How to Create a Line Sheet for Wholesale Buyers (Simple Structure)

A line sheet is the fast, no-fuss document wholesale buyers use to review your products and place an order. The best versions read like a tidy grid: one style per row, consistent columns, and photos that show color and shape without busy backgrounds. Include the essentials buyers actually buy from, like style name and SKU, sizes and colorways, wholesale pricing alongside MSRP, and the minimum order quantity or case pack. Round it out with ordering instructions, contact info, payment and shipping terms, and realistic lead times, because the easiest way to lose a yes is making someone email you for one missing detail.

What is a wholesale line sheet and what buyers expect

Line sheet purpose in the buying process

A wholesale line sheet is a buyer-ready snapshot of your products that makes ordering easy. Think of it as the bridge between “I like your line” and “Here’s my purchase order.” It usually lives as a simple PDF (or a clean spreadsheet export) that a retailer can skim, share internally, and use to place an opening order or a reorder.

Wholesale buyers are busy and often review pitches quickly, so your line sheet needs to answer the practical questions fast: what the product is, what it costs at wholesale, what the MSRP is, what the minimums are, and how soon it can ship. Etsy’s Seller Handbook makes the same point from the buyer side: retailers get a lot of pitches and tend to move on if the info is not concise and easy to digest.

If you sell on Etsy, your product listings are great proof that shoppers already want your work. But wholesale buyers are not shopping like retail customers. They need a standardized, side-by-side view of your assortment and terms, not a set of individual listing pages with consumer-focused details.

When a line sheet beats a lookbook or catalog

A line sheet beats a lookbook when the goal is ordering, not storytelling. If you are following up after an in-person market, sending a cold email pitch, or replying to a “Can you send wholesale info?” message, a line sheet is often the fastest path to a yes because it is designed for scanning and forwarding.

A line sheet also beats a full catalog when your line is small to mid-sized, your assortment changes often, or you want buyers to focus on bestsellers. Lookbooks and catalogs can still help, especially for brand positioning and merchandising ideas, but they are slower to shop from and easier for buyers to abandon mid-scroll.

A good rule: lead with the line sheet for wholesale ordering, then support it with a lookbook (lifestyle photos, brand story) only if it helps the buyer visualize the collection. If you want a buyer-perspective refresher on what gets attention in a pitch, this Etsy resource on pitching your wholesale line to retailers is a solid reference.

Minimum viable line sheet layout buyers can order from

Recommended section order for a simple PDF

A minimum viable line sheet layout should let a buyer build a purchase order without asking follow-up questions. Keep it simple, consistent, and skimmable. A clean one or two-page PDF is usually enough.

A practical section order for a simple PDF line sheet looks like this:

1. Header block: brand name, wholesale contact email, phone (optional), website or Etsy shop link, and your ship-from location.
2. Quick terms snapshot: wholesale ordering instructions (how to order), payment terms, ship windows or lead times, opening order minimum (MOQ), and reorder minimum.
3. Product grid: the main ordering table with a small photo per item and all buyer-critical fields (style name, SKU, variants, wholesale, MSRP, MOQ, and availability).
4. Notes field (small): anything that prevents mistakes, like case pack rules, pack sizes, or “assorted colors only.”

If you want wording that matches what many buyers already recognize, Etsy’s wholesale glossary is a helpful reference for common terms like MOQ, MSRP, lead time, and purchase order.

One-page vs two-page line sheet structure

Use a one-page line sheet when you have a tight assortment (for example, 8 to 20 styles) and buyers can see the whole line at once. The goal is speed: one scroll, one decision, one order.

Use a two-page line sheet when your line needs breathing room. This is common if you have multiple categories, lots of variants, or important terms that can’t be squeezed into tiny type. A simple two-page structure is:

• Page 1: header + terms snapshot + a small “best sellers” grid.
• Page 2: the full product grid (or two category grids), with the same column order throughout.

Either way, prioritize legibility over decoration. Buyers will forgive a plain layout. They will not forgive missing SKUs, unclear minimums, or pricing they can’t confirm at a glance.

Product grid fields that make ordering fast and accurate

Default column order for buyer scanability

Buyers scan left to right looking for two things: “What is it?” and “Can I sell it profitably, in time, with clear minimums?” Your product grid should follow that mental flow.

A reliable default column order is:

• Photo (small, consistent crop)
• Style name (the buyer-facing name)
• Style # / SKU (one primary identifier per row)
• Variant (color, size, pack, or “assorted”)
• Wholesale price
• MSRP (suggested retail)
• MOQ / case pack (units or dollars, plus pack size if required)
• Lead time / ship window (or “in stock”)
• Notes (only what prevents mistakes: materials, dimensions, barcode info, exclusions)

Keep every column the same width across the page, and keep prices aligned. If you sell on Etsy, it also helps to keep your MSRP consistent with your Etsy retail pricing, so a retailer is not worried about being undercut online.

MSRP, wholesale, MOQ, and lead time definitions

MSRP (Manufacturer’s Suggested Retail Price) is the retail price you recommend the store charges shoppers. It sets expectations for margin and price consistency.

Wholesale price is what the retailer pays you per unit (or per pack). It should still cover your costs and profit, even after production time and packaging.

MOQ (minimum order quantity) is the smallest order you will accept at wholesale pricing. Some brands set one MOQ for opening orders and a smaller MOQ for reorders.

Lead time is how long you need to produce and ship the order after it is confirmed and paid (or after deposit). Buyers use it to plan floorsets, seasonal drops, and reorders.

If you want a quick, standardized reference for these common wholesale terms, Etsy’s Wholesale Glossary is a helpful baseline.

SKUs, variants, and naming rules to prevent order mistakes

Style number vs SKU vs variant SKU

Ordering mistakes usually happen when identifiers are inconsistent. Your line sheet should make it impossible to misunderstand what a buyer is actually ordering.

Here’s the clean way to separate terms:

• Style number (or style code): The “family” ID for the design itself. Example: TEE-101 for the core tee style.
• SKU (often used as the sellable item ID): Many brands use SKU to mean the specific sellable product. Others use SKU as the same thing as style number. The key is consistency. If you list both, label them clearly.
• Variant SKU (the most precise ID): The identifier for one exact variation, like size and color. Example: TEE-101-BLK-M for the black tee in medium.

If you sell on Etsy, you may be used to managing variations by options like size and color in each listing. Wholesale buyers need those same options translated into a single, unambiguous code per orderable unit, because their POS and inventory systems often rely on that level of specificity.

A practical rule: one row equals one orderable thing. If a buyer can order it separately, it deserves its own row or its own clearly separated variant line.

Color, size, and pack naming conventions

Use conventions that are short, readable, and hard to confuse. Avoid creative naming inside codes.

• Color: Use 2 to 4 letter abbreviations you will never change (BLK, WHT, NVY, PNK). If you have similar colors, add clarity (LTGRY vs DKGY).
• Size: Standardize the order and format (XS, S, M, L, XL, XXL). If you sell numeric sizes, keep them consistent (2, 4, 6, 8) and don’t mix with ranges unless you must.
• Pack formats: If you require case packs, put the pack in the code and on the line. Example: “6PK” or “ASST-6PK.” Also state what’s inside the pack in plain language, like “2 S / 2 M / 2 L.”

For naming, keep the buyer-facing product name separate from the code. Example:

• Name: “Cedar Soap, Lavender”
• Variant SKU: SOAP-204-LAV-4OZ

This way, the buyer can read the line quickly, and their team can enter the SKU without guessing.

Wholesale terms section that answers buyer questions quickly

Payment, shipping, and lead times

Your wholesale terms section is where you remove friction. A buyer should not have to email to ask, “How do I pay?” or “When will this ship?” Keep it short, but specific.

For payment, state what you accept (card, ACH, check, invoice), when payment is due, and whether you require a deposit for made-to-order. If you offer net terms for approved accounts, name them clearly. If you do not, say “payment due before shipment” so there’s no guesswork.

For shipping, clarify who pays shipping, where you ship from, and how you choose carriers. Many makers keep it simple with “shipping charged at cost” (or added as a line item on the invoice). If you can, add how you handle special requests like signature confirmation, split shipments, or using the retailer’s shipping account.

For lead times, give a realistic range and define when the clock starts (for example, after payment is received and the order is confirmed). If you also sell on Etsy, it helps to align your wholesale lead time language with your retail processing time, so you are not promising wholesale timelines you cannot consistently hit.

Order minimums, case packs, and reorder rules

Buyers want to know the minimum commitment and how flexible reorders will be.

Include:

• Opening order minimum: in units or dollars, plus any category minimums (like “at least 3 styles”).
• Reorder minimum: often lower than opening, but be clear either way.
• Case packs: if items must be ordered in multiples (like 6 or 12), say it plainly and show pack quantities in the product grid.
• Assortments: if packs are assorted, specify what’s inside (colors, sizes, ratios).
• Reorder and backorder policy: whether you allow backorders, typical reorder lead time, and how you handle discontinued styles.

Tight terms are fine. Confusing terms are not. The goal is a line sheet that a buyer can approve, forward, and order from the same day.

Building and exporting the PDF using common tools

Spreadsheet first, then layout

Start in a spreadsheet, even if you plan to design a pretty PDF later. A spreadsheet forces consistency, and consistency prevents buyer errors.

Create one row per orderable item (or per variant). Then lock in your columns: style name, SKU, variant, wholesale, MSRP, MOQ, lead time, and a short notes field. Add a “photo filename” column so you can keep images organized and quickly swap them later.

If you sell on Etsy, treat your Etsy listings as your product database. Make sure every item (and each variation, if you use them) has a clear SKU so you can copy it straight into the line sheet without inventing codes on the fly. Etsy’s guide on using SKUs for your inventory is a solid reference for setting up a system that stays readable.

Canva, Google Docs, or InDesign options

Use the tool that matches your workflow:

• Canva: Great for clean, branded one-pagers and simple grids. Set up a table-like layout with aligned text boxes, then duplicate the page for multiple categories.
• Google Docs: Best when you want speed, collaboration, and minimal design. Use a table, keep borders light, and avoid tiny font sizes.
• Adobe InDesign: Best for larger assortments, precise grids, and typography control. It also handles multi-page line sheets cleanly. Adobe’s overview of exporting InDesign files to PDF is helpful if you are new to the presets.

PDF export settings for readability

Export settings matter because buyers often view line sheets on a laptop, print them, and forward them internally.

Aim for:

• Page size: US Letter (common in the US) unless your buyers expect A4.
• Font size: keep body text comfortably readable (usually 9 to 11 pt).
• Image quality: high enough to see product details, but not so heavy the file becomes hard to email.
• Embedded fonts: so your layout does not shift on someone else’s device.
• Clickable contact details: make your email address and website clickable to reduce back-and-forth.

Sending, versioning, and updating line sheets without confusion

Email attachment vs share link

Use an email attachment when your line sheet is small (roughly 1 to 3 MB) and unlikely to change before the buyer orders. Attachments are great for quick replies like, “Yes, here’s my wholesale line sheet,” because the buyer can forward it internally with one click.

Use a share link when you expect updates (new styles, out-of-stocks, price changes, new ship windows). A link also helps when your PDF is image-heavy and email systems clip or block it. If you go the link route, keep it buyer-friendly: no login required, no messy folder view, and one obvious PDF file to download.

If a retailer first contacts you through Etsy Messages, you can still keep the process clean by sending a short reply there and directing them to the same line sheet version you email, so you are not maintaining two different documents.

File naming with season and date

Buyers save a lot of PDFs. Your filename should tell them what it is without opening it.

A simple, sortable format: BrandName_LineSheet_SeasonYear_YYYY-MM-DD.pdf

Example: CedarStudio_LineSheet_SS26_2026-02-21.pdf

Using the ISO date format (YYYY-MM-DD) keeps files in chronological order automatically. If you do not use seasons, swap in “Wholesale” plus a month, like Wholesale_2026-02.

Keeping contact details visible on every page

Put your key details in a header or footer on every page, not just page one:

• Wholesale contact name + email
• Website and/or Etsy shop name
• Ship-from city/state
• Version date (matches the filename)
• Page numbers (Page 1 of 2)

This prevents the classic problem where page two gets forwarded or printed alone and the buyer has no idea who to order from.