Many brands sell direct to consumers on Shopify and wholesale to retailers on Faire. The products are the same, but the buyers, the questions and the path to purchase are different. Optimizing both means knowing where they overlap and where they do not.
Two different buyers
| | Shopify (direct) | Faire (wholesale) | |---|---|---| | Buyer | Consumer buying for themselves or a gift | Store owner buying stock to resell | | Main question | Do I want this? | Will this sell in my store? | | Price focus | Retail price, shipping, offers | Wholesale price, margin, minimums | | Discovery | Google, social, ads, email, AI search | Faire search, categories, recommendations, Faire Direct | | Repeat purchase | Retention email, loyalty | Reorders driven by sell through |
Where the work overlaps
- Clear product information. Materials, sizes and use cases help both buyers.
- Good photography. Accurate, consistent images reduce returns on both channels.
- Plain naming. Descriptive titles help Google on Shopify and search on Faire. Documented by Faire: Faire matches search terms against titles, descriptions, product types and categories (Faire Help Center).
- A consistent brand. A retailer who checks your website should recognise the brand they saw on Faire.
Where it differs
Search
On Shopify, you optimize for Google and, increasingly, AI search, using page titles, structured data and content. See our Shopify SEO service. On Faire, search happens inside the marketplace and is personalised per retailer (Faire Help Center).
Conversion
Shopify conversion work focuses on product pages, cart and checkout. See Shopify CRO. Faire conversion work focuses on the wholesale offer: pack sizes, minimums, margin and trust. See Faire CRO.
Copy
Consumer copy sells a feeling and a benefit. Wholesale copy adds what a retailer needs: how it displays, who buys it and what it pairs with.
Avoiding channel conflict
- Keep your retail price consistent across your own store and your suggested retail price on Faire, so retailers are not undercut.
- General practice: consider which products or bundles are wholesale focused and which are direct focused.
- Use your website to point interested retailers to Faire, for example via Faire Direct, which Faire describes as a way to bring your own retailers (Faire blog).
A shared workflow
1. Write the master product information once: specs, materials, story. 2. Adapt it: consumer version for Shopify, retailer version for Faire. 3. Use the same photo set, with extra scale and packaging shots for Faire. 4. Review both channels quarterly, together.
If you sell on both, we can work on both journeys with one method: Shopify CRO and Faire CRO. Or book a strategy call.
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Universal Digitals is an independent agency and is not affiliated with, endorsed by or certified by Faire. Faire changes its platform over time, so check the linked Faire help pages for the current guidance.