What is White Label Product

A white label product is a generic product made by one company that other businesses can rebrand and sell as their own. These products are often sold across multiple retailers or platforms with different names, packaging, or pricing.

A brief history

White label product is a term that comes from retail and manufacturing, where unbranded goods were shipped with a plain white label so resellers could brand them however they wanted. The practice became popular with store-brand items, think grocery chains selling their own line of canned goods or paper towels.

As ecommerce and software-as-a-service (SaaS) models grew, the concept expanded into digital products too.

Today, white labeling lets businesses offer a product as their own, even if they didn’t make it, whether that’s a physical item or an app.

Good to know

White label products can be a smart way to expand your offering without starting from scratch, but they’re not one-size-fits-all. You’ll still need to invest in branding, marketing, and support to make the product feel like your own.

It’s also important to choose reputable suppliers, since product quality and performance will reflect directly on your brand. Before launching, check for any customization limits or licensing terms that could affect how you position or sell it.

Know more

Frequently Asked Questions

How does a white label product differ from a private-label product?
A white label product is produced by one company and sold by others under their own branding, often with minimal customization. A private label product is also manufactured by a third party, but typically includes more specific product features or packaging designed for one retailer’s exclusive use.
Can I customize a white label product?
Usually, yes, at least to some degree. You can typically add your logo, change the packaging, and sometimes tweak minor features. But major changes to design or function may not be available unless you move into private label territory.
Who handles quality control for white label products?
The manufacturer is responsible for the product itself, but as the brand selling it, you’re responsible for the customer experience. That includes making sure the product meets your standards before launch and monitoring feedback once it’s in market.