Selling on Shopify Handshake: What It Was and What Happened to It

A Guide for Handmade Sellers on Shopify’s Wholesale Marketplace

As a handmade seller, you're always on the lookout for new opportunities to get your products in front of more buyers—especially wholesale buyers. A few years ago, Shopify launched Handshake, an online wholesale marketplace designed to connect Shopify merchants with retailers. It seemed like a dream come true for makers who wanted to expand their businesses by selling their handmade goods wholesale without having to jump through the hoops of traditional wholesale markets.

But if you've tried to look for Handshake lately, you might have noticed it's no longer available. So, what exactly was Handshake, and what happened to it?

What Was Shopify Handshake?

Shopify Handshake was Shopify’s solution to help sellers like you enter the wholesale market with ease. Launched in 2021, the platform allowed Shopify sellers to showcase their products to retailers looking for unique, high-quality items to stock in their stores. Unlike traditional wholesale marketplaces, which often required extensive paperwork, long approval processes, or hefty fees, Handshake was integrated directly into Shopify’s ecosystem. This meant that if you were already selling on Shopify, you could easily opt into Handshake and list your products without needing a separate account or platform.

The goal was simple: allow small businesses, especially handmade sellers, to break into the wholesale space without the complications. Retailers could browse through categories like fashion, home goods, beauty, and of course, handmade products, and place wholesale orders directly through the platform.

For handmade sellers, this was a golden opportunity to reach new buyers and scale your business without needing a distributor or middleman.

Key Features of Shopify Handshake

• Seamless Integration: Since Handshake was part of the Shopify platform, it was super easy for existing Shopify sellers to set up their wholesale offerings without any added stress.

• Retailer Access: Handshake gave handmade sellers direct access to a network of retailers actively looking for new products to stock in their stores.

• No Middleman Fees: Unlike other wholesale platforms, Shopify Handshake didn’t act as a middleman or take a commission on sales, which kept costs low for sellers.

• Discoverability: Handmade sellers could gain visibility through curated lists, categories, and product highlights, making it easier for retailers to find them.

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What Happened to Shopify Handshake?

In mid-2023, Shopify began quietly discontinuing the Handshake marketplace after ian investment in Faire. As of now, it is no longer available for sellers or retailers. While Shopify didn’t make a big public announcement about why they decided to sunset Handshake, it’s clear that the marketplace didn’t gain as much traction as initially hoped.

Some speculate that Shopify may have shifted focus toward other areas of their platform, such as improving direct-to-consumer sales or enhancing other wholesale features that are already integrated into Shopify. Others believe that the competition from well-established wholesale platforms like Faire, Abound, and Tundra may have made it difficult for Handshake to stand out in a crowded market.

Despite its promise, Handshake didn’t quite become the wholesale hub Shopify envisioned. However, that doesn’t mean all hope is lost for handmade sellers looking to grow their wholesale business.

What Can Handmade Sellers Do Now?

If you were hoping to sell your handmade products through Shopify Handshake, don’t worry—there are still plenty of ways to expand into the wholesale market.

Here are some alternative options:

1. Use Shopify’s Built-In Wholesale Features: Shopify still offers the ability to set up wholesale channels directly within your store. You can create a separate wholesale storefront or offer wholesale pricing tiers to retailers who meet your criteria. This method allows you to control your wholesale sales and build relationships with retailers directly.

2. Explore Other Wholesale Platforms: Platforms like Faire, Tundra, Abound, and Mable are popular alternatives for handmade sellers looking to enter the wholesale space. These platforms offer exposure to a wide network of retailers actively searching for new products to stock.

   • Faire is especially popular with handmade and small-batch sellers due to its emphasis on unique, artisan products.

   • Tundra offers a commission-free platform, allowing you to connect directly with retailers without having to pay high fees.

   • I go over more wholesale platforms here.

3. Reach Out to Retailers Directly: If you prefer a more personal approach, consider reaching out to retailers in your niche directly. Build a list of small boutiques, gift shops, or specialty stores that might be interested in your handmade products, and send them an introductory email with your line sheet. This method takes a little more work, but it allows you to build strong, lasting relationships with store owners.

4. Leverage Other Shopify Apps: There are other third-party apps on Shopify, like Carro, that help connect sellers with retailers and influencers. While not strictly a wholesale marketplace, Carro allows you to collaborate with other brands and retailers to get your products in front of new audiences.
   

My Experience Testing Carro

I’ve personally been testing Carro in one of my stores, and it has helped me reach retailers I wouldn’t have found otherwise. Carro’s model allows sellers to collaborate with retailers and other Shopify stores, giving you access to new markets without the need for traditional wholesale. I’ll be sharing more about my experience with Carro in an upcoming post, but so far, I’ve found it to be a valuable tool for handmade sellers looking to expand their reach.

Conclusion: Where to Go from Here

While Shopify Handshake is no longer available, there are still plenty of opportunities for handmade sellers to grow their business through wholesale. Whether you decide to use Shopify’s wholesale features, explore alternative platforms like Faire, or reach out to retailers directly, the key is to find a method that aligns with your brand and business goals.

Stay tuned for more updates on how Carro and other tools can help you expand your handmade business!

For more information on selling wholesale through Shopify or other platforms, check out the latest guides on expanding your business.