Wholesale Handler
A storefront is an opt-in public page that lets prospective customers find your wholesale business through search engines. You fill in business details, pick which products to include, submit for review, and once approved your page goes live at /stores/your-slug. Existing customers don't use the storefront - they sign in and order through their normal account. The storefront is purely an acquisition channel.
Why have a public storefront?
Many small wholesalers have no web presence and rely on word of mouth. A café owner looking for a bread supplier or a florist needing wholesale flowers has no good way to find local options. A storefront gives you a search-friendly page targeting long-tail queries like "wholesale bakery delivery Aberdeenshire" so trade buyers can discover you.
How do I enable it?
Open Settings and scroll to the Storefront section. Click Enable storefront. Nothing is published yet - this just unlocks the setup flow.
The feature is opt-in: until you enable it, no storefront exists for your account, and the storefront-related options on your products and price lists stay hidden.
How do I set it up?
Once enabled, the setup flow has three steps:
- Details - your slug (the part of the URL after
/stores/), country, business description, city and delivery areas. The description is what search engines show in results, so there's a character target shown on the field. - Products - a per-product toggle on each row of your library decides which products appear on the storefront. You can display all or a selection of your products.
- Review - check how the page looks via preview, then submit for review.
The slug is locked once you save it - pick something stable. Delivery areas are comma-separated tags ("Aberdeen, Aberdeenshire, Dundee") and are the SEO gold: they target the long-tail search queries trade buyers actually use.
How do I choose which products appear?
Each product has a show on storefront toggle (off by default). Turn it on for products you want listed publicly. The toggle only appears once the storefront feature is enabled.
You can manage visibility from each product's update form, or as a bulk view from the Products step of the setup flow. For details on the rest of a product's settings see how products work.
How does pricing on the storefront work?
A storefront has a single show prices toggle that applies to every product on the page:
- On - every product shows its price from the dedicated Storefront price list (typically your highest, public-facing rate)
- Off - every product shows "Contact for pricing" instead
Showing prices
Blue Ridge Christmas Trees displays a price next to every product on the page.
Hiding prices
Magnolia Street Bakery shows "Contact for pricing" instead.
The Storefront price list works like any other price list in your account - set a percentage of Default (or override individual prices) on its detail page. For the full mechanics of price lists see how price lists work.
How does review and approval work?
When you submit your storefront for review, its status moves from draft to pending review and Wholesale Handler emails me a private link to preview your page. I approve or reject it within a working day or so. If approved, your page goes live at /stores/your-slug. If rejected, you'll get an email with the reason and the storefront moves back to draft so you can edit and resubmit.
Submission is blocked until you've added a business description and at least one product. Wholesale Handler tells you which one is missing.
The review step is content moderation. Wholesale Handler is my website and I'm personally responsible for what is published under it, so I read each submission to make sure it's a real wholesale business and the copy is fit to publish. I'm not evaluating your style or prose - merely making sure my website isn't being used for anything untoward.
Can I update my storefront after it's live?
Yes. Updates to an approved storefront don't take it offline. The approved version stays live exactly as it was; your changes are saved as a working draft and only replace the live version once you resubmit and I re-approve.
This means you can fix a typo or update your description without worrying about your page going dark. The trade-off: changes you make aren't visible to the public until they've been re-reviewed.
How do I disable my storefront?
From the Storefront section of Settings, click Disable storefront.... If your storefront is approved or under review, Wholesale Handler asks you to confirm - disabling takes the public page offline immediately.
Disabling preserves all your storefront data. If you re-enable later, your details, products and slug are still there - you don't need to start over.
How Wholesale Handler handles storefronts
The storefront sits alongside your normal merchant tools rather than on top of them. Storefront-eligible products are the same product records you sell to existing customers; the storefront price list works like any other price list; the public page reads directly from those same sources. Nothing about your day-to-day order workflow changes when you enable a storefront.
The public-facing side - your /stores/your-slug page, structured data for search engines, and the public directory at /stores - is generated automatically from your details and your storefront-flagged products.
