10 best private label products to sell and tips for getting started
Starting your own online store may seem intimidating, especially if you’re concerned with the time and cost involved. But, you don’t necessarily have to go the route of product development, product testing and stocking inventory. With private labeling, you can skip this process and move right into building your eCommerce website.
In this article, we’ll share the best private label products to sell, where to sell them and the pros and cons of selling. By the time you finish reading, you’ll be itching to start your own online store using an eCommerce platform like Wix, with all the tools and integrations you need to help you succeed.
Need a way to easily source and sell new products? Design exclusive products with Wix’s print-on-demand partners.
What is a private label product?
A private label product is a product that is manufactured by one company but sold under the brand name of another company.
A popular example of this is Walmart’s “Great Value” brand. To Walmart’s customers, this line of grocery and household products is all part of Walmart’s signature brand; meanwhile in the background, Sara Lee, Dyson and several other companies produce these goods on Walmart’s behalf before they’re labeled as “Great Value.”
Private label products allow you to leverage an existing product and customize it to match your brand. Logistically, there are several benefits to doing this. “Often, the manufacturer produces the product at a lower cost and higher margin—giving the retailer more control over pricing with their own branding, while capitalizing on [the] craftsmanship of the manufacturer,” says Jill Sherman, head of suppliers hub for Wix. “It also allows a retailer to scale without extensive manufacturing agreements.”
10 best private label products to sell
Finding the best products to private label is all about keeping your finger on the pulse of what’s trending on social media and where there are gaps or opportunities in the market. Amazon’s trending products are a great place to begin your search, or you can use a tool like Niche Scraper to analyze which categories have the highest potential.
01. Personal care items
Personal care items are essential in daily routines, fostering a steady demand for skincare, haircare and grooming products. And, the interest in personal care items continues to reach new heights—globally, the skincare market is projected to reach more than $109 billion in 2023 and surpass $167 billion by 2030. One of the key advantages of private labeling in this sector is the ability to offer customized products to meet specific audience needs. You can craft unique formulations, scents and packaging.
Furthermore, a strong brand presence in personal care can cultivate loyalty since consumers often stick to products that suit them well. Additionally, the recurring nature of personal care item purchases can provide a dependable income stream and greater repeat business potential.
02. Women’s fashion and apparel
The world of women’s fashion and apparel is both timeless and ever-evolving. Despite shifting trends, the demand for clothing remains constant, presenting a potentially lucrative market for your private label business. According to IBISWorld, the market for online women’s clothing has grown an average of 13.7% per year from 2017 to 2022.
The concept of self-expression through clothing drives a diverse range of products, from casual to formal attire. Additionally, the seasons and occasions throughout the year influence predictable buying patterns that you can leverage in your business.
03. Cosmetics
Private labeling within the makeup and beauty industry provides the flexibility to introduce trend-driven products, such as lip glosses, eyeshadow palettes, nail polish or fragrance. You can curate unique collections, plus experiment with colors, textures and formulations that resonate with your audience.
By developing a distinct brand within the cosmetics sector, you can work toward establishing a loyal customer base that seeks your products for their individuality and quality.
04. Pet products
In 2022, Americans spent over $136 billion on their pets. The bond between people and their pets is undeniable, and the pet products market thrives on this connection. Pet owners are often eager to provide the best for their furry companions, presenting a robust market for private labeling.
From pet food to toys to grooming accessories, the potential for customization is unlimited. You can focus on a niche and cater to the preferences of your target audience. Additionally, the recurring nature of pet product purchases, especially essentials like food and hygiene items, offers an opportunity for more consistent revenue.
05. Household supplies
Household supplies form the backbone of daily living, making this market a reliable space for private label opportunities. Necessities such as cleaning supplies, kitchen tools and home essentials are in constant demand.
You can leverage the growing interest in sustainability by offering eco-friendly alternatives as your focus. The U.S. market size for green cleaning products alone was estimated at over $278 billion in 2022, with a projected compound annual growth rate (CAGR) of 7.36% through 2027. Additionally, the subscription model can be applied to household supplies, ensuring a steady stream of revenue.
06. Home décor and furnishings
Infuse personal style into the lives of your customers by selling home décor and furnishings. This market thrives on the idea of creating spaces that reflect individuality and aesthetics, and private labeling within this sector allows you to create unique designs that resonate with different interior styles.
Seasons and occasions create additional opportunities for themed or seasonal décor items. Whether you choose to sell wall art, cushions or decorative accents, the possibilities for customization are endless.
07. Electronics and device accessories
From smartphones to laptops, devices have become an integral part of daily routines and paved the way for the electronics and device accessories market to thrive. As a small business in this sector, you can tap into the tech-centric society by offering accessories that enhance device functionality or style. Private labeling allows for customization that caters to various devices and preferences.
Furthermore, with such a dynamic market where the products are always changing, there’s ample opportunity for innovation and differentiation. In this sector, brand visibility is a key advantage, as customers carry their devices wherever they go, turning them into walking billboards for your brand.
08. Fashion accessories
Fashion accessories are affordable indulgences that allow customers to elevate their style and express their personality. This market consists of a wide range of items, including jewelry, handbags, scarves, hair accessories and more. You can capitalize on the versatility of fashion accessories by offering diverse options, catering to different demographics or styles.
The global eCommerce fashion accessories market is expected to experience a healthy 14.7% CAGR through 2028. Whether you’re selling timeless classics or trend-driven pieces, there’s room for creativity and differentiation. Fashion accessories also make popular gifts, providing a potentially steady stream of sales opportunities. Build a curated collection of fashion accessories that aligns with your brand identity to improve customer loyalty and engagement.
09. Fitness and health equipment
The U.S. health and wellness market’s value reached around $4.3 billion in 2022, and projections suggest it could reach an impressive $8.3 billion by 2032. With numbers like that, it’s no wonder that products associated with wellness and exercise are experiencing a surge in demand.
Resistance bands, yoga mats, powdered sports drinks—the range of solutions for at-home fitness enthusiasts seems boundless. As convenience and health considerations continue to guide purchasing decisions, the preference for home workouts and personal home gyms has increased. This trend creates a promising niche market that’s tailor-made for private labeling endeavors. By offering top-tier, space-efficient equipment, you’re positioned to meet the needs of consumers who prioritize staying active from the comfort of their homes.
10. Water bottles
While you could lump this market in with exercise equipment, there’s such a growing demand and niche market for reusable water bottles that it’s worth listing separately.
When venturing into private labeling for water bottles, you can provide tailored designs, materials and branding, all while contributing to the reduction of single-use plastics and aligning with both consumer values and the betterment of the planet. Additionally, water bottles are frequently carried and set on display, offering excellent visibility for your brand.
How to choose the right private label products
Selecting the ideal private label products hinges on finding the sweet spot between personal passion and market viability. As an entrepreneur, uncovering items that align with your interests while also tapping into potentially lucrative niches can help lay the foundation for a successful business.
Choosing the right private label products involves a combination of meticulous research, understanding of market trends and evaluating your business’s capabilities. It also requires an understanding of inventory turnover and being mindful of potential supply chain challenges that could negatively impact your business.
Here are some valuable tips to consider when choosing the right private label products for your business.
Assess market potential: While your passion is crucial, remember to prioritize products that also exhibit market potential. Analyze demand, competition and trends to ensure a sustainable business. Think about the long-term demand for the product, too. Avoid fads and focus on items with long-lasting appeal to minimize your risk of overstock inventory.
Select niche markets: Tailor your product choices to specific niche markets within the broader industry. Specializing allows you to connect more deeply with your target audience.
Research social media trends: Monitor platforms like Instagram, TikTok and Pinterest to identify emerging product trends, gauge consumer interest and get inspiration for potential products to private label.
Leverage online marketplaces: Platforms like Amazon, eBay and Etsy offer insights into top-selling products and categories. Analyze these trends to identify potential opportunities.
Assess inventory turnover: Opt for products with a healthy inventory turnover rate. Items that consistently sell well indicate a strong demand, making them good candidates for private labeling.
Minimize supply chain challenges: Consider potential supply chain issues prior to finalizing a product. A manufacturer's location, for example, can have a significant impact on sourcing, production and delivery times. Look for products with fewer supply chain complexities to minimize issues and consider working with local manufacturers versus international or overseas suppliers to minimize your risk.
Consider profit margins: Calculate potential profit margins by factoring in manufacturing costs, packaging, shipping and your desired profit. Choose products that offer a good balance between cost and selling price.
Listen to customer feedback: Pay attention to customer reviews and feedback on similar products. Identify pain points and areas for improvement that you can address with your private label version.
How can you get started with private label products?
There are several big private label platforms that provide access to thousands of products, ready for you to brand as your own. Some of the most prominent private label dropshipping resources include:
Modalyst: Modalyst offers a comprehensive network of reliable global suppliers. You can source products directly from those suppliers or design your own products to sell online.
Alibaba: Alibaba is a large online marketplace offering a wide variety of products from different suppliers and manufacturers all over the world that can be customized and private labeled.
ThomasNet.com: ThomasNet.com is an online platform that connects buyers with suppliers, providing a comprehensive directory of manufacturers, distributors and service providers across various industries in the U.S.
Global Sources: Global Source is another online platform offering a wide range of products—including electronics, fashion and lifestyle items—making it an ideal fit for a business looking to source diverse and international products.
Amazon Private Label: If you’re looking to sell on Amazon, its private label program allows you to create your own branded products exclusively for the Amazon marketplace.
Printful: Printful is perfect for businesses interested in custom-printed products like apparel, accessories and home goods. Printful handles the production and order fulfillment for you.
Maker’s Row: If you’re interested in producing physical products in the U.S., Maker’s Row can help connect you with American manufacturers and suppliers.
Where can you sell your private label products?
When you’re ready to start a business selling private label products, the best approach is to build a multi-channel sales solution where you reach your target audience through a variety of means including online marketplaces, social media and a branded website of your own.
As a small business owner, a website gives you the most control of your brand and your customer’s shopping experience and should therefore be the focal point of your customer engagement. As you reach out to customers through other sales channels, draw them back to your website with enticements such as a customer loyalty program or exclusive offers.
Start by selecting a comprehensive eCommerce platform, like Wix, with everything you need to create, manage and grow an online store. Wix offers a robust collection of tools and integrations to help you manage the day-to-day tasks of running a business including inventory management, analytics, marketing and online payment solutions. Everything you need is built in, including hundreds of designer-made online store templates that are ready to customize using Wix’s intuitive editing platform.
Once you have your eCommerce website set up, you can easily integrate your online store with additional sales channels, such as:
Facebook: Facebook offers several avenues for selling online. One primary method is through Facebook Shop. With Wix eCommerce, you can start selling your products in a fully integrated Facebook Shop with a few easy clicks. Customers can browse, save and purchase products without leaving Facebook’s platform. There’s no need to keep track of two online shops either, since you can automatically update your Facebook Shop right from your Wix site dashboard.
Instagram: Like Facebook, Instagram allows you to create an Instagram shop so that you can sell directly to consumers by tagging products in your posts and stories. With Wix, you can automatically keep your product catalog synced with your Instagram business profile so your customers always have access to your latest products and promotions.
Amazon: Amazon is one of the world’s largest online marketplaces. You can set up your own virtual storefront within its platform to create product listings, manage inventory and tap into Amazon’s massive custom base. Or, as a Wix subscriber, you can quickly connect your eCommerce store to Amazon and continue to manage your products and Amazon orders right from your Wix dashboard. Amazon also offers Amazon FBA (Fulfillment by Amazon), where it handles storage, packaging and shipping of products to simplify your store logistics.
Google Merchant Center: Google Merchant Center allows you to show your products to shoppers when they’re searching on Google and can help drive traffic to your online store. Manage your inventory and keep your products in sync through Wix. Products can be listed for free, or you can take things up a notch and use Google Ads to promote your products and ensure you reach more of your target audience.
TikTok: TikTok has expanded beyond a social media platform to offer eCommerce capabilities. You can use TikTok’s platform to create engaging short-form videos showcasing your products. Additionally, you can use the “Shop Now” feature to link directly to your online store, driving traffic and sales from your TikTok audience. Link your Wix product catalog to the TikTok Catalog Manager to make uploading your products a cinch.
eBay: eBay is another well-established online marketplace that provides you with a platform to list and sell products. You can create your own listings, set pricing and engage in auction-style or fixed-priced sales. Alternatively, as a Wix subscriber, you can connect your Wix store to eBay and manage your products all in one place while you grow your business and reach new customers.
