What most brands get wrong about Faire Wholesale Marketplace
Faire Marketplace is the place to be for product brands!
Faire Wholesale Marketplace is the place to be if you want to get more wholesale orders! There are over 500,000 retailers shopping on Faire! This is a huge opportunity for brands. But many brands aren’t setting up their Faire stores the right way.
Here’s what typically happens when a brand signs up for Faire Marketplace - they move their Shopify store over to Faire and leave it like that.
Their product images, descriptions, and listing copy all get moved over as is. If you’ve done this, you’re not alone my friend and there is help!
This in itself is a bigger issue that I'm going to address in another blog, but for now, I'll say that the main reason that this isn't the right approach is because the shopper on Faire is not the same as the shopper on your Shopify website. You're dealing with a completely different audience on Faire - retailers - so your listings should be speaking to them.
Your images matter (like a LOT!)
For now, I want to talk about something more specific that will help you get more sales on Faire - and that's your images. Each product listing on Faire can have several images attached to it. I’ve seen listings with as many as 10 images. I personally recommend no more than six (another blog post will explain why), with how Faire is currently set up and how they show up for buyers (I am always thinking about the buyer!). Will that number change in the future? It’s possible. As there are new features on Faire, my recommendations might change and I plan on sharing about it here when that happens, okay? So, no need to stress out 😉
How this idea came to be
Here's some background on how this idea to optimize your Faire product images came to be. I used to work as a Creative Director for an Amazon agency where we helped some really amazing Brands, both big and small, grow their Amazon listings.
Amazon is an incredibly competitive marketplace. There are limits on what brands can do with each product listing to stand out. Because there is so much opportunity on Amazon, brands have gotten really creative in standing out in their Amazon product listings. On Amazon, brands only get six images that do all the selling for them. Sellers who have stepped up their game with these images are the ones who are making the most sales.
Best practices to grow on Faire
This is how I believe product listings will convert well on Faire. Right now you might be making sales on Faire and doing pretty well, so you might think that it doesn’t matter as much because there are only 100,000 brands on Faire. And many of them are smaller brands meaning they don't have huge marketing budgets…
But both of those things are changing. More and more bigger brands are joining Faire. I recently saw a company that is doing 30 million in annual sales selling their products on Faire.
You can imagine that a $30-million company that is on Faire, has a lot more money to invest in their marketing and their listings, meaning that you now need to step up your game if you want to compete with brands like that.
Here's what brands can do to grow their Faire listings when it comes to your images:
Use those images to sell your products to retailers. I mean really sell them. I am not talking about showing your products from different angles or showing someone using them. That’s for your DTC site. You need to majorly step up your game.
Step into the shoes of your ideal retailer and think about what they need to know about your product to say “Heck yes!” to click that Add to Bag button on Faire.
What questions do they have that you can answer visually?
This is what your images need to address.
Remember this is a different customer and they need to know different things to make a purchase decision. So tell them those things with your images.
Adapt to your audience’s needs:
Not everyone reads everything you put out there. Shoppers are distracted and need information quickly to make decisions. Knowing this is like having a secret weapon. Not doing anything about it, is like not using it.
So, let’s start using it. Step up those images and see the magic, in the form of more wholesale orders, unfold in your Faire store.
Need help growing your wholesale? Want to optimize your Faire store? That’s what my team and I specialize in! The first step to working with me is to schedule a 15-minute fit call to see if we’re a good fit and if I can actually help you. If I can, I’ll invite you to start with my Wholesale Booster. Book your Fit Call now!
