Brizy Shops is here! Build your store & save with early-bird pricing 👉 Explore Brizy Shops →

What Is White Label? Ultimate Guide to White Labeling in 2025

on 28 Oct, by Bogdan, in Blog, WordPress, Cloud, Guides

by Bogdan

Do you want to learn what white labeling is and how to implement this business model? You’ve come to the right place.

Have you thought about launching your own product or expanding your offerings, but you don’t want to go through the hassles of creating one from scratch? White labeling might be the answer you’re looking for. This is a fast-growing, profitable business model that cuts across consumer goods, services, and even SaaS.

If you’re unsure about what it is or how to get started with it, you’re not alone. We’re here to help.

In this guide, we’ll cover:

What white labeling is and its benefits.
How it differs from other similar business models like private labeling.
How to start a white label business.
The challenges of white labeling.

To kick things off on the same page, let’s first understand what white labeling is.

Article summary: White labeling is a business model where one company manufactures a product and sells it to other companies/entrepreneurs. They will then brand it and resell it under their own brand name. There is no shortage of white label products to sell, from consumer goods to SaaS products. The Brizy White Label website builder is one such product that can help you get your business off the ground quickly.

What is white labeling?

White labeling is a business model where one company manufactures a product, sells it to another company, which brands and resells the product to end users. To illustrate, take three companies as an example: Company A, B, and C.

Company A manufactures a generic product, let’s say a website builder. Generic means that the website builder will not have company A’s branding elements.
Company A sells this product to B and C, who will brand it with their logos, labels, etc.
B and C will then sell this product to end users as their own proprietary product.

What does white labeling look like from the business and customer’s perspectives?

As a business looking to venture into white labeling, you don’t handle product manufacturing or development, just branding, marketing, and selling. Once you purchase the generic product, you’ll brand it and sell it to customers as your own.

Does this mean that you have no control at all? Quite the contrary. You’ll control pricing, customer experience, and relationship – even though the product isn’t originally ours.

Your customers, on the other hand, will only see your brand. They’ll have no idea the product was made by someone else. For what it’s worth, they usually don’t care provided the product is of a high-quality.

That being said, let’s go over some white label products you can brand and resell as your own.

What is a white label product?

In this business model, a white label product is the generic product manufactured by the white labeling provider and sold to you, the entrepreneur. This business model originally emerged in the consumer goods industry.

Supermarkets and department stores would buy generic consumer goods, such as cosmetics, groceries, electronics, etc. Then repackage and resell them under the store’s own brand.

With time, this model has expanded to include digital products and services, such as software, marketing and analytics tools, and SaaS platforms.

White label SaaS platforms

Everyone is jumping on the SaaS bandwagon, as it is expected to grow at a 19.38% annual rate through to 2029. A key reason behind this accelerated growth is that many SaaS businesses readily offer white label versions of their flagship products.

There’s no shortage of these products in the market. Here are a few real-world examples:

White label website builders - Brizy, Wix, and Duda.

White label digital marketing tools - Active Campaign, DashThis, and Page One Power.
White label live chat software - Sendbird and Userlike.

The idea of launching a branded software without the headaches of building one from scratch is extremely appealing. If this appeals to you, stick around. We’ll show you how to launch your branded website builder later in this guide.
In essence, there are numerous white label products in the market today. From consumer goods such as health supplements, CBD products, and fitness equipment, to different types of software. There’s something for everyone.

Check out our White Label Products to Sell guide to see profitable white label products you can sell.

Before moving forward, let’s first distinguish white labeling from other similar business models.

White label vs private label vs blue label: What’s the difference?

White label and private label are often used interchangeably because they’re so similar. To distinguish the two, some will say that private label has to do with physical products, while white label has to do with services. However, this assertion is incorrect.

With private label, the manufactured product is exclusively branded and sold to a specific company, and no one else. As such, the manufacturing company customizes the private label product to suit the buying company.

A great example of this is Walmart’s Great Value products. You’ll only find them sold at Walmart, and nowhere else.

On the other hand, white label products can be sold to other business owners, not just yours. For example, Brizy’s White Label Website Builder, which Brizy sells to many other entrepreneurs and businesses like yours.

To summarize:

Feature	White Label	Private Label
Exclusivity	Sold to several brands	Sold to one brand
Speed to market	Extremely fast	May take more time to customize
Brand control	Mostly visual (logo, name, support links)	More control over formulation
Real-world example	Brizy AI website builder	Walmart Great Value

We put blue label last because it can refer to different things depending on the industry or context. It’s commonly used to refer to a higher product tier or brand name.

Despite sharing the term ‘label’ with white label and private label, it is something entirely different.

With that out of the way, we can now look at the benefits of white labeling and understand why so many businesses choose it.

Why businesses choose white labeling

The white label business model appeals to many business owners and entrepreneurs for the following reasons:

Reduced startup costs. As an entrepreneur looking to launch a product into the market, you don’t have to incur the costs of creating your own product from scratch. You’ll acquire a ready-made product from your white label provider.

Leverage expertise without investing in it. The manufacturer bears the cost of recruiting experts to build the product. You’ll get a high-quality product without investing in building one.

At the same time, you’ll access expert customer support to help you fix any issues if they happen.

Better marketing efforts. The production side of things is covered, leaving you to focus on the business side of things. You can concentrate your efforts on getting leads and converting them to customers.

Faster time to market. Product development can take months, even years. With a white label product, you don’t have to go through this lengthy process to get your product to the market.

White labeling’s popularity boils down to one key reason: it eliminates the typical barriers entrepreneurs have to face to launch or expand their business. Because of this, anyone with a solid marketing plan can be successful with it.

Note: It’s worth mentioning that white labeling presents a win-win situation for the producer and the entrepreneur. The entrepreneur gets a ready-to-market product while the producer gets an extra customer.

Understanding white labeling is the first key step to being successful with it. But this is only half the job. You still need to know how to get started with and implement this business model. Let’s turn our attention to how to start a white labeling business next.

How to start a white labeling business in 2025

While simpler than traditional businesses, there are essential steps to follow to start a white label business successfully. Let’s go over these steps one after the other, starting with planning your business.

1: Plan your white label business

We’ve already established that a white labeling business is different from a traditional business. But you still need to plan for it. Why? Research shows that businesses with a plan grow 85% more than those without one.

Choose your niche

Choose a general niche you want to work with. This could be consumer goods, services, or SaaS products. Let’s use a website builder as an example to guide this process.

Begin by identifying a market need you want to fulfill. Is there a problem you can solve for customers or other businesses? For example, you’ve noticed that easy-to-use website builders for business websites are in short supply. This is a market gap you can take advantage of.

When picking a niche and researching your target market, make use of social curation sites like Pinterest or social media itself. You can also look through online marketplaces, trend tracking tools (such as Trend Hunter), consumer communities, etc.

Write a business plan

After you have all the information you need about your niche and target market, wrap it all up in a business plan. This doesn’t have to be overly complicated, but ensure you include:

Your concept.
A description of your ideal customers.
Financial projections (how much money do you want to put into it, and how much do you expect).
Your marketing strategy.
Your business model, and so on.

2: Research white label providers and choose yours

Finding the best white label providers shouldn’t be that difficult. In most cases, a simple Google search will do, unless your niche is extremely specific.

Note: Picking a niche before doing this research will help narrow down your search.

Having picked a website builder as our niche, we can search for ‘white label website builder’.

You’ll find that there are several white label website builder providers available, including Brizy, Wix, Duda, etc.. So, how do you pick the right one for you? Here’s a simple criterion you can follow.

Criteria for picking the right white label website builder

As cliché as it sounds, the white label website builder you select can make or break your business. With so many white label website builders available, here are some of the things you should look for to help you choose.

Full branding control. You shouldn’t just be able to change the logo and labels alone. To make the website builder truly yours, your provider should also allow you to use your domain URL and subdomains.

What’s more, the emails you send customers should come from your address.

Ease of use. Look for features like a drag-and-drop editor and pre-made templates.

Client management tools. You should be able to create and manage client accounts. This will allow you to onboard new clients and release those that are no longer clients.

Scalability. You want a provider who has the resources to support your business once it grows.
Customizability. For instance, support for custom code to build unique websites.

Lastly, you need to consider the pricing because you want to run a profitable business. Based on these criteria, we highly recommend Brizy’s white label website builder.

Start your white labeling business with the Brizy white label website builder

Brizy offers a comprehensive white label website builder to help entrepreneurs get their business off the ground quickly or expand their offerings. It comes with all the features we’ve mentioned above, such as an intuitive drag-and-drop builder, a client management screen, templates for different hitches, etc.

Brizy isn’t just any other website builder with a ‘white label’ tag. Its white labeling offering is purpose-built for B2B agencies and SaaS. You can integrate it into your existing setup easily.

On top of this, Brizy offers the first-ever White Label AI website builder. With this feature, your clients will be able to generate entire websites using natural language prompts. This is a great way to stand out from your competition.

3: Test product quality

You want to ensure the product you associate your brand with is of high quality. But don’t just take the white label provider’s word for it. Test the product for yourself and assess its quality.

This will be different depending on the white label product. For physical goods, you’ll need to order samples and assess the packaging, build quality, usability, and so on. For our white label website builder (or other SaaS products for that matter), here’s what you can do:

Set up a trial project. Act like an end user and build different websites from scratch. This enables you to assess its ease of use.

Check the quality of the websites. Are they mobile responsive, and how fast are they? Use PageSpeed Insights or GTmetrix to test website speed.

Test support. Try reaching out to support with an issue and assess how fast, helpful, and professional they are.
Review integrations. For example, can you import and use different types of fonts in your websites?

Note: Your white label website builder provider should have a free version (or free trial, at least) for you to test these features. This is something you’ll get with Brizy.

4: Market your white label business

With your product in place, it’s now time to market your business. You can start by creating a strong brand presence by:

Creating a website.
Getting a logo. This will make your brand more recognizable to potential clients.
Using consistent brand colors on your website.

Once you have your website, you can boost your credibility further by including trust badges and having a customer reviews section.

Most importantly, you’ll need to implement a marketing strategy (which will mostly be online). There are numerous channels you can use to do this, including:

Social media - with typical posts or paid posts.
Emails - You can build an email list and send them offers regularly.
SEO - create content around white labeling and link your business.
Paid Google ads (if you can afford it).
And so on.

The point is that marketing a white label business isn’t any different from marketing any other business. If you have a solid strategy, you’ll reach out to your target audience effectively.

To close this up, let’s look into the legal side of things and understand if white labeling is legal.

Is white labeling legal?

Yes, white labeling is legal as the provider gives you the license to resell their product as your own. Provided you don’t infringe any trademarks or patents (for example, packaging your solution too similarly to a large brand), you shouldn’t have any trouble with the authorities.

Challenges of white labeling

Like any other business, white labeling has its own set of challenges. If you’re looking to start a white labeling business, you should know about these challenges so that you know how to navigate them.

So if you’re planning to start a white label business, here are some challenges you might face and how you can get around them.

Slim profit margins. White labeling reduces startup costs, but you still have to pay monthly fees to retain the service. At the same time, you have to compete with others selling the same product.

These factors eat into your profits. To work around this, you can offer added value with an extra service or add-on that can rake in more profits.

Dependency on the supplier. You don’t have complete control as your business relies heavily on your supplier. Things such as downtime or slow-loading websites, which could hurt your business, are out of your control.

This is why you should prioritize providers with a proven track record of being reliable.

Difficulty in coordinating customer support. While the provider handles the core product, your team is still the first line of customer support. Your team may lack the deep technical knowledge to handle advanced support tickets.

This can cause a delay in resolving customer issues because you have to relay information back and forth between your support team and the provider.

To prevent this, you can directly forward complex support issues to your provider.

Despite these challenges, a white label business is still one of the most lucrative businesses to start. As long as you can carefully pick your provider and differentiate yourself from the competition, you’ll be successful.

Wrapping up

White labeling is an appealing business model if you want to start a business, but you lack the capital or expertise to develop a product from scratch. Many established sellers readily provide white label solutions you can brand and resell as your own.

There are so many options available, from consumer goods and services to SaaS solutions. Brizy’s White Label website builder is one such solution. It is a great solution for agencies and freelancers that want to offer website-building services under their own brand.

Whether you want to start a new business or extend your current business’s offerings, leverage white labeling to get up and running as soon as possible.

FAQ

What is white label?

This is a business model where one company manufactures a product, sells it to other companies who brand it and resell it to end users as their own product.

Is white labeling legal in all industries?

White labelling is generally legal, but not in all industries. In industries with tight legal and regulatory oversight, white labeling is complex and illegal in some cases. For example, accredited educational content.

What’s the best white label website builder in 2025?

Brizy. It is purpose-built for agencies and has the first-ever white label AI website builder to help differentiate you from competitors.

Can I white label SaaS without coding?

Yes, you can. There are tons of white label no-code platforms, such as Brizy (website builder) and Active Campaign (marketing automation), available.

What’s the difference between white and private label?

White label products are generic and sold to multiple businesses, who simply rebrand them. Private label products, on the other hand, are made specifically for one company and are usually customized, offering exclusivity. The main difference is that white label is shared across brands, while private label is exclusive to one brand.

Do I need a license to sell white label products?

Yes, you need a license from the white labeling provider to resell their product.

Article by Bogdan

Co-founder & Head of Design, Bogdan has a passion for everything that works great and looks awesome. Guilty for most of the UI and UX around this place and for the product roadmap.