The Buyer That’s Been Hiding in Your Inbox (And How Faire Just Made It Official)
You already know this buyer. You just haven’t had a name for them.
They’re the hotel that emailed asking if you could do 200 rooms. The corporate coordinator who wanted branded gifts for the whole team. The wellness studio that has quietly reordered from you twice a year because they love what you make.
You served them. You invoiced them manually and then followed up and hoped they came back. And every time they did, the whole process started over from scratch.
On April 15th, 2025, Faire changed that. Here is what you need to know.
What Faire’s Business Use Category Actually Is
Faire launched a verified buyer type called Business Use. These are companies purchasing products in bulk for their own operations, not for retail resale. Hotels buying your candles for every guest room. Corporate teams sourcing gifts for quarterly programs. Event companies stocking product for venue experiences.
These buyers now have a verified label inside your Faire retailer details, so you can identify them at a glance. Your standard minimums still apply. You maintain full control to accept or decline any order. And if this buyer type is not a fit for your brand, you can opt out in your Faire shop settings.
The change is structural. Faire is no longer just a wholesale marketplace for retail boutiques. It is now an officially supported channel for a much broader category of bulk buyer.
Why Most Sellers Are Already Earning This Revenue the Hard Way
Here is the part most sellers will not immediately recognize: you have probably been serving this buyer type for years. Just without a system.
An email arrives from a realtor who wants to gift your products to every client at closing. You spend forty-five minutes going back and forth on quantity and timing. You build a custom invoice. They pay. The order ships. Six months later you hope they remember you.
Or a hotel reaches out directly and you put together a custom quote, follow up twice, and either close it or don’t. There is no record. No reorder flow. No way to know what their annual spend with you could look like.
The demand has always been real. What has been missing is the operational foundation to serve it consistently.
Faire Direct Is the Most Important Part of This Update
When Faire introduced the Business Use category, they also spotlighted the tool that makes this work for your existing relationships. It is called Faire Direct, and if you are not using it, this is the week to start.
Faire Direct lets you bring any buyer, including the ones you have been managing off-platform, into your Faire ecosystem. When they order through your Faire Direct link, you pay zero commission. Not a reduced rate. Zero.
That means the hotel in your inbox, the corporate client who orders every quarter, the wellness studio you have been invoicing manually for two years: all of those relationships can now live inside Faire with a clean reorder flow, full order history, and no commission taken out.
There is also a visibility benefit most Faire sellers do not know about. When you bring more buyers to Faire Direct, Faire rewards you with increased exposure in the marketplace. More Faire Direct customers leads to more organic traffic to your Faire shop. It is a zero-cost move that improves both your margin and your reach at the same time.
Three Moves to Make This Week
Do not let this be another announcement you save and forget.
First, log into Faire and find the Business Use label in your retailer details. Spend two minutes getting familiar with what it looks like before an order arrives.
Second, make a list of every off-platform bulk buyer you are currently serving. Hotels, corporate clients, studios, spas, event planners. Anyone purchasing in bulk for their own operations outside of Faire. These are your Faire Direct candidates.
Third, reach out to those buyers and invite them to use your Faire Direct link for future orders. Keep it simple. Something like: I have set up a streamlined reordering system for accounts like yours and would love to get you connected. Zero commission for you means zero friction for them. And it protects your margin on every order from here forward.
The Bigger Shift Worth Noticing
Retail boutique buyers operate on seasonal cycles. Their orders shift based on what is moving on their floor. Business use buyers operate differently. Quarterly gifting programs. Annual amenity budgets. Recurring procurement cycles. When you land one of these accounts and serve them well, it is not a transaction. It is a client.
That is the distinction that matters. And building a system to capture those buyers inside your Faire ecosystem, where the relationship is clean and the margin is protected, is the actual work of growing a wholesale business that scales.
Faire just made that system available to you. The only question is whether you act on it.
For the full breakdown, including the Faire algorithm insight most sellers have never heard, listen to this episode of She Sells Differently. Link below.
Andee Hart is an award-winning sales executive who walked away from traditional success to reinvent how product-based businesses grow. After nearly 20 years in corporate America, she turned a kitchen-counter candle experiment into Hart Design Co, a wholesale brand carried by hundreds of boutiques across North America. That experience became the foundation for She Sells Differently, where Andee is teaching emerging product brand owners to redefine what it means to sell by serving with excellence, growing with strategic purpose, and shining as a light in the marketplace.
