Business Strategy, SEO, + Competing w/ Other Brands
Choosing brands to buy wholesale from is no easy task! Pick carefully! Because while it may be tempting to buy products you like or are trending — you need to think of a bigger picture. Let’s dive in!
Choose a Wholesale Resource
The easiest way to avoid mishaps from the jump is using Faire to pick the products you want to stock your online store with. I can even refer you to unlock bigger discounts since so many of my clients use this wonderful platform! Say I want to stock my store with different loofahs! I can find them on the website:
With Faire, you can find UNIQUE products to promote and sell on your web store. Faire will tell me products that have a “High Sell-Through” rate and are good investments. Each product on the platform is unique and the majority of the brands that sell their products wholesale on here for you to make sales and they do not compete with your website… Wait…what!? Brands are competing with my website?
Choose the Right Brand
Now don’t just think Faire will do ALL the work for you! It’s best to pick a brand that has an honest wholesale strategy in which their website does not compete on Google with their wholesalers. Because SEO is a fickle b!*@% when it comes to popular beauty products you want to sell you need to do some market research on what your target market is buying, what adheres to your own brand, and a brand that isn’t in a million online stores. Brands want to make sales of course! But if they tell you you’ll make sales with their products
Let’s see an example…
An example I have now seen 596,230,496 times since 2020…
Think About SEO
Babe Lash is even on Faire, but they are selling everywhere else too. You want to know their top wholesalers? Amazon! Sally Beauty! Walmart! They also do a lof of marketing and SEO work to also be the main seller of their products on their own website.
So say you choose Babe Lash without doing research that your clients might like these high-end expensive mascaras. You also did not do a quick google search pretending to look for Babe Lash before your stocked your inventory with Babe Lash. Now you’re stuck with a ton of expensive mascara that no one is buying because you will never rank on Google as a seller of this product.
In order for someone to buy this product on your website you have to do A LOT of promoting on your social media telling them where to buy it and why to buy it from you. Which to be fair, you should be doing anyway. But also to be fair…why would anyone buy it from you when they can get it from the brand themselves…? The answer. There is no reason to buy from you. So to Babe Lash’s delight — you’ve now helped promote a product and Babe Lash didn’t pay you a dime for that work. In fact! You paid to promote it by buying it wholesale! Win for Babe Lash. Now this is a the strategy of most MLM (blog rant for another day…).
So what should you do instead…
Hire Unglitch.io…or DIY!
Use Faire…trust me! Avoid places like Alibaba/Ali Express or SHEIN to buy over-seas cheap products. Other people are doing this as well and consumers are on to them!
If not using Faire, try to find unique brands on Etsy and build a wholesale relationship with them.
Ask yourself these questions when you see a product you might want to add to your store:
• Does the product adhere to MY brand guidelines? Ex. If you are a vegan-only beauty business, do not sell collagen products. Check out FrogFuel’s Why You Can’t Find Vegan Collagen
• Is the product solving an issue? It’s easier to market a product from an up-and-coming brand that is destined to succeed. What does your target market have their eye one. Ex. With Gen X leading the way in buying more zero-waste, eco-friendly, diverse, and lgctq-friendly brands — these products will begin to sell more in coming years.
• Is the product’s brand getting good press? If I was an esthetician today and was to pick my first product to add to my store I’d start looking at new brands in the press. Ex. 42 Black-Owned Beauty Brands to Support Now and Always
But if you want to dive deeper into true market research, customer journeys, and more – reach out to Jacquelyn at firstname.lastname@example.org today!