Retailer name | Identifies the account |
| Website | Helps evaluate product fit |
| Location | Supports geographic targeting |
| Store category | Helps segment prospects |
| Buyer contact | Identifies the decision maker |
| Email address | Supports outreach |
| Product fit | Explains why the store is relevant |
| Last contact | Prevents duplicate outreach |
| Next action | Keeps opportunities moving |
The goal is to build a useful sales pipeline, not simply to collect contact information.
Build your first list of 50 qualified retailers.
4. Turn Trade Shows Into Year-Round Sales Opportunities
Trade shows are valuable because they bring brands and retail buyers together. The opportunity does not end when the show closes.
Some buyers place orders immediately. Others need to review their budgets, sell through existing inventory, or plan their next seasonal assortment. Without a consistent follow-up process, those opportunities disappear.
Before the Trade Show
Research retailers you want to meet. Contact existing customers who may be attending. Prepare your product information, wholesale pricing and opening-order options. If the event offers an appropriate buyer directory or networking platform, use it to identify potential contacts.
During the Trade Show
Capture more than a business card. Record:
- Which products interested the buyer.
- Their store category.
- Their expected purchasing timeline.
- Whether they requested samples.
- Any questions or concerns they raised.
- When you promised to follow up.
These details make your follow-up messages more relevant.
After the Trade Show
Organize contacts by interest level. A retailer requesting a product catalog should receive a different message than a buyer who discussed a specific opening order.
Create a follow-up sequence that reflects the conversation.
- First follow-up. Thank the buyer for visiting and share the information requested.
- Second follow-up. Highlight products relevant to their store.
- Final follow-up. Ask whether they have questions or would like help selecting an opening assortment.
Respect buyer preferences and avoid unnecessary messages.
Why Automation Can Help
Wholesale outreach platforms help organize trade show contacts and schedule follow-ups. This is particularly useful when a brand returns from a busy show with dozens or hundreds of conversations to manage.
The software helps maintain consistency. The relationship still requires personal attention.
Create a standardized trade show follow-up process before attending your next event. For the seasonal timing that drives wholesale buying, see Faire October 2026 Trends.
5. Use Personalized Wholesale Email Outreach
Cold outreach introduces your products to retailers who have not discovered your brand. Successful wholesale prospecting is not about sending generic sales pitches to thousands of stores. It is about showing a buyer why your products could be relevant to their business.
What Makes a Good Wholesale Introduction?
A strong introductory email answers four questions:
- Who are you?
- Why are you contacting this retailer?
- Why might your products fit their store?
- What is the easiest next step?
Keep the message short and relevant.
Example Wholesale Introduction Email
Subject: A possible fit for [Store Name]
Hi [First Name],
I came across [Store Name] and really liked your selection of [relevant product category].
I’m reaching out from [Brand Name]. We create [brief product description], and I thought our collection might be a good fit for your customers.
We work with independent retailers and offer [one or two relevant wholesale benefits].
Would you be interested in taking a look at our wholesale collection? I’d be happy to send over a link and recommend a few styles that I think would work well for your store.
Best,
[Name]
[Brand]
Personalization should be genuine. Do not claim to have visited a store or reviewed its assortment unless you actually have. Buyers can tell, and a false detail costs you the relationship before it starts.
Follow Up Without Becoming a Nuisance
A buyer who does not respond immediately is not necessarily uninterested. They may be traveling, managing inventory, or preparing for a busy season. A thoughtful follow-up keeps the opportunity alive.
Repeated generic messages damage your reputation. Use a limited sequence, make each message relevant, and respect opt-out requests.
Platforms such as Overjoy help with retailer discovery, contact research, campaign scheduling and follow-up management. Technology does not replace thoughtful messaging or human relationships.
Understand Email Compliance
In the United States, commercial business-to-business email is subject to CAN-SPAM requirements. Businesses must comply with rules covering accurate sender information, truthful subject lines, a valid postal address, a working opt-out mechanism, and honoring unsubscribe requests promptly.
Using automated outreach software does not remove the sender’s responsibility. Other jurisdictions impose additional restrictions, so check the rules that apply to the markets you contact.
Create one personalized outreach template for your strongest retailer category and test it with a small, qualified prospect list.
6. Use Faire to Attract Retailers Already Shopping Wholesale
Independent prospecting is only one part of customer acquisition. Another important strategy is making your brand easier to discover when retailers are actively looking for inventory.
Faire helps brands reach retailers searching for wholesale products. Having a Faire storefront does not guarantee consistent orders. Your storefront needs to communicate why a retailer should purchase from your brand.
Make Your Storefront Retailer-Friendly
Before investing heavily in customer acquisition, review your storefront. Ask:
- Are product titles clear and descriptive?
- Do product photos accurately represent the merchandise?
- Are wholesale prices and product details easy to understand?
- Is the assortment organized into useful collections?
- Can buyers identify bestsellers and seasonal opportunities?
- Does the storefront provide enough information to support a purchasing decision?
A retailer who discovers your brand but does not understand your assortment will leave without ordering. If you are already getting traffic and still not getting orders, Why Am I Not Getting Orders on Faire? works through the ten most common reasons.
For the mechanics, see our guides to Faire SEO, optimizing a Faire product listing, Faire product photography, Faire storefront optimization and Faire collections and merchandising.
Know What Retailers Are Actually Searching For
Assortment decisions are easier when you know what buyers are typing into the search bar. Our analysis of Faire search trends shows how search demand shifts through the buying calendar, and which terms reliably drive orders.
Track Storefront Performance
Review the metrics available in your Faire account. Depending on the reporting available to you, these may include shop visits, conversion rate, order volume, average order value and repeat customer activity.
Our Faire Analytics guide explains how to interpret performance data and identify where a storefront is losing buyers. It is also the fastest way to tell whether an acquisition push actually moved anything.
Review your Faire storefront as if you were a retailer discovering your brand for the first time.
7. Find New Retailers Independently and Bring Eligible Customers to Faire Direct
One of the most useful opportunities for brands combining independent prospecting with Faire is the ability to build customer relationships outside the marketplace and still transact inside it.
You do not have to rely entirely on Faire to find new wholesale customers. You can prospect independently and use Faire Direct as the ordering channel when the relationship qualifies.
Faire Direct gives each brand a unique link that retailers can order through. Faire states that you pay 0% commission on Faire Direct orders from customers you bring to Faire, and that on those orders only payment processing fees apply.
The distinction that matters is this. Finding a retailer independently does not automatically make every future order commission-free. Faire determines eligibility and attribution under its own program rules, and some of those rules are time-bound.
What Faire Actually Charges
Faire publishes its North American rates in its own help documentation. As of October 2026:
| Fee | Faire’s stated rate |
|---|---|
| Marketplace commission | 15% standard rate on orders from the Faire marketplace |
| New customer fee | $10, applied only to the first order from a new customer |
| Faire Direct | 0% commission on Faire Direct orders from customers you bring to Faire |
| Processing, next day | 3.5% plus $0.30 |
| Processing, 30 day | 2.4% plus $0.30 |
| Processing, 60 day | 1.9% plus $0.30 |
Two things follow from that table. Payment processing is charged on Faire Direct orders as well, so Faire Direct is not free, it is commission-free. And the processing rate depends on how quickly you choose to be paid, so two brands on the same order can pay different amounts.
Faire Direct policies and fees are subject to change. Always review Faire’s current terms and your account’s applicable rates.
How a Relationship Qualifies for 0% Commission
This is the part most brands get wrong. Faire lists specific circumstances under which a relationship qualifies automatically:
- The retailer places their first order with you on Faire through your Faire Direct tools.
- The retailer placed an order with you before their first Faire order, within the previous four years.
- You encouraged the retailer to order through your Faire Direct link and they responded, within the previous twelve months.
- You encouraged the retailer to order through your Faire Direct link and they did not respond, within the previous three months.
- A Faire email campaign or app message was sent to them in the three months before their first order with you on Faire.
Faire adds that whether or not one of its emails actually reaches the retailer should not affect your qualification.
The Claim You Cannot Make
Faire states plainly that uploading a retailer into your customer list alone does not qualify them for 0% commission. A customer list import is not an attribution event. If that is your entire Faire Direct strategy, you do not have one.
If a retailer’s first order arrives through the marketplace instead of through your link, and you had a prior relationship, you can request a commission change. That is a claim process with evidence, not an automatic outcome. Faire also requires that your Faire Direct link be included in supporting documentation for requests made after January 9, 2025.
Attribution Does Not Travel
Three limits catch brands out, and all three are in Faire’s own policy.
Between your own accounts. Faire Direct relationships do not automatically carry between a brand’s related accounts. Accounts count as related when they share a legal entity, owner name, website URL, phone number, business address or email domain. The change has to be requested on each account.
Across a retailer’s locations. A Faire Direct relationship does not automatically apply to a retailer’s other store accounts. Where one owner runs all the locations, the change can be requested for each.
Franchises. Franchise accounts are treated as related when they share at least one of Faire’s listed identifiers, and can qualify through a franchisor relationship.
How the Strategy Works in Practice
- Discover retailers outside Faire. Research independent stores through Google, stockist directories, trade shows and wholesale prospecting platforms.
- Qualify potential accounts. Review the retailer’s assortment, positioning, location and customer demographic.
- Introduce your brand. Contact the appropriate buyer with a personalized message.
- Send your Faire Direct link. Faire provides the link in your brand portal and supports sharing it on your own website, through Faire’s Campaigns email tool, in email signatures and social bios, and as a printed QR code.
- Confirm eligibility. Do not assume that uploading a contact establishes commission-free status. Check how the relationship is recorded.
- Support the first order and the reorders after it. Recommend relevant products and keep developing the relationship.
Why the Commission Structure Matters
Consider a simplified illustration using Faire’s published standard rates.
A retailer places a $500 wholesale order, and it is their first order with you.
At the 15% standard marketplace commission, that commission would be $75. Add the one-time $10 new customer fee and the marketplace-side total is $85.
An otherwise comparable order qualifying for Faire Direct would carry 0% commission. Payment processing still applies to both, so it is not the difference. On a $500 order at the 30-day payout rate, processing would be 2.4% plus $0.30, which is $12.30 either way.
The illustrative difference on that first order is therefore $85, and $75 on each order after it.
This example is illustrative. It uses Faire’s published standard rates and a round order value chosen for clarity. Actual commission rates, eligibility, payout timing and other fees depend on Faire’s current terms and the specific transaction. It is not a projection of your results.
Where Overjoy Fits
Overjoy supports the independent prospecting portion of this process. Its publicly documented capabilities include buyer search and qualification, contact research, outreach campaigns with automated follow-ups, a wholesale CRM, and an integration that syncs order data from Faire and Shopify.
At Faire Growth Agency we have used Overjoy to find and prospect new wholesale retailers.
What it does not do is register retailers for Faire Direct. Overjoy’s documented Faire functions are order data sync and, on its higher tier, commission tracking. Tracking a commission is not the same as qualifying for one. Nothing in a third-party tool changes Faire’s attribution rules.
Review Faire’s current Faire Direct eligibility requirements, then build a process that connects qualified prospecting to the link-sharing workflow Faire actually recognizes.
8. Reactivate Wholesale Customers Who Have Stopped Ordering
Not every wholesale growth opportunity requires finding a completely new customer. Some of your best prospects are already in your customer database.
These are retailers who previously purchased your products but have not placed another order in months. There are many possible reasons. They may have sold through their original assortment. Their buyer may have changed. They may be waiting for new seasonal products. Or your brand may simply have stopped communicating with them.
Identify Inactive Accounts
Review your order history and segment customers based on their expected reorder cycle.
| Segment | Recommended approach |
|---|---|
| Recently active | Share relevant new arrivals |
| Nearing reorder | Suggest replenishment |
| Past reorder | Check whether they need assistance |
| Long inactive | Reintroduce the brand and highlight meaningful updates |
A seasonal gift shop has a different purchasing cycle from a skincare retailer. Use your actual customer data to determine appropriate timing.
Example Customer Reactivation Email
Subject: Checking in from [Brand Name]
Hi [First Name],
It’s been a little while since we last connected, and I wanted to check in.
We’ve recently introduced [new collection or relevant update], and I thought a few of the styles might be a good fit for [Store Name].
I’d be happy to put together some recommendations based on what you’ve carried before.
Are you currently reviewing new products or planning any upcoming replenishment orders?
Best,
[Name]
Avoid assuming every inactive retailer needs a discount. Often the better approach is a more relevant assortment, or reconnecting with a buyer who has replaced the one you knew.
Identify 25 inactive wholesale accounts and develop a targeted reactivation campaign.
9. Turn Your Wholesale Website Into a Customer Acquisition Channel
Your website should do more than display products. It should help prospective retailers understand your brand and take the next step toward becoming a wholesale customer.
A buyer who discovers your brand through Google, social media, a trade show or an email introduction will visit your website before contacting you. If wholesale information is difficult to find, that buyer leaves.
What Retail Buyers Need to Know
Who your products are for. Describe the retail environments where your assortment fits.
What makes your brand different. Focus on meaningful product benefits and merchandising advantages.
How wholesale ordering works. Explain whether retailers can order through Faire, a wholesale portal, or a sales representative.
What retailers can expect. Provide accurate information about minimum orders, shipping, displays, packaging and other relevant terms.
How to get started. Make the next step obvious.
Support Wholesale Search Visibility
Create pages that answer questions relevant to prospective retail buyers. Depending on your category, these might include wholesale candles for gift shops, sustainable accessories for boutiques, wholesale skincare for spas, or giftable products for museum stores.
These are examples of potential search topics, not guarantees of search rankings.
Ask someone unfamiliar with your brand to visit your website and work out how to become a wholesale customer. If they struggle, simplify the process.
10. Build a Consistent Weekly Wholesale Prospecting Routine
The final strategy connects everything. Wholesale growth becomes manageable when prospecting, follow-up and account development happen consistently.
That does not mean every brand needs a large sales team. It means someone needs to own the process.
The 30-Minute Daily Wholesale Growth Routine
| Time | Activity |
|---|---|
| 10 min | Research and qualify potential retailers |
| 10 min | Send introductions or review outreach campaigns |
| 5 min | Respond to interested buyers and trade show leads |
| 5 min | Review reorder and reactivation opportunities |
This is an illustrative starting point. Larger wholesale operations may require dedicated salespeople, representatives or additional systems.
Track the Right Metrics
At the end of each week, review:
- New qualified retailers identified.
- New retailers contacted.
- Buyer responses.
- Meetings or sample requests.
- Opening orders.
- New wholesale revenue.
- Repeat orders.
- Reactivated accounts.
Avoid judging success solely by the number of emails sent. A campaign that creates a handful of qualified retail relationships is more valuable than one generating many irrelevant replies.
Example: Setting a Monthly Prospecting Goal
Imagine a brand contacts 200 qualified retailers in one month. For illustration, suppose ten retailers respond, five express meaningful interest, and two become new wholesale customers, each placing a $400 opening order. That produces $800 in initial wholesale revenue.
These figures are hypothetical. They are not industry benchmarks and not expected results. The larger opportunity comes from building relationships that generate repeat orders, which is why the routine matters more than any single month’s numbers.
Establish monthly targets for qualified prospects, buyer conversations, new accounts and reactivated customers.
Tools to Help Grow Your Wholesale Business
A consistent wholesale customer acquisition system requires research, organization, outreach and follow-up.
You can begin with a spreadsheet and your existing email account. Plenty of brands have built their first hundred accounts that way. As your prospect list grows, specialized software starts to earn its place.
Overjoy
Best for consumer product brands looking to find new independent retailers, organize outreach and maintain consistent follow-up.
Overjoy is a wholesale-focused prospecting and CRM platform built around buyer outreach rather than general-purpose sales software.
Documented platform capabilities- Buyer search and lead qualification.
- Personalized outreach campaigns with automated follow-ups.
- A wholesale CRM covering accounts, contacts, opportunities and pipeline stages.
- Linesheets, wholesale interest forms, invoicing and a store locator.
- An integration that syncs order data from Faire and Shopify.
- Finding retailers similar to our existing wholesale customers.
- Researching potential wholesale buyers.
- Running personalized outreach campaigns.
- Following up with trade show contacts.
- Reconnecting with inactive accounts.
- Prospect information still needs review. Automated research is a starting point, not a verified list.
- Plans carry monthly contact credits and sending limits, and not every feature sits on every tier.
- The platform does not replace personal relationships with retail buyers and does not guarantee new orders.
- It does not register retailers for Faire Direct and does not change how Faire assigns commission.
Affiliate disclosure. Faire Growth Agency may earn a commission if you sign up for Overjoy through our link. Overjoy is an independent third-party platform. We recommend it based on our experience using it for wholesale prospecting and customer outreach.
Frequently Asked Questions About Finding Wholesale Customers
How do I find wholesale customers for my brand?
Start by identifying your ideal retailer. Research stores carrying similar products, review competitor stockist directories, build a qualified prospect list, and contact relevant buyers. Combine independent outreach with wholesale marketplaces, trade shows, referrals and an effective wholesale website.
How do I get stores to carry my products?
Retailers need to understand why your products fit their customers and how those products can contribute to their business. Present clear wholesale pricing, strong product photography, relevant assortment recommendations and an easy opening-order process. Personalized outreach and consistent follow-up help start the relationship.
Where can I find wholesale buyers?
Potential wholesale buyers can be found through retailer websites, store directories, trade shows, industry associations, wholesale marketplaces and specialized prospecting platforms.
Is Faire a good way to find wholesale customers?
Faire helps brands reach retailers already shopping for wholesale products. Results depend on factors such as assortment, pricing, product presentation, retailer demand and storefront performance. It works best as one channel inside a wider acquisition process rather than as the whole process.
Can I bring my own wholesale customers to Faire?
Yes. Faire Direct provides a way for brands to bring eligible retailer relationships to Faire, and Faire states that qualifying Faire Direct orders carry 0% commission, with payment processing fees still applying. Verify the current eligibility requirements and fees in your own Faire account.
Does uploading a retailer to Faire guarantee 0% commission?
No. Faire states that uploading a retailer into your customer list alone does not qualify them for 0% commission. Eligibility and attribution depend on Faire’s current program rules and the circumstances of the relationship, including how and when the retailer was contacted.
What if a retailer I found orders through the marketplace instead of my link?
Faire allows brands to request a commission change where a prior relationship can be shown. It is a request with supporting documentation rather than an automatic adjustment, and Faire requires that your Faire Direct link be included in documentation for requests made after January 9, 2025.
Is cold emailing retail stores legal?
In the United States, business-to-business commercial email is subject to CAN-SPAM requirements. Businesses must comply with rules covering sender identification, truthful subject lines, a valid postal address, an opt-out mechanism and honoring unsubscribe requests. Other jurisdictions may impose additional restrictions.
How often should I follow up with a wholesale buyer?
Follow-up timing depends on the buyer’s interest, purchasing cycle and previous conversations. A limited number of relevant follow-ups is generally preferable to repeated generic messages.
Do I need expensive software to find wholesale customers?
No. A brand can begin with a spreadsheet, retailer research and personalized emails. Specialized tools become more useful as prospect volume and account management complexity increase.
Final Thoughts: Wholesale Growth Is a System, Not a Single Sales Channel
There is no single method that guarantees a steady stream of wholesale customers.
Trade shows create valuable relationships. Faire introduces your products to retailers already looking for inventory. Personalized outreach reaches stores that have not discovered your brand. Existing customers provide introductions and repeat business. And inactive accounts become new opportunities when you reconnect with the right message.
The strongest wholesale businesses bring these activities together. They consistently find qualified retailers, build relationships, make purchasing easy, and give customers reasons to return.
The goal is not simply to get your products into more stores. It is to build a retail network that keeps generating profitable wholesale business over time.
- How to Get More Orders on Faire, the full growth framework this Resource Hub is built around.
- Why Am I Not Getting Orders on Faire?, for diagnosing accounts that get traffic but no orders.
- Faire Analytics, for measuring whether an acquisition push actually moved anything.
- Faire SEO and How to Optimize a Faire Product Listing, for being found once a buyer starts searching.
- Faire Product Photography and Faire Storefront Optimization, for turning a visit into an order.
- Faire Collections and Merchandising, for making a catalog easy to shop.
- Faire Search Trends and Faire October 2026 Trends, for what buyers are searching for right now.
Ready to Grow Your Wholesale Business?
Finding new retailers is only the beginning.
Let’s talk through your wholesale growth goals, identify opportunities to improve your Faire performance, and look at the strategies most likely to turn more retailers into customers.
Turn Your Faire Storefront Into a Stronger Sales Channel
Getting retailers to visit your Faire storefront is one thing. Giving them a reason to order is another.
Our Monthly Faire Storefront & SEO Audit reviews your product listings, search visibility, merchandising and seasonal readiness, then hands you a prioritized action plan and a product workbook with recommended titles, rewritten descriptions and keywords.
It is an audit and advisory service. You make the changes, or add the Faire Product Optimizer and we implement the titles and descriptions you approve. Plans renew monthly and can be cancelled at any time.
Faire Growth Agency is an independent agency and is not affiliated with, endorsed by or sponsored by Faire Wholesale, Inc. Faire program terms, commission rates and fees described in this article reflect Faire’s published documentation as of October 2026 and are subject to change. Nothing in this article guarantees rankings, orders or revenue.