Guide
Selling on Faire: a guide for brands ready to grow wholesale
Faire is a leading online wholesale marketplace that connects brands with independent retailers who buy to stock their own stores. Here’s what the marketplace is, who it suits, what it costs, and how to get set up.
100,000+
brands selling on Faire
30+
countries where Faire operates
0%
commission on orders from retailers you bring yourself
About Linnworks
Linnworks is a multichannel ecommerce platform that connects inventory, orders, and listings across 100+ channels, from established marketplaces to fast-growing ones like Faire. Founded in 2005, Linnworks helps retailers sell in more places with less manual work.
Chapter 1
What is Faire?
Faire is a wholesale marketplace. Brands list products at wholesale prices, and independent retailers such as boutiques, gift shops, and small chains browse and order in bulk to sell in their own stores. Faire was founded in 2017 by former Square employees, who set out to take a process that ran largely through trade shows and email chains online.
Since 2026, Faire has also opened to businesses buying for their own use, such as hotels, restaurants, and offices. Brands choose whether to sell to them.
Faire has grown fast. It now serves hundreds of thousands of retailers and more than 100,000 brands in over 30 countries. Shopify invested in Faire in 2023, and Faire syncs directly with Shopify stores.
Faire takes on much of the risk for retailers. Eligible retailers get 60 days to pay for an order, and they can send back items from a first order with a brand for free. Brands are paid by Faire on the payout schedule they choose, whether or not the retailer has paid yet. That makes retailers more willing to try a new brand, which helps a seller get discovered.
Chapter 2
Why sell on Faire?
Faire gives a brand access to independent retailers it would otherwise have to find one at a time, at trade shows or through cold outreach. With hundreds of thousands of retailers already browsing and ordering, a single listing can reach far more potential buyers than most brands could reasonably contact directly.
Faire also helps brands sell beyond their home market. Faire reported in June 2026 that 26% of its brands now ship across borders, exporting to five countries each on average. In the UK, nearly 65 brands have passed $1 million in sales on Faire.
Faire Direct lets a brand bring its existing retailer relationships onto Faire through a personal referral link, and those orders carry 0% commission. That means a brand can use Faire to take orders and payments from the retailers it already works with, as well as to find new ones.
Faire accepts brands across apparel, beauty, food and drink, home decor, jewelry, kids and baby, paper and novelty, and pets.
Chapter 3
Eligibility and requirements
To sell on Faire, a business needs to:
- Apply to sell and be accepted, since Faire doesn’t accept every application
- Keep its wholesale prices on Faire the same as or lower than on any other channel it sells through, including its own wholesale site
- Be able to fulfill orders and ship to retailers directly
Faire reviews applications in the order they arrive and weighs several factors. It looks at supply and demand in the product category, since it wants the marketplace balanced for both brands and retailers. It also looks at the brand’s location, type of product, and number of SKUs, and at its existing business, including whether it already sells wholesale, how established it is, and its social media presence.
Faire is available in dozens of countries, including the US, Canada, the UK, EU countries, Australia, and New Zealand. Fees differ by where a brand is based.
Chapter 4
Fees and commission
Joining Faire is free, and there’s no subscription or listing fee. Faire only charges when an order comes in, and what it charges depends on where a brand is based.
Brands based outside North America, including the UK
- 15% commission on orders from retailers who discover the brand on the marketplace
- A one-time 10% referral fee on a retailer’s first order, which makes a first order 25% in total
- 15% on reorders from the same retailer
- Payout 30 days after an order ships at no extra charge, or next-day payout for 3%
Brands based in the US and Canada
- 15% commission on orders from retailers who discover the brand on the marketplace
- A one-time $10 new-customer fee on a retailer’s first order
- A payment processing fee on every order, which depends on payout speed. Next-day payout costs 3.5% plus 30 cents, and slower payouts cost less
Faire Direct orders, from retailers a brand brings to Faire through its own referral link, carry 0% commission and none of the first-order fees. US and Canada brands still pay the payment processing fee on those orders.
Faire also offers an optional paid advertising tool called Promoted Listings, available to brands in the US, Canada, and Europe.
Chapter 5
How to get started
- Apply. Submit a brand application on Faire’s seller sign-up page.
- Get reviewed. Faire reviews applications in the order they arrive. Approval isn’t guaranteed.
- Set up your shop. Add your brand details, wholesale prices, and order minimums once approved.
- List your catalog. Upload your products and photography so retailers can find you.
- Connect Linnworks. Add the Faire app from the Linnworks App Store, so Faire orders and stock levels stay in step with your other channels.
- Fulfill orders. Print prepaid labels at Faire’s negotiated shipping rates, or ship with your own courier and have Faire reimburse the shipping cost.
- Grow with Faire Direct. Bring existing retailer relationships onto the platform through a personal referral link to sell commission-free.
Chapter 6
Challenges to plan for
Margins are tighter at wholesale
Faire’s commission comes out of a wholesale price that’s already discounted from retail. A price that looks fine before fees can turn into a loss once commission, first-order fees, and (in the US and Canada) payment processing all come out. Brands should work out their margins with Faire’s fees included from the start.
Getting approved isn’t automatic
Faire reviews every application against category supply and demand, among other factors, so even a strong brand can be turned away if its category is already well covered.
Price parity limits flexibility
Wholesale prices on Faire must be the same as or lower than on any other channel, including a brand’s own wholesale site. That rules out pricing higher on Faire to cover its fees. A brand that wants more margin has to raise its wholesale prices everywhere. Repeated violations can hide a brand’s whole catalog from Faire search for two weeks or more.
Orders ship from your own stock
Brands ship their own orders from their own stock, so shipping capacity needs to be ready before the orders arrive. Retailers expect reliable, on-time delivery.
Another channel means another system to manage
Every new channel adds another set of stock levels and orders to keep in sync. On Faire, that includes bulk quantities and customization requests, which are easy to miss when orders are handled by hand.
Chapter 7
How Linnworks helps you manage Faire
Faire orders arrive in Linnworks automatically, so wholesale orders from retailers sit in the same queue as everything else a seller ships. Customization details come through with them. A monogram request or a gift note appears on the order alongside the items, so nothing gets lost between a retailer’s request and the person packing the box.
Stock moves the other way. Linnworks sends current stock levels to Faire, so what retailers see as available matches what’s on the shelf, even when the same products are selling elsewhere. Once an order ships, Linnworks can send tracking details back to Faire as well.
What multichannel growth actually looks like with Faire and Linnworks.
“The difference is night and day, we process over a million parcels annually, and Linnworks has given us the confidence to push into new markets without hesitation.”
Read the case study
“80% of our sales are in Q4. During quieter months, we typically process around 2000 orders on a regular Monday, but this surges to around 25,000 during peak season.”
Read the case study
Faire marketplace FAQ
Explore answers to common questions about Faire and Linnworks.
Faire reviews each application, weighing category demand, the brand’s location, product type, SKU count, and existing business. Brands also need to keep their Faire wholesale prices the same as or lower than their other channels, and to fulfill orders directly to retailers. Faire doesn’t accept everyone.
Free to join, with no subscription or listing fee. Brands outside North America, including the UK, pay 15% commission plus a one-time 10% referral fee on a retailer’s first order (25% in total), and 15% on reorders. Next-day payout costs 3%. US and Canada brands pay 15% commission plus a one-time $10 new-customer fee on a first order. They also pay a payment processing fee on every order, which depends on payout speed.
Yes, for existing relationships. Orders from retailers a seller brings to Faire themselves, through a personal referral link (Faire Direct), carry 0% commission. US and Canada brands still pay the payment processing fee on those orders.
The seller ships. Faire has negotiated shipping rates, so a brand can print prepaid labels from the Faire portal, or ship with its own courier and be reimbursed for the shipping cost.
Yes. Linnworks offers a Faire app through the Linnworks App Store, built by Hotglue. It brings Faire orders into Linnworks, keeps the stock levels shown on Faire matched to what Linnworks holds, and can send tracking details back to Faire once an order ships. Customization details such as monograms and gift notes come through with the order.
Mostly independent retailers buying to resell in their own stores. Since 2026, Faire has also opened to businesses buying for their own use, such as hotels, restaurants, and offices. Business-use buyers are clearly labeled and meet the same brand minimums, and each brand chooses whether to sell to them.
No, though it’s strong in that space. Faire’s categories include apparel, beauty, food and drink, home decor, jewelry, kids and baby, paper and novelty, and pets.
Faire is wholesale (B2B): sellers sell to retailers who then resell to their own customers, not directly to the public. Most other marketplaces are direct-to-consumer.