Faire Wholesale is an online marketplace where independent brands and growing manufacturers sell directly to boutique retailers worldwide — without paying anything upfront. (Digitalcommerce360)
It works on a commission-only model, so you list your products for free and only pay when you make a sale.
With access to over 700,000 retailers, Faire's a low-risk way to break into wholesale without ever attending a trade show. (Faire)
Who owns Faire?
Faire was founded in 2017 by Max Rhodes, Marcelo Cortes, Daniele Perito, and Jeff Kolovson. The founders had previously worked together at Square, the payment processing company, before launching their own venture. Their vision was simple: help independent businesses band together and compete with retail giants like Walmart and Amazon. (Contrary)
Today, Faire is a privately held company backed by major venture capital firms including Sequoia Capital, Y Combinator, and Lightspeed Venture Partners. The company is headquartered in San Francisco, California. (Faire)
The platform now boasts over 700,000 retailers and 100,000 brands across 20+ countries. It's part of a growing wave of wholesale marketplaces that have emerged in recent years, alongside names like Tundra, Bulletin, and Abound. (Faire)
How does Faire work?
Picture Faire as a bustling digital marketplace where independent "brands" (that's you, the sellers) meet "buyers" (boutique owners looking for unique items to stock). Just like a physical market, Faire is brimming with opportunity and potential customers.
Here's how the process works step by step:
You sign up as a brand — it's free to create an account and list your products.
Retailers browse and discover your products — Faire's algorithm recommends your items to relevant buyers.
A retailer places an order — Faire collects payment from the retailer.
You fulfill the order — ship the products directly to the retailer.
Faire pays you — funds transfer to your bank account on your chosen payout schedule.
To draw in wholesale retailers, Faire offers 60-day payment terms and free returns on initial orders, minimizing the risk for buyers. It's a setup that creates an eager audience ready to snap up your products. (Faire)
As a brand, you only pay a commission on orders placed by new customers who found you through the marketplace. The commission drops for repeat orders from the same customer. Plus, Faire gives you free tools to manage orders from your existing client base and prospects. (Luckybreakconsulting)
Worried about payment security? Faire guarantees payment protection for every order. Even if a customer isn't satisfied or doesn't receive their order, Faire handles the refund and you still get your payment.
All payments go directly into your bank account in your local currency. Choose between next-day payments (with a small 3% fee) or the regular 30-day terms. You'll need a U.S.-based bank account (or an Adyen account) for fund transfers. (Tipalti)
Faire online wholesale fairs
Imagine attending a bustling trade show from the comfort of your couch. That's exactly what Faire offers with its popular online wholesale fairs — a virtual experience minus the travel time and expenses. These events happen several times a year and often feature exclusive promotions that drive higher buyer traffic to participating brands.
Faire backorders
Imagine this: you've got a hot product that's flying off the shelves faster than you can stock it. Faire has a backorder feature that helps you manage this. If an order comes in that's too large to fulfill with your current stock, you can place a portion on Backorder status using the Faire interface.
This divides the order into two parts: the first with the quantity you can fulfill now, and the second with the remaining quantity for later fulfillment. If you're managing production alongside wholesale orders, having solid production planning software in place makes handling backorders much easier.
Where is Faire available?
Faire is currently available in the following countries:
- United States
- Canada
- United Kingdom
- Australia
- Austria
- Belgium
- Denmark
- Finland
- France
- Germany
- Ireland
- Italy
- Luxembourg
- Netherlands
- Norway
- Portugal
- Spain
- Sweden
- Switzerland
Want to put these ideas into action? See how Brahmin helps manufacturers grow →
How much does it cost to sell on Faire?
Let's talk about the dollars and cents of selling on Faire. It's a question on every potential seller's mind.
Joining fees
The good news: there's absolutely no cost to join Faire as a vendor. It's completely free to set up your shop and start displaying your products. This makes Faire a risk-free platform for growing businesses dipping their toes into the wholesale market.
Commission fees
While joining is free, Faire charges a commission fee on orders you receive. Here's the current fee structure:
| Fee Type | Rate | When It Applies |
|---|---|---|
| New customer (Faire-sourced) | 25% | First order from a retailer who found you on Faire |
| Repeat customer (Faire-sourced) | 15% | Subsequent orders from the same Faire-sourced retailer |
| Direct customer (your referral) | 0% commission | Orders from retailers you invite to Faire yourself |
| Next-day payout fee | 3% | Optional — only if you choose next-day payouts |
The 0% commission on direct customers is worth noting. If you bring your own retailers onto the platform, Faire doesn't charge a commission — you're essentially using their order management tools for free.
Promotional fees
Beyond the commission, Faire offers promotional opportunities that vendors can tap into for an additional cost. These promotions help your products get in front of more retailers, increasing your chances of making sales.
Shipping costs
Another cost to keep in mind is shipping. While Faire does offer some shipping assistance, the cost of shipping is often borne by the vendor. Factor this into your pricing strategy to ensure you're still making a profit.
Note: All costs and fees are subject to change. Check Faire's official website for the most updated information.
Mastering the art of pricing on Faire
Now that you understand Faire's fee structure, the golden question is: how should you price your products?
Competitive pricing is the name of the game when targeting wholesale customers. That's why it's critical to have full knowledge of your margins.
This involves diving deep into your base production cost and the time required to create each product — commonly known as your COGS. Factor in all materials needed and an estimated internal labor cost for production. If you're not sure where to start, our guide on calculating total manufacturing costs walks you through the full process.
Let's face it, not all products are cut out for the wholesale world. Some may already have slim margins or be too time-consuming to produce in bulk. It's vital to choose products for Faire that deliver the margins you need.
Next, use your base cost to set a wholesale price point. This should allow retailers to sell your product to customers at a profitable margin. (Quora)
Retailers typically aim for a 50% margin, or double the wholesale price. We suggest a 50% markup on Faire, aligning with industry norms. Here's what that looks like in practice: (Accio)
| Amount | |
|---|---|
| COGS (materials + labor) | $5.00 |
| Your wholesale price (2× COGS) | $10.00 |
| Suggested retail price (2× wholesale) | $20.00 |
| Your gross profit per unit (before Faire fees) | $5.00 |
| After 25% Faire commission (new customer) | $2.50 |
| After 15% Faire commission (repeat customer) | $3.50 |
Feel free to experiment with different markups. If you're getting a flurry of orders through Faire, consider raising your prices for increased profit per order. High order volume — especially repeat orders — signals strong demand for your products. In those cases, retailers may accept lower margins if they're making high-volume sales.
How does Faire compare to other wholesale marketplaces?
If you've been exploring the wholesale landscape, you've probably come across several marketplaces. Here's how Faire stacks up against other popular options:
| Feature | Faire | Tundra | Abound | Bulletin |
|---|---|---|---|---|
| Free to join (sellers) | Yes | Yes | Yes | Yes |
| Commission (new customers) | 25% | 0% | ~25% | ~25% |
| Commission (repeat customers) | 15% | 0% | ~15% | ~15% |
| Net 60 payment terms for buyers | Yes | No | Yes | No |
| Free returns (first order) | Yes | No | Limited | No |
| Number of retailers | 700,000+ | 100,000+ | 10,000+ | 5,000+ |
| Online wholesale fairs | Yes | No | Yes | No |
What makes Faire stand out?
Unmatched retailer network: With 700,000+ retailers, Faire gives you the largest audience of any independent wholesale marketplace.
Risk-free buying for retailers: Net 60 terms and free returns on first orders make retailers more willing to try new brands — which means more first orders for you.
Community and discovery: Faire's algorithm actively recommends your products to relevant retailers, acting like a built-in marketing engine.
Direct orders at 0% commission: Invite your existing wholesale customers to order through Faire and you pay nothing.
The main tradeoff? Faire's 25% commission on new customers is steep. If you're producing high-volume items with tight margins, run the numbers carefully before committing.
What are the requirements to sell on Faire?
Ready to dive in as a brand? Here's what you need to get started:
Legitimate business: Sellers must have a registered business number and all necessary licenses and permits to operate in their jurisdiction.
Quality products: Faire is known for curated, high-quality goods. Your products need to meet their standards — mass-market commodity items typically don't do well here.
Professional product photos: High-resolution, well-lit photographs are essential. Faire is a visual platform, and strong images directly impact whether retailers click "add to cart."
Detailed product descriptions: Accurate and clear information about your products — materials, dimensions, care instructions, and minimum order quantities.
Wholesale-ready catalog: Sellers typically need a minimum of $1,000 in wholesale products to list on the marketplace. This ensures buyers have a meaningful selection to choose from.
Wholesale pricing: Your products need to be priced at wholesale, typically 50% of the suggested retail price. Retailers expect enough margin to make reselling profitable.
If you're producing your own goods, you'll also want reliable inventory management in place before scaling wholesale orders. Nothing kills a new retailer relationship faster than stockouts or inconsistent fulfillment.
Is Faire wholesale legit?
Yes. Faire is a legitimate, well-funded wholesale marketplace used by hundreds of thousands of retailers and brands worldwide. The company has raised over $1 billion in venture capital from top-tier investors and processes billions of dollars in wholesale transactions annually. (Builtinsf)
For sellers, Faire offers payment protection on every order — you get paid even if a retailer requests a return. For buyers, the Net 60 payment terms and free returns on first orders reduce risk significantly.
That said, success on Faire isn't guaranteed. Like any marketplace, your results depend on product quality, pricing, photography, and how well your products fit what boutique retailers are looking for.
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Can anyone buy from Faire?
Faire is designed for wholesale buyers only — meaning you need to be a retail business to purchase on the platform. Individual consumers can't create buyer accounts.
To sign up as a retailer on Faire, you typically need:
- A business website or social media presence showing you sell products
- A physical retail location or active online store
- A valid business registration or resale certificate (requirements vary by country)
Faire reviews applications and may decline accounts that don't meet their criteria. This vetting process helps sellers feel confident that their wholesale pricing isn't being exposed to end consumers. (Auctionnudge)
How to use Faire wholesale effectively
Getting listed on Faire is just the first step. Here are practical tips to make the most of the platform:
Invest in photography. Retailers scroll through thousands of products. Sharp, lifestyle-oriented images stop them in their tracks.
Offer opening orders and minimums strategically. Lower minimums reduce the barrier for a first order. Once retailers see your products sell, they'll reorder in larger quantities.
Participate in Faire markets. The online wholesale fairs drive significant traffic. Offering exclusive discounts during these events can generate a wave of new retailer relationships.
Bring your existing customers onto Faire. Since direct orders carry 0% commission, you get free order management tools and your retailers get a familiar, easy-to-use platform.
Monitor your inventory closely. As wholesale orders grow, tracking raw materials and finished goods across multiple sales channels becomes critical. A dedicated manufacturing ERP or inventory system prevents overselling and missed shipments.
Track your true production costs. Wholesale margins are tighter than direct-to-consumer. Knowing your exact cost of goods sold per product helps you make confident pricing decisions.
Are Faire and Etsy the same company?
No. Faire and Etsy are completely separate companies with different business models.
Etsy is a direct-to-consumer marketplace where makers and brands sell finished products to individual shoppers. Faire is a wholesale marketplace where brands sell in bulk to retail stores.
Here's a quick comparison:
| Faire | Etsy | |
|---|---|---|
| Buyer type | Retail businesses | Individual consumers |
| Pricing model | Wholesale (typically 50% of retail) | Retail pricing |
| Order size | Bulk / multi-unit | Single units |
| Commission | 15–25% | 6.5% transaction fee |
| Payment terms | Net 60 for buyers | Immediate payment |
Many brands sell on both platforms — Etsy for direct-to-consumer sales and Faire for wholesale distribution. The two complement each other well, especially if you're trying to grow revenue across multiple channels.
Sources
- Businesswire
- Wise
- Retailtouchpoints
- Digitalcommerce360
- Faire
- Contrary
- Builtinsf
- Tipalti
- Luckybreakconsulting
- Accio
Frequently asked questions
Are Faire and Etsy the same company?
No. Faire and Etsy are separate companies. Etsy is a direct-to-consumer marketplace for individual shoppers, while Faire is a business-to-business wholesale marketplace for retail buyers. Many sellers use both platforms to reach different customer segments.
Is Faire wholesale legit?
Yes. Faire is a legitimate wholesale platform backed by over $1 billion in venture funding. It offers payment protection for sellers on every order and serves 700,000+ retailers worldwide.
Can anyone buy from Faire?
No. Faire is a wholesale-only marketplace. Buyers must be registered retail businesses with a website, physical store, or active online shop. Faire reviews applications to ensure only legitimate retailers access wholesale pricing.
How does Faire work for sellers?
Sellers sign up for free, list their products at wholesale prices, and pay a commission (25% on first orders, 15% on repeat orders) only when a sale happens. Faire handles payment collection, offers payment protection, and provides tools to manage orders and track sales.
How Brahmin Solutions integrates with Faire
If you're selling on Faire and producing your own goods, keeping inventory accurate across your wholesale and other sales channels is one of the biggest operational challenges you'll face.
Brahmin Solutions integrates directly with Faire, automatically syncing order information between the two platforms. That means no manual data entry, no inventory discrepancies, and no overselling. Your Faire orders flow into the same system that manages your bills of materials, production schedules, and raw material inventory.
Brahmin Solutions is a cloud-based manufacturing platform built for growing manufacturers doing $500K–$50M in revenue. It handles MRP, inventory, production planning, and lot tracking in one system — without the cost or complexity of enterprise ERP. If you're scaling wholesale through Faire and need tighter control over your operations, book a demo and see how it fits your workflow.
About the author
Brahm Meka is Founder & CEO at Brahmin Solutions.
