Wholesale marketplace brand marketing agency

Shopping runs on your direct site and serves two purposes at once. It sells at full retail price, which protects your stockists rather than undercutting them, and it builds the consumer demand that makes shop owners want to carry you.

Campaigns focus on the product terms your category actually gets searched for and on your brand name, which is where the return is. A shopper who has seen the product in a shop and is searching for it later should find you, and so should the one who saw it on social.

Search ads also serve a second audience that most brands here ignore. Retailers search too, using phrases like wholesale supplier for a category, trade prices, and stockist enquiries. A small campaign pointed at a proper trade page, with minimums, terms and lead times on it, brings in buyers at a cost that compares well with a trade show stand. Keep the consumer and trade campaigns separate so the budgets, the landing pages and the measurement never mix, and so retail pricing in your feed is never confused with trade pricing.

Social does two jobs here and they need different creative. For consumers it sells the product, and the point of that spend is partly demand you capture directly and partly demand that walks into your stockists and asks for you.

For retailers it is a shop window. Buyers follow brands they might stock, and what persuades them is different: the product merchandised on a shelf, a display unit in situ, a video of a stockist's counter, packaging that looks good in a row of six. A brand whose feed shows how the range looks in a real shop is doing sales work while it posts.

Retargeting is where trade spend earns its keep, since a buyer who viewed your line sheet and did not order is worth reminding just before their buying season. Content from stockists is the best asset available, so a simple programme of asking shops for photos, then sharing them, gives you creative and gives them exposure. Comments and messages from shoppers asking where to buy locally are leads for both sides of the business.

The feed carries your direct site, which means retail prices only. Trade pricing never belongs in a public feed, and a page that shows trade prices without a login cannot be used as a Shopping landing page anyway. Keep the two catalogues separate at the platform level so there is no chance of a wholesale price reaching a public tile.

Product data needs the identifiers you own as the brand: gtin where you have assigned barcodes, mpn for your own codes, brand on every row. Variants sit under one item_group_id with size, colour, scent or flavour in their own fields.

If resellers also list your products, expect your own listings to appear alongside theirs. That is normal, and the answer is a complete, accurate feed with good images and correct availability rather than a price fight that damages your retailers. Handling time should reflect a real direct order, which for a brand geared to pallets and cases can be slower than consumers expect, so it is set honestly. Made to order and small batch products carry their lead time in handling time rather than in a note on the page.

Two audiences search, and each needs its own set of pages. Shoppers look for the product, for where to buy it near them and for the questions your category raises. A stockist page listing every shop that carries you, searchable by town, serves them and gives your retailers something valuable in return.

Retailers search for suppliers. A trade page that states minimums, case packs, lead times, terms, territory and how to open an account answers the questions a buyer would otherwise email, and it is what an assistant quotes when a shop owner asks where to source a category. Publish it as text, keep it current, and include the practical details brands usually hide.

Product pages carry ingredients, materials, dimensions, care and origin, because a shop owner uses them to answer customer questions and a shopper uses them to decide. Structured data on products covers price and availability. Content about the category, how to display it, what sells alongside it and what season it moves in, is read by both audiences and is unusually good at earning links from the trade press.

The trade list is the most valuable asset in this business and it should be segmented by what a shop stocks, when they last ordered and how fast they sell through. Everything else follows from that.

The reorder prompt is the core flow. Using each account's own interval, taken from their order history, a message arrives shortly before their shelf is likely to be empty with the last order preloaded and any new lines shown alongside. Lapsed accounts get a different sequence that asks what did not work, because a shop that stopped ordering usually has a reason worth knowing.

Seasonal buying emails go out months ahead of the season with a look book and order deadlines, since retailers plan far earlier than consumers buy. New stockists get an onboarding sequence with display guidance, social assets they can post and notes for their staff on how to describe the product, which is the work that drives sell through and therefore the second order. The consumer list runs separately with launches, restocks and a stockist finder. SMS is kept for order and delivery updates to trade accounts.