You opened your Faire analytics dashboard. You saw the numbers. And then you kept scrolling because nothing on that screen told you what to actually do with any of it.
That is the real problem with Faire analytics. The data is there. The dashboard is there. What’s missing is someone to tell you what each number is actually signaling about your business and the one move to make with it.
This article breaks down four specific Faire analytics, what each one is actually telling you about your wholesale business, and the single action to take with each. If you want to hear the full breakdown with the buyer-side perspective, Episode 115 of The Buyerside Chat covers all of it (link at the bottom).
Whether you’re doing this analysis in the run-up to Faire Summer Market, Faire Winter Market, or any major wholesale push in your calendar, the four areas below are where your most important signals live. These are not advanced analytics. They are the baseline reads that every brand selling on Faire wholesale should check regularly — and most don’t.
Give this article a listen on The Buyerside Chat podcast.
WHY YOUR FAIRE DATA MATTERS MORE THAN YOU THINK
I spent over 18 years as a retail buyer, including early days on Faire when it was still called Indigo Faire. I’ve seen both sides of the platform — what brands put into their dashboards and what buyers actually do with that information.
Most brands treat their Faire analytics like a scoreboard. A quick glance to confirm sales are moving, then back to the to-do list. The problem with that approach is that your analytics are not just a record of what happened. They are a signal for what to do next. And according to Faire’s own documentation on Understanding Search and Ranking, your conversion rate and product performance data directly influence how the Faire algorithm surfaces your brand to retailers.
That means improving these numbers is not a vanity exercise. It’s how you get found by more of the right buyers, organically, without spending more on promoted listings.
The high-traffic periods around Faire Summer Market and Faire Winter Market are the biggest visibility windows of the wholesale year. More retailers are actively shopping, budgets are being allocated, and the algorithm is working harder than usual. Getting your analytics right before one of those peaks means every improvement you make has more room to pay off.
Here are the four areas that matter most.
1. SHOP TRAFFIC: ARE RETAILERS EVEN FINDING YOUR BRAND?
Your shop traffic is the number of retailers who visited your Faire page over a given time period. Think of it as your reach metric, it tells you whether your brand is showing up in search results and getting in front of buyers, or whether you have a discoverability problem that needs to be addressed before anything else.
To find it: Go to your Analytics tab in the Faire brand portal and scroll to the Shop Traffic chart. You can filter by date range and toggle between weekly and daily views. For more detail on navigating this report, see Faire’s support article: How do I view my shop’s performance analytics?
What it’s telling you: If your traffic is low or flat, retailers are not finding your shop when they search. This is a discoverability problem — and on a platform with hundreds of thousands of brands, discoverability is everything.
Faire uses a search and ranking algorithm based on over 100 unique factors to match brands with the right retailers. According to Faire’s guidance on how to increase traffic, the most impactful factors include your product title keywords, your descriptions, your category tags, image quality, and conversion rate.
Faire has also confirmed that brands who add new products are ranked 20% higher in the marketplace.
A quick note on that stat: it does not mean you should be adding products constantly just to chase the algorithm. But it does mean that if you have product sitting in a folder that hasn’t been listed yet, that is costing you visibility right now. Get it up.
What to do: Pull your shop traffic chart and look at your trend over the last 90 days. Growing? Flat? Declining? If it’s low relative to where you want to be, start with a keyword audit of your top 10 product titles. Are you using the words a retailer would actually type when searching for your type of product? Faire’s SEO checklist for brands is a solid starting point for this exercise.
2. PRODUCT-LEVEL ANALYTICS: WHAT IS ACTUALLY SELLING (AND WHAT ISN’T)?
Most brand founders know their best sellers intuitively. They can name the top two or three products without blinking. What they often don’t know is how those products are actually performing relative to each other in the wholesale channel — or which listings are leaking traffic without converting.
To find it: Go to Products > Performance in the left side menu of your Faire brand portal. You can view page views, number of orders, and units sold for every product in your catalog. You can sort by any of these columns, apply custom date ranges, and export the data. By default it sorts by units sold over the last 90 days, but for this product analysis, sort by number of orders. That gives you a clean read on your wholesale buyer demand signals. For a full walkthrough of this report, see Faire’s support article on product performance analytics.
What it’s telling you: Your product data falls into three categories, and each one requires a different response.
High views, high orders: these are your proven performers. These products have already told you — with actual wholesale dollars — that your buyers want them. Before any major selling push, leading up to Faire Summer Market or Faire Winter Market, these are the anchors to feature at the top of your Faire page, lead with in outreach, and highlight in Faire campaigns. Your bestsellers are not your most exciting products. They are your most trusted ones. Lead with them.
High views, low orders: these listings are getting traffic but not converting. Something is creating friction. Faire’s own guidance on improving conversion rates points to the most common culprits: product photos that don’t build retailer confidence, descriptions that don’t give buyers enough information to order, pricing that leaves too little margin, or an opening order minimum that feels too high for a first purchase. According to Faire’s product discovery guide, product titles should be 35-50 characters with relevant keywords, and descriptions should be 150-300 characters with bullet points for clarity. High views with low orders is the most actionable signal in your analytics — start there.
Low views, low orders: these products are either not being found or not resonating. If you have inventory sitting in them or a genuine conviction about a product that just isn’t getting traction, run a keyword and image audit. If it consistently underperforms after a refresh, consider whether it belongs in the catalog at all.
As of June 2026, Faire also shows promoted listings performance at the product level, which is a significant update for brands running paid campaigns on the platform. You can now see exactly which products are generating clicks and orders through your ad spend, making budget decisions far more intentional.
What to do: Sort your product analytics by number of orders. Confirm your top 5 performers and make sure they are featured prominently on your Faire page (not buried under newness). Then identify your top 3 high-view, low-order listings and give them a focused refresh before your next push.
3. CONVERSION RATE: FIND THE LEAK BEFORE YOU DRIVE MORE TRAFFIC
Your conversion rate is the percentage of retailers who visited your Faire shop and then placed an order. It’s one of the most important metrics on the platform, both because it tells you how your page is performing for real buyers and because Faire’s search ranking algorithm weighs it directly. Product conversion is one of the key factors Faire considers when deciding how visible your brand is in search results. It’s also one of the most significant levers you have for growing your wholesale business on Faire organically (which is why it’s a core focus inside the Free Faire Success Blueprint Workshop).
To find it: Your conversion rate appears in the Analytics Summary section of your Analytics tab, and also in your Shop Traffic view. See Faire’s support article on viewing your shop’s performance analytics for navigation help.
What it’s telling you: If retailers are visiting your page and leaving without ordering, something on your page is creating friction. Every retailer who bounces is a missed wholesale account, and a signal to the Faire algorithm that your brand isn’t delivering.
Two things worth knowing about how conversion rate behaves. First, your conversion rate will naturally decrease when your traffic increases. A higher volume of visitors means a lower percentage will convert. A 2-4% conversion rate is a solid benchmark for a wholesale brand on Faire. Second, a high conversion rate on low traffic doesn’t mean your page is perfectly optimized. The math just works differently at lower volume.
The question to ask is not “is my conversion rate high enough?”
The question is: what is the single biggest friction point on my page right now?
The most common conversion culprits, based on what I see across brand audits: hero images that don’t stop a buyer mid-scroll, an opening order minimum that feels too risky for a first order, product descriptions written for an end consumer instead of a wholesale buyer, and pricing that doesn’t leave the retailer enough margin to feel confident stocking the product.
One important note on timing: the high-traffic periods around Faire Summer Market and Faire Winter Market amplify whatever is already happening on your page. If your conversion is struggling now, more traffic will make it worse. If your page is well-optimized, more traffic means more orders without additional effort — especially if you have Faire email automations turned on. The full strategy for those is in Episode 113 of The Buyerside Chat. Listen on Apple Podcasts or Spotify.
What to do: Pull your conversion rate for the last 90 days. Identify the single highest friction point on your page — the one thing that, if fixed, would make retailers more likely to order. Prioritize that before your next wholesale pitching push.
4. YOUR ORDER SUMMARY: THE WARMEST WHOLESALE LEADS YOU’RE NOT USING
This one does not live in your analytics dashboard. It lives in your orders tab — and it is the most underused data source a brand has on Faire.
To find it: Go to your Orders tab and export your order summary. You will get a downloadable file with every order placed on your account: who ordered, what they ordered, and when. Faire’s brand portal walkthrough covers how to navigate the Orders tab.
What it’s telling you: Your order history is your relationship map. It tells you who your highest-value wholesale accounts are, who has gone quiet, and who placed one order and never came back. Each of those groups needs a different approach.
Export your last 12-13 months of orders (the extra month matters if you want to capture data from a previous Faire Summer Market or Faire Winter Market cycle). Then look for three groups.
1) Your top retailers by total spend. These are your VIP wholesale accounts. They have invested the most in your brand. They deserve a personal touchpoint before any major selling push, not just a mass Faire campaign.
A direct, simple message: here’s what’s new, here’s the upcoming promotion, would love to have you back. Personal reach-out is what moves the needle here.
2) Retailers who haven’t ordered in 90 days. An account that was active six to nine months ago and has gone quiet is not necessarily done with you. They got busy. Your brand slipped off their radar. A specific, low-pressure message with something genuinely exciting. A new product, an upcoming market discount, a product that has sold well for accounts like theirs gives them a reason to click back to your page.
3) Retailers who ordered once and never came back. Some weren’t the right fit. But some had a great first experience and simply never heard from you again. A light check-in, not a hard pitch, can reactivate accounts you had written off.
Here’s what I know from being on the other side of that inbox for 18 years: the brands that stayed in contact leading up to market seasons consistently got more of my orders. Not always because their products were better than what I discovered elsewhere. They were just top of mind when I had budget to spend. Your order summary is how you replicate that consistency with intention, instead of guessing who to reach out to.
What to do: Export your orders from the last 12-13 months. Build three lists: VIP accounts, lapsed accounts (last order 90+ days ago), and one-time buyers. Prioritize personalized outreach to your VIP accounts, especially before Faire Summer Market or Faire Winter Market when buyers have dedicated budget to spend.
YOUR ONE-HOUR FAIRE ANALYTICS AUDIT
Four questions. One hour. That’s the whole framework.
Is my shop traffic healthy? Pull the Shop Traffic chart. Decide whether you have a discoverability problem or a reach/pitching problem.
What are my product analytics telling me? Sort by number of orders. Confirm your top performers, feature them prominently, and fix your top 3 high-view, low-order listings.
What is my conversion rate and where is the friction? Find the single highest friction point on your page. Fix that one thing before you drive more traffic to it.
Who are my top retailers and when did they last order? Export your order summary. Build your outreach list and get a direct message out to your VIP accounts.
The best time to run this audit is before any major wholesale push, including the lead-up to Faire Summer Market or Faire Winter Market, when retailer activity on the platform is at its highest. Running it once a quarter will compound into a measurably stronger Faire wholesale business over time.
If you want to understand what buyers are actually thinking on the other side of these analytics – what drives their decisions, how they evaluate brands, and what keeps them coming back — Episode 114 of The Buyerside Chat breaks down four wholesale buyer archetypes and how to win each one. Listen on Apple Podcasts or Spotify.
LISTEN TO THE FULL EPISODE
Want the full buyer-side breakdown of what these analytics mean and how to act on them?
Episode 115 of The Buyerside Chat, “What Your Faire Analytics Are Actually Telling You,” covers all four areas with the perspective of someone who has seen both sides of the Faire transaction.
Listen on Apple Podcasts
Listen on Spotify
To fully implement these strategies inside your own brand to start seeing real results in less than 90 days, join The Faire Bootcamp.
FAQ: FAIRE ANALYTICS FOR BRANDS
Q: Where do I find my Faire analytics?
A: Log into your Faire brand portal and click on the Analytics tab in the left side menu. You’ll find your shop traffic, conversion rate, analytics summary, and sell-through data there. Product-level analytics live under Products > Performance. Your order data is in the Orders tab.
Q: What is a good Faire conversion rate?
A: A conversion rate of around 2-4% is a solid benchmark for Faire brands. Your conversion rate will naturally decrease as your traffic increases — a larger pool of visitors means a lower percentage will convert, and that’s normal. Focus less on hitting a specific number and more on identifying and removing the biggest friction point on your page.
Q: Why is my Faire shop traffic low?
A: Low shop traffic on Faire usually signals a discoverability problem. Faire’s search algorithm considers your product title keywords, descriptions, category tags, image quality, and conversion rate when deciding whether to surface your brand in search results. Start with a keyword audit of your top product titles and make sure you are using the words a retailer would actually search. If you want a fully-trained Faire SEO Strategist to help with this, that’s one of the tools inside the Faire Bootcamp.
Q: Does adding new products help my Faire ranking?
A: Yes. Faire has confirmed that brands who add new products rank 20% higher in the marketplace. That does not mean you should add products constantly just to chase the algorithm. Add products when it makes strategic sense for your business. But if you have product that hasn’t been listed yet, get it up — it is costing you visibility.
Q: Can I see which of my products have the most views on Faire?
A: Yes. Go to Products > Performance in your brand portal. You can sort by page views, number of orders, or units sold, and apply custom date ranges. Products with high views and low orders are your conversion problem listings — those need attention first.
Q: Can I see which retailers have saved or favorited my products on Faire?
A: No. Faire does not currently surface this data to brands. Retailers can save products to private folders (similar to a Pinterest board), but brands have no visibility into which retailers have favorited or saved their products. What you can see is cart activity — if a retailer has items in their cart, Faire gives you the ability to reach out through Messenger.
Q: How often should I check my Faire analytics?
A: At a minimum, once per quarter — and definitely before major peaks like Faire Summer Market or Faire Winter Market. Many Faire-focused brands do a monthly check-in on shop traffic and conversion rate, and a quarterly deep dive into product performance and order summary exports.
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