White Label or Wholesale? The Best Choice For a Retailer

In this article
In this article

Are you a retailer trying to decide between white-label and wholesale products? Learn about the pros and cons of each and how to make the best choice for your business in this informative blog post. Discover Wonnda as the best way to find a manufacturer for your business.

White Label

What is White-Label?

White label refers to a process where generic, standardized products are created by a manufacturer and then sold to various resellers or retailers. These products can be rebranded and marketed as the retailers’ own, but customization is typically limited to superficial changes such as logos, colors, packaging, or marketing materials.

A white-label product is mass-produced and sold to multiple distributors who then rebrand and sell it to end customers. This process does not allow significant customization during the production phase; instead, differentiation lies in the marketing strategies employed by the final brand.

Benefits of White-Label

White-label production comes with several benefits that may be suitable for your retail company.

  1. Faster production process: White label production is generally faster than private label production because the factory’s production line is already set and doesn’t require customization.
  2. Cheaper production process: Without the need for customizations, the manufacturer can produce larger quantities at once, reducing costs.
  3. Lower Minimum Order Quantities (MOQs): Since production is ongoing and distributed among various retailers, you can often start with a smaller order quantity.
  4. Wide range of manufacturers: A vast selection of manufacturers is available for you to choose from on platforms like wonnda.com.
  5. Easier access to samples: Manufacturers can readily provide existing samples for you to test due to the ongoing production.

The Drawbacks of White Label

While white-label production has its benefits, it also has potential drawbacks.

  1. Limited control over production: White label production affords less control over the production process, and customizations are limited. This means that multiple retailers may sell nearly identical products.
  2. Dependence on marketing for differentiation: Your brand is entirely responsible for differentiating your product in the market. For smaller, less-established brands, this can pose a significant challenge.
  3. Liability for product issues: Despite not having control over the production process, your brand would be responsible for any customer issues with the product.
  4. Regulatory complications: Different countries have varying regulations regarding materials and production processes. Selling a product made in a country with less strict regulations could lead to legal implications for your brand.

In conclusion, while white label manufacturing can provide cost and time efficiencies, it’s important to weigh these against potential challenges related to product differentiation, brand reputation, and regulatory compliance.


What is Wholesale?

Wholesale is a term used in the distribution process, where a large company, or wholesaler, acts as an intermediary in the supply chain. Wholesalers purchase goods from various manufacturers in bulk, store them in large warehouses, and then sell them in smaller quantities to retailers. These retailers, in turn, sell the goods to the end consumers. Wholesaling thus involves the bulk sale of goods to either large or small retailers.

Benefits to wholesale

Wholesaling can significantly simplify the retail process, particularly for smaller brands. The advantages of wholesale include:

  1. Low or No Minimum Order Quantities (MOQs): As the wholesaler has already met the manufacturer’s MOQs, retailers can buy as few or as many items as needed. For instance, if a flip-flop manufacturer has a MOQ of 500 units, a retailer could buy just five pairs from a wholesaler and restock as they sell out.
  2. Simplified Process for Retailers: Wholesalers eliminate the need for retailers to negotiate, request samples, place orders, or arrange deliveries. Retailers can visit the wholesaler, see the product, and make a purchase.
  3. Proximity to Cities: Wholesalers are typically closer to urban centers than manufacturers. This proximity allows retailers to personally visit the wholesaler, inspect the goods, and transport them back, reducing communication and logistical barriers.

The Drawbacks of Wholesale

Like any business model, wholesale also has its disadvantages:

  1. Higher Costs: Purchasing from a wholesaler is generally more expensive than buying directly from the manufacturer. This is because the wholesaler adds a markup to cover their operational costs and profit margin. However, as wholesalers often buy in large quantities, they can offer retailers a reasonable price despite the markup.
  2. Limited Availability of Products: Wholesalers purchase a finite quantity of each product from the manufacturer. If a particular product sells well, the wholesaler may run out and be unable to restock it.

Choosing Between White Label and Wholesale

Both white-label production and wholesale are viable options for retailers. The best choice depends on the specific circumstances and goals of your brand.

If your brand is well-established, has a strong brand image, and a loyal customer base, buying directly from a white-label manufacturer may be the best option. This is typically cheaper than buying from a wholesaler.

On the other hand, if your brand is smaller and has limited resources, buying from a wholesaler could simplify the process and reduce the need for large upfront investments. However, this choice comes with higher costs per unit and potential limitations on product availability. Ultimately, the right choice depends on your brand’s resources, market positioning, and strategic goals.


Whether you choose white labeling or wholesale largely depends on your brand’s unique needs, resources, and objectives. White labeling offers the advantage of lower costs and more product exclusivity but requires more effort in terms of marketing and branding. On the other hand, wholesale simplifies the buying process and requires less upfront investment but comes with higher per-unit costs and potential limitations on product availability. Evaluating your brand’s specific requirements and market positioning can help you make the best decision for your retail business.

Create your next product line with Wonnda

Our platform lets you source, launch, and scale your product line with over 250 trusted European suppliers. So whether you’re looking to request products from our private label catalog of over 1,500 items or develop custom products from scratch, Wonnda has everything you need to get started. Best of all, it’s free to start today!

Set up your account in less than 3 minutes and begin your journey with Wonnda. Unlock endless possibilities for your business, bring new products to market and streamline your sourcing process from idea to launch on one single platform.

About the author
Alice Pegorin
Alice Pegorin is a talented writer and a world-citizen who was born and raised in Brazil. In 2019, she moved to Lisbon, Portugal to pursue a BSc in Marketing and Advertising at IADE-UE. Following her passion for business management, Alice moved to Berlin, Germany in 2022 for her Erasmus semester at UE-Germany, where she completed her studies. Alice is a curious and open-minded individual who adapts easily to any environment. She enjoys exploring new cultures and experiences, and is always eager to learn. Currently based in Berlin, Alice travels to Portugal from time to time to visit friends. Her passion for writing and business management makes her an invaluable member of our team at Wonnda, and we're thrilled to have her on board.
Join 2.500+ brands sourcing with Wonnda
By signing up, you are accepting our terms & conditions and privacy policy.