Wholesale Policies and Linesheets Once you’ve developed a cohesive product line with high-quality packaging and products, and pricing and

processes built to scale, odds are you’re eager to jump in to selling wholesale. You may even be generating

interest from boutique owners who have seen your items online or in person. The final step before you start

working with retailers is to make sure you speak their language and can communicate clearly, starting first

and foremost with your linesheet and policies.

STREAMLINE YOUR LINESHEETS

A linesheet or catalog is a professional, functional, printed or digital document that summarizes your

product line. While there’s no universal template — some designers use a simple spreadsheet while others

create entire catalogs with elaborately styled photos — the essential ingredients remain the same:

1. A crisp, thumbnail-sized image of the item Shooting on a white background is most common, though many Etsy sellers also include styled or

merchandised photos in their linesheets or catalogues. When props are used, they often highlight the

product’s appeal. If you’re worried adding props will distract rather than enhance, keep it simple. Above all,

make sure your images are clear and shot with consistent lighting.

Red Raven Studios ceramics pop on a simple background.

2. A SKU and in-depth item details Each item listed on your linesheet should have a SKU or other identification system. In addition, make sure

to explicitly state the following:

• Prices. Include the wholesale price per item and consider adding a Manufacturer’s Suggested

Retail Price (MSRP), sometimes called a Recommended Retail Price (RRP). Review our Pricing

for Wholesale lesson if you’re stumped.

• Sizes and colors. Specify whether an item comes in different sizes and colors.

• Materials. Many wholesale buyers care about how your items are made and where the raw

materials are sourced. Be up front about your materials and process.

3. Artist information and ordering process Make sure your contact information is visible on every page. A short bio or artist statement is also a great

addition at the beginning or end of your linesheet.

You’ll also want to make ordering as easy as possible. You can add blank spaces to your linesheet for

retailers to specify their desired quantity and order directly from there, or you can include a separate order

form that clearly references your linesheet or catalog. Some buyers may even want to use their own order

form, utilizing your SKU system.

PERFECT YOUR POLICIES

You’ll need to have airtight policies that you communicate to retailers before you confirm an order. Just like

the policies in your Etsy shop, these guidelines will help ensure you can process their request and avoid

unnecessary back and forth. You can include your policies and ordering info at the end of your linesheet or

in accompanying documents. Check off each topic below as you create and complete your own policies.

□Minimums

Selling wholesale requires a specific pricing structure that has a lower profit margin per sale than earned

when selling directly to shoppers. A minimum is needed to ensure each wholesale order quantity and value

is high enough that it makes sense for your business. For example, a designer could have an opening order

minimum of $150 and a reorder minimum of $100. Minimums ensure that you will earn a specific amount

of money at one given time and that the retailer is investing in your work. The goal is to create a relationship

with steady repeat orders that will provide larger cash flow and expose your work to a wide audience.

It's up to you to determine what number of items ordered at once will make selling at a wholesale price

worthwhile. A few common options:

• Opening order minimum and reorder minimum

• Opening order minimum but no reorder minimum

• No minimums

□Payment Methods

State how you prefer to get paid. What forms of payment do you accept? Do you require a credit card

number or a PayPal address? Do you accept checks?

□Payment Terms

If a retailer decides to place an order, you’ll need to agree on a payment plan. Retailers often have preferred

payment terms but this is a negotiable topic. Payment upfront or deposit upfront is rare. If the order is the

first from a retailer, a seller can request a cash on delivery (COD) payment, where the seller charges the

retailer upon receipt of goods. A retailer may also request to pay a seller 30, 60 or 90 days after the goods

have shipped — referred to as Net 30, Net 60 or Net 90, respectively. Note that most commonly,

independent retailers will expect to pay you when you ship the order.

□Estimated Production or Lead Time

Having a predetermined lead time for orders is key to ensure you don’t commit to an order that you won’t

have time to fill. It’s important to be realistic about your capacity and to set expectations with retailers based

on that time frame. If you receive a purchase order, it will specify the date the retailer needs your items.

Assuming you don’t have the stock on hand, establishing a reasonable lead time will help you determine if

you can produce the quantity requested within that window.

You may also want to select a cut-off date, after which it's too late for wholesale buyers to order from you for

a specific occasion, such as the holidays or the end of your spring line. Once an order is placed, be

communicative and agree upon the final expected delivery date.

□Shipping Method

You’ll need to specify the exact method(s) by which you ship your goods and whether you are willing to ship

through a different carrier if asked to do so.

When making this decision, consider your policies around lost or damaged packages. It's wise to insure your

shipments independently or to use a carrier service with built-in insurance.

□Drop Shipping

You may want to specify whether you offer drop shipping to the retailer’s shoppers. If so, you should

negotiate a better rate than the typical wholesale pricing structure, since you will be handling all the

shipping and packaging on a per-package basis. You can learn more about drop shipping in our Wholesale

Glossary.

□Shipping Cost

Usually, the retailer is responsible for paying for shipping. Many sellers state on their policies that they can

provide shipping estimates once they know the quantity and contents of an order, as well as the ship-to

location.

□Product Customization and Samples

Some sellers are willing to customize their products for wholesale orders and others are not, so be clear on

what you’re willing to offer. The same clarity should apply to samples. Do you send samples upon request? If

so, are they finished items, or just material swatches? Do you pay for shipping the samples, or does the

buyer? Will you need them returned?

You might consider charging 50% of the wholesale price for a sample, and should be selective about which

potential wholesale buyers you send samples to — offering samples to anyone and everyone who asks might

not be financially sound for your business.

□Returns, Cancellations and Discounts

Many sellers will only accept returns on defective or damaged items for a certain period, such as within 15

days of receipt of goods. You’ll want to clearly state your return policy as well as if there are any

circumstances under which a wholesale buyer could cancel their order. You might also consider charging a

cancellation fee (usually a percentage of the total order). Buyers often expect that they’ll have the option to

cancel an order if you’re late delivering it, so be sure to include a time-limit if you are going to allow

cancellations.

Some retailers negotiate for the seller to accept back any unsold inventory and refund the retailer, while

other sellers, like Amy Adams of Brooklyn-based Perch Ceramics, do not. “I don’t give buyers the option of

returns or buyback credit, since the understanding with wholesale should always be that there’s equal risk.”

No matter what you decide for you business, be sure to clarify your buyback policy upfront.

Finally, you may also want to include your expectations on when and how much a retailer can discount your

item below your own MSRP.

UNDERSTAND THE PROCESS

If a retailer is wowed by your linesheet, your order minimum works for them and your products fit well into

their store, they will place an order. Some retailers will use their own purchase order (PO) form, and others

will want to make orders through your linesheet or order form. They may also contact you directly on the

phone or through email. However the order is made, a PO should be created to ensure clarity.

Once each order is finalized, you’ll use their PO to generate an invoice. An invoice totals the amount of

goods, what they are, the cost, additional charges to the retailer (such as shipping), contact info for both

parties, and typically, has a date and unique identifying number or code for record keeping.

Having clear policies and a streamlined linesheet will help the ordering process move along smoothly and

ensure that you and your retailer are building a strong, long-lasting relationship.

EXAMPLES

Take a look at the next few pages to see the many different styles of linesheets, catalogues and order forms

other Etsy sellers have utilized as you get inspired to create or update your own. These Etsy sellers gave us

permission to share their examples with you and we've removed all prices from their examples to maintain

privacy.

A page from the Blackbird Letterpress catalog and corresponding order form, featuring clear product SKUs for each item. You can view the full catalog here.

This linesheet page, shared by Julie Pinzur of Mokuyobi Threads, highlights color options for one of her popular designs.

The Etsy Wholesale linesheet of Amy Hamley from Red Raven Studios includes cohesive and cleanly-styled product shots.

This lesson is part of our Wholesale Guide for Etsy Sellers, which is designed to help you decide if wholesale makes sense for your business and build out your wholesale channel. If you’re just getting started or need a refresher, this guide is for you. It includes a wholesale glossary and covers topics such as linesheets, policies, pricing, branding, packaging and wholesale etiquette. Visit this blog post to download all six lessons.

This page from Lisa Anderson Shaffer’s linesheet for her shop Zelma Rose includes contact information for retailers who might have questions.