Starting A Sewing Business – Sales Channels
An aspect that may evolve as your business does, but that you should think about before getting set up, is how you’ll sell your products (or services).
It’s good to think through the logistics, create a rough plan, and determine details that will impact other areas of your business.
Why Your Sales Channel Matters
- Legal & Tax Implications – Where and how you sell can impact:
- Whether you need event permits (e.g. for selling at craft shows)
- Whether you need a resale certificate
- Whether you must collect sales tax in multiple regions
- Whether you need business insurance
- Delivery & Logistics – Some products are easier to sell in person than online. For example, if you’re thinking about mainly selling online, consider whether your product is niche and often searched for online (e.g. someone shopping for a “Mr. & Mrs. aprons for newlyweds” is more likely to look online for that item, rather than at a craft show), is easy and inexpensive to ship, is an item consumers feel comfortable buying without seeing in person/trying on/touching, etc.
- Marketing Fit – Different sales channels require different marketing strengths. For example:
- Online selling requires strong photography and digital marketing.
- Craft shows require in-person sales skills.
- Wholesale requires relationship-building and pitching.
- Presentation – Some products shine in person while others photograph beautifully. If you’re considering selling at craft shows, how easy will it be for you to display your products on a 6-foot table or 10′ x 10′ booth?
Choosing a Sales Channel
Think of a sales channel as the pathway through which money and products exchange hands.
Most businesses start with one primary sales channel — the one that generates most revenue — and later expand into additional channels.
Diversifying eventually can protect your business.
For example, many sellers on Etsy experienced sudden revenue drops when the platform changed its algorithm. Relying on only one channel can be risky long-term.
Here are the most common sales channels for sewing businesses, with practical pros and cons.
Craft Shows & Markets
Includes craft fairs, farmers’ markets, holiday markets, festivals, and pop-up events.
Pros
- Built-in marketing – Event organizers promote the show, bringing shoppers to you. So it’s a good way to reach potential customers before you start building your own audience.
- Immediate feedback – You can observe which products people gravitate toward, what they often pick up but rarely buy, and you can ask questions to get to know your target market. This feedback is incredibly valuable early on.
- Local networking – You can connect with local shoppers, other vendors (for possible collaborations and guidance), and local boutique owners (for potential wholesale accounts).
Cons
- Labour-intensive – Preparing inventory, setting up, selling all day, and packing up is physically and mentally demanding. Events often fall on weekends, leaving little downtime.
- Hit or miss – Weather, competing events, or weak promotion can drastically affect turnout.
- Broad audience – Most markets target a general audience. Your ideal customer may or may not be attending.
Online Marketplaces
Examples include Etsy, Go Imagine, and Amazon Handmade.
Pros
- Lower startup barrier – It’s typically faster and cheaper to open a shop on a marketplace than to build your own website.
- Built-in traffic – You’re tapping into an existing audience already shopping for handmade goods.
- Low commitment – It’s relatively easy to test your products and pivot if needed.
Cons
- Saturation – You’re competing with many sellers offering similar products.
- Fees – Listing fees, transaction fees, and payment processing fees add up.
- Algorithm dependency – Changes in search algorithms can dramatically impact your visibility and revenue. You don’t own the platform — you’re renting space on it.
Your Own Website
Selling through your own website gives you full control over your brand and customer experience.
Pros
- Full control – You control branding, messaging, pricing, and customer experience.
- Customer ownership – You build your own email list and customer base — assets you truly own.
Cons
- You generate the traffic – There is no built-in audience. You must market consistently.
- Higher setup learning curve – You’ll need to learn website platforms, payment processing, and possibly basic tech skills. A website works best when paired with strong marketing channels (Pinterest, email marketing, Instagram, etc.).
Wholesale or Consignment
Selling your products through boutiques or retail shops.
Pros
- Less direct selling required – You’re not standing at a booth or managing daily customer conversations.
- Bulk orders – Retailers often purchase multiple units at once.
- Local credibility – Being stocked in stores can strengthen your brand.
Cons
- Lower margins – Wholesale pricing is typically 50% of retail.
- Production capacity required – You must be able to fulfill larger orders consistently.
- Less control – You don’t control how your products are displayed or marketed.
Consignment carries additional risk, as you’re typically paid only after items sell.
Action Steps
- Weigh the pros and cons of each sales channel and decide which ones are appropriate for your business.
- Decide on your primary sales channel to start.
- List any additional sales channels you’ll add as you grow (of focus on as a secondary revenue stream).
