Wholesale Ecommerce

Wholesale eCommerce: A Guide to Basics, Benefits the 10 Best Platforms for B2Bs

Imagine a world where a small electrical company in New York can effortlessly source unique products from a manufacturer in Milan—all with just a few clicksThis is exactly the type of transaction made possible by wholesale ecommerce. With 49% of B2B purchases now taking place online, this seismic tech shift is changing the way businesses stock their shelves. From streamlined ordering to cost savings that would make any CFO smile, wholesale ecommerce is not just changing the game, it’s completely rewriting it.

Here, we explore the world of wholesale ecommerce, including its core benefits and the platforms that make it possible.

Understanding Wholesale Ecommerce: The What and Why

Wholesale commerce is the critical link between manufacturers and retail businesses. Wholesale companies sell goods in bulk quantities at discount prices, helping businesses stock their shelves and fuel their operations.

There are plenty of benefits to B2B brands that use the wholesale model. For starters, you don’t have to juggle multiple manufacturers at once. Instead, you can lean on one wholesaler to provide most of your products—whether that’s machinery, equipment, or office supplies. It can also be handy for accessing wholesale products you might not be able to source directly. This levels the playing field, allowing smaller brands to compete with B2B giants

When you think of wholesale ecommerce, you probably imagine mammoth sites like Alibaba, but today’s landscape (particularly in the B2B sector) is radically different. Modern B2B buyers demand sleek, user-friendly experiences, and technology has risen to meet this need. Now, even small B2B businesses and retailers can tap into wholesale’s growth potential without breaking the bank or taking on undue risk.

Cutting-edge B2B ecommerce platforms are helping brands automate the entire process, from customer signup to checkout, while offering tailored wholesale pricing.

B2B vs B2C Ecommerce: What’s The Difference?

Just a quick reminder here about the difference between B2B and B2C ecommerce. B2B refers to selling a variety of products to other business owners, while B2C brands sell products to individual consumers. This is the main difference, but B2B ecommerce tends to have larger order volumes, more complex pricing structures, and longer sales cycles.

The Benefits of Wholesale Ecommerce in the B2B World

Increased Reach

The ease and convenience of opening an app on your smartphone or a browser on your laptop to buy something has dramatically increased the popularity of wholesale ecommerce. It’s never been simpler for a wholesale business to reach new customers or for B2B companies to find wholesalers—wherever they are in the world.

With an online presence, wholesalers can reach potential customers across different regions, countries, and even continents. This global accessibility significantly increases ecommerce sales opportunities and allows businesses to tap into new markets that were previously unreachable through traditional methods.

Streamlined Ordering

Online platforms revolutionize the ordering process by providing 24/7 accessibility and automating many traditionally manual tasks.

B2B buyers can place orders at any time that suits them, not just during business hours. This convenience can lead to increased order frequency and volume. Automation reduces human error in order processing, speeds up fulfillment, and allows for real-time inventory updates. Many wholesale ecommerce platforms also offer features like easy reordering, scheduled orders, and customized catalogs, which further streamlines the purchasing process for wholesale buyers.

Improved Customer Relationships

Data-driven insights from digital channels help create personalized experiences. By analyzing purchasing patterns, browsing behavior, and other customer data, you can tailor your offerings, provide customized product recommendations, and create target marketing campaigns.

This level of personalization enhances the retail customer experience, potentially leading to increased customer satisfaction and loyalty. On top of this, online platforms often provide self-service options for account management, order tracking, and support, giving B2B customers more control and transparency in their interactions with the wholesaler.

Cost Savings

The shift to digital wholesale significantly reduces the need for physical showrooms and large sales teams.

These savings can either be passed on to customers via competitive pricing or reinvested for further business growth and improvement.

Top 10 Wholesale Ecommerce Platforms for B2B Brands

1. Experlogix (formerly Aphix)

This integration is particularly valuable for B2B brands dealing with complex supply chains or intricate pricing structures. You get your own branded webshop and real-time stock and pricing updates to keep customers happy.

Pros: Excellent for complex products, seamless ERP integration, and real-time updates for your webshop.

Cons: Can be complex for smaller online businesses.

Pricing: Custom quotes based on business needs.

2. Shopify Plus

Shopify Plus comes with a wealth of additional features in its app ecosystem—you can pretty much design your website to look and act however you want. The majority of the apps require little to no coding skills, which means you can customize your site easily and get your ecommerce operations set up quickly.

While it may have limited B2B-specific features out of the box, its extensive app marketplace means you can add functionality as needed. This makes it a flexible solution that can grow with your business.

Pros: User-friendly, no-code builds and an extensive app ecosystem.

Cons: Limited B2B-specific features out of the box.

Pricing: Prices start at $2,300 a month for standard setups and integrations on a three-year term.

3. Adobe Commerce

Adobe Commerce (formerly Magento) is an open-source B2B platform with a highly customizable backend so you can create a unique and tailored experience for your wholesale customers. This is particularly useful in the B2B world where specific industry needs often require dedicated, bespoke solutions. Magento has a suite of B2B features, including company accounts, quote management, and negotiated pricing. While it can be complex to set up and maintain, it offers complete control over your ecommerce operations.

Pros: Flexible, scalable, strong B2B features.

Cons: Can be complex to set up and maintain.

Pricing: Bespoke pricing on request.

4. BigCommerce

BigCommerce has built-in B2B functionality along with strong SEO features, including customer groups, price lists, and quote management. This allows B2B brands manage complex business relationships and create slick customer experiences. There are no transaction fees payable through BigCommerce, which can make it particular appealing to high-volume B2B brands.

Pros: Strong SEO features, no transaction fees, and native B2B functionality

Cons: Limited theme options.

Pricing: Most B2B brands will want to invest in BigCommerce’s Pro Plan, which starts at $399 a month.

5. WooCommerce

The large community around WooCommerce means there’s a wealth of extensions and integrations available. This means you can create a highly customized website that suits you and your customers’ needs. It does require separate hosting and can be resource-intensive, but the payoff is that you get a high degree of control and flexibility.

Pros: Highly customizable, large community support, and lots of control and flexibility.

Cons: Requires separate hosting and can be resource intensive.

Pricing: The WooCommerce plugin is free, but there are additional costs for hosting and extensions depending on how you want to set up your website.

6. PrestaShop

PrestaShop is particularly useful for B2B brands with an international focus. Its multilingual and multistore capabilities make it easy to expand into new markets and manage multiple storefronts from a single backend. The downside is it has limited built-in features, but the fact it’s open source and you can apply add-ons means you can customize it well enough to meet your specific needs.

Pros: Multilingual, multistore capabilities.

Cons: Limited built-in features and relies on add-ons.

Pricing: Free to download, but there are costs for hosting and the add-ons.

7. OroCommerce

OroCommerce is a purpose-built B2B ecommerce platform. It features multiple price lists, workflow management, and corporate account hierarchies, all of which cater specifically to the complex needs of B2B businesses. The platform’s flexible architecture makes it easy to customize and scale as you grow.

Pros: Purpose-built B2B features and flexible architecture.

Cons: Can be complex for small businesses.

Pricing: Pricing is based on Gross Merchandise Value (GMV), which is the total value of merchandise sold through your ecommerce store over a given period of time.

8. SuiteCommerce

SuiteCommerce is an offshoot of NetSuite ERP and integrates seamlessly with the platform. The integration creates a unified place where you can manage all aspects of your B2B business, from ecommerce to financials and inventory. It can be a bit pricey if you’re not already using NetSuite—but, if you are, it offers a comprehensive single source of truth for all your business data.

Pros: Seamless integration with NetSuite ERP

Cons: Can be expensive and is best for businesses already using NetSuite.

Pricing: Custom quotes, typically in the enterprise range. In general, you can expect a SuiteCommerce standard implementation to cost a minimum of $18,000.

9. Volusion

Volusion is an all-in-one ecommerce solution with a heavy emphasis on built-in SEO tools. There are no transaction fees, which is good news from high-volume B2B brands. The downside is there are very few B2B-specific features, but there are plenty of adaptable tools you can use to piece together a relatively cost-effective solution.

Pros: Built-in SEO tools and no transaction fees.

Cons: Limited B2B-specific features.

Pricing: Business plans start at $299 a month.

10. Alibaba

Alibaba is one of the most well-known wholesale ecommerce sites. It gives B2B retailers access to a global network of suppliers and buyers. It leans more into online marketplace territory than an ecommerce platform, but it does offer unparalleled reach for brands looking to expand their supplier based and reach new customers. Alibaba’s built-in trade assurance helps mitigate the risks involved in international trade—particularly useful for B2B transactions.

Pros: Huge network of wholesale suppliers and built-in trade assurance.

Cons: More of a marketplace than a dedicated ecommerce platform. You will have to compete with other brands and this wouldn’t be branded to your business.

Pricing: Free to join, fees for additional services.

How to Choose the Right Wholesale Ecommerce Platform for Your B2B Business

Like anything, it’s important to choose the right wholesale platform for your B2B business. Here are some aspects to consider:

• Assess your specific needs. Does it offer the flexibility you need? Consider your product complexity, order volume, and desired level of customization.
• Look for scalability. Can it grow with your business?
• Explore integration capabilities. Will it work with your existing business systems? Ensure the platform you choose easily connects with your existing ERP, CRM, and inventory management systems.
• Evaluate B2B-specific features. Does the platform offer bulk ordering, tiered pricing, and customer-specific catalogs?
• Don’t overlook user experience. Is it easy to use? Pick a platform that’s intuitive for both your team and customers.
• Check security and compliance. Does the platform adhere to local and global laws? These are non-negotiable in B2B transactions.
• Compare pricing. Is it in your budget? Remember, the cheapest option isn’t always the most cost-effective in the long run.
• Seek out case studies. Look for customer reviews and case studies from businesses similar to yours.
• Research customer service. Does the platform offer the support you need?

Success Stories: Brands That Have Made the Move to Wholesale Ecommerce

How Klipspringer Increased Order Volumes by 300% in 3 Years

Klipspringer, a specialist in food safety and hygiene solutions, was under pressure to improve their digital B2B ordering process. By implementing Experlogix Digital Commerce, they could integrate in real-time with their ERP system for seamless product search, catalog management, and quote handling. Since doing this, Klipspringer has increased order values by 350% and order volumes by over 300% in just three years. The platform significantly improved order processing and customer retention, with online account customers growing 20-30% faster than other segments.

How Time Products Ltd Sped Up the Manual Order Process

Time Products Ltd, a global distributor of luxury watch brands, was struggling to digitize its sales ordering process to better serve its growing UK B2B customer base. Its manual order processing and customer account management were incredibly clunky and resource-intensive. When they started using Experlogix Digital Commerce, they could seamlessly integrate their ecommerce store with their existing SAP Business One system.

As a result, they unlocked real-time access to pricing, stock, and account information, which made the manual order process so much easier.

What to Look Out For: Future Trends in Wholesale Ecommerce

The rapid pace at which the digital commerce world is moving means wholesalers and B2B brands need to stay ahead to keep up. Over the next few years, we’ll see emerging technologies continue to transform how B2B brands do business—from AI for personalized recommendations and predictive ordering to AR and VR for virtual product demonstrations.

We’ll see an increased adoption of marketplace models in B2B, a greater emphasis on mobile-first experiences, and more self-service options for B2B buyers. To stay ahead, you’ll need to keep your finger on the pulse of new technology. This means investing in data analytics tools with powerful predictive capabilities, experimenting with new technologies, and focusing on delivering exceptional digital customer experiences.

Future-Proof Your Business With Wholesale Ecommerce

From increased global reach to streamlined operations and enhanced customer relationships, the benefits of wholesale ecommerce are clear and compelling. Success stories like Klipspringer and Time Products Ltd demonstrate the power of choosing the right digital commerce platform. Whether you’re a small business looking to compete with industry giants or an established brand aiming to optimize operations, there’s a wholesale ecommerce solution tailored to your needs.

The future of B2B trade is digital, dynamic, and data-driven. By embracing wholesale ecommerce now, you’re not just keeping up with the times—you’re proactively preparing your business for the next shift in global ecommerce.

If you’re ready to unlock the full potential of B2B commerce to accelerate your online sales cycles and transform customer engagement, schedule a strategy call with us. We’ll assess your needs and provide a tailored demo.

Lizzie Davey is a Brighton-based has copywriter who has worked in the SaaS, and ecommerce world for 10 years.

Wholesale Ecommerce: How It Works, Types, and Benefits to Wholesalers (2024)

How wholesale ecommerce works

B2B wholesale versus retail ecommerce

• Target audience
• Order volume
• Pricing
• Relationship management

Target audience

Wholesale businesses sell their products to other businesses (B2B), which could include manufacturers, distributors, retailers, or other wholesalers. These clients usually purchase items in large quantities for the purpose of reselling them to the end consumers.

For example, a clothing manufacturer sells large quantities of t-shirts to a retail store chain through its ecommerce platform.

Retail businesses sell directly to the end consumer (B2C). This involves selling products in smaller quantities, and often, a wide variety of products are offered to cater to the diverse needs of individual consumers.

An online clothing store selling individual t-shirts directly to consumers through its website or app is an example of retail.

Order volume

A wholesale ecommerce business deals in bulk orders. They are often willing to offer large quantities of goods at a discounted rate, based on the principle that the more you buy, the less the cost per unit. For example, a restaurant supply wholesaler sells bulk packs of cooking utensils to restaurant businesses.

Retailers sell products in single units or in smaller quantities, as per the requirement of the individual customer. For instance, an online kitchenware store selling a single set of cooking utensils to home cooks.

Pricing

Wholesalers sell their goods at lower prices per unit, given the high volumes involved. Lower prices are feasible because the cost of selling a large volume of goods to one buyer is less than doing the same for individual units to multiple buyers. For example, a wholesaler selling a bulk of 100 LED bulbs at $5 each to a hardware store.

Retailers, selling directly to consumers, have higher prices per unit, since they need to cover the costs of storing, marketing, and selling items. One example is an online lighting store selling a single LED bulb to a customer for $10.

Relationship management

Wholesale ecommerce businesses engage in long-term relationships with clients. Since clients typically require ongoing supplies, customer retention is key. Wholesale ecommerce platforms include features that encourage healthy relationships, like customized pricing for specific clients, order history tracking, reordering functionalities, and more.

While they do value repeat business, retailers often deal with one-off or occasional purchases from customers. Retail ecommerce platforms often focus more on features like personalized product recommendations, customer reviews, and easy return processes.

“Don’t fall into the trap of thinking that B2B is fundamentally different from B2C ecommerce,” says Bryan Eisenberg, co-author of Be Like Amazon: Even a Lemonade Stand Can Do It. “There are nuances depending on your customer’s level of technical proficiency. But at the end of the day, we are still selling to people.

“Ecommerce expectations are being set by others outside your industry, like Amazon.com. Leverage video, plenty of pictures, reviews, and live chat if possible.”

Types of wholesalers

Whether you want to work with wholesalers, or become one yourself, it’s important to know the different ways this B2B business model works.

Manufacturers

This is the actual manufacturer who also acts as the wholesaler. They sell their own stuff to retailers in large quantities. If a company makes LED lights, it might sell them in bulk to retailers or to businesses that use them.

Distributors

Distributors aren’t the original manufacturers. They buy directly from manufacturers, then sell in bulk to retailers.

Distributors handle logistics and customer relationship management, so manufacturers can focus on production. A distributor wholesaler might buy beverages from a manufacturer and sell them to restaurants and grocery stores.

Dropshippers

Online wholesalers like these don’t keep inventory. Instead, they list the manufacturer’s wholesale products on their website, and when they make a sale, the manufacturer ships the product directly to the customer.

Import/export

Wholesalers like these specialize in international trade. They either import products from other countries or export domestic products. For example, an importer/exporter wholesaler might import wines from France and Italy to sell in the United States.

How B2B ecommerce helps wholesalers

It’s long thought that B2B customers shunned digital channels. It’s true. Traditional wisdom held that buying wholesale was too complex to be conducted online, which is why so many suppliers haven’t made an investment in ecommerce just yet.

The availability of information through digital channels has made it easier for B2B buyers to collect information independently. This means you have fewer opportunities to influence wholesale buyers’ decisions in person.

Technology like B2B ecommerce platforms have made it easier for wholesalers to sell online and to take advantage of the following benefits:

It simplifies the buying process

Wholesalers often feel ecommerce is not suitable for them because of the complex buying process. Concerns over contract pricing, product exclusivity, and customers with special terms and conditions discourage the adoption of ecommerce.

While these are valid concerns, the right wholesale ecommerce platform can help overcome these challenges and drive business growth. You can easily create a private B2B ecommerce website with all the information a client needs, rather than have them reach out for basic information.

“The myth that a memorable purchasing experience matters—that’s false. The online experience for wholesale ecommerce websites should be as minimal as possible. Buyers want products that perform. Buyers have POs to enter and want the least amount of hiccups possible.”

—Neil Stuber, Brand Manager at Hurraw! Balm

Ecommerce has also made it easier for wholesale customers to find wholesalers and distributors online. When you optimize your website for search engineers, it helps potential buyers find you online faster.

It helps automates wholesale processes

Ecommerce automation is one of the biggest advantages of selling wholesale today. From signup to checkout, you’ll spend less time managing orders over the phone and email and more time on the strategic needs of your business.

“Without a doubt, the biggest myth about a wholesale business is that the self-service ordering model used in retail won’t work. As in retail, business customers benefit greatly from the time and effort savings of online ordering, in their own time, with full visibility of the status of their order.”

—Ben Chidiac, Co-founder of Beard Blade

Ecommerce technology today, like B2B Ecommerce by Shopify, can help you:

• Create custom pricing and percentage discounts for specific customers or groups
• Automate and review customer signups
• Let customers purchase, track, and reorder products
• Review orders before invoicing
• Streamline inventory and order management

It improves the buyer experience

B2B buyers have come to expect the same service as their B2C counterparts. Buyers today are armed with information and don’t need to speak to a representative before purchasing. They prefer simple onboarding and ordering experiences. It’s why Shopify offers features like a 24/7 customer accounts portal that customers can access without assistance.

“Don’t think that your website should cater to all audiences. When you know your audience, tailor the experience to them to maximize profits for wholesale,” says Jesse Teske, VP of performance marketing at ThinkWarwick.

“This means understanding what features your customers really care about. Do they need the bells and whistles that the average consumer needs? Do they need interactive guides and tools to help them find the products, or do they just want a clean interface, straightforward pricing, and support when they need it?”

Ecommerce can help wholesalers anticipate buyers’ needs. It can aid the buyers’ research process and guarantee they can easily access content throughout the buying process.

It increases sales while lowering spend

Selling wholesale online is the fastest way to speed up business growth. If you’re a manufacturer, selling in bulk can help raise product volume and lower cost-per-unit, which, in turn, helps your profit margin. Shipping in bulk to fewer customers can also lower fulfillment costs.

It helps enter new markets

Moving into a new country or territory comes with its own set of logistical challenges. You’ll also be marketing to a new audience that’s never heard of you.

When an established retailer teams up with your business, you can leverage its supply chain to reduce risk and lower setup costs. Wholesalers also save money on marketing by getting access to the retailer’s existing customer base.

Everything you need to sell B2B online

There’s no better time to expand into a market five times bigger than DTC. Learn how to start, grow, and scale your wholesale business the right way in this hands-on guide.

How to choose a wholesale ecommerce platform

Here are some guidelines to follow when finding best wholesale ecommerce platforms for your brand:

Separate, password-protected wholesale websites

A separate, password-protected wholesale store is key when building your B2B ecommerce arm. Your wholesale ecommerce platform should make it easy for you to create a store. It should also be simple to add your products, create customer accounts, and create wholesale price lists.

Good search functionality and catalog browsing

Site search is often the most overlooked function of a wholesale ecommerce site. Effective search functionality means better usability, which helps buyers find items faster. The easier buyers can find products, the more likely they are to place an order.

Take The Elephant Pants wholesale portal, for example. The brand includes a number of B2B ecommerce elements, such as accessible search bar, an extensive catalog for browsing, and clear pricing.

According to Elephant Pants CFO and founder James Brooks, between 80% and 90% of buyers create their order through the wholesale channel. Terms are determined on a buyer-to-buyer basis, which has resulted in wholesale as a key sales channel for the brand.

Integrations and flexible APIs

Integrations are the secret to a successful wholesale ecommerce store. Setting up an easy-to-use sales portal is the cost of entry, but integrations will take you to the top.

A good wholesale ecommerce platform will let you:

• Create custom storefronts and experiences
• Integrate with existing systems like an ERP or CRM through a flexible API and SDK
• Connect your online business tools with ecommerce automation
• Automate everything from simple tasks to complex workflows

Choose a platform that has a reliable API and developer tool releases. Look for a platform that gives you unlimited development environments so you can test store changes before sending them live.

Optimized for search and content marketing

B2B buyers are no different from B2C buyers when it comes to finding solutions. Both groups search through Google to find the right supplier that meets their needs. The difference is that B2B buyers won’t land on a product page and check out with their credit card straight away. They have to sort through logistics, have a few board meetings, and consider storage facilities before committing to a supplier.

This is why it’s important to find an ecommerce platform that’s optimized for search.

“SEO is a goldmine for B2B, and in many niches, it’s significantly less competitive than B2C. Many of the top brands haven’t invested a dollar in SEO because they haven’t had to. For example, I recently helped a B2B chocolate company hit number four for their top keyphrase, overtaking heavyweights like Lindt and Godiva … in a single month.”

—Jacob McMillen, SEO and Content Strategist

Some search-friendly elements to look for are:

• Apps and plug-ins to help with SEO
• Optimized product and collection pages
• Content marketing capabilities like blog hosting and FAQ pages

“A lot of B2B and wholesale ecommerce websites get caught up in being data-driven to succeed. You should be data-informed, but today’s shoppers find your product in so many different ways from so many different channels that you can succeed quite well by top-of-funnel and brand awareness alone.”

—Kevan Lee, Director of Marketing at Buffer

Support omnichannel inventory management

Omnichannel inventory management is an important aspect to consider when choosing a B2B platform. If you have (or plan to have) multiple sales channels, you’ll need a platform that integrates with all your sales channels, like a physical store, online store, and third-party marketplaces.

A good B2B commerce platform ensures real-time syncing of inventory levels across all your sales channels. So when a product is sold in one channel, the inventory is updated across all channels. This prevents overselling and understocking, which can both harm your reputation and lead to lost sales.

Checklist: How to pick the right B2B ecommerce platform for your business

Run through a short checklist and see if your ecommerce platform is ready for B2B.

Putting wholesale ecommerce together

If you’re going to sell wholesale today, you need an online platform that provides an excellent user experience and delights potential customers.

B2B Ecommerce by Shopify offers first-party B2B features that are built directly into the admin. Choose between a blended B2B and DTC store, or a dedicated B2B-only store, and set price lists, payment methods, currency, and more for each B2B customer you sell to. You can also utilize Shopify’s most customizable features to enhance your store, including themes, discounts, API access, and more.

Read more

• International Ecommerce Strategy: New Tools to Simplify Global Growth for High-Volume Businesses
• Why Are You Still Paying Over $1 Million for an Ecommerce Site? The Answer May Shock You
• 10 Best Omni-Channel Retailers and What You Can Learn From Them
• Resources to Help Merchants Get Online Fast, Optimize Stores, and Scale
• Hypefest 2018: O2O Examples from the Forefront of Marketing Retail
• Rethinking Retargeting: Finding the Line Between Stalking and Solving
• How 3 Brands Scaled Their Ecommerce Subscription Model 100-350%
• Multi-Channel Customer Acquisition: 7 Tips from $3.7M+ in Ad Spend
• The Dark Side of Entrepreneurship with Data Resources for Help
• Harnessing the Power of Feedback Loops to Build a Business Customers Can’t Resist

Wholesale ecommerce FAQ

What is wholesale ecommerce?

Wholesale ecommerce is a B2B ecommerce model where you sell products in bulk and at a discount to other businesses rather than to consumers individually.

Which platform is best for wholesale?

Shopify is the best platform for B2B ecommerce. Create an incredible experience for both DTC and B2B customers while leveraging the global scale of Shopify’s ecommerce platform.

What is wholesale versus B2B?

Wholesale refers to the process of selling goods in large quantities at a low price, typically to retailers. B2B is a broader term that represents transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer, which can involve services, technology, or products.

What features should I be looking for in a B2B ecommerce solution?

• Customer-specific pricing and price lists
• Search/navigation
• Product catalog
• Protected login
• Customer account view
• Branding and design options
• Easy, intuitive admin and customer experience

How to find wholesalers for your ecommerce business

Now it’s time to get your products listed in the Amazon store and price them in a way that appeals to your customers.

List products

If the product you want to sell is already in the Amazon store, you can use its product ID, or GTIN, to match an offer to the existing product detail page. If a product isn’t already in the Amazon store, you’ll need to create a new product detail page.

There are also two basic processes for adding products to your inventory in Seller Central: one at a time, and in bulk. To list products one at a time, use the Add Products tool. To list in bulk, create a spreadsheet of product information and use the Add Products via Upload tool.

1. From the main menu in Seller Central, select Catalog, then Add Products.
2. Search for the product using a product name, UPC, ISBN, ASIN, or other identifier.
3. If the product requires approval, you’ll see Show limitations next to it. You can click Show limitations to get a summary of listing requirements.
4. If you see an Apply to Sell button, click it to start the approval process.

Set prices

Intro to listing products

Intro to listing products
Learn what product listing is, plus different ways to list in the Amazon store.

As you determine your pricing strategy, make sure your list prices cover your initial purchase costs, selling costs, and any additional expenses so you can maintain healthy margins and grow your business.

For example, say you purchase smartphones in bulk from a wholesaler at a discounted price of $200 per unit. You decide to buy 100 smartphones, resulting in a total cost of $20,000, then list each one for sale at a price of $300. Once the products sell, you could profit by as much as $10,000 ($100 per unit). Don’t forget to take any other expenses you might incur into account to make sure you can be profitable.

Pricing resources like Amazon’s Revenue Calculator can help you determine profits depending on your fulfillment method, while the Automate Pricing tool can help you keep prices competitive.

Intro to pricing products

Intro to pricing products

Find out what a competitive price, lowest price, and Featured Offer are. Get an overview of how sellers set static prices and apply dynamic pricing rules to their products.

Step 5: Process sales and handle fulfillment

Do you know how you want to get products to customers? It’s important to have inventory and fulfillment systems in place, with enough space to organize and store your products—especially during busy sales periods.

Fulfillment by Amazon (FBA): With FBA, you ship products using Amazon’s fulfillment network. When a customer places an order, Amazon picks, packs, and ships it on your behalf. FBA also handles customer service and returns.

Amazon Warehousing and Distribution (AWD): Also looking for a way to store and distribute large amounts of wholesale inventory? AWD offers FBA sellers a low-cost bulk storage solution that distributes inventory to the Amazon store and other channels.

Dropshipping: If you don’t want to store, pack, or ship products, some suppliers can ship orders directly to customers on your behalf with dropshipping. However, this method can limit your opportunities to build a brand or differentiate products. You’ll also want to make sure suppliers can comply with Amazon’s dropshipping policy.

Fulfilled by Merchant: Fulfilled by Merchant is exactly how it sounds—you can fulfill orders yourself by managing your own inventory and shipping directly to customers.

Check out these ecommerce growth guides

Once you’ve set up an online storefront and start seeing sales come in, set your sights on growth and scalability.

Ready to try wholesaling with Amazon?

Now that you know how to use wholesaling to support your ecommerce business, you can sign up for a Professional selling plan and access many programs and tools to help you succeed.

You can also use the Amazon Service Provider Network to help you find wholesalers and other supply companies, in addition to vetted providers of services like accounting, translation, and more.

*A Professional selling plan is $39.99 a month + selling fees. Learn more

Mickey Toogood

Mickey Toogood is a Sr. Content Marketing Manager at Amazon. He’s passionate about connecting sellers with ecommerce opportunities. He also loves books, travel, and music.