You've found a wholesaler that stocks exactly what you want — and the prices say "log in to view". It's one of the most common frustrations in sourcing, and one of the easiest to fix. Most of the time, all it takes is a free trade account.

The short answer: apply on the wholesaler's website with your business name and address, your company number or sole-trader details, a VAT number if you have one, and proof that you trade (a shop, a website or a marketplace storefront). Most trade accounts are free and are approved within minutes to a few days.

Why wholesalers hide their prices

Wholesale prices are meant for businesses, not the public. Wholesalers keep them behind a login to:

Protect their retail customers. If shoppers could see trade prices, the shops they supply would be undercut.
Keep brand agreements. Some brands only allow their distributors to sell to approved businesses.
Offer different prices to different customers. Volume buyers and long-standing accounts often get better terms.

A hidden price is not a sign that a supplier is expensive or difficult. It usually means they sell only to the trade — which is exactly who you are.

What you'll usually need

Requirements vary, but most wholesalers ask for some of the following:

Business name and address — a registered company or a sole trader's trading details
Company registration number, if you're a limited company
VAT number — some wholesalers require one, many don't
Proof that you trade — a shop front, a marketplace storefront (Amazon, eBay, TikTok Shop), your website or recent invoices
Contact details for the person placing orders

Online sellers without a physical shop are accepted by many wholesalers — especially if you can show your store or marketplace account.

Opening an account as a sole trader

You don't need a limited company to buy wholesale. Many wholesalers accept sole traders, but it helps to look established:

Register as a sole trader with HMRC — GOV.UK explains how — and keep your Unique Taxpayer Reference (UTR) to hand; some wholesalers ask for it.
Use a trading name and a business bank account. Applications from a business account and email address look more credible than a personal one.
Show you already trade. A marketplace storefront, a website, or invoices from other suppliers all help — sellers on the Amazon seller forums report that showing existing supplier invoices or business bank statements makes approval easier.
Be ready to commit. Saying roughly what you plan to buy, and how often, shows you're a serious customer.

A limited company applies with its Companies House number instead. Whether you need to be VAT registered depends on the wholesaler — and on your turnover, since registration is compulsory above HMRC's threshold.

How to get approved quickly

Apply with complete details. Missing information is the most common reason for delay.
Show you're an active business. A link to your storefront or website helps a lot.
Say what you plan to buy. A short note — "I sell household goods on eBay and want to stock your cleaning range" — shows you're a serious buyer.
Call if you hear nothing. Many applications are approved by a person; a quick call can speed things up.
Apply to several at once. Approval can take anything from minutes to a few days.

Types of trade account

Pro-forma (pay upfront). You pay before goods are dispatched. The norm for new accounts.
Credit account. You pay on terms, such as 30 days after invoice. Usually offered after a trading history, often with a credit check and one or two trade references (other suppliers who can confirm you pay on time).
Cash & carry membership. A trade card that lets you shop in the warehouse. See cash and carry or delivered wholesaler?

Is it worth opening lots of accounts?

Yes — within reason. Every account you open gives you another source for your best sellers, another set of prices to compare, and a backup if your main supplier runs out. The cost is usually just the time to apply.

Keep a simple list of your accounts: what each supplier is good for, their minimum order, delivery days and payment terms.

Frequently asked questions

Do I need to be VAT registered to open a trade account? Not always. Many wholesalers accept businesses that aren't VAT registered; some require it. Check each supplier's terms.

Can I open a trade account as an online seller? Yes, with many wholesalers. Show your marketplace storefront or website when you apply.

Is a trade account free? Almost always. Cash & carry memberships and most wholesaler accounts cost nothing to open.

How GSAi handles trade-only suppliers

When GSAi searches for a product, it shows trade prices wherever a supplier publishes them. When a wholesaler clearly stocks the product but shows prices only to account holders, GSAi still lists them — marked "Trade account needed for prices" — so you know exactly who to apply to. Start a free 3-day trial — no card needed.