How to Increase Reorders on Faire: The Post-Order Playbook

To get more reorders on Faire, treat every first order as the start of a sequence. Message the retailer at delivery, check in on a 30, 60 and 90 day rhythm, set minimums and lead times that make a second order easy, and win back lapsed retailers with a reason to buy. That is how to increase reorders on Faire. In the accounts we manage, this work shortens the gap between orders from 100 to 300 days down to 40 to 70 days.

Most brands, especially new brands and ecommerce brands new to a wholesale marketplace, spend their energy winning the first order, often with an opening order incentive, and then go quiet. The shop owner sells through, forgets who you are, and fills the shelf with whoever messaged them last. A store with room for fewer brands will drop the one it forgot first. Below is the system we run every week, in the order we run it.

Why reorders are where Faire gets profitable

Two reasons: commission and ranking.

On commission, Faire’s current U.S. and Canada brand terms put a North American brand at 25% plus a one-time $10 new-customer fee on a new retailer’s first Faire marketplace order, and 15% on marketplace reorders.

Your own retailers, the ones you bring to Faire through your Faire Direct link from your own outreach, social media or trade show follow-up, carry 0%. When you use Faire Direct, those Faire Direct orders carry no commission at all. Faire’s commission also covers payment processing, so there is no separate card fee on top. That makes the true cost of leaning on first orders easy to see: the marketplace commission on new stores runs 10 points higher than on reorders, before the $10. You can read Faire’s own terms on its brand pricing help page, and we break down the full math in What Faire Actually Takes in 2026.

One detail matters for reorder planning. According to Faire, an order only counts as a reorder if it is placed at least 24 hours after the first. A second order inside that window is charged at the new-retailer rate. If a retailer wants to add to a fresh order, it is worth knowing before they hit checkout.

On ranking, Faire says its search weighs brand performance, including product conversion, review rating, return rate, cancellation rates and fulfillment timing, and that it looks at broad patterns over weeks and months rather than single actions. A steady stream of repeat orders from happy retailers is exactly the kind of pattern that builds over time. Many small orders, even tiny orders, tend to help more than a few large ones. As the number of sellers on Faire grows, those signals help decide whose product listings the Faire algorithm shows first in search results.

Reorders and Faire SEO work together. Like any online marketplace, Faire rewards a higher conversion rate, and the Faire search algorithm can only send qualified traffic to listings it understands. Write product titles the way buyer searches are phrased, not with internal product names, and back them with clear product descriptions, product details, high-quality images and tidy product organization. That puts your Faire storefront in front of relevant buyers and potential buyers who are more likely to order twice.

This is the core of what we do on our Faire management services: building the habits that turn one order into one of your most reliable sales channels.

The post-order message sequence

Every retailer who orders should hear from you at least four times before they would naturally think about restocking. That keeps buyer attention on you instead of the next brand. Here is the sequence we use, sent through Faire messages and signed by someone on the brand’s team.

A few rules from running this daily:

• Delivery is the most underused moment, and your best chance to shape sell-through. A retailer who knows where to place products and how to display them puts your line in front of more potential customers, sells it faster, and reorders sooner. Link to your brand page so they can see the rest of your range.

• Personalize when a template would read as robotic. Reference what they bought, suggest how their customers might use that product type, and mention what similar retailers reorder most. A note to gift shops should read differently from one to a grocery.

• Answer messages at least Monday, Wednesday and Friday. High-volume brands need daily coverage, close to real time in busy seasons. Slow replies cost reorders.

• Follow up on items left in carts about twice a week. A retailer with your products in their cart is the warmest lead you have.

Back the messages with automations. We keep automations running at 60, 90 and 120 days since last order, plus a one-year “miss you” discount code. Keep them on, personalized, and refreshed so they do not read stale.

Settings and fulfillment that make reordering easy

A retailer keeps reordering when it is simple and when the first experience went well. The good news: most of that is decided in your backend settings, not your copy. Order minimums, free shipping and lead times do most of the work.

Check the minimum order quantity on individual products too, and make sure your wholesale price point leaves the retailer a healthy margin at your suggested retail price.

Inventory is the silent reorder killer. If a retailer comes back to your Faire shop for a bestseller and it is gone, they often do not wait. In the accounts we manage, we flag any bestseller that drops below about 50 units so the brand can restock before it runs out. When something does go out of stock, tell retailers. In our 2025 campaign analysis, an honest out-of-stock update reached a 36% open rate for a non-sale email.

Fulfillment quality also feeds Faire’s Top Shop status. Faire’s published criteria require, by quarter end, a merchandising score of 60 or more, at least 5 orders fulfilled in the quarter, a 12-month average rating of 4.8 or higher, late shipments on no more than 10% of orders, and missing items on no more than 3%. Details are on Faire’s Top Shop help page. We check status on every brand before month-end, because the same habits that hold Top Shop, shipping on time and shipping complete, are the ones that earn a second order.

Win back lapsed retailers without training them to wait

Some wholesale accounts will drift no matter how good the sequence is. Winning them back is usually cheaper than finding new customers, and there is less competition for their attention because they already know your product. How you do it matters.

We segment accounts by order history first. The segment we prioritize is retailers with at least three orders and nothing in the last eight months. They have proven they can sell your product. We work through them in batches of about 15 at a time (per Faire message limits), roughly 45 a day, and finish the list within two weeks so the effort does not trail off. Messages are short and general.

Give them a reason. In our 2025 campaign analysis, lapsed-retailer emails with no incentive opened at 32% and produced zero conversions. A small offer, such as 5% off or samples, decided case by case, changes that. Other segments worth a direct message:

• Retailers who ordered twice or more but not in 60+ days. Proven interest, due for a restock.

• Retailers who have ordered but no longer receive email. A direct message, or your Faire link in a personal note, is the only channel left.

• Retailers with unused credit. Credit applies at checkout, which makes for an easy reminder.

Be careful with discounting. In the wholesale world, high promotion frequency teaches retailers to wait for the next sale, and once that habit forms, full-price reorders dry up. Faire Market helps here: it happens twice a year, and according to Faire, it adds up to 5% on top of a qualifying shopwide promotion you set. That gives you a natural, time-limited reason to contact lapsed retailers and invite bigger orders without discounting all year. Faire explains the match on its Faire Market promotion page, and our Faire Market ROI playbook covers how to plan it.

How to measure whether reorders are improving

Track three numbers across your Faire orders every month, using Faire’s own data in your brand dashboard:

1. Reorder rate. The share of retailers who come back. In the top accounts we manage, 45% to 55% is the typical range.

2. Average days between orders. This tells you whether the sequence is working and how retailer activity is trending. Falling days means retailers restock sooner. If the number stays flat, look for the underlying problem: stock-outs, slow replies or a minimum that is too high.

3. Reorder revenue next to new retailers. Track how much revenue comes from retailers who have ordered before, alongside how many new retailers you add each month. You want both rising. Reorders keep more margin, at 15% instead of the 25% you pay on new stores, while first orders fill the pipeline for next quarter’s reorders.

Compare year over year (if you’ve been on Faire at least 2 years), not month over month. Wholesale orders are seasonal, so a quiet February against a busy December tells you nothing. Expect the work to take time to show up. In the accounts we manage, meaningful traction usually appears within 60 to 90 days and compounds after that.

Frequently Asked Questions

What is a good reorder rate on Faire?

In the accounts we manage, we treat 45-55% as the benchmark. Faire does not publish a target, so compare against your own year-over-year trend as well.

Does Faire charge less commission on reorders?

Yes. Faire’s published rate for North American brands is 15% on reorders versus 25% plus a one-time $10 new-customer fee on a new retailer’s first order. Faire Direct orders carry 0%.

How soon should I follow up after a first order?

Send a thank-you the day the order arrives in your inbox and a second message at delivery with display tips. Then check in around 30 and 60 days.

Should I offer discounts to get retailers to reorder?

Use small, targeted offers for lapsed retailers and time bigger promotions around Faire Market and major Holidays like Black Friday. Frequent storewide discounts train retailers to wait for the next sale.

Do reorders help my Faire search ranking?

Faire says Faire’s algorithm weighs brand performance, including conversion, reviews, returns, cancellations and fulfillment timing, over weeks and months. Consistent repeat orders from satisfied retailers support those signals.

What to do next

Start with this week: pull every retailer who ordered in the last 90 days, send the delivery and check-in messages you missed, and confirm your reorder minimum and lead time match the table above. Then build the 60, 90 and 120 day automations so the system runs without you remembering it and your wholesale business keeps growing between campaigns. If you would rather have a team run the sequence, the win-backs and the monthly reporting, The Prosper Lab does this every day for CPG and independent brands on Faire.