Step by Step Guide to Building a Wholesale Program for Your Print On Demand Brand

 

Building a Wholesale Program for Your Print on Demand Brand [Step by Step Guide]

Starting a wholesale program can open doors to steady larger orders for your print on demand brand. It's a smart way to scale beyond individual customers, tapping into retailers and boutiques that want your products in bulk. 

This approach brings predictable revenue, reduces customer acquisition headaches and helps build lasting business relationships.

If you’re wondering why POD entrepreneurs should invest time in wholesale the answer is simple: it boosts growth and diversifies your income streams. 

Instead of relying solely on online sales a wholesale channel spreads out your risk and grows your brand's footprint faster. 

In this post I’ll walk you through why wholesale matters and how to build a program that fits your print on demand business.

Understanding Wholesale and Its Benefits for Print On Demand Brands

When you hear wholesale you might picture big warehouses stacked with boxes destined for crowded stores. But wholesale programs in print on demand (POD) carry a unique twist and open exciting paths for growth. 

Before diving into how to build your own program it helps to understand what wholesale means in the POD world and why it’s a valuable move for your brand.

What is Wholesale in Print on Demand?

Wholesale in print on demand means selling your products in bulk usually at a discounted price to retailers or other businesses that want to resell them. 

Unlike direct to consumer sales where you sell individual items directly to shoppers online wholesale shifts the focus to selling larger quantities to a few key partners.

Think of it this way: instead of waiting for thousands of one-off orders to trickle in wholesale lets you fill bigger orders from stores or boutiques, moving more products faster. 

Since POD typically handles fulfillment and printing on an order by order basis combining this with wholesale involves creating systems that can manage bulk orders smoothly often through contracts or agreements with retailers.

The key difference here is volume and relationship. Wholesale is less about one-time buyers and more about building ongoing partnerships with retailers who stock your brand. This can mean fewer but bigger orders and a more predictable sales rhythm.

Key Benefits of a Wholesale Program

Launching a wholesale program for your print on demand brand offers several clear advantages:

• Increased Sales Volume: Wholesale means selling in larger packs. It’s a numbers game: even with lower per unit prices the total revenue climbs because retailers buy in bulk. This can significantly boost your cash flow and help you reach financial goals faster.
• Expanded Brand Exposure: When your products hit physical or online retail shelves through wholesale partners you tap into their existing customer bases. This kind of exposure often grows your audience beyond what you could achieve with your own marketing efforts alone.
• Stronger Business Relationships: Wholesale builds bridges turning one off customers into long term partners. Retailers who believe in your brand can offer valuable feedback, referrer leads and even collaborate on exclusive lines or seasonal campaigns.
• Reduced Marketing Pressure: Instead of spending heavily on ads to attract each buyer wholesale shifts some of that effort onto your partners. They’ll be pushing your products too helping to split the load of customer acquisition.
• Better Inventory Planning: With bulk orders from wholesale clients you receive clearer signals on demand patterns making it easier to forecast production and avoid the costly traps of over or under stocking.
• Competitive Advantage: Many POD businesses focus solely on direct sales. By adding wholesale you differentiate yourself making your brand more attractive to diverse buyers and creating a stable income layer.

If you want a neat comparison on POD business models including wholesale insights you might find the Print On Demand vs Dropshipping resource useful. It highlights how wholesale fits into the bigger e-commerce picture.

Photo by Tiger Lily

Exploring wholesale opens doors to steady growth for your POD brand. 

By understanding the basics and recognizing its advantages you set yourself up to build relationships and revenue streams that complement your existing sales channels. 

Next we'll get into the practical steps to set up your wholesale program successfully.

Steps to Building a Successful Wholesale Program for Your POD Brand

Ready to scale your print on demand business and reach more customers? A wholesale program can be your launchpad to landing bigger accounts and steady long term income. 

Below you'll find the steps to set up a solid wholesale process, all designed for the uniquely flexible world of POD. From product picking to bulk fulfillment, I've got you covered with practical, hands on advice.

Research and Select Wholesale-Ready Products

Not every print on demand product in your catalog will shine in wholesale. The magic starts with knowing which products offer the best mix of margin and market demand.

• Check Product Margins: Wholesale pricing cuts into your unit profits so you want items with high enough margins to stay profitable. As a rule, seek products that offer at least a 30-50% margin even after discounts. Apparel, mugs and accessories are common winners here.
• Identify Consistent Sellers: Look at your existing sales or market data. Products that already sell well one by one may have mass appeal. Think t-shirts for events, tote bags for boutiques or posters for gift shops.
• Match Products to Retailer Needs: Consider what types of stores you want to target. Eco-friendly items attract boutiques; trendy apparel fits youth driven shops.
• Test Sample Orders: Don’t skip small test runs. Processing a bulk order even just for yourself lets you spot production or fulfillment hiccups early.

If you're unsure which products to start with the Shopify guide to print on demand breaks down popular categories and their potential.

Set Wholesale Pricing and Policies

Wholesale pricing calls for a strategy—it can't just be a random discount. You need to encourage retailers while protecting your profit margins.

• Calculate Base Costs: Tally up product, printing, packaging and shipping costs. Also plan for fees from your POD partner.
• Determine Wholesale Discounts: Standard wholesale discounts range from 30% to 50% off retail. Balance competitiveness with your need for profit.
• Set Minimum Order Quantities (MOQ): This prevents small unprofitable bulk requests. Many brands set MOQs between 10-25 units per product or order.
• Create Simple Policies: Spell out payment terms (such as Net 30), lead times and your return or replacement policy. The easier your offer is to understand, the more likely retailers are to bite.

Want deeper insight? Shopify outlines the essential steps for wholesale pricing strategies and business setup if you want to explore best practices across industries.

Create Wholesale Order Fulfillment Processes

Wholesale in print on demand adds a layer of complexity to your usual fulfillment method. Bulk orders mean bigger but less frequent, shipments.

Photo by RDNE Stock project

• Coordinate with Your POD Partner: Some providers handle large batch orders easily others may require you to split shipments or make special arrangements.
• Batch Processing: Streamline production by batching orders by SKU or design. This makes fulfillment quicker and reduces errors or delays.
• Use Dedicated Software: Wholesale platforms or B2B order systems (like Handshake or Shopify’s wholesale features) can simplify the process. They let you sync inventory and separate retail from wholesale orders.
• Set Clear Timelines: Wholesale clients expect reliability. Establish standard lead times (such as 2-3 weeks for large apparel orders) and communicate delays right away.
• Packaging and Branding: Wholesale partners often want drop-shipping or branded packaging. Clarify options when setting up wholesale logistics.

For a broader take on POD logistics see Printify’s overview of how to launch a print on demand business which covers supplier coordination in detail.

Develop Wholesale Agreements and Terms

Lock in long term wholesale clients with clear agreements. These are your safety net and roadmap for a smooth relationship.

• Set Out Payment Terms: Detail when invoices are due. Many wholesalers expect Net 15 or Net 30 but you can require prepayment for first orders if you prefer.
• Spell Out MOQs and Reorder Policies: Outline not just the first order requirements but also ongoing reorder minimums to keep your pipeline predictable.
• Include Brand Guidelines: If you have rules about how your products are displayed or marketed put them in writing. This protects your brand’s image across retailers.
• Confidentiality Clauses: Consider adding language to protect your pricing and product information from being shared with competitors.
• Return and Damage Policy: Mishaps happen even in wholesale. Make your process for returns, exchanges or replacements easy to find and follow.
• Signature and Contact Information: Get both parties to sign and keep updated contact details. Email copies to everyone involved.

Putting it all down on paper avoids confusion and builds trust. Templates can work in a pinch but customizing for each major partnership sends a strong signal you take your business and theirs seriously.

Ready to put these steps into action? Developing your wholesale playbook gets much easier with these foundations in place making growth not just possible but predictable.

Marketing and Growing Your Wholesale Program

Once you have your wholesale program set up, marketing it and expanding your reach become the driving forces behind steady growth. Building a strong pipeline of retail partners takes intention and smart strategies to connect, convince and create trust with wholesale buyers. 

It’s all about showcasing your value, growing your network and making your brand a reliable partner for retailers. 

Let’s walk through some key strategies to help you attract the right buyers, boost your program’s visibility and leverage your brand’s power to create momentum.

Building Relationships with Retailers and Buyers

Relationships are the backbone of any successful wholesale program. Retailers don’t just want products they want dependable partners. 

Building trust early makes them more willing to place repeat orders and promote your print on demand brand with confidence.

• Personalized Outreach: Skip mass emails in favor of direct tailored messages. Show you understand each retailer’s market and how your products fit their customers. Personalization sets you apart and opens doors.
• Follow Up with Value: After initial contact keep communication alive by sharing new product releases, specials or case studies of successful retail partnerships.
• Offer Samples: Nothing sells like experience. Sending product samples gives buyers confidence in your quality and fulfillment reliability.
• Be Responsive and Transparent: Quick replies to questions about pricing, shipping or customization build trust. Honesty about lead times or out of stock items keeps expectations realistic.
• Reward Loyalty: Provide perks for repeat buyers or larger orders like exclusive designs or early access. This turns one off customers into long term partners.

Think of these connections as planting seeds—you nurture them with attention and care and they blossom into steady sales.

Using Trade Shows and Online Marketplaces to Find Wholesale Clients

Trade shows and wholesale marketplaces are goldmines for expanding your wholesale client base. They give you direct access to retailers actively looking for new products and brands like yours.

• Trade Shows: Attend events relevant to your print on demand niche. Walk the floors to scout competitors and buyers. If possible secure a booth to showcase samples, take orders and make on the spot connections.
• Prepare Your Pitch: Have a concise, compelling value statement ready—explain what makes your products stand out and how you support retail partners.
• Collect Contact Information: Use sign up sheets or business card exchanges to gather leads. Follow up promptly after the show.
• Online Wholesale Marketplaces: Platforms like Handshake, Faire or Tundra provide virtual storefronts to pitch your products to thousands of retailers without leaving home. Many POD brands find early success here.
• Optimize Your Listings: Use clear photos, competitive pricing and detailed descriptions focused on wholesale benefits like margin and MOQ. Good presentation draws attention.

Both methods require effort but can produce lasting wholesale relationships you might not find through cold outreach alone.

Leveraging Your Brand and Online Presence

Your brand is more than just your products; it’s the story, look and experience you offer. A strong online presence encourages retailers to trust you and makes their buying decision easier.

• Professional Website Section: Create a dedicated wholesale page with clear info about your program, products, pricing and contact forms. This shows you’re serious and organized.
• Showcase Testimonials: Positive feedback from current wholesale buyers or retailers adds credibility. Include logos, quotes or case studies.
• Use Social Media: Share behind the scenes looks, product previews and retail success stories. Tag your wholesale partners to strengthen relationships and increase exposure.
• Content Marketing: Write helpful guides or blog posts about wholesale opportunities, your print on demand process or industry trends. This positions you as an expert and attracts interested retailers organically.
• SEO for Wholesale Keywords: Make sure your wholesale page and related content target keywords like print on demand wholesale or bulk print on demand products to help buyers find you.

One great resource with marketing tips for POD brands is Printify’s 8 Crucial Print On Demand Marketing Tips which offers practical advice to boost your brand’s reach.

Photo by Canva Studio

Building strong relationships, showing up where buyers shop and making your brand shine online all add up to a thriving wholesale program. 

Take these steps consistently and you’ll watch your print on demand wholesale channel grow from small beginnings to a powerful driver of your business.

You can keep exploring ways to scale by visiting this practical guide on wholesale pricing strategies for POD brands to deepen your approach.

Common Challenges and How to Overcome Them in POD Wholesale

Stepping into the wholesale market with your print on demand brand brings new opportunities but it also throws some unique challenges your way. Wholesale isn’t just about selling more units it means managing bigger orders, coordinating timely deliveries and maintaining your brand's quality on a larger scale. 

If you ignore these hurdles your growing wholesale program might hit speed bumps fast. But with the right approach you can turn these challenges into manageable stepping stones for better business. Here's a closer look at three key issues most POD wholesalers face and how to handle them.

Managing Production and Fulfillment Timelines

One of the trickiest parts of wholesale print on demand is keeping production and fulfillment on schedule. 

Unlike single orders where turnaround times can be flexible, wholesale buyers expect consistency and often faster delivery to keep their shelves stocked.

The challenge? POD production schedules vary depending on your supplier’s capacity and larger bulk orders can create bottlenecks. You want to avoid late shipments which can upset retailers and damage your reputation.

Here’s how to stay on top:

• Set Clear Expectations: Communicate realistic lead times upfront. If your supplier needs 2-3 weeks for bulk apparel orders make sure your wholesale clients know that from day one.
• Batch Orders Smartly: Group similar products or designs to speed up production. This reduces setup time and minimizes errors.
• Work Closely with Your POD Partner: Make sure your print on demand provider can handle wholesale volumes. If not consider layering fulfillment by splitting orders or using a hybrid approach.
• Use Automation Tools: Adopt order management software that tracks production stages and flags delays early.
• Plan Ahead for Peak Seasons: Anticipate busy periods like holidays by pushing retailers to place orders early avoiding surprise demand spikes.

Getting production and fulfillment timelines right might take some trial and error. However treating your POD partner as a true collaborator will make the process smoother and give you the ability to promise and deliver on time.

Maintaining Quality Control for Bulk Orders

When you start selling print on demand products wholesale, quality control jumps from occasional check-ins to a full time concern. 

One bad batch can ripple through an entire retail order, leading to returns, complaints and churned wholesale accounts.

Since POD relies on print partners that operate mostly on autopilot, how do you maintain consistent quality across bulk orders?

Try these strategies:

• Order Samples Regularly: Before large batches ship out, get your own samples or have retailers receive samples for approval. This helps spot printing, color or fabric issues early.
• Set Quality Standards with Suppliers: Clarify your expectations in writing, including printing precision, garment quality and packaging. This creates accountability.
• Inspect Incoming Inventory When Possible: If you warehouse some inventory, set up a quick quality check process for timely catches.
• Train Your Team on Quality Checklist: Make sure anyone handling orders knows what to look for from print alignment to material flaws.
• Keep an Open Line with Retailers: Encourage feedback from your wholesale partners. They’re your eyes on the street and can alert you to issues faster than waiting for returns.

Maintaining quality control isn’t about micromanagement. It’s about establishing habits that prevent problems and show your wholesale clients you take their business seriously. Quality is your reputation in action.

Balancing Wholesale and Direct Customer Sales

Running both wholesale and direct to consumer (DTC) sales simultaneously feels a bit like walking a tightrope. On one hand you want wholesale buyers to feel like they’re getting exclusive perks such as competitive pricing or special offers. 

On the other you don’t want to undercut your own online store which often brings higher margins.

The challenge lies in managing pricing, inventory and brand positioning so these two sales streams help rather than hurt each other.

Here’s how to find balance:

• Create Separate Price Structures: Wholesale prices naturally reflect volume discounts that don’t apply to DTC customers. Be upfront about these differences.
• Use Minimum Order Quantities: Establish MOQs for wholesale to prevent very small orders at heavily discounted rates from undermining your retail sales.
• Differentiate Product Bundles or Designs: Offer exclusive designs, packaging, or bundle options through wholesale channels to add unique value.
• Manage Inventory Smartly: Use inventory management tools that sync sales channels so you don’t accidentally oversell or show product as available when it’s reserved.
• Communicate Clearly Across Channels: Let wholesale clients and your online customers know what makes each offering unique. Transparency helps reduce confusion and dissatisfaction.

With a strategic approach running wholesale alongside your direct print on demand sales creates a win-win. Wholesale boosts volume and reach while your online store preserves brand control and higher margins.

Photo by Yan Krukau

If you want some additional context on challenges specific to print on demand wholesale, resources like this Pros and Cons Of Print On Demand article dive into cost and volume factors that might affect your approach. 

Tackling these common issues head-on will prepare you for smoother growth and stronger wholesale partnerships.

Conclusion

A well-built wholesale program can transform your print on demand brand by opening up reliable revenue streams and expanding your reach beyond individual buyers. It’s a solid way to grow steadily while reducing dependence on direct sales. By focusing on the right products, clear pricing, smooth fulfillment and strong retailer relationships you set your business up for long term success. 

Now’s the time to take those first steps and see what wholesale can do for your print on demand venture. If you want to explore more strategies around POD growth, check out the comparison of Print On Demand and Dropshipping for additional insights. Your path to expanding your brand and revenue starts here.