Trade Shows, Markets, or Online? Where Should You Sell Your Products?
If you're a creative entrepreneur or product-based business owner trying to figure out where the heck you should sell your stuff—you're not alone. Should you jump into craft markets? Sign up for a wholesale trade show? Or just stick with Etsy and your website? Let’s break it down and look at the pros and cons of each selling option.
For context, I started selling my products on Etsy and my own website. That worked for a while, but as I added more SKUs and wanted to grow my wholesale accounts, I realized I needed more visibility. It wasn’t until last year that I hired a rep to show my products at the bigger markets. It was a huge step, but also the right one for the stage my business was at.
So where should you sell? Let’s go through your options.
1. Should you sell online (Etsy, Shopify, marketplaces)?
Selling online is the most accessible entry point for most product-based businesses. You can start small, build your brand, and test new ideas without a huge upfront investment.
Pros:
Low barrier to entry—you can set up shop quickly
Great for testing new products
Available to customers 24/7
Easy to market with email, social, and SEO
You get to own your brand and customer experience (especially with your own site)
Cons:
Competitive (especially on Etsy)
Takes time to drive traffic if you don’t already have an audience
Platform fees and algorithm changes can eat into your profit
Tip: If you’re just getting started, online is a solid first step. I used both Etsy and my own website in the early years and they helped me build an audience while learning what products people actually wanted.
2. Should you sell at craft fairs, pop-ups, and local markets?
Markets are great if you want to connect with customers face-to-face, test your pricing, and get direct feedback.
Bonus: You can build a loyal local customer base.
Pros:
Instant customer reactions and feedback
You get to tell your brand story in person
Lower upfront costs than wholesale shows
Great for building brand awareness locally
Cons:
Labor-intensive—you have to lug inventory, set up a booth, and be “on” all day
Weather or event traffic can impact sales
Limited reach—you’re only selling to who shows up
Tip: Markets can be a great way to get quick cash flow and learn what resonates. You’ll also find out really fast which products draw people in and which ones need a second look.
3. Should you sell at wholesale trade shows?
Trade shows (like NY NOW, Las Vegas Market, or Atlanta Market) are where buyers go to place wholesale orders. This is a bigger commitment, but also a huge opportunity for growth if you're ready to scale.
Pros:
Exposure to hundreds of wholesale buyers
Big potential for long-term stockist relationships
Great for launching new product lines to retailers
Can grow your brand recognition in a serious way
Cons:
High costs (booth fees, travel, samples, and marketing materials add up)
Requires a solid product line and wholesale pricing strategy
It’s a big energy investment (or, like me, you can hire a rep!)
Note: I didn’t start with trade shows—I worked my way up to them. Last year, I hired a rep to showcase my products at the major markets, and it opened up a lot of new wholesale opportunities. But it wasn’t something I would’ve been ready for in year one, and that’s okay.
So… Where Should You Sell?
Here’s the truth: there’s no one-size-fits-all answer. It depends on your product, goals, and bandwidth.
Ask yourself:
Do I want to sell direct-to-customer or wholesale (or both)?
Do I enjoy in-person selling, or do I prefer the ease of online?
Am I ready to invest in trade shows—or do I want to grow more slowly?
Start where you are. Grow intentionally. And remember, every business evolves. You might start on Etsy, graduate to pop-ups, and eventually land at NY NOW with a full booth and a wholesale catalog. We each grow at our own pace.
Want more real-world strategies for growing your product-based business?
Check out my book:
Custom Products Made Easy: A Step-by-Step Guide for Artists and Makers
It’s packed with honest advice, practical tools, and real examples to help you manufacture and sell your own products with confidence—whether you’re just starting out or ready to scale.
Click here to check it out!