What if our retailers find out and cut us off?”
“Can we sell online and keep our wholesale partners happy?”
“How do we even start selling direct without blowing up everything we’ve built?”
These are the questions we’ve heard again and again from manufacturers dipping their toes into online retail.
And fair enough, wholesale’s been the backbone of your business for years.
But here in 2025, manufacturers don’t have to pick sides anymore. You can start selling online and still keep your wholesale game strong.
Let’s break it down like two mates over a Friday arvo chat—no fluff, no stress, just the real stuff you need to know.
Why Go Online Now?
If you’re asking why manufacturers should even bother with online sales, here’s the truth:
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Margins are tighter than ever
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Customers expect to deal direct with brands
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Retailers are moving online themselves
So the game’s already shifting.
But that doesn’t mean it’s a zero-sum thing.
Going online isn’t about replacing your wholesalers—it’s about adding a new stream that you control, grow, and use to strengthen your overall business.
First Things First: Get Your Strategy Right
Don’t just chuck up a website and hope for the best.
Here’s how to ease into it without creating chaos:
1. Pick Your Product Line Carefully
You don’t need to launch your full range.
Start with:
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A hero product that’s already popular
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A new line you haven’t offered wholesale yet
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Or a bundle your retailers don’t sell
This way, you avoid direct competition—and retailers don’t feel like you’re stepping on their toes.
2. Create a Separate DTC Brand (Optional but Smart)
If your brand’s deeply tied to wholesale channels, consider launching a sister brand or using slightly different packaging and pricing online.
It’s the same product, just framed differently.
This gives you:
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More flexibility in pricing
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Less tension with stockists
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A chance to test new messaging or markets
3. Set Online Prices That Don’t Undercut Retailers
This is a big one.
If your product’s $99 in stores, don’t flog it online for $79.
Instead:
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Match or go slightly higher
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Add value through bundles or free shipping
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Offer online-only versions (different SKUs or packaging)
The goal: Don’t make your retailers feel like you’re stealing their lunch.
What Platforms Should Manufacturers Use?
There’s no one-size-fits-all, but here’s a quick cheat sheet:
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Shopify: Super popular, easy to use, heaps of plug-ins
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WooCommerce: Great if your site’s already on WordPress
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Marketplaces (Amazon, eBay, Catch, Kogan, Bunnings): Good for exposure, but be careful with margin and control
Our tip? Start with a platform you own (like Shopify), then branch into marketplaces once you’ve got your systems sorted.
Communicating with Your Wholesale Partners
This is where most people get stuck—but it’s easier than you think.
Here’s how to play it straight:
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Be upfront: Tell them you’re exploring online, not replacing them
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Share insights: Offer data from your DTC sales that helps them
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Create resources: Send them better product photos, descriptions, videos
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Respect their turf: Don’t run ads targeting their postcode
The best manufacturers make their retailers feel like partners, not competitors.
Should You Still Go to Trade Shows?
Short answer: Yep.
Trade shows and face-to-face selling are still massive for:
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Building trust
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Getting bulk orders
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Meeting new distributors
But your online game supports this.
Imagine showing up to a trade show and people already know your brand because of your online presence.
That’s power.
What About Logistics?
Selling online means you’ve got to deliver, literally.
Here’s what you’ll need:
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A simple order and shipping system (like Starshipit or Sendle)
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Clear returns policy (people will ask)
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A clean inventory system that doesn’t cannibalise wholesale stock
Start small, test your process, then scale when you’re ready.
FAQs: What Manufacturers Really Want to Know
Can we sell online without upsetting our retailers?
Yep—if you’re smart about pricing, product selection, and communication.
Is online selling more profitable than wholesale?
For single-unit sales, often yes. But wholesale brings volume. Best bet? Do both.
What platform should we use to sell online in 2025?
Start with Shopify or WooCommerce for control, then test marketplaces for reach.
Do we need to hire a whole marketing team?
Not at first. Start lean with a freelancer or agency who knows manufacturing.
How do we handle customer service online?
Use tools like Gorgias or Zendesk, or just a shared inbox and some good FAQs to start.
Real Talk: What We’ve Seen Work
One local furniture manufacturer we worked with launched a single flat-packed coffee table online.
They:
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Used Shopify for the store
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Bundled it with a care kit (not offered to retailers)
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Sold it at $30 more than in-store (because of the bundle)
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Sent an email to all stockists explaining the plan, with no backlash
Six months in, online revenue made up 18% of their total—and wholesale orders went up, not down.
Why? Their online marketing actually drove people to stores too.
That’s the win-win.
Final Thought: You Don’t Have to Choose
How manufacturers can start selling online without upsetting their wholesale network?
Simple: do it with intention.
You’re not flipping a switch. You’re building another track beside the one you already know.
Start small. Stay honest. And treat every online move as a way to lift the whole brand, not just shift units.
2025 is the year to take control of your margins, your message, and your momentum.
Let’s go.
