Wholesale enquiry reply templates
for brands and makers

Decide your terms once

Decide these once and write them down. Then each reply is mostly copy and paste.

• Wholesale price. Per unit, in which currency, and whether it includes VAT. Write down how you work it out.
• Minimum order. Per product, per order, or a minimum order value. A first order and a reorder can have different minimums.
• Case packs. If you only sell in cases, say how many units are in each.
• Price breaks. Lower prices at higher quantities. Say whether the lower price applies to the whole order once it passes the break, or only to the units above it.
• Lead time. Items in stock and items made to order. Say when the clock starts: from the order or from payment.
• Payment terms. For example, payment before dispatch for a first order, and 30 days from invoice for regular accounts.
• Delivery. Who pays, where you deliver, and any order value above which delivery is free.
• Where stockists sell. Shops, online, marketplaces, and whether you offer any area exclusively. You can share a recommended retail price. Competition law limits what you can require of resellers on price, so take advice before you set rules on resale prices.

What every wholesale reply should state

A buyer should be able to place an order from your reply without asking anything else.

• Product names and your product codes.
• Unit price, currency, and whether VAT is included.
• Case size and minimum order.
• Price breaks, if you have them.
• Lead time, and when it starts.
• Delivery cost and area.
• Payment terms.
• The date the offer is valid until.
• How to order.

Four templates you can copy

Replace everything in square brackets. Delete any line that does not apply.

1. A full wholesale offer

Subject: Wholesale terms for [shop name]

Hello [name],

Thank you for your interest in stocking [brand]. Our wholesale terms are below.

Prices (excluding VAT, in [currency])
[Product name, code]: [price] per unit, in cases of [case size]
[Product name, code]: [price] per unit, in cases of [case size]

Price breaks: [price] per unit from [quantity] units of one product
Minimum order: [first order minimum] for a first order, [reorder minimum] after that
Recommended retail price: [price]
Lead time: [number] working days from [order / payment] for stock items
Delivery: [cost, or free over [order value]] to [delivery area]
Payment terms: [payment before dispatch / 30 days from invoice]
Valid until: [date]

Our full wholesale price list is here: [link or attachment].

To order, reply with the products and quantities, your delivery address and your company details. We will confirm stock and send a pro forma invoice. Your order is confirmed when we confirm it in writing.

Kind regards,
[Your name]
[Brand]
[Phone number]

2. A reply asking for details

For an enquiry too vague to price.

Subject: Your wholesale enquiry

Hello [name],

Thank you for getting in touch. To send you the right terms, could you tell me:

1. Which products, and roughly how many of each?
2. Is this a one-off order or regular stock?
3. Where should we deliver, and by when?
4. Do you sell in a shop, online, or both?
5. Your company name and website.

Once I have these, I will send our wholesale terms within [number] working days.

Kind regards,
[Your name]
[Brand]

3. A reply when the order is below your minimum

Give the buyer a way to say yes, rather than a flat no.

Subject: Your order for [products]

Hello [name],

Thank you for your order. Our minimum for a first wholesale order is [minimum], and this order comes to [amount or quantity].

There are three ways we can help:
- Add [amount or quantity] to reach the minimum. You can mix any products.
- Order at our small-order price of [price] per unit, with no minimum.
- Start with [smaller option, for example a starter pack] and move to full wholesale terms on your next order.

Let me know which suits you and I will send an invoice.

Kind regards,
[Your name]
[Brand]

4. A polite no

Subject: Your wholesale enquiry

Hello [name],

Thank you for thinking of [brand]. I am sorry, but we are not taking on new stockists [in your area / through marketplaces / at the moment] because [reason]. May I keep your details in case that changes?

Kind regards,
[Your name]
[Brand]

Show price breaks as a table

A table is easier to read than a paragraph.

Units per product   Price per unit (excl. VAT)
[qty] to [qty]      [price]
[qty] to [qty]      [price]
[qty] and over      [price]

If you sell in whole cases, round up and say so: "You asked for [quantity]. We sell in cases of [case size], so we have quoted [rounded quantity]."

If an AI tool sent the enquiry

Some buyers now use AI tools to find brands and send enquiries. Reply to the business behind it, with clear, labelled lines, and agree only to terms you have decided. See When a buyer's AI agent asks you for a quote.

Get enquiries in a form you can price

Kavel's free quote request page lets buyers list products, quantities, delivery place and date in labelled fields, and lets AI agents send the same request as data. Each request arrives in your inbox.

QuoteDesk is a tool Kavel has built that reads a quote request and drafts a reply priced from your own price list. A person checks and sends every reply. You can try the demo or get started free on your own price list. See QuoteDesk for wholesale.

Written with AI.