White Label Reseller
Last updated September 2026
A white label reseller is an agency that sells digital marketing services under its own name while a specialist partner delivers the work behind the scenes. The reseller owns the client relationship and sets the retail price; the partner fulfills invisibly, under a non-solicitation agreement, at a wholesale rate.
Every agency eventually hits a wall it cannot staff its way past: a client wants a service the shop does not offer, or does not offer well. A white label reseller closes that gap by selling the service anyway, backed by a fulfillment partner the client never meets, resolving the same build-versus-buy question every agency eventually faces.
01
How the reseller model works
The agency signs the client, sets the scope and the price, and stays the single point of contact. Behind that relationship, a white label partner, in Conduit's case one that has been agency-exclusive since 2017, does the actual work: strategy, execution, reporting. The partner operates under a non-solicitation agreement, so it never contacts the client directly and never competes for the relationship.
02
What stays with the reseller
- 01
The client relationship, the contract, and all communication
- 02
Retail pricing and the margin between wholesale cost and what the client pays
- 03
Strategic positioning
which services to offer, when to upsell, how to package the work
- 04
Accountability for results, even though someone else is running the channels
03
Why agencies choose the reseller model
Reselling lets an agency expand its service list without expanding payroll first. A shop with a strong content practice can resell SEO, paid media, or programmatic the same week a client asks, instead of spending months hiring and training a team it may not keep busy. Conduit runs this model for hundreds of agency partners, each with its own branding, pricing, and client roster; the fulfillment stays invisible so the reseller looks like a full-service shop.
04
The risk to manage
The main exposure in reselling is picking a partner without a non-solicitation agreement, or one that under-delivers and damages the reseller's name, the risk Deloitte's outsourcing research finds driving most reversals. Vet the partner's wholesale pricing and process, get the non-solicitation in writing, and treat quality control as your job, because the client will hold you accountable for it regardless of who did the work.
