The US wholesale trade industry generates around $670 billion every month—a market too big for sellers to ignore. While more businesses are entering wholesale ecommerce, finding and partnering with trustworthy suppliers and sourcing products can feel overwhelming.
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This guide will help you understand how wholesale buying works, explore your sourcing options, and learn how to find wholesale or dropshipping suppliers that match your business needs.
Whether you’re just starting out or looking to expand your product line, you’ll discover practical strategies to build reliable supply partnerships.
A wholesale supplier buys products directly from the manufacturers and sells them to retailers. The wholesale model gained popularity during the rise of mass production in the 19th century.
Wholesalers serve as intermediaries in the supply chain, buying products from manufacturers or distributors in large quantities at discount rates. They pass these savings on to retailers, who typically pay between 60% and 70% of the final consumer price. Most wholesale suppliers have product licenses and offer special pricing that’s only available to retail partners.
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Explore B2B on ShopifyFinding the right suppliers for your business takes time and research. Here’s what to look for:
Do some market research before placing big orders. Some marketplaces have more knockoffs and low-quality items than others. Get samples to check quality yourself—this helps you avoid getting stuck with products you can’t sell.
Keep track of wholesale prices and don’t be afraid to negotiate. Most suppliers offer better deals when you buy more. A 10% discount is pretty standard and shows you’re getting fair rates.
Choose suppliers who have a track record of solving problems quickly. This is especially important if you’re dropshipping. Check reviews and ask how they handle issues like damaged items or shipping delays.
Most customers view fast delivery as taking less than three business days, so ask suppliers about how long orders take to process, which shipping carriers they use, typical delivery times, and if they offer options for rush orders.
Want to offer a variety of products or compete on price? Here are some great wholesale marketplaces to check out:
Shopify Collective lets you buy and sell wholesale products from your online store, retail locations, and social media accounts.
This platform is perfect if you:
Take luxury fashion brand Larroude, for example. It uses Shopify Collective for “Colléct”—its curated marketplace of emerging brands. “Through a seamless expansion into other luxury brands, Collective drove an impressive 21% month-over-month revenue increase, showcasing the power of brand collaborations and the ability to tap into new categories,” says Bianca Inocencio, business solution specialist at Larroude.
Alibaba and it's partner site, AliExpress, are common destinations for global retailers looking to source products from Chinese wholesalers.
Just starting out? Try AliExpress first purchase a single product before jumping into Alibaba’s world of wholesale bulk buying. These platforms are great for:
Shipping from China has gotten much better thanks to ePacket delivery. Back in , the US Postal Service started offering First Class service and delivery tracking for ePackets. This means getting products from Chinese suppliers is now faster and cheaper than ever.
DHgate is another Chinese wholesale platform with competitive prices. Just keep in mind that it’s known for replica goods. If you need authentic products, you’ll want to look carefully at who you’re buying from.
What makes DHgate worth checking out:
EK Wholesale has been in the game for more than 30 years, making it a go-to supplier in Europe. Based in Scotland, it focuses on quality wholesale clothing and ships free to the UK mainland when you spend more than £250.
EK Wholesale might be right for you if you:
Faire is popular with North American merchants. You’ll find lots of suppliers from across the continent selling everything from beauty products to office supplies to pet accessories.
Faire is also great for dropshippers. Many of its suppliers offer free shipping, which helps keep your costs down when you’re just starting out.
Faire offers two ways to use their platform with Shopify:
Wholesale Central keeps things simple. Its no-frills website connects you with more than 1,400 suppliers offering more than 700,000 products—and there’s no membership fee.
What makes Wholesale Central stand out:
IndiaMart shines in specific industries. Consider this marketplace if you’re selling:
It’s one of the few wholesale platforms that work with these specialized industries, making it valuable for niche sellers.
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Find tariff ratesFinding the right supplier takes some digging. Here are some common pitfalls to watch out for:
Fast delivery is a must for today's shoppers. Think about where your customers are. If you're selling to European customers, shipping from a German supplier will be faster and cheaper than shipping from China. Also consider navigating tariffs and customs requirements when sourcing internationally, as these can significantly impact your costs and delivery times.
Find the sweet spot with your spending:
Most wholesale suppliers charge membership fees—that’s normal. But make sure you understand all the costs upfront. Ask about:
Be wary of wholesale suppliers that sell to the public. Real wholesale suppliers need to see your business ID—it’s how they protect their wholesale pricing.
Source suppliers with Collective
Connect with US-based Shopify brands to easily sell their products. Use Shopify Collective to curate items from like-minded stores and ship directly to your customers. Free for eligible Shopify users.
Learn moreWholesale suppliers let you focus on what matters: picking great products (so you don’t have to develop your own products), marketing them well, and providing excellent customer service. Working with wholesalers gives you several advantages:
Dropshipping is a different fulfillment method from traditional wholesale. Instead of keeping inventory, you purchase products from third-party suppliers who ship directly to your customers. Think of it as combining wholesale purchasing with third-party fulfillment.
The dropshipping business model helps you avoid:
Just starting out? Consider using a dropshipping app that connects with your online store. If you’re more experienced or have a specific niche, you might prefer working directly with wholesale suppliers for better pricing.
Learn more: 150+ Dropshipping Products to Sell for Profit
While wholesale marketplaces are the easiest ways to find suppliers, thinking outside the box might lead you to better deals. Here are some creative approaches:
Meeting suppliers face to ace can be especially valuable. These personal connections often lead to stronger relationships, better prices, and more flexible terms for bulk purchases.
Before reaching out to suppliers, gather your business license and tax documents—many won’t even discuss pricing without them. This is normal: certified wholesalers can only sell to businesses, not consumers.
When you do call, here are key questions to ask:
Don’t order more than you need just to get a better price. An unsold product that seemed like a bargain can quickly become a costly mistake.
Clear shipping times help you set customer expectations. Long delays or unclear restocking timelines can lead to unhappy customers.
Remember: Most terms are negotiable, especially once you build a relationship with your supplier.
Learn more: The Ultimate Wholesale Terminology Glossary
Before signing any agreements, take these important last steps:
Ask for references. Request contact information for current customers. Be cautious if a supplier hesitates to share references—this could be a red flag.
Check insurance. Make sure they have product liability insurance. This protects you if customers are injured by faulty products. A supplier without insurance puts your business at risk.
Review the numbers. Start small with new suppliers, even if bigger discounts are tempting. Calculate all your costs upfront, including shipping or handling fees. Remember that unsold inventory ties up money you could use elsewhere in your business, so don’t let exciting deals push you to overextend your budget.
Strong supplier relationships can make or break your business. Here’s how to create partnerships that last and help both sides succeed:
Wholesale suppliers work with many brands at once, so respect their time with direct communication. Instead of vague inquiries like “I’m thinking about starting a dropshipping business,” ask specific questions like, “What’s your best price for 250 units per month?”
Don’t just reach out when you want something. Find ways to make the relationship work for both sides. For example, ask for their preferred order form template or get the right for accounts payable. Small things that streamline their processes can make a big difference in how they work with you.
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Most suppliers give you a month after delivery to pay for orders, letting you sell some inventory first. Meeting these payment schedules is crucial—suppliers are running a business too. Late payment might lead to stricter terms or even losing the supplier altogether.
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Only with Shopify Payments can you track your orders and payments all in one place. Have a complete view of your finances, and accept local currencies and payment types for a smooth checkout experience.
Discover Shopify PaymentsIt’s rare to get the working relationship right the first time. Both you and your wholesale supplier are learning about each other. Stay open to feedback—it helps solve issues quickly and builds rapport.
When you find a reliable wholesale supplier, let them know. A strong relationship helps secure steady inventory and reduces stockouts. Suppliers who feel valued are more likely to prioritize your orders and offer you new items first, helping keep your product assortment fresh.
When choosing suppliers, consider your specific product needs. While many suppliers offer general merchandise, some excel in particular niches.
Here’s what to look for in popular product categories:
Before placing a large order for your jewelry business, check these key details. If a supplier doesn’t provide this information, keep looking:
Learn more: How To Get Started Dropshipping Jewelry
Fashion is popular with dropshippers and constantly evolves with trends. When evaluating fashion wholesalers, focus on:
Learn more: What Is Print on Demand and How To Start a Business
Selling coffee online offers an easy entry point into ecommerce, but has unique considerations:
Learn more: How To Start Dropshipping Coffee
Starting an online store might feel overwhelming if you don’t have products to sell. But finding reliable wholesale suppliers is easier than ever. Look for well-reviewed suppliers who know your niche, order samples, negotiate prices, and get started. Shopify is there with you at every step.
Hey everyone, it’s Natalie Setareh, your makeup artist and beauty coach! I recently hit “publish” on an episode for my Be Your Own Makeup Artist podcast where I answer a bunch of your makeup questions! I absolutely love doing this, which is why I make it very easy for all of you to ask me questions using the “Ask Setareh” form on my website.
This is Part Two! Don’t forget to catch up on Part One here. Part I was one of my most popular episodes this year! I don’t want to take up too much time in the introduction because there are soooo many questions, so let’s just jump into it!
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Okay, so there are two parts to this. The first part is that if you are just starting out with makeup, you need to first find out your skin type. I need to know your skin type so that I can know what types of makeup formulations will work best for you. Maybe you have very youthful skin or very normal skin. Then you can put whatever you want on your face and it’s going to work.
Once you know your skin type, then you can think about makeup. I have a great skin type guide which is 100% free. It’s not sponsored, it is purely educational. Full disclosure, I am not an aesthetician, I am not a skincare expert. I just know a lot about makeup and skin prep.
The second part is a little bit more personal. So, many beginners make the mistake of wanting to do it all. They think, okay, I’m a beginner to makeup so I need to do foundation, blush, eyeliner, eyeshadow, lipstick, lip gloss, highlighters, bronzers, all this stuff. And really, I think that’s too overwhelming.
If you are just getting started, I would encourage you to pick one feature to highlight using makeup. You can also use makeup to maybe diminish a feature that you don’t love so much. Say you have a more prominent forehead. Contouring and shaping with the right products could help you feel more confident. You don’t need to do your whole face.
I will also say that I have a guide called Makeup for Beginners. It’s a four step digital guide that will help you build out a simple makeup application that won’t be overwhelming. You can get it here. The reason I charge for it is so that I don’t have to use any affiliate links, which means I’m not putting any bias into it. Which is great if you just want the info and not some #sponcon.
I’m assuming what we’re talking about is black eyeliner. Since I can’t see the person’s eyes who asked this question, I don’t know their eye shape which is important because if you have a larger, rounder eye, you can definitely get away with a thicker eyeliner. If you have a smaller, narrow eye, a thick eyeliner is going to close them, which could be the effect that you want, I don’t know. But most of the time, people want their eyes to appear bigger and brighter.
Personally, I like to just skip eyeliner if I don’t need it. I actually skip it a lot. If I do wear it, my personal preference is actually a tapered eyeliner. I love where you start very thin and it gradually tapers in and gets wider or thicker towards the outer corner of the eye.
When you think of eyeliner, you have to think of the effect you’re going for. For a more sultry look, you can go with a thick eyeliner. But if you want your eyes to be a little bit brighter, I would consider applying a thin tapered line. I do have a fantastic eyeliner chart and an eye shape chart in my book, Be Your Own Makeup Artist, in case you’re curious!
I don’t know where in the world the person who asked this is located. If you’re in the US, it really depends on the state you live in. I did not go to makeup school. I really wanted to. But I started my business in Monterey, California and the closest makeup school was in San Francisco, which would have meant four hours commuting every day.
And, when I researched cosmetology schools, I realized they focus a lot on hair and nails in addition to makeup. So I decided to just do it on my own. It did take me a long time before I could call myself a professional. I kept feeling a little bit like an imposter, to be honest with you.
So, if you want to be a makeup artist, you definitely can go to cosmetology school. There are some amazing makeup schools that will get you on the right track, especially if you want to go into film or commercial work or television or special effects. If you’re interested in being a freelance makeup artist, I did write up a blog post where I talk about the startup costs, which might be helpful.
So again, you will want to make sure you understand what’s available in your area. Make sure you also know the laws for your state or country and what kind of licensure, if any, is required. I hope that helps!
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This one goes back to eyeliner. If you’re applying eyeliner, you know you can just flick on that outside corner, just a little kitty flick. That’s going to instantly lift up the eye, no matter what your eye shape is. I have downturned eyes and that is what I do!
Also, be sure to curl your eyelashes, especially the outer ones. Then, when you apply mascara, apply an extra coat on those outer lashes and that will also lift the eye. If you don’t curl them, then they might fall flat.
Another thing I like to do is use a shadow shield. You can also use a credit card or tape. Just follow along the bottom lash line as it curves up and keep the eye shadow in that corner and in that outer corner. You can also use a small brush to apply eyeshadow here as well.
For the longest time, I would use baby shampoo because my brushes are expensive and I wanted something gentle and without a ton of fragrance in it. So, I would put a drop in the palm of my hand and clean out each brush one by one like that.
Now that I’m a pro and I’m a bit busier, I use a bar that I can really lather the brushes with (I use the Sonia Roselli Tiger Eye Brush Soap). I’m assuming you’re talking about personal use, so just use some baby shampoo. Or get the brush soap I use! It’s fantastic! It’s quick drying and that saves a lot of time.
You also asked about sponges. So, sponges are controversial. Normally you toss sponges after you use them. The only sponge that I have experience using and cleaning are the Beauty Blender brand. With these, I use both their liquid cleanser and their charcoal-based cleanser. Follow the instructions and do it about three or four times per sponge.
If you have a particular sponge you like, look and see if they make a specific cleanser for that specific sponge. If not, I would just err on the side of tossing it. Sponges harbor bacteria and they can be nasty. So you really want to keep those clean!
I do want to mention that I have a sanitation guide for non-pros that outlines how to keep your makeup and your brushes clean! You can grab it here.
First of all, what is your skin type? If you have oily skin or if you have really dry skin, it’s going to affect the formulation you shop for.
Next, what are you trying to conceal? Are there little blemishes here or there that you just want to spot conceal? Or are you hoping to conceal a larger area?
Finally, what’s your undertone? For instance, find out if you have yellow undertones or olive undertones or pink undertones. This will help you choose the most natural looking concealer. A lot of concealers are formulated with a more yellow undertone because most cosmetics that are available in the mainstream are formulated for white women, and yellow color corrects the purple under the eyes really well (which is common for white women). Without knowing your undertones, you might accidentally buy one for a different skin type or undertone.
This is all broken down in my book, but really, your foundation should conceal most of those “imperfections” that you want to conceal. It should even it out. I don’t love using a ton of concealer. If you find yourself putting on a lot of concealer after your foundation, I would say it’s time to try a different foundation that maybe has more coverage. Then you won’t need the concealer as much (concealer is essentially just concentrated foundation).
Oh, it’s also important to note that as we age, you’re going to need to use a setting powder after your concealer to make sure that it doesn’t settle into wrinkles. It still might, but this will help.
The person that wrote in with this question said, “Being 25 and having wrinkles leaves me unhappy and insecure. Is it possible to get rid of them?” First of all, I want to give this person a big hug. I have a ton of wrinkles around my eyes, too, and I often have to give myself some self love and guess what? Now I like them!
Unfortunately, makeup artists cannot make wrinkles go away. Not without special effects or prosthetics, anyway. You can get Botox or fillers, but honestly, wrinkles are just a part of life. It doesn’t matter how many primers you put on your face, you can’t make them go away. The only thing you can do is look at your skincare routine, make sure that you’re targeting wrinkles, drinking a lot of water, and using products that are going to slow down the process. I’m not an esthetician, but I know that for anti-aging, you want the skin cell turnover to go faster.
Wrinkles tell our stories, but I do understand how you could feel insecure with wrinkles at 25. So, you might want to try to highlight other areas of the face. So, if there are crow’s feet on the outer eye, you could focus on brightening the inner eye instead. If you have wrinkles around your mouth, check where your blush placement is. Is it down too far? Is it bringing down your face or is it lifting up your face?
There are so many other ways that you can play with makeup to take the attention away from areas that you are insecure about and draw the attention to areas that you are confident about, but just make sure you are taking care of the skin around your eyes and go find some good products that work for you! And of course, just just love yourself… you’re beautiful!
Don’t Miss This Content Related To Wrinkles:
Makeup For Mature Skin
What Makeup Can And Cannot Do For You
This is another “it depends” question. Who are your clients? What services do you offer? What’s the geography? Is it a really humid area? Are you in a really dry climate? These factors will determine which types of palettes I would recommend for you.
So, without knowing more, I can’t give you a specific palette recommendation, but I can tell you the four palettes that I would say every makeup artist should have (take that with a grain of salt, because I don’t think there are any “shoulds” when it comes to this stuff).
If you want to learn more about palettes, check out my interview with the Queeen of depotting; none other than Grishan Roof.
So, as I said earlier when we were talking about concealer, foundation really should be evening out your skin tone and hopefully concealing all of those little imperfections. A lot of cream foundations are actually wax-based and you’re not supposed to use them directly from the pan onto your face. You want to thin them out because they’re super concentrated. You can just thin it out a little less and have it pull double duty as a foundation AND a concealer.
Truthfully, I would much rather see somebody using foundation to conceal than concealer because I’m just kind of sick of concealer and sick of seeing people swipe it all over their faces. It might look good on a video, but in real life It probably doesn’t look that good. I could go on and on but yes, use your foundation as a concealer.
Last but not least, how long does makeup last? First, read the bottle, there is generally always a date stamped on there. If it’s not, here are some pro tips, if you will.
If you found this style of post interesting, perhaps you want to submit one of your OWN makeup questions so we can do this again in the future! You can always submit your questions via my “Ask Setareh” form and I’ll personally respond to them directly, or in a podcast episode and/or blog post.
Want to learn how to wear makeup? Check out the various services I offer here.
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