How Stockists Actually Order (and what to do when someone orders via sticky note)
Week 22 – Streamlining Wholesale Orders: Haff Notes 52-Week Business in Plain English Challenge
Welcome to Week 22 of our 52-Week Business in Plain English Challenge! Last time, we tackled invoicing like a pro—and now it’s time to talk about how those wholesale orders actually come in.
If you’ve ever poured hours into building a gorgeous wholesale portal on your website, only to have your favorite stockist text you, “Hey—can I grab 6 more of everything?”… this week’s for you.
💡 Here’s the thing: Most small-town stockists are not logging into your website to place their order. And if you’ve been worried you’re “not doing it right,” I promise you—you are.
A Love Letter to the Low-Tech Order
Let’s rewind to the early days of my candle business. I was so proud of myself. I had set up a password-protected wholesale site with SKUs, pricing, tiered discounts, fancy login credentials, the works.
I launched it with a quiet little whoop of celebration. I emailed my stockists to let them know.
And then… crickets.
A week later, a shop owner walked by me while I was on a walk on the Spruce Cape trail in town and casually said, “Hey Melissa—I need a restock. Just send me six of everything. Same mix as last time.”
No login. No cart. No password recovery email. Just a seaside stroll order.
Why This Happens (and Why It’s Not a Problem)
The truth is, most small shop owners are juggling inventory, customers, events, and a hundred other daily fires. They don’t want to learn your system. They want to send a quick email or text and move on with their day.
Even if you’re on Faire or Latchet for wholesale (and you’ll get a lot of orders through there), many stockists will still reach out to you directly—especially if they know you personally or found you through word of mouth.
That’s not unprofessional. That’s efficient. And your job as the wholesaler? Make it as easy as possible for them to do that.
What Works Best (from One Stockist to Another)
Here’s what I’ve found works consistently—especially in smaller towns:
📎 Create a one-page flyer or product catalog
Include beautiful photos, product categories, names, and SKUs. Keep it simple. Bonus points if it’s printable.
💰 Include a separate price sheet and terms page
You don’t have to clutter up the catalog with prices if you sell at multiple tiers. Just make sure your price sheet includes:
Your business name and logo
Wholesale price
Suggested retail price
SKU & product description
Minimum order
How to order (email, text, order form, carrier pigeon)
📧 Offer multiple ways to order—but prioritize simplicity
Email is still queen. Text is a close second. If someone wants to call in an order while driving to pick up their kids from soccer, let them.
✍️ Avoid complicated order forms unless absolutely necessary
If you do include one, make sure it has clear product names and descriptions—not just SKUs. Stockists don’t memorize your catalog, and guessing slows them down.
“However You Want to Order Is Fine with Me”
I used to joke that I accept any form of payment: cash, Venmo, Zelle, check, invoice, gold doubloons. That same mindset applies to how I accept wholesale orders.
If it’s a screenshot of the last order with “Same again + 3 extra vanilla,” great.
If it’s a sticky note handed to me at the grocery store (which has happened), also great.
The goal is not to train your stockists to fit your workflow.
It’s to make ordering from you the easiest thing they’ll do all week.
Don’t Let the Lack of “Formal Orders” Shake Your Confidence
It can feel strange when you’ve built something beautiful and official, and then everyone bypasses it completely. I know this feeling intimately. I love making websites and tech solutions - and that can feel too complicated for others to navigate. But that doesn’t mean it wasn’t worth doing.
Your system is there to support you. It’s your backup. It’s your resource when someone says, “Can you send me a line sheet?” or “Do you have a catalog I can show my co-buyer?”
The relationship—not the system—is what drives reorders.
This Week’s Action Step
👉 Make a super simple wholesale starter pack:
A 1-page catalog or flyer with product photos, names, and SKUs
A price sheet with the following:
Wholesale and suggested retail pricing
SKUs and product names (that make it easy to know which product they are selecting)
Minimum quantity by SKU (how many of an item do they have to buy - typically six)
Minimum order total (typically $150 for an order total)
Terms (how long they have to pay you - typically 30 days)
Clear instructions for how to order from you (email, text, etc.)
Delivery information (mail, drop off and any fees)
Upload it as a PDF you can email or print it and tuck it in every shipment. You don’t need a portal. You just need to be ready when someone says, “Can I get a restock?”
✨ Did You Know?
Canva has pre-made product templates you can use to create line sheets, product catalogs, and pricing flyers in just a few clicks. Whether you're showcasing candles, jewelry, bath goods, or homewares, you can start with a beautifully designed template and customize it to fit your brand: photos, colors, fonts, and all.
Just search terms like “wholesale line sheet,” “product catalog,” or “pricing sheet” in Canva’s template library, and you’ll find dozens of layouts ready to go. It’s one of the easiest ways to look professional without hiring a designer.
👉 If you're a visual business, it's worth exploring, because how your product looks on paper really does influence whether someone places that wholesale order.
Your business doesn’t have to run like a tech company to be professional. It just has to work for you and the people buying from you. In small towns and big cities alike, ease of ordering wins every time.
Here’s to being the kind of business people want to order from again and again.
Let’s keep building one simple, powerful piece at a time.
You’ve got this.
— Melissa 💛