Faire Wholesale: How to Sell on Faire (2026 Guide)
The short answer
Faire wholesale means selling your products at wholesale prices to independent retailers through Faire, an online wholesale marketplace. You list your catalog and set your wholesale and retail prices, then stores discover you and order, while Faire processes payments and gives the retailer net terms. For an ecommerce brand, it is one of the lowest-friction ways to start wholesale, because thousands of retailers already shop there. Faire takes a commission on the orders it brings you, and 0% on customers you bring yourself through Faire Direct.
What is Faire wholesale?
Faire is an online wholesale marketplace, and Faire wholesale is simply using it to sell your products at wholesale to independent retailers. You upload a catalog, set wholesale and retail prices, and stores order from you in one place. The reason it works is that Faire removes the two things that usually stall wholesale: trust and payment risk. A store that has never heard of you can still order, because Faire vouches for the transaction and pays you even if the store pays late. For the full mechanics of the platform, see how Faire works for brands.
How is selling wholesale on Faire different from selling on your own website?
On your own website you sell one unit at full retail to a shopper, and you own the marketing and the customer. On Faire you sell in cases at a wholesale price to a store, and the store resells to the shopper. You earn less per unit but move more volume, and the retailer brings its own customers. The two channels do different jobs, which is why many brands run both.
| Your DTC website | Faire wholesale | |
|---|---|---|
| Customer | The shopper | The store |
| Price | Full retail | Wholesale (about 50% of retail) |
| Order size | One or a few units | Cases and bulk |
| Who markets to the shopper | You | The store |
| Payment and risk | Paid at checkout | Faire pays you and carries the risk |
What does Faire wholesale cost?
Listing on Faire is free. As of October 2026, brands in North America pay 15% commission on marketplace orders, plus a one-time $10 new customer fee on a new retailer's first order, according toFaire's Help Center. Brands outside North America pay 25% on a new retailer's first order and 15% on reorders (source). Orders from retailers you bring yourself through Faire Direct carry 0% commission. On top of that, every order has a payment processing fee that depends on how fast you choose to be paid. The full breakdown, with a worked example, is inFaire fees for brands.
The practical way to think about the marketplace commission is as a customer-acquisition cost. You pay it to win a brand-new store that found you on Faire, then keep that store commission-free on Faire Direct from then on. The full fee breakdown is in how Faire works for brands.
Is Faire wholesale worth it for your brand?
Faire is worth it if you want reach to a large number of independent retailers without building those relationships one at a time, and you have the margin to give up a commission on new orders. It is less compelling if your margins are thin or your product needs heavy in-person selling to land.
| Faire wholesale works well when | Faire is a weaker fit when |
|---|---|
| You sell a giftable, shelf-ready product | Your margins cannot absorb a commission |
| You want fast reach to many small stores | Your product needs a rep to demo or explain it |
| You can fulfill consistent reorders | You cannot reliably supply repeat orders |
| You want payments and terms handled for you | You only sell a few large key accounts |
It tends to suit small and independent consumer brands in categories like food and drink, beauty and wellness, and homeware, where independent retailers are actively looking for new lines.
How do you grow wholesale sales on Faire?
Showing up on Faire is not the same as selling on it. Growth comes from making your page easy to say yes to and from working the channel consistently rather than setting it and forgetting it.
- Complete your catalog with strong, consistent photography and a full range.
- Offer a clear opening order incentive, such as a first-order discount and free freight for new stores.
- Accept orders and reply to buyer messages quickly, because speed signals a reliable supplier.
- Follow up after delivery to prompt reorders, and move repeat buyers to Faire Direct.
- Take part in Faire's seasonal markets and promotions to reach more buyers at peak buying moments.
For the step-by-step version of setting up and growing on the platform, read how Faire works for brands. If you are still choosing where to begin, how to start selling wholesale compares Faire against the other channels. Running all of it well is a job in itself, which is why growing brands on Faire is one of the things Ginger manages for brands.
Frequently asked questions
- Is Faire free for brands?
- Creating an account and listing products on Faire is free. Faire charges a commission on orders from retailers it introduces to you, and 0% on orders from your own customers placed through Faire Direct, though a small payment processing fee can apply.
- What is the difference between Faire and selling on my own website?
- Your website is direct to consumer: you sell one unit at retail to a shopper. Faire is wholesale: you sell cases at a wholesale price to a store, and the store resells to shoppers. The two channels serve different customers and can run side by side.
- Is Faire good for a new ecommerce brand starting wholesale?
- It is one of the lowest-friction ways to start, because thousands of independent retailers already shop the marketplace and Faire handles payments and terms. You still need healthy margins and strong listings for it to pay off.
- How much commission does Faire take?
- For brands in North America, Faire charges 15% commission on marketplace orders, plus a one-time $10 fee on a new retailer's first order. Brands outside North America pay 25% on a new retailer's first order and 15% on reorders. Orders from retailers you bring through Faire Direct carry 0% commission. A payment processing fee also applies, depending on how fast you choose to be paid.
- Can I use Faire alongside my DTC store?
- Yes. Many brands run both. Keep your wholesale and retail pricing aligned so your own site does not undercut the stores buying from you, which protects the retailer relationships that drive reorders.
Want this done for you?
Ginger finds the retailers, runs the outreach, and grows your reorders on Faire and beyond. You make the product, we grow the orders.
Keep reading
What Is Faire Direct? 0% Commission Explained
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Faire vs Sales Reps: Which Is Better for Wholesale?
An honest comparison of Faire and independent wholesale sales reps: what each costs, who owns the retailer relationship, and when to use one, the other, or both.