Wholesale is the process of buying products in bulk at a discounted rate with the intent to resell them at a profit. This model is a cornerstone of business success for store owners, both in brick-and-mortar and online spaces.

Selecting the right wholesale products and suppliers goes far beyond bulk purchasing—it requires careful consideration of factors like product longevity, storage needs, and alignment with your business values. Here's how to make informed decisions to set your store up for success.

Understanding a product's shelf life is critical when choosing what to stock in your store. Consumable goods, like food or skincare items, typically have clear expiration dates.

However, even non-consumable products can degrade over time. Scented items such as incense, candles, and perfumes may lose their fragrance potency, while others might fade in colour or dry out.

Note the difference in colour between the cones pictured above, both made of the same ground bamboo dipped in fragrance oils. The regular incense cones on the left were made over a year ago and have faded significantly as they have become quite dry.

The backflow incense cones on the right were dipped in oils less than 1 month ago. The older the incense, the drier it becomes, which can cause it to burn faster. The scent will also be impacted as fragrance oils degrade over time.

Before committing to bulk purchases, ask your wholesale supplier the following questions:

• Does the product have an expiration date?
• How long will the product maintain its quality under typical storage conditions?
• Are there specific storage recommendations to extend its shelf life?

Finding the right balance between cost efficiency and sales velocity is essential. Buying too much at once might lower your cost per unit, but it could leave you with unsellable inventory if the products degrade before they are sold.

PRO TIP: 

Start with smaller wholesale orders for new products until you understand how quickly they sell.

This approach minimizes the risk of wasted inventory while helping you gauge customer demand.

When buying wholesale, not everything you purchase will immediately make its way onto the shelves. This means storage becomes a key consideration.

Do you have enough space to store inventory that isn’t on display? More importantly, is the product sensitive to temperature, humidity, or other environmental factors?

Improper storage conditions can lead to damage or degradation, making the inventory unsellable and cutting into your profits.

Unmoved products in storage occupy valuable space that could be used for items that sell and generate cash flow. Avoid letting stagnant inventory become a drain on your resources.

• How much storage space do I have available?
• Does the product have specific temperature or humidity requirements?
• Can I realistically sell the product before it’s stored for too long?

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Plan your storage layout to prioritize easy access to fast-moving inventory.

Keep slow-moving items tucked away until needed.

Proper organization can help you maximize your storage space while reducing the risk of product loss.

Pricing is at the heart of your business strategy, and choosing wholesale products with healthy profit margins is essential for success.

Start by evaluating whether the manufacturer provides a Manufacturer’s Suggested Retail Price (MSRP) and whether competitors in your market carry the same product. If so, what are they selling it for, and how does that align with your pricing needs?

It’s critical to balance your costs against what the market will bear. Research your competitors’ pricing to ensure you can compete effectively while covering your overhead and maintaining profitability.

The market for consumable goods like incense is often more flexible, but understanding what your competition is doing remains crucial.

• Can I sell this product at a price that covers my expenses and generates a profit?

• Are other retailers in my area selling the same item, and if so, at what price?

• Does the product have a unique appeal that differentiates it from competitors?

PRO TIP: 

Offer a mix of exclusive or hard-to-find items and competitively priced staples.

This strategy can help attract both loyal customers and price-conscious shoppers, giving your business a broader appeal.

Your customers are your best resource when stocking your store—but their preferences can be unpredictable. While some requests may lead to high-demand products, others might fall flat despite initial interest or online search popularity.

As a small incense manufacturer, we’ve seen this firsthand. Customers have requested specific fragrances that we’ve introduced with great optimism. While some became bestsellers, others barely moved, even after significant interest was expressed.

To navigate these dynamics, engage directly with your community. Talk to your customers, participate in local events, and observe the neighbourhood preferences around your store. By understanding your audience's tastes and needs, you can make more informed product choices.

• People appreciate feeling heard, and delivering on their feedback fosters loyalty.

• A positive experience encourages word-of-mouth recommendations, which are invaluable for setting your store apart from competitors.

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Start small when testing new products based on customer requests.

This allows you to gauge interest without overcommitting your inventory budget.

Combining community engagement with thoughtful product selection creates a shopping experience that resonates with your customers and builds long-term relationships.

Understanding the supply chain is vital when selecting a wholesaler. Where the product comes from and how it gets to your store can significantly affect costs, timelines, and environmental impact.

Shopping as locally as possible reduces shipping expenses and minimizes your store's carbon footprint. Flore Canadian Incense has been making incense by hand at it's Danforth Toronto location since 1987 and operating since 1982.

Distance plays a significant role in delivery times and costs. Products crossing borders often come with additional expenses, such as duties and currency exchange fees.

International purchases may also require administrative tasks like setting up a foreign bank account, adding complexity to your operations.

Beyond cost, global supply chains are vulnerable to disruptions from weather events or geopolitical issues, which can unexpectedly delay shipments.

• Where is the wholesaler located?

• What are the associated costs for shipping, including duties and exchange rates, if ordering internationally?

• How reliable is the supply chain, particularly for time-sensitive inventory?

PRO TIP: 

Whenever possible, prioritize local wholesalers. They offer faster restocking, lower costs, and a smaller environmental impact while supporting your local economy.

A streamlined and reliable supply chain ensures you can meet customer demand without unexpected delays or added expenses, helping your business maintain efficiency and profitability.

Welcome to the DIY reality of running a small business in today’s world. To succeed, you need an e-commerce-capable website that’s functional, visually appealing, and filled with accurate, enticing product information.

The good news? A reliable wholesaler can make this process significantly more manageable by providing high-quality imagery and detailed product descriptions for their items.

When it comes to purchasing from wholesalers, pay attention to their online infrastructure. Some wholesalers have robust, user-friendly platforms that allow for seamless ordering, while others rely on older methods, like phone or email orders, that might slow things down.

Additionally, take a close look at their payment terms. How do they accept payments, and can you request options that work best for you?

• Do they provide marketing assets like product photos and descriptions to help you market the product accurately and attractively?

• How easy is it to order through an online platform or more traditional methods?

• What are their payment terms, and are they flexible to accommodate your business needs?

PRO TIP:

Partner with wholesalers who offer strong digital support and online ordering platforms that can accomodate your ideal payment terms.

High-quality assets save you time, while efficient ordering systems ensure you can restock quickly when needed and get the information you need about the purchase.

Choosing a wholesaler with robust digital capabilities simplifies your operations and supports the professional image of your online store.

Shipping is one of the biggest expenses—and most persistent headaches—of running a modern business. Managing the costs and logistics of receiving inventory and delivering products to customers requires careful planning to avoid unnecessary expenses or delays.

When evaluating a wholesaler, always ask about their shipping costs and policies. Do they offer free shipping if you meet a certain order minimum, and can you realistically store that volume of inventory?

Additionally, knowing which courier they use is critical. The courier can impact everything from expected delivery timelines to how you retrieve packages if they’re sent to a depot.

• Is there a free shipping threshold, and can you meet it without overordering?
• Which courier delivers the products, and are they reliable in your area?
• Can you request a preferred courier or delivery method?
• Is picking up the order an option?

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Always clarify shipping details such as the carrier, shipping costs and delivery options with your wholesaler to avoid unexpected surprises.

Keep in mind that the vast majority of wholesalers do not offer in-house delivery services and rely on outside courier and postal services.

For retailers, shipping to customers is just as important. The weight and size of your products directly impact your shipping costs, so consider this when deciding what to stock.

Lightweight products like incense are particularly cost-effective to ship, making them an attractive option for online retailers.

Many businesses offer free shipping if customers meet a minimum order amount. This can encourage larger purchases but requires careful calculation. Set the threshold high enough to protect your profit margins but not so high that it deters customers from completing their orders.

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Test different free shipping thresholds to find the sweet spot that maximizes customer orders while maintaining profitability.

Efficient inbound and outbound shipping practices can significantly enhance your business’s reputation and bottom line.

By planning strategically, you’ll ensure smooth operations and happy customers

In today’s era of constant information sharing, businesses are often judged not just by the quality of their products but also by the personal beliefs, affiliations, and actions of their founders and executives.

For better or worse, we now know more about the ethos of the companies we interact with than ever before—sometimes more than we care to. You may find yourself drawn to the products of a particular company but uncomfortable with their values or practices.

Ultimately, it’s up to you to decide whether their ethos aligns with your own and whether they’re a fit for your business.

Beyond personal preference, there’s also a legal obligation to consider. The Canada Revenue Agency (CRA) places the responsibility on you, the business owner, to ensure you’re working with reputable organizations.

Choosing ethically aligned and trustworthy wholesale partners isn’t just about protecting your brand’s reputation; it’s about safeguarding your business from potential legal or financial issues.

PRO TIP:

When evaluating a potential wholesaler, research their company values, practices, and reputation to ensure they align with yours. This will not only support your brand integrity but also help build trust with your customers.