Faire vs Your Website: Where Should You Send New Retailers?
This is one of the most common questions I get from wholesale brands. And there are some VERY passionate opinions out there about it. So, I’m dropping my two cents here for you to add to your thoughts around the topic:
When a new retailer finds you… should you send them to Faire or your own website?
The answer is not black and white. The best strategy depends on your goals, but there are a few key things every brand should understand before making that decision.
The Hidden Power of Faire Direct
Most sellers think of Faire Direct as simply a way to avoid commission.
But the real advantage goes much deeper.
When you send a new retailer through your Faire Direct link, you are:
• Increasing your order volume on Faire
• Improving your conversion rate
• Sending strong signals to Faire’s algorithm
That combination helps boost your visibility across the platform.
More visibility can lead to:
• Higher search rankings
• More organic retailer discovery
• Increased inbound orders without outreach
In other words, those Direct orders are not just one-time wins. They help build long-term momentum inside the Faire Marketplace.
Why Marketplace Momentum Matters
Faire is a performance-driven platform.
The more your shop shows:
• Consistent orders
• Strong conversion
• Active retailer engagement
…the more the platform tends to reward you.
This can show up in:
• Better placement in search results
• Increased chances of being featured
• More trust signals like reviews and repeat buyers
If your goal is to grow organically on Faire, sending new retailers there can be a very strategic move.
The Case for Your Own Website
Of course, your website plays an important role too.
Selling wholesale through your own site gives you:
• Full control over the customer relationship
• Higher margins with no third-party fees
• More intentional direct access to your retailer for marketing and retention
This is especially valuable for:
• Established accounts
• High-volume buyers
• Long-term partnerships
Your website is where you build independence and long-term stability.
A Smarter Strategy: Use Both
For most brands (including my own), this is not an either-or decision.
The strongest approach is usually a hybrid model:
Send SOME new retailers to Faire (using Direct):
Build traction, boost your algorithm performance, and increase visibility.
Keep your repeat or high-volume buyers on your website:
Improve margins and strengthen direct relationships.
This allows you to leverage Faire for discovery and growth, while still building a sustainable business outside of any one platform.
Don’t Forget the Buyer Experience
One more thing to consider: many retailers prefer Faire.
It offers:
• Net payment terms
• Easy reordering
• A centralized place to shop multiple brands
If a buyer is more comfortable on Faire, sending them there can increase your chances of closing the order in the first place. Quick, simple, low resistance.
Final Thoughts
If your goal is to grow your presence on Faire, sending new retailers through your Faire Direct link is one of the most effective ways to build momentum and drive organic orders.
If your goal is to maximize profit and ownership, your website becomes more important over time.
The key is not choosing one over the other.
It is using both strategically.