Seller Handbook

Advice and inspiration for successfully running your Etsy shop

Seller Handbook

Wholesale Guide for Etsy Sellers

Retail partnerships can be a great way to grow your business. Set up your shop for wholesale success with these tips on branding, pricing and more.

By Vanessa Bertozzi Aug 14, 2014

With the increasing popularity of the maker movement, more retailers are eager to line their shelves with products made by independent designers like you. Etsy Wholesale, which launched out of beta testing last week, is a private marketplace that gives retailers a convenient way to source products from Etsy sellers. To become a part of the Etsy Wholesale marketplace, you must apply and be approved by our jury, which pays special attention to key elements like branding, pricing, policies and communications, among other criteria.

To help Etsy shop owners take the leap into wholesale, we've developed an educational series designed to help you develop those areas of your business. Click on the links below to find out if wholesale is right for you, learn the industry lingo, and get top tips on branding, pricing, policies and etiquette from Etsy sellers, retailers and our wholesale and education teams.


Do you have an assortment of items that will appeal to a retailer? Is your packaging cohesive and professional? Will you be able to make a profit if you sell your products at the standard wholesale price? Use this handy self-assessment to decide if wholesale fits into your current business plan.


Markups and minimums and net payment terms, oh my! To communicate clearly with wholesale buyers, you have to speak their language. Consider this glossary your cheat sheet, complete with definitions of words and phrases you're likely to hear while doing wholesale business.


If you’re eager to grow your business sustainably, paying careful attention to pricing is key. Retailers who purchase products at a wholesale rate will be charging their customers at least double that price, so it's important to plan ahead. Use these exercises to start pricing your products in a way that ensures profitability for both you and your retail partner.


When you sell your products wholesale, you don't interact directly with customers at the point of sale, so your brand vision needs to be crystal clear. A consistent brand message and cohesive packaging play an important role in conveying the value of your products. Master the nuances of packaging with branding tips from an experienced Etsy shop owner and other branding experts.


While there’s no one-size-fits-all template for your linesheet or product catalog, the essential ingredients remain the same: a crisp image of the item, an identifying title or code (such as a SKU) and in-depth item details, along with information about yourself and the ordering process. When developing your policies, spell out order minimums, payment methods and terms, production times, shipping methods and costs, and return and cancellation policies to ensure a smooth transaction from beginning to end. Find more in-depth explanations and various examples from sellers in this policies and linesheets lesson.


According to boutique owner Emily Blistein, building a successful wholesale partnership is not unlike dating. Check out her tips for developing long-lasting relationships with wholesale partners by making the first move, setting clear expectations for what you can (and can't) deliver, and making the experience memorable with small, thoughtful details in this etiquette overview.


Vanessa Bertozzi

Vanessa Bertozzi is a Senior Program Manager for Etsy Wholesale. Since starting at Etsy in 2007, she has launched the Etsy Blog and led teams focused on seller education and community.


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