Why wholesale supports your DTC (direct to consumer) sales

Therese
2 days ago
4 min read

I hear this concern all the time:

“If I focus on wholesale, won’t it take away from my direct sales?”

It’s a valid question. You’ve worked hard to build your direct-to-consumer (DTC) sales, and the idea of adding wholesale can feel risky. Many product business owners worry about spreading themselves too thin, confusing customers, or losing control over their sales.

But here’s the truth: when done well, wholesale doesn’t replace your DTC sales - it strengthens them.

You don’t need to go all-in overnight. You can start small, build intentionally, and create a wholesale strategy that works alongside your DTC channel, not against it.

Let’s break down exactly how wholesale supports your DTC sales and helps you build a more resilient business.

More brand awareness means more sales opportunities

Every time a retailer stocks your products, your brand is introduced to a brand-new audience.

Customers who may never have found you online can now discover your products in-store. And when they like what they see, they often do what we all do — they Google you, follow you on Instagram, or head straight to your website to explore more.

Retailers are effectively extending your reach and helping new customers discover your brand in a way that feels natural and trusted.

Wholesale doesn’t limit your visibility. It multiplies it.

Wholesale creates more predictable revenue

DTC sales can be unpredictable. One week is busy, the next is quiet. Sales often depend on promotions, algorithms, launches, or seasonality.

Wholesale helps balance those highs and lows.

Instead of relying solely on individual online orders, wholesale brings:

Larger, less frequent orders
Clearer sales cycles
More predictable cash flow

This stability makes it easier to forecast, plan stock, and make confident decisions in your business.

A steady wholesale foundation supports your DTC growth, rather than putting pressure on it.

Your stockists are doing marketing for you

When a retailer chooses to stock your products, they’re doing more than placing an order.

They’re:

Displaying your brand on their shelves
Introducing you to their loyal customers
Vouching for your products through curation

All of this happens without you spending money on ads.

Your stockists become part of your marketing ecosystem, helping to build trust and awareness simply by carrying your products.

Retail drives customers back to your website

This is the part many people don’t expect.

Customers often discover your products in-store first, then head online to:

Explore your full range
Follow your brand
Sign up to your newsletter
Make repeat purchases directly

Retail doesn’t pull customers away from your website. It often sends them towards it.

Your wholesale stockists act as entry points into your brand, while your DTC channels deepen the relationship.

Stronger margins support long-term growth

As your wholesale orders grow, so does your ability to scale production.

Larger order volumes can lead to:

Lower production costs per unit
Improved margins across all channels
More room to invest in new products, packaging, or marketing

Wholesale supports your business behind the scenes too, helping you grow more sustainably and confidently over time.

You don’t have to go all in to see the benefits

Wholesale doesn’t have to be overwhelming.

You don’t need dozens of stockists or a huge range to start seeing results. Even a small number of well-chosen retailers can:

Increase brand visibility
Support your DTC sales
Add stability to your income

Starting small gives you space to learn, refine your process, and see how wholesale fits into your wider business.

Ask yourself: what could change if I just started with one or two stockists?

FAQs

Does wholesale take customers away from my website?

No. In many cases, it does the opposite. Retail often introduces new customers to your brand, who then go on to buy directly from you online.

Can I run wholesale and DTC at the same time?

Yes. The most resilient product businesses use both. Wholesale and DTC work best when they support each other, rather than operating in isolation.

Should my wholesale prices match my DTC prices?

Your pricing should be structured so both channels work profitably. This usually means clear wholesale pricing, a consistent RRP, and confident margins across both.

How many stockists do I need for wholesale to be worth it?

There’s no magic number. Even a small handful of strong stockists can make a noticeable difference to brand awareness and cash flow.

Ready to build wholesale that works with your DTC sales?

If you’ve been holding back on wholesale because you’re worried it will complicate your business, I hope this has shown you another perspective.

Inside Start to Wholesale, I guide you step by step through building a wholesale strategy that fits around your DTC sales, not over the top of them.

You’ll learn how to: