White-label products: How to start and sell in 2025

How to choose profitable white-label products

Picking the right white-label products will make or break your store. Before you start selling your own branded products, here’s what to look for to set your business up for long-term success.

1. Check market demand

The strongest product lines solve a clear need. Start with market demand – look at what people are already buying and searching for. Here are a few easy ways to do that:

• Google Trends: tracks how interest in a product rises or falls over time

• Amazon bestsellers: reveals proven products with consistent sales

• TikTok hauls and reviews: highlights items trending on social media

Don’t chase every fad. Aim for balance: steady sellers that bring reliable revenue and a few trend-driven products to stay current.

2. Aim for healthy margins

Margins decide how sustainable your business is. With white-label products, you’re not competing on originality but on branding, experience, and value.

Build in enough margin to cover your production costs, marketing, and operations while still leaving a profit. As a rule of thumb, target a 30-50% markup on your retail prices.

For example, if a branded phone case costs you $8 to produce, aim to sell it for $16-20. 

Margins like these let you run ads, offer discounts, or bundle products without harming your bottom line.

3. Think about branding potential

Strong branding is what makes your products memorable. To get it right, focus on these areas:

• Visual identity: Use a clear brand logo, consistent colors, and fonts across products, packaging, and your store.

• Packaging design: Make unboxing part of the experience with custom packaging, inserts, or eco-friendly touches, aligning with your values.

• Consistency: Carry the same tone, style, and look across your website, products, and marketing so customers immediately recognize your brand identity.

When white-label brands feel cohesive, the products stop being interchangeable. Customers don’t just buy an item- they buy into your brand story.

4. Test supplier reliability

Your business will only go as far as your white-label supplier can take it. Before you commit, order samples and check the product quality – if it doesn’t impress you, it won’t impress your customers. Colors, sizes, and materials should stay the same across every batch.

Reliability also means speed. Ask about average fulfillment times, how they handle peak seasons, and their quality control process. Do they inspect items before shipping? What’s their policy if something goes wrong?

Customer support is also part of the test. A partner with easy access and fast, clear answers is much easier to scale with than one who keeps you waiting.

A reliable supplier isn’t just a vendor; they’re the backbone of your brand identity. If this part breaks, your brand reputation goes with it.

5. Consider the customer experience

The best white-label products don’t just look good – they’re part of a memorable brand story. It starts when the package arrives. A box with your brand logo, thoughtful packaging design, and a personal note turns an ordinary delivery into a moment your customers remember.

Think beyond the product itself:

• Unboxing rituals: branded wrapping, stickers, or inserts that surprise and delight

• Consistency: colors, fonts, and tone across the product, custom packaging, and website create a seamless brand identity

• Practical touches: easy-to-open boxes, recyclable materials, or care instructions show you value the customer’s time and values

• Post-purchase engagement: a thank-you email, discount code, or invite to your social channels keeps the connection alive

How to launch your white-label business

Launching a white-label business through your own online store is easier than you think. It’s a step-by-step process where each stage builds on the last.

With Printful, you can move from idea to launch using a wide range of white-label products and seamless ecommerce integrations. The best part? You can sign up to Printful for free. Here’s how the process works:

1. Choose your niche

Start by defining who you want to sell to. A narrow focus makes it easier to stand out.

Instead of broad ideas like “fitness gear,” aim for niches like “yoga accessories for beginners” or “streetwear for college students.” The more specific you get, the easier it is to shape your product line and brand identity.

2. Source your products

Once you know your niche, pick white-label products that fit your audience and choose a reliable supplier. Look for providers with a strong track record, transparent production process, and solid quality control standards. Always check reviews, test shipping times, and confirm the process.

Printful simplifies sourcing with a large catalog of white-label items – from t-shirts and mugs to skincare and home goods – all vetted for reliability. The key is to balance market demand with trustworthy fulfillment so you know you’re building on a reliable foundation.

3. Design your products

Upload your artwork or create designs directly in our Design Maker. You’ll see mockups (real-time previews) of how your designs look on your selected white-label products.

Adjust placement, colors, and details until you’re happy with the results. Once your designs are ready, generate mockups for your store, and start selling or save them as a product template.

4. Test sample quality

Never skip this step when selling white label. This is a must for checking product quality, testing how your designs print, and ensuring everything reflects your brand identity.

Use Printful to order samples of your t-shirts, mugs, or other white-label products before you sell them.

5. Build your branding

Branding doesn’t stop at the product. To build trust and recognition, think about:

• Product branding: Use Printful’s branding options to add your brand logo to products and labels, create custom packaging, include branded inserts, and more. These added customization options make your products feel premium and uniquely yours.

• Store customization: Whether you sell on Etsy, your Shopify store, or another platform, match your visual identity across your online store – from colors and fonts to layout and messaging.

• Marketing: Develop a strong brand voice with your marketing strategy, product descriptions, and social channels. Communicate your values – whether it’s sustainability, creativity, or affordability – so customers connect with more than just the product.

6. Set your pricing

Calculate your production costs, shipping, and platform fees, then add your markup. A 30-50% margin gives you room to run promotions and still make a profit.

Printful’s built-in profit calculator simplifies the math, so you can set both competitive and sustainable prices.

7. Sync with your store

Connect your product catalog to your online store with any of Printful’s ecommerce integrations. Product listings sync automatically, complete with images and descriptions.

When a customer orders, the purchase is automatically fulfilled and shipped under your own brand name. With the print-on-demand model, the entire order and sales process is automated, but the brand, creativity, and profit stay with you.

8. Market your products

Launch day is just the start. Promote your store with social media campaigns, influencer collaborations, and email marketing. Since Printful takes care of production and shipping, you can focus on design, storytelling, and growing your white-label brand.

Printful makes selling clothing, accessories, home goods, and skincare easy, but the white-label model isn’t limited to print-on-demand goods. You can also partner with independent suppliers to sell digital tools, software, or other white-label services.

No matter the category, the process stays the same – choose a reliable supplier, test the branded product, apply consistent branding, and launch through the right sales channel.

Pros and cons of selling white-label products

Selling white-label products is one of the fastest ways to start an ecommerce business, but like any model, it comes with some trade-offs.

Bottom line: Selling white-label products is a trade-off between speed and differentiation. The advantage? You can launch fast – no inventory, warehouses, or manufacturing.

However, this also creates competition, which means success depends on how well you choose the right niche, build a strong brand identity, and satisfy your customers.

When done right, white labeling offers the best of both worlds – the efficiency of outsourcing production and total brand control.

Conclusion

White-label products offer one of the fastest ways to start selling online. You don’t need factories or warehouses – just a reliable supplier, strong branding, and a clear niche.

With tools like Printful, sourcing, designing, and fulfilling orders is automated, leaving you free to focus on what matters most: building a brand that connects with customers.

Find white-label products to sell from reputable suppliers, launch small, test often, and expand into new product lines as your audience grows. White labeling allows you to start lean and scale fast, turning everyday items into new brands that feel entirely your own.