For many product brands, Faire looks like the perfect wholesale platform.

A huge marketplace full of retailers, simple onboarding, built-in discovery, and the promise of growing wholesale without needing a large sales team. On the surface, it feels like an easy decision.

But founders quickly realize that the real question is not simply whether Faire is worth it.

The real question is whether Faire is worth it for their brand, their margins, and their long-term growth strategy.

That is exactly why this question comes up so often, and why Candid Founders wrote their book "How to Get More Sales on Faire"

After growing their own brand to more than 1,000 retailers and helping many other brands grow their wholesale accounts, Andy Kemp and Lucy Jeffrey have seen both sides of the platform. They have seen brands unlock serious growth through Faire, and they have also seen brands struggle when they enter the marketplace without the right strategy.

The short answer is yes.

Selling on Faire can absolutely be worth it.

But only if a brand understands how to use the platform properly.

Why Faire has become such an important wholesale platform

One of the key ideas explored in the Candid Founders book is that wholesale buying behavior has changed dramatically over the last decade.

Retail buyers increasingly want to discover products online. They want to browse catalogs, compare brands, place orders quickly, and manage their purchasing in a self-service way.

Platforms like Faire make that possible.

Instead of relying purely on trade shows or sales reps, retailers can discover new products from thousands of brands within minutes.

For brands, this creates a powerful opportunity.

A well-run Faire account can help a business:

• reach retailers across multiple countries
• generate repeat wholesale orders
• increase average order value
• build a scalable wholesale channel

When the platform works well, it can become one of the most consistent sources of wholesale revenue.

But the important thing to understand is that this does not happen automatically.

Why some brands succeed on Faire and others struggle

One of the biggest misconceptions about Faire is that it is a passive sales channel.

Many founders assume that if they simply upload their products, retailers will start discovering them and placing orders.

In reality, successful brands treat their Faire account as an active growth channel.

That means working on the key areas that influence performance, including things like

• product optimization
• photography
• catalog structure
• reviews
• lead generation
• retailer communication

These factors all influence whether retailers trust the brand, discover the products, and decide to place an order.

This is one of the reasons many brands feel disappointed with their early results on Faire.

They assume the platform is not working for them, when in reality they have not yet built the foundations that help an account grow.

Understanding those foundations is one of the central topics covered inside the Candid Founders book.

What makes Faire worth it for product brands

When a Faire account is set up and managed correctly, the benefits can be significant.

The platform allows brands to build relationships with retailers that can last for years.

Unlike many direct-to-consumer sales channels, wholesale orders often lead to repeat purchasing as retailers reorder stock that sells well in their stores.

Over time this can create a predictable revenue stream.

It can also help brands expand their presence into new regions and markets that would otherwise be difficult to reach.

But again, these outcomes depend on how the account is managed.

Being listed on Faire is easy.

Growing on Faire is something completely different.

The difference between being listed on Faire and growing on Faire

One of the key lessons Candid Founders share is that many brands confuse these two things.

Being listed on Faire simply means your products exist on the platform.

Growing on Faire means your brand is visible, trusted, and consistently generating orders.

The difference usually comes down to how well the account is structured and how consistently it is managed.

This includes areas such as:

• product discoverability
• conversion optimization
• retailer relationships
• consistent platform activity

These elements work together to build momentum over time.

And this is exactly the kind of knowledge that the Candid Founders book is designed to explain.

Why the full strategy matters

The goal of the book is not simply to explain that Faire exists.

Most founders already know that.

Instead, it explains what actually makes the platform work.

The book looks at the bigger picture behind growing wholesale through Faire and why some brands gain traction quickly while others struggle to gain visibility.

Without giving everything away, the book explores themes such as

• how retailers discover brands
• how search visibility works on the platform
• why reviews influence conversion
• why driving your own retailer leads changes everything
• how consistent account activity helps the algorithm

These are the kinds of factors that often determine whether selling on Faire becomes a valuable growth channel.

So is selling on Faire worth it?

For many product brands, the answer is yes.

But it is only worth it when founders understand how to approach the platform strategically.

Faire is not a shortcut to wholesale success.

It is a tool.

When used properly, it can become one of the most powerful ways for independent brands to reach retailers and build long-term wholesale relationships.

When used without a clear strategy, it can easily become another account that sits quietly in the background without generating meaningful sales.

This is exactly why Andy and Lucy wrote "How to Get More Sales on Faire".

It is designed to help founders understand how the platform actually works, what makes accounts grow, and how to turn Faire into a serious wholesale engine rather than just another marketplace listing.

If you are considering selling on Faire, or you are already on the platform but not seeing the results you expected, the book explains the bigger picture behind making it work.

And that knowledge can make the difference between simply being listed on Faire and actually growing on it.

Download your free copy of "How to Get More Sales on Faire" today.