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How to sell candles online

Short answer

Sell candles on Etsy for gift shoppers, on TikTok Shop if you can film the candle burning, and on your own site once you have a scent line people reorder. Before you list anywhere, add the fire safety label every candle should carry and plan packaging that survives heavy glass and hot trucks.

Two ways to sell, and which is yours

Resell private-label candles

Buying finished candles from a supplier and adding your label gets you selling fast on Amazon or TikTok Shop. It doesn't qualify on Etsy, which doesn't allow reselling, and shoppers can find the same jar from other brands.

Best for

Brands testing scents before they learn to pour.

Pour and sell your own brand

Making candles yourself lets you sell on Etsy, control scent throw and burn quality, and build a line people reorder. Replo builds the site on your brand, and its checkout sells single candles and gift sets at one price. For size or scent options, Replo builds on a Shopify store.

Best for

Makers with a signature scent line and repeat buyers.

Where to sell candles and what each platform charges

Fees for selling candles
Your own site (Replo checkout)Your Replo plan2.9% + $0.30 card processingReplo checkout runs on Stripe, and Replo's docs list no extra per-sale fee.
Etsy$0.20 a listing6.5% + 3% + $0.25 processingOffsite Ads take 15% of sales they bring in, or 12% once you pass $10,000 a year.
Amazon$0.99 an item, or $39.99 a month15% referral fee, $0.30 minimumThe Individual plan's $0.99 per item is not counted here; most categories pay 15%.
TikTok ShopNothing until you sell6% referral fee, processing includedThe fee also applies to buyer-paid shipping, and pre-owned items pay 5%.

Marketplace fees hurt most on low-priced candles, where shipping a heavy glass jar already eats margin. Bundles and gift sets raise the order value on every platform.

What you keep on a $28 soy candle

Each platform's fees on one $28 sale, before shipping, taxes, monthly plans and any ads you choose to buy.

  1. Your own site (Replo checkout)$26.89 kept, $1.11 in fees
  2. TikTok Shop$26.32 kept, $1.68 in fees
  3. Etsy$24.89 kept, $3.11 in fees
  4. Amazon$23.80 kept, $4.20 in fees

Product pages brands run ads to

Real product pages that brands are sending Meta ads to right now, captured from Replo's ad library, and one thing on each worth copying.

  • Apotheke page for a black glass candle and box, with rating, scent family, price and subscribe option

    Apotheke

    Charcoal Classic Candle

    15 Meta ads linked here

    Offers Subscribe & Save at 10% off right next to one-time purchase, a smart move for a candle that burns down.

    See the page
  • P.F. Candle Co. page for an amber jar candle with a 30% off badge, burn time and scent notes

    P.F. Candle Co.

    Watermelon & Chili Standard Candle

    6 Meta ads linked here

    States size and burn time up top (7.2 oz, 40-50 hour burn), then lists top, mid and base scent notes.

    See the page

Launch checklist

  • Add a cautionary label with ASTM F2058's three rules: burn within sight, away from combustibles, away from children.
  • Pour into glass made for candles; ASTM F2179 covers heat strength for candle containers.
  • Test burn every wick and wax pairing for flame height, tunneling and soot before selling it.
  • In hot months, ship early in the week with insulated mailers so wax doesn't melt in a warehouse.
  • Pack jars with dividers or molded inserts and drop-test a sealed box before your first shipment.
  • Check business license and zoning rules with your city, since home production can still need permits.

Build your candle brand site

Replo builds a site on your brand with scent pages, candle care instructions and checkout for single candles and gift sets.

The prompt Replo starts from

Build a website for my candle brand, [brand name]. Include a homepage with our bestselling scents, a page for each candle with scent notes, wax type, burn time and photos, a gift sets page, a candle care and safety page, an about page on how we pour, reviews, and a wholesale inquiry form for local shops.
Build my storeStart for Free

Frequently asked questions

How profitable is a candle business?
It can be, because wax, wicks and fragrance cost far less than a finished candle sells for. Shipping heavy glass, packaging and marketplace fees cut into that, so margins are best on your own site, in bundles and in wholesale orders to local shops.
Do I need a license to sell homemade candles?
Usually a general business license from your city or county. The SBA notes that state and local licensing depends on your activity and location, and that zoning rules can apply even to home businesses. Candles aren't food, so cottage food laws don't cover them.
What label does a candle need?
A cautionary label with three rules: burn within sight, keep away from combustibles and keep away from children. The National Candle Association points to ASTM F2058, the industry standard that specifies that warning label, so follow it for wording and placement.
How do I ship candles in hot weather?
Ship early in the week so boxes don't sit in a hot warehouse over a weekend, use insulated mailers during heat waves, and tell buyers to bring the package inside quickly. Hold orders to the hottest regions until a cooler week if you can.

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