Before defining your sales channels, it's essential to control your production. Making handmade candles requires essential equipment, such as waxes, wicks, perfumes and containers, which Terre de Bougies can provide.
1. Offline sales
1.1 Trade fairs, local markets, pop-ups
1.2 Local retailers
1.3 Private sales
1.4 The physical shop
2. Online sales
2.1 E-commerce website
2.2 Social networks
2.3 Newsletters
2.4 Marketplaces
Offline sales: creating links with your prospects/customers
Now that you know that the candle market is a profitable and accessible business, developing your physical presence allows you to create a genuine and lasting link with your customers. It's also a practical way of bringing your sensory world to life and generating spontaneous sales while boosting your local reputation. Here are a few ways of making your brand shine beyond the screen.
Local markets / craft fairs / ephemeral shops: the accessible boost for selling your candles
Local markets, craft fairs and pop-up stores are essential playgrounds and an excellent way to develop your customer base and build a network. What's more, these events are accessible according to their influence and popularity, so why not take advantage of them? Give preference to busy periods (Christmas, Mother's Day, autumn) and avoid the heat of summer, which can ruin your fondants or melt your candles.
Remember to systematically offer a point of contact (business card, QR code to your social networks, website, etc.) so that your customers can find you easily after the event. In this way, you'll build customer loyalty and increase your chances of adding them to your database.
Local resellers: a presence without a shop window
Using resellers is also an interesting sales channel, especially if you don't have a physical shop. This allows your customers to get a feel for your creations and will bring you new prospects who will then place orders on your site. Build interesting partnerships over the long term, set your conditions, find common ground, and always remember to formalise the conditions you set in writing.
Where can you display your scented candles? Here are some ideas for partnerships:
- Florists: bouquets enhanced with room mists, fondants, candles, etc.
- Concept stores: reach out to lovers of decorative objects with creations in tune with the world of the shop.
- Beauty salons, spas, hotels: offer a complete sensory experience and extend the well-being experience to the home.
- Hairdressers and wellness salons: the olfactory ambience reinforces relaxation and attachment to the brand.
Remember to formalise each collaboration with a clear agreement on margins, deposit and take-back conditions to secure your partnership.
Private sales: creating a special experience
Offer your customers/prospects a unique experience by inviting them to a convivial venue: your home, a welcoming café, a sunny terrace or even the home of hosts ready to welcome you for sensory workshops or private sales. In a warm atmosphere, your visitors can benefit from personalised advice and discover your new products. These special moments are ideal for encouraging spontaneous purchases while creating a strong, lasting bond with your community.
A physical shop: a culmination... to be anticipated intelligently
Who doesn't dream of opening their own candle shop? Many entrepreneurs see this step as the ultimate achievement. But it's important to remain realistic: the fixed costs are substantial (rent, utilities, fittings, payroll costs if you need to hire someone), which makes it an ideal option only when your business is already stable and sustainable.
The real advantage of a boutique? Direct contact with your customers and the unique opportunity to introduce them to your scents. The sensory experience becomes your best selling point.
Online sales: a powerful and accessible tool
Selling online has never been easier... or more strategic. Thanks to digital tools, even independent designers can now reach a wide audience, build a loyal community and develop their sales without a physical shop. E-commerce site, social networks, marketplaces or newsletters: each channel has its own specific features, advantages and opportunities. The key is to choose the ones that best suit your world, your customers... and your objectives.
E-commerce site: a powerful and accessible tool for marketing your candles
With today's digital tools, anyone can launch an e-commerce site. Depending on your ambitions, you can opt for a simple shop or a more sophisticated site with advanced options. If you're planning to manage this part on your own and you don't have any technical experience in building websites, we advise you to choose a "turnkey" website creation tool. There are more and more of these available these days.
| Solution | Advantages | Disadvantages |
|---|---|---|
| Shopify |
Get started quickly: guided configuration, intuitive interface. 24/7 customer support: chat, email and extensive documentation. Scalability: suitable for all stages of development. Multi-channel sales: synchronisation of stocks, tracking of each channel. |
Recurring cost: monthly subscription + commission on sales. Dependence on the Shopify ecosystem: infrastructure, source code, hosting and site functionality remain under Shopify's control. |
| Wix / Odoo / Hostinger |
Visual editor: easy to learn, no technical knowledge required. Extensive template library and unlimited colour/type customisation. Integrated tools: SEO, marketing, RGPD, Analytics, etc. |
Limitations for advanced e-commerce: difficult to upgrade for complex needs (cross-sell, multi-currency, advanced stock management). Variable performance: sites can be slower and less technically optimised. |
| WordPress + WooCommerce |
Open-source & free: flexible budget, you only pay for hosting and what you add. Extreme flexibility: you can create any functionality you want using plugins or code. Popular tools: numerous resources and tools available that can be easily integrated. |
Mandatory technical maintenance: updates, security, plugin compatibility to be managed yourself or via a service provider. Longer learning curve: installation, customisation, hosting... everything has to be configured manually. |
Social networks have become interactive shop windows and even new sales platforms. Social selling is the name given to this type of selling.
The most popular platforms for buying are Facebook, TikTok, Instagram and Pinterest, with Facebook cited as the top platform by 46% of social buyers, according to a study by Hostinger.
Social networks: selling your creations by creating a community
The figures
According to a study by the Adyen platform, between 19% and 30% of the French population will have already made a purchase directly via social networks by 2024. And the study goes even further. The overall influence of social networks on the purchasing process and the intention to buy is even greater, and may involve up to 60-70% of consumers, particularly as a result of recommendations from influencers and targeted advertising.
As you can see, it would be a mistake not to position yourself on these channels. To get started, start by creating an account and developing a community. Update your networks regularly, offer competitions, take an interest in your subscribers and interact with them.
Newsletter sales: a profitable channel
Often underestimated, e-mail is one of the most profitable sales channels. A well-designed newsletter creates a lasting relationship with your customers, stimulates repeat sales and highlights your new products without relying on algorithms.
- Qualified audience: your subscribers are already interested in your world, they're the ones who signed up.
- Extensive personalisation: segmentation by profile, recommendations based on previous purchases, birthday offers, etc.
- Easy automation: e-mails sent after an order, abandoned basket, gentle reminders after several weeks of inactivity.
- Cost-effectiveness: the cost of sending is low and the return on investment often higher than that of social networks.
Tools such as Brevo, Mailchimp, MailerLite, Omnisend or Benchmark Email allow you to create visual, automated and effective e-mail sequences, without needing to be a marketing expert. And because they're affordable, they're perfect for getting started without adding to your budget.
Marketplaces: a launch pad to be used strategically
If you want to test your products on a wide audience, including an international audience, and without any technical investment, marketplaces are your allies.
Generalists
| Solution | Advantages | Disadvantages |
|---|---|---|
| Etsy
Ideal platform for creative entrepreneurs who want to reach a global audience of millions of buyers. |
Targeted community: buyers come specifically for handmade, vintage or personalised items. Promoting the designer: shop page, storytelling, personalisation. Powerful internal SEO: good referencing on Google and Etsy. |
Multiple commissions: 6.5% + processing fees + upload fees. Strong competition between artisans: need to work on photos, descriptions and customer reviews. |
| eBay
Accessible, international platform. Unlike Etsy, eBay does not focus solely on handmade creations. |
International platform: access to buyers from all over the world. New or second-hand products: broad spectrum of buyers. |
Persistent "second-hand" image: less attractive for premium or artisanal creations. Ageing interface: less intuitive than other platforms. |
What about Amazon? It's a very large marketplace, potentially interesting when you've already built up a certain reputation, so that your offering isn't diluted among competitors. What's more, commissions of up to 10% may apply.
Specialists in decoration and crafts
| Solution | Advantages | Disadvantages |
|---|---|---|
| Ankorstore
Large marketplace dedicated exclusively to BtoB, with over 300,000 merchants. |
Powerful B2B marketplace: designed to connect European brands and retailers. International exposure: access to thousands of independent shops across Europe. Simplified process for professionals: deferred payment terms and grouped orders. |
Select entry: not all brands are automatically accepted. Strong competition: visibility depends on sales strategy and special offers. |
| Un Grand Marché
A user-friendly marketplace designed for amateur and professional designers. |
French craft specialisation: ideal for reaching a public sensitive to handmade and local products. Committed community: customers looking for authenticity and unique pieces. Easy to put online: accessible interface, few technical barriers. |
Less suitable for B2B: mainly B2C-oriented, with a sometimes low average shopping basket. Sales costs: commission on each sale (in addition to the subscription fee), which can eat into margins. |
| Do
Purely B2B sales platform, with over 100,000 sellers. |
Positioning similar to Ankorstore: B2B marketplace for designers, craftspeople and independent brands. Logistical and marketing support: visibility aids, free delivery, easy returns for buyers. Access to a vast network of retailers: presence in Europe and the United States. |
Complex pricing conditions: commissions, compulsory promotions or public prices sometimes imposed. Risk of brand dilution: placement alongside other similar brands, sometimes competitors. |
These platforms make it easier to gain visibility, but bear in mind that commissions can be high and competition is fierce. Use them as a springboard, while developing your own loyal customer base, but never as your sole sales channel, especially at the beginning.
And now that I've chosen my sales channels?
Now that you've chosen your sales channels, it's time to move up a gear: structure your sales strategy (offering, positioning, branding, value proposition, objectives). Because selling isn't just about being present everywhere... It's about selling with meaning and consistency.
