If you’re on this post, you don’t need me to mansplain white-label products to you.
But for the sake of SEO and humoring Google, what the hell, here’s a definition.
White-label digital products are apps that you can sell under your own brand. Picture Hootsuite or Mailchimp with your logo on it. The beauty, of course, is that these products look like your own tools but you don’t have to hire an army of developers in-house to build or maintain them.
Where can you buy white-label digital products?
If you’re sniffing around for white-label digital products, you have two options.
>> OPTION 1: Directly through software companies
Many software companies allow you to white label their platform directly. You sign up as a reseller, upload your branding, and boom—you’re off to the races.
>> OPTION 2: Use a white-label marketplace
There are marketplaces for everything these days, and white-label digital products are no exception. Marketplace providers allow you to select, provision, fulfill, manage, and promote a wide array of white-label digital products from multiple vendors in one centralized place.
So, what’s better? Direct vs. marketplace?
My opinion: Use a Marketplace.
It’s ok to go direct if you’re only reselling one or two products, but as soon as you get to three or more it becomes a headache to manage all those relationships and contracts—not to mention the logins, client credentials, bills, etc. You want something that scales.
“But what about cost?” you’re wondering. “Isn’t it cheaper to go direct?”
Not always. Marketplaces typically get discounts thanks to economies of scale; plus, the good ones add value by doing the leg work of vetting vendors and creating collateral to help you sell.
What categories of white-label products should I offer?
There’s no right or wrong answer here, but I have tons of opinions (as usual).
Here’s how I think about it.
Picture the customer journey.
Specifically, break it down into the following categories:
Each of those stages is a category of products, and within them are subcategories like SEO, PPC, content marketing, website development, social media solutions, and so on.
A typical customer journey. Each stage is a category of solutions with subcategories underneath.
Some agencies are experts in one of those categories and cater their offerings as such. Search agencies, social agencies, web agencies, etc.
But there’s a problem with that. When you only focus on one stage of the journey, you ignore the other stages and become vulnerable to agencies that cover the full gamut.
For example, if you’re a PPC agency that doesn’t offer web design, social, or reputation management services, you might be good at running ads and driving eyeballs to your clients’ sites, but if those sites suck, searchers will jump ship and go to the competition, thereby reducing your ROI. You want to offer solutions across the whole spectrum of the customer journey. When it comes to specialization, the better way to do it is by vertical—not product line.
One more angle to consider…
It’s easier to sell painkillers than vitamins.
It’s easier to sell a product that cures someone’s pain than a product that may do some good in the long run but doesn’t offer instant relief.
So ask yourself, what are your clients’ biggest pains?
Are there bad reviews on Yelp repelling people who come across their businesses?
Or maybe the reviews are great, but their listings are wrong and people can’t find them.
Or maybe they could double appointments by adding a scheduler to their sites.
Point is, painkillers can come from any stage of the journey. Find them and cure them first.
What are the most popular white-label digital product categories?
Based on my experience selling white-label digital products, I would have told you that SEO and website development are the most popular among local businesses—hands down.
The largest growth happened in Content & Experience, Commerce & Sales, and Management products—i.e., remote working tools.
Personally, if I was trying to determine which white-label digital products to offer next, I would use the following logic: 1) Define my in-house superpowers and what I’d need to complement them, and 2) Determine where demand is heading per the chart above and go down the list of most popular products.
What are the 50 best selling white-label digital products?
Sadly, there’s no New York Times best seller list for white-label digital products.
That said, we can try to triangulate one.
Take the top white-label Marketplace out there: Vendasta. To my knowledge, Vendasta does the most white-label transactions in the world, with 60k channel partners selling to 5.5M SMBs.
Now. Vendasta has 350+ white-label products, but they only highlight 50 on their website. Common sense says they’re promoting their top-selling offers. It’s not perfect, but it’s a good proxy. So behold, the top 50 digital products from the biggest white-label Marketplace.
Top 50 white-label digital products, listed alphabetically
Proprietary chat, SMS, Facebook, and review capture tools to generate qualified leads and higher engagement.
Another catalog worth looking through to get an idea of popular products is AppDirect, which has more non-marketing solutions than Vendasta. You can choose a category and sort by popularity. For what it’s worth, they’re currently featuring Google Workspace, IBM MaaS360 with Watson, and IBM Statistics in their main banners.
💸 Looking for a Vendasta discount? Enter your email and get up to $1,500 off.
How much do white-label digital products cost?
If there’s anything I’ve learned, it’s that white-label product pricing is complicated.
It’s not the Marketplaces’ fault. They’re trying to be flexible and bake in discounts and show you MSRPs and communicate a hundred other data points. But it’s a clusterf$@%!.
So to think I could summarize pricing in one blog post is delusional.
How about this instead: I’ve got access to a full white-label pricing guide and I’ll slip it to you for free. Download it here and dig deeper into wholesale costs, suggested retail pricing, and DIY vs. Do It For Me vs. Do It With Me costs for 350+ white-label digital products.
Who are the top 5 white-label digital products providers?
Here are the top 5 white-label product providers in the biz.
1. Vendasta. With 350+ white-label digital products in its Marketplace, Vendasta has all the solutions you could hope to resell, along with marketing automation tools to help you go to market. You not only get white-label products, you also get functionality you would normally get with HubSpot, Salesforce, Asana, and others—plus an in-house agency that can take on white-label services work if that’s something you want to expand into beyond DIY products.
2. DashClicks. DashClicks offers a platform of both white-label products and services. They’ve got competitive pricing and good reviews. The downsides? Weaker customer service and, when it comes to the fulfillment, I find other providers’ pricing more competitive. There’s a good comparison (albeit somewhat biased because look who wrote it) between them and Vendasta here. Not much more to say.
3. AgencyPlatform. AgencyPlatform offers both a platform of white-label apps and services, as well as dozens of other white-label solutions. In my experience, however, they don’t come up nearly as often as Vendasta and DashClicks, which tend to be the leaders in this category. If you look at their website, you can probably tell why. They don’t have the level of investment and polish as other providers.
4. AppDirect. AppDirect calls itself a “subscription commerce platform” and tends to target large enterprise companies, MSPs, VARs, and franchises. They also go beyond martech to offer more sophisticated infrastructure, customer identity, data visualization, and billing features, which are beyond what the average agency needs for its clientele. If you’re in need of an advanced commerce platform or a specific product in their B2B Marketplace that others don’t have, give them a call, otherwise it’s probably not worth it.
5. Going Direct. The last on this list isn’t a company—it’s the option of going direct instead of going through a Marketplace. As mentioned before, it’s ok to go direct if you’re only reselling one or two products, but as soon as you get to multiple products it becomes a headache to manage the different relationships, logins, credentials, bills, etc. Also, cost isn’t always better going direct due to economies of scale through Marketplaces. For these reasons, I don’t recommend going direct.
Recommendation: Best white-label digital products provider
Ok, don’t roll your eyes. You know what’s coming.
I recommend Vendasta as the best provider of white-label digital products, hands down.
Vendasta is the only provider I’m aware of that offers both white-label DIY products and fully managed white-label digital services for resellers of any size.
Reasons to choose Vendasta:
→ Add multiple revenue streams to your business through social media management products (rebrandable DIY apps) and services (white-glove fulfillment).
→ Grow your business without growing your team or expenses. No longer worry about outsourcing social media work overseas to India or the Philippeans where quality may vary. Your reputation is in good hands.
→ Provide your clients with a convenient “one-stop shop”. Not only can you integrate all your social media management solutions in one place, thereby reducing vendor clutter for your clients—i.e., reducing the number of bills and logins and passwords they have to remember—you can also offer 250+ other white-label products and market them through Vendasta’s all-in-one platform.
→ Offer a scalable solution that grows as you grow. You don’t need to start at Vendasta’s highest subscription tier. You can even start with “gray label” services (gray label services = minimal personalized branding) instead of fully white-label services to save $ and test it out before investing fully in white-label services.
I could go on, but those are the main reasons to choose Vendasta. Others aren’t as mature with their features or tend to offer only white-label products or services—not both.
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I’m your sultan of white-label digital products, Devon. Having worked in digital marketing for 10+ years, I’ve seen my fair share of white-label services that range from great to embarrassing. Looking for advice? Contact me.