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What are Franchise Account and Seller White Label

Pedro Oliveira
Pedro Oliveira
Last updated

This article aims to clarify the concepts of Franchise Account and Seller White Label.

What is a Franchise Account?

A Franchise Account is an account that shares the catalog of a main environment. Because it is an independent account, the Franchise Account has its own logistics and performs its own order management. In addition, the Franchise Account may have its own price, but may also inherit the price of the main account.

What is a Seller White Label?

A Seller White Label is a seller that is chosen by VTEX system to deliver an order. This means that it's not the final customer or the store who chooses the seller who will deliver the products. Therefore, being a White Label is a property of a seller.

There are sellers that are not white label. So these are sellers that the customer can choose to carry out the delivery of their order. This choice is usually made on the product page.

If the seller owns the white label property, this causes VTEX system to choose a seller to deliver the order without the final customer having, at the time of purchase, the information of the seller that will perform the delivery.

How these concepts work in VTEX

Currently, whenever a Franchise Account is created in VTEX, it is automatically set as the White Label Seller of the Master Account. However, this doesn't mean that the concepts are the same. The Franchise Account is a type of account, while a White Label Seller is a type of seller.

Franchise Account and Seller White Label are distinct concepts and are not necessarily related.


Therefore, it's possible that an account is not a franchise and, however, acts as the seller white label of another store. In this scenario, the seller white label will send its products to a marketplace, which will not inform the end customer which seller will make the delivery.

Likewise, it's possible for a franchise account to act as a normal normal seller of another marketplace, other than the Principal Account, without the need to be a seller white label of this other marketplace.

In short:

  1. Account: Can be of type franchise or can be a normal account.
  2. Seller: Can be of type white label or may be of type not white label.
Currently, every franchise account automatically acts as the Main Account's seller white label. However, as we have seen above, these are distinct and not necessarily related concepts.
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