White label e-commerce — also known as "reselling" — is a business model where you sell products or services made by another company under your own brand name. You do not manufacture anything yourself. Instead, you buy pre-made products from a third-party supplier, rebrand them, and sell them as your own.
For example, many skincare brands on Amazon do not actually make their own creams or serums. They source generic products from manufacturers, slap on their own label and packaging, and market them as a unique brand. The customer sees "Brand X Vitamin C Serum" — but behind the scenes, dozens of brands might be selling the exact same formula.
The appeal is obvious — low startup costs, no need for a factory, and you can focus entirely on marketing and customer experience. It is one of the fastest ways to launch an e-commerce business without building a product from scratch.