Sourcing Products for Ecommerce 101: How to Find Unique, High-Quality Stock

Centuries ago, merchants traveled across deserts and oceans to bring rare goods home.

Today, a majority of shopping is done from a laptop.

Modern ecommerce has made sourcing easier than ever — but also more complex. With more than 30 million online stores competing for attention, and a global customer base expecting fast shipping, finding the right products requires both creativity and strategy.

This guide breaks down today’s most effective sourcing methods, how to evaluate suppliers, and the tools that help streamline the entire product sourcing process for your online store.

What is product sourcing?

Product sourcing is the process of finding and securing inventory to sell — whether you make your own products, purchase from wholesale suppliers, or partner with a dropshipper who fulfills orders on your behalf.

Most ecommerce brands go through a similar flow:

• Product research: Understanding demand, market trends, and what customers truly want

• Price comparisons: Evaluating total landed cost, including shipping, customs, and packaging

• Vendor analysis: Checking legitimacy, product quality, quality control practices, and communication

• Supply deals: Negotiating MOQs, timelines, and contracts

A strong sourcing plan gives your business a competitive edge. Now let’s explore the most common ways to source products today.

There's a lot to love ❤️

Watch a demo to see the BigCommerce platform in action.

Watch Product Tour

Types of product sourcing

Choosing how to source products is one of the most important decisions you’ll make as an ecommerce brand. Some merchants prefer the creativity and control of making their own products; others rely on wholesale suppliers, dropshipping partners, or the treasure hunt of online marketplaces. 

There’s no single “best” approach — only the approach that fits your goals, budget, and the kind of business you want to build.

We’ll break down the most common product sourcing methods, along with practical considerations to help you compare options and choose the one that strengthens your supply chain, supports healthy profit margins, and keeps your customers delighted.

1. DIY products or services. 

Whether you’re crafting candles, sewing apparel, or making jewelry, DIY production gives you full control — something fewer retailers have as global competition grows.

Handmade goods remain popular. In fact, the global handicraft market is expected to be valued at $2,687 billion, driven by renewed interest in personal, artisanal, and sustainable items.

DIY is ideal for entrepreneurs who want unique products, small-batch design, or a highly personal brand.

Advantages of selling DIY products.

• Total control over product quality and branding

• Faster shifts to new products or designs

• No dependence on external product suppliers

• Highly differentiated inventory

Disadvantages of selling DIY products.

• Labor-intensive; limits scalability

• Requires consistent sourcing of raw materials

• Production, storage, and packaging handled fully in-house

• Higher unit cost compared to wholesale

A checklist to get you started.

Source your raw materials.

Start by identifying every input you’ll need — fabrics, beads, wax, leather, dyes, packaging, and tools. 

Look beyond craft stores and consider options like local suppliers, estate sales, flea markets, bulk marketplaces, and even community makers who sell surplus materials. Make sure you know not just what you’ll use, but how much each material will cost per finished unit.

Set your pricing strategy. 

Account for time, labor, packaging, shipping supplies, marketing, platform fees, and operational costs, not just materials. Many creators forget to pay themselves for their time and labor. Build a price that keeps you profitable and leaves room for growth.

Calculate your production time frame.

Track how long each product actually takes to make. This will influence your inventory levels, turnaround times, seasonal planning, and how you message availability. Decide whether you’ll keep items in stock, make them in batches, or only produce after an order is placed.

Plan your shipping workflow.

Think through how you’ll prep, package, and ship orders: Are you fulfilling at home? Using USPS pickups? Outsourcing some steps? 

Your packaging choices impact cost, sustainability, and the unboxing experience — all of which shape the overall customer experience.

Secure storage for inventory and materials.

Even small handmade businesses need a dedicated space to keep materials organised and products safe. If you grow, consider renting a small studio, using a coworking maker space, or storing overflow inventory in a secure location.

Communicate timelines clearly.

Set expectations early and repeat them often. Add estimated production times to product pages, clarify shipping windows in your policies, and reinforce expectations in transactional emails. Transparency reduces support requests and builds trust with customers.

2. Manufacturers or wholesale suppliers.

Working with a manufacturer or wholesale partner is one of the most common sourcing methods for a scaling ecommerce business.

Manufacturers create products for you — either custom or white-label — while wholesalers resell goods in bulk.

This route can unlock better prices, strong profit margins, and access to large quantities of inventory, all of which help you optimise your business model.

Advantages of working with manufacturers and wholesalers.

• Lower unit costs and stronger profit margins

• Consistent, repeatable product quality

• Scalable production for growing demand

• Access to private-label or customisation options

• Broader and more reliable product assortment

Disadvantages of working with manufacturers and wholesalers.

• Higher upfront investment due to MOQs

• Risk of excess inventory or storage needs

• Longer production and shipping lead times

• More administrative work (logistics, contracts, freight)

• Time-intensive process to vet and select a reliable supplier

A checklist to get you started sourcing products.

Find a supplier. 

Start by mapping out where you’ll search. Good places to find a sourcing company include:

• Global platforms like Alibaba, AliExpress, and IndiaMART

• Wholesale directories such as Wholesale Central, SaleHoo, or Thomasnet

• Trade shows, both niche and general

• Local manufacturers and smaller artisan factories

• Independent creators you discover on social media, marketplaces, or local fairs

• Domestic suppliers found through regional networks or maker communities

If you’re producing your own private label line, look for manufacturers who specialise in your category and offer flexible MOQs for early runs.

Vet the new business partner. 

Verify business legitimacy through reviews, references, certifications, and Better Business Bureau listings when applicable. Strong suppliers will happily provide documentation and expect professionalism in return. Be ready with your business license and resale certificate.

Evaluate your supplier. 

Once you’ve narrowed down your list, evaluate each contender by asking:

• What is the full unit price? Are there hidden fees you should know about?

• What are the MOQs? Are they flexible as you scale?

• What is the expected lead time? How do they handle peak-season shortages or production delays?

• What does packaging look like? Can they support branded or eco-friendly options?

• Do they offer real-time inventory updates? Especially important for multi-channel sellers.

• How do they manage quality control? Ask about testing procedures, rejected units, or factory checks.

• What does communication look like? Weekly updates? Monthly reports? Shared dashboards?

• What are the contract terms? Look for clarity around payment structure, freight options, and termination clauses.

Order samples. 

Before signing a contract or placing large orders, inspect samples in person. Assess product quality, materials, durability, packaging, and overall feel. If your plan is to sell products under your own private label, samples are non-negotiable.

Weigh your options. 

Compare suppliers based on total landed cost, shipping complexity, reliability, scalability, and long-term fit. Price matters, but it shouldn’t outweigh consistency or quality. If a supplier can’t support your demand a year from now, they may not be the right supplier for today.

3. Dropshipping. 

Dropshipping is a method of product sourcing where another vendor fully fulfills a customer order. Essentially, you only list their inventory on your ecommerce website, while the dropshipping partner handles everything that happens after the sale (packaging, shipping, etc.). It’s a low-risk way for business owners and startups to test new products or expand their catalog without storing inventory.

Dropshipping also pairs well with private label opportunities, online marketplaces, and even Amazon FBA (Fulfillment by Amazon). In fact, more than 30% of online stores use dropshipping for order fulfillment.

Advantages of dropshipping.

• No upfront inventory investment

• Access to thousands of products

• Lower operational load

• Great for experimenting with types of product categories

Disadvantages of dropshipping.

• Thinner profit margins

• Limited control over product quality

• Potentially longer shipping times

• Harder to differentiate if competitors use the same suppliers

A checklist to get you started.

Identify promising dropshipping companies.

Research both directories and independent vendors. Consider platforms like Spocket, Modalyst, Syncee, and AliExpress, but don’t ignore local manufacturers or niche suppliers who offer high-quality goods with faster shipping.

Check references and public reviews.

Look for transparency, responsiveness, reliable shipping times, and strong service ratings. Because dropshipping can introduce fulfillment risk, choose partners who take customer issues seriously.

Evaluate their product catalog.

Review pricing, available variants, sizing, packaging, customisation options, and whether they support branding. Compare the wholesale cost to the retail price you’ll need to remain competitive while still preserving profit margins.

Ask about logistics and returns.

Clarify how they handle returns, damaged items, and lost packages. Ask about order processing speed, average fulfillment time, and how they manage inventory updates in real-time.

Request product samples.

Inspect each item the same way you would with a manufacturer. Dropshipping requires extra attention to product quality because you aren’t handling the merchandise yourself.

Choose your partner and launch.

Start with a small batch of listings, monitor performance closely, and adjust your dropshipping business operations as needed.

4. Marketplaces. 

From estate sales to Etsy shops to global platforms like eBay, Amazon, AliExpress, marketplaces are ideal for small businesses looking to test inventory before placing bulk orders or diving into long-term supply contracts.

From niche sites to large online marketplaces, there’s an incredible variety of products to choose from, especially when you want to curate unique products.

Pros of using marketplaces.

• No MOQs

• Fast access to diverse inventory

• Easy to find niche or vintage items

• Great for trend-driven categories

Cons of using marketplaces.

• Typically retail price, not wholesale

• Inconsistent stock

• Varied seller reliability

• Must check shipping times and ratings carefully

A checklist to get you started.

Know what you’re looking for.

Walk in with clarity: Are you sourcing vintage items? Trend-driven decor? Collectibles? Replacement stock? A focused search helps you avoid impulse buys and mismatches in your product catalog.

Ask about quantity and replenishment.

Marketplace sellers often have limited stock. Verify whether they can supply large quantities or replenish items. If not, build that limitation into your merchandising strategy.

Negotiate where possible.

Even on marketplaces, bulk discounts or bundle deals may be available — especially if you plan to become a repeat buyer. Some sellers also offer wholesale tiers once a relationship forms.

Review ratings and communication style.

Sellers vary widely in professionalism. Strong communication early on suggests they’ll be responsive if issues arise later, especially for items that require careful order fulfillment or packaging.

Use marketplaces to spot rising entrepreneurs.

One of the hidden benefits of marketplaces is discovering small creators who aren’t yet stocked by major retailers. These connections can evolve into more formal supplier relationships or even private label opportunities.

5. Trade shows.

Trade shows remain one of the most effective ways to discover potential suppliers, inspect goods in person, and negotiate pricing.

Whether you attend ASD Market Week, NY NOW, or specialty industry expos, trade events give you a firsthand look at product quality, packaging, and manufacturing capabilities.

Advantages of trade shows.

• Access to a host of different suppliers at once

• Ability to see and feel the product in person 

• Novel and innovative products 

• Faster pace of supply deal negotiation 

Disadvantages of trade shows.

• Extra travel and attendance costs 

• Intimidating process for first-timers

• Many suppliers prefer to work with bigger brands 

A checklist to get you started.

Arrive with clear sourcing goals.

Define the types of products you’re looking for, your target price range, ideal MOQs, your total budget, and whether you prefer custom, white-label, or branded inventory.

Assess product uniqueness and fit.

Evaluate whether the product will resonate with your audience, complement current offerings, or fit into planned bundles. Remember that brand differentiation is key if you're competing on competitive pricing rather than exclusivity.

Consider shipping and logistics.

Ask each vendor about freight options, transit time, packaging, and whether the product will be easy to store, ship, or integrate into existing inventory management systems.

Evaluate demand and competition.

Before committing, ask exhibitors about sell-through rates, best-performing regions, or potential shortages. Combine this with your own product research to gauge demand.

Craft a brief pitch about your business.

Suppliers want to know you’re serious. Introduce yourself clearly: what you sell, who you serve, how much inventory you’re considering, and your typical ordering cadence. A thoughtful intro sets the tone for mutually beneficial relationships.

Invite the supplier to share their capabilities.

After your intro, ask open-ended questions about their brand, production strengths, capacity, and lead times. The conversation often reveals whether they’ll be a reliable partner under pressure, especially during peak seasons or disruptions.

Top product sourcing tools and platforms for 2025

Product sourcing in 2025 is all about removing friction. The best tools don't just help you discover suppliers, they help you compare pricing, test demand, and keep your supply chain running smoothly as you scale. 

Here are a few standout options that integrate directly with BigCommerce, making it easier to evaluate product quality, automate workflows, and stay organised.

Dropshipping and on-demand sourcing tools.

These tools help you test new products, expand your catalog, and avoid upfront inventory commitments — all with direct BigCommerce integrations:

• Avasam DropShipping Marketplace: Connects you with verified dropshipping suppliers, offers real-time inventory syncing, automated order routing, and easy product importing into BigCommerce

• Spocket Dropshipping: Focuses on US/EU suppliers with faster shipping times. BigCommerce retailers can import products with one click, set pricing rules, and maintain healthy profit margins

• Gooten Print On Demand: Ideal for custom or private label items, Gooten manages printing, production, and fulfillment, while BigCommerce supports instant publishing and consistent product quality

• Spreadr Amazon Importer: Lets you quickly import Amazon listings into your BigCommerce store, which is useful for product research, validating new categories, or testing before investing in wholesale orders

Supplier directories and product discovery.

These platforms speed up the early stages, from identifying potential suppliers to comparing wholesale pricing:

• Alibaba for global manufacturers, minimum order quantities, and private-label opportunities

• AliExpress for low-risk product testing and small-batch purchases

• Faire for wholesale partners focused on indie brands

• Thomasnet for US-based industrial and commercial suppliers

Although these tools aren’t fully automated, they can help you source products confidently by providing transparency around pricing, certifications, and lead time expectations.

Quality control and logistics tools.

Once you’ve found the right supplier, QA/QC third-party tools help you confirm they can deliver consistently:

• QIMA and Intertek for factory audits, material testing, and quality control

• Flexport for freight visibility and import support

• ShipBob for outsourced fulfillment connected to BigCommerce

These tools help prevent disruptions, reduce shortages, and keep your inventory management predictable.

Regulatory and legal considerations for sourcing products

Before placing your first large order, it’s important to take time to understand the regulations that affect product imports, labeling, and safety standards.

Key areas to review:

• Customs documentation for international sourcing

• Tariffs, taxes, and shipping documentation

• Consumer product safety, labeling, and testing

• Ethical sourcing requirements

• Record-keeping and tracking of supply chain origin

Working with a reliable supplier reduces risks, but compliance ultimately falls on the ecommerce retailer’s shoulders.

The final word

Great product sourcing isn’t just about finding the cheapest price; it’s about finding the right partners — the ones who ship on time, maintain strong quality standards, communicate clearly, and help you deliver a standout customer experience.

Whether your business leans into DIY craftsmanship, wholesale, dropshipping, or marketplace sourcing, your competitive advantage comes from consistency, flexibility, and the brand story only you can tell.

Stay curious. Test often. And build relationships with suppliers who treat your business like their own.

FAQs about sourcing products

How do you source a product for selling online?

Most ecommerce brands use one (or a combination) of these three approaches:

1. Make it yourself: Ideal for artisans, DIY creators, or brands that want full control over product design and quality

2. Work with a manufacturer or wholesale supplier: Great for scaling, improving unit costs, and offering a larger catalog

3. Use a supplier (dropshipper, distributor, or marketplace seller) who provides products without requiring you to hold inventory

Many stores blend these methods, and some even partner with local businesses that aren’t online yet and bring them into ecommerce for the first time.

How do I find ecommerce suppliers? 

Start with a broad search. Look through wholesale directories, check online marketplaces like Alibaba or Faire, explore industry-specific directories, and reach out directly to artisans or small manufacturers. If you want to carry a specific brand, contact them about direct wholesale terms — you’d be surprised how many say yes.

What products are trending in 2025?

A few product categories consistently gaining traction this year include:

• Eco-friendly and sustainable goods: Reusable home items, low-waste essentials, and sustainably-made apparel

• Home and lifestyle upgrades: Wellness accessories, smart home gadgets, décor, and home-office improvements

• Health and self-care: Natural skincare, aromatherapy, and ergonomic tools

• Personalised and print-on-demand products: Custom apparel, gifts, and décor

• Hobby and DIY kits: Crafting supplies, gardening items, and niche hobby gear

Use trend tools like Google Trends, Exploding Topics, and marketplace “most wished-for” lists to validate demand before adding new products to your catalog.

How should I source product materials?

If you’re making your own products, start with nearby suppliers to reduce shipping delays and costs. Local raw-material providers, online directories, and specialty marketplaces are all great starting points. For bulk needs, many brands mix local sourcing with larger online orders from vetted suppliers.

Which products are easy to manufacture?

Simple, low-complexity items with few raw materials are the easiest to produce in-house. A few examples include:

• Candles and soaps

• Jewelry and accessories

• Small leather goods

• Basic apparel

• Simple home décor

• Sweets and packaged treats

These categories require less equipment, lower upfront investment, and easier quality control, making them popular choices for early-stage entrepreneurs and small makers.

How can I source clothes for an online store?

Your approach should match your store model:

• Multi-brand boutiques: Curate items from local designers or buy in bulk from wholesale suppliers

• Private label apparel brands: Partner with a manufacturer or cut-and-sew shop for custom designs

• Vintage/thrift stores: Source from estate sales, auctions, garage sales, and online marketplaces

Sourcing clothing is more flexible; the key is matching your strategy to your brand positioning.

How can I find American suppliers?

Begin with US-focused directories like Thomasnet, Clever Wholesale, or SaleHoo. These platforms list manufacturers, wholesalers, and distributors across dozens of product categories. You can also reach out to regional makers, local factories, and trade organisations if you prefer to stay fully domestic.

Can I dropship from the United States?

Yes, ecommerce stores can dropship from the US. In fact, any registered ecommerce business in the US can work with US-based dropshipping suppliers or act as a dropshipper for another brand. You’ll just need proper business registration, sales tax compliance, and a platform (like BigCommerce) that supports automated dropshipping workflows.

How do I find dropshipping suppliers?

You can start with platforms like Spocket, Avasam, or Syncee, but also look beyond the big marketplaces. Many small manufacturers produce high-quality goods but don’t operate online B2B storefronts. Reaching out directly — and offering to act as their digital channel — can give you access to unique, less competitive products.

How do I find the best suppliers when sourcing products?

To hone in on the best suppliers for your business and brand, use a structured research process:

1. Define your target price range, MOQs, and quality standards

2. Send a request for proposal (RFP) to compare terms across multiple suppliers

3. Read reviews and confirm business credentials

4. Order samples to inspect product quality in person

The right supplier isn’t just affordable, they’re communicative, consistent, and aligned with your long-term goals.