Faire vs Airgoods: Which Marketplace is Right for Your CPG Brand?
If you’re an emerging consumer product brand, one of the fastest ways to grow beyond your Shopify store is by tapping into wholesale marketplaces. Two of the most talked about platforms are Faire and Airgoods. Both promise exposure, new accounts, and additional revenue streams without upfront costs.
But which one is right for your brand? Let’s compare.
Faire: The Established Player
Faire is the best-known wholesale marketplace for consumer products. Independent retailers rely on it to source everything from packaged foods to home goods. For brands, the upsides are clear:
A massive, established network of retailers
Built-in credibility when pitching new accounts
A proven platform that buyers already trust
The challenge is standing out. With thousands of competing brands, you need strong positioning, clear messaging, and polished visuals to win orders.
Airgoods: The Emerging Challenger
Airgoods is newer but designed with a digital-first approach. For smaller or niche CPG brands, it often provides more visibility than Faire.
Easier for early-stage brands to get noticed
A growing but less saturated retailer network
Faster discovery in categories that are crowded elsewhere
The tradeoff is that Airgoods does not yet have the same order volume or scale as Faire.
Fees and Fulfillment
Here is the good news: both Faire and Airgoods are free to join. They only charge a commission on sales, which keeps risk low. Even better, both integrate directly with Shopify. Orders you accept through either marketplace can flow seamlessly into your Shopify dashboard and be fulfilled just like your DTC orders. There are no messy workarounds or separate systems needed.
The Bottom Line
This is not a Faire or Airgoods decision. It is a both decision.
Faire offers scale and credibility.
Airgoods offers visibility and easier discovery.
Both integrate with Shopify, making them simple to manage alongside your direct-to-consumer business.
If you are accepted, get on both. The combination maximizes wholesale exposure, diversifies your revenue, and helps you build stronger retail relationships without adding complexity.
Once your storefronts are live, apply the same CRO principles you use on Shopify such as strong visuals, compelling copy, and clear offers to stand out and win more wholesale orders.
