What is a wholesale marketplace?
An online wholesale marketplace connects businesses that make products with businesses that resell them. Here's how the model works.
Last reviewed · June 2026
The basic idea
A wholesale marketplace is an online platform where independent brands list their products for retailers to buy at wholesale prices. Instead of contacting each brand separately, a retailer can browse many suppliers, compare products, and place orders in one place.
How it typically works
- Brands create listings with their products and wholesale details.
- Retailers browse by category, style or brand to discover products.
- Retailers place wholesale orders to stock their shops.
- The marketplace facilitates discovery and the transaction.
How it differs from a warehouse club
A warehouse club such as Costco is membership-based and focuses on bulk selling from an established range, often with physical locations. A wholesale marketplace such as Faire is online and focuses on connecting retailers with independent brands for wholesale purchasing. They serve different needs and use different purchasing models.
Who it's for
Wholesale marketplaces are generally aimed at businesses that buy to resell — independent shops, boutiques and online retailers. Specific eligibility, terms and features vary by platform and change over time, so review the current details on the provider's own site, for example Faire's official website.
Ready to explore independent wholesale brands?
Faire is an online wholesale marketplace where retailers can browse and buy from independent brands. Check Faire's current terms and product selection directly on their site.
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