If you’re a product-based business owner who’s ever felt intimidated by the idea of product wholesale, you’re not alone. Many makers believe wholesaling is only for “big brands,” requires massive inventory, or forces you to sacrifice your profit. The truth? Those beliefs are myths — and they’re likely the very things keeping you stuck.
Let’s break down what product wholesale really looks like and why it can be one of the smartest ways to scale your business.
Myth #1: You Can’t Sell Wholesale and Direct-to-Consumer
One of the biggest misconceptions is that retailers don’t want you selling on your own website. In reality, retailers expect you to sell direct-to-consumer — as long as you respect your pricing structure. Maintaining consistent MSRP builds trust and protects your brand.
Myth #2: You Need Massive Inventory to Start
You don’t need a warehouse or a huge stockpile of product to wholesale successfully. Many makers start from home, producing in small batches and scaling gradually. The key isn’t inventory — it’s having a scalable plan.
Myth #3: Wholesale Kills Your Profit
Yes, wholesale pricing is lower than retail — but wholesale allows you to sell in volume. When you leverage economies of scale, your cost per unit drops, your margins improve, and you spend less time acquiring customers. One wholesale order can outperform dozens of single retail sales.
Myth #4: Faire Will Do All the Work
Faire is a powerful tool — but it’s not a magic button. Brands that succeed in product wholesale use Faire strategically, alongside organic outreach and relationship-building, to maintain control and profitability.
Myth #5: Wholesaling Is Too Complicated for Small Businesses
Wholesaling doesn’t require perfect systems or flawless processes. It requires clarity, action, and a willingness to learn as you grow. Systems evolve — and that’s normal.
Product wholesale isn’t about being perfect. It’s about being intentional, strategic, and confident in your value. When you stop letting fear drive your decisions, wholesale becomes a powerful growth channel — not a risky gamble.
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