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by Sawyer Frank on September 1, 2026
For most of wholesale's history the shape of a year was simple. Retailers committed months ahead, brands built to that commitment, and reorders were the exception rather than the plan.
That shape is changing, and RepSpark's B2B wholesale ecommerce platform data shows how fast.
The benchmark
Across 250 brands, comparing 2025 to 2024.
Total reorders grew 32.8 percent.
International orders grew 177.4 percent, rising from 4.4 percent of platform volume to 10.1 percent.
US orders grew 11.3 percent, a steady figure that looks modest only next to the international number.
Two things are happening at once. Retailers are buying more often in smaller quantities, and the geography of wholesale is widening.
What the reorder number means
A 32.8 percent rise in reorders alongside 11.3 percent domestic order growth tells you reorders are growing roughly three times faster than orders overall. Retailers are being more surgical. Rather than committing deep months ahead, they are placing smaller, more frequent orders against real consumer demand.
That is rational for the retailer and demanding for the brand. Every reorder is a request for accurate live inventory, fast fulfillment, and a buying experience that does not require a phone call. A prebook cycle tolerates a two day response. A reorder cycle does not.
Prebook has not disappeared. L*Space grew B2B prebook orders 214 percent year over year with average order value up 28 percent, which is what happens when the prebook process itself gets easier rather than being abandoned. The shift is not prebook out and reorder in. It is both, running at different speeds, on the same system.
What the international number means
International volume more than doubled its share of the platform in a single year, from 4.4 to 10.1 percent. For most brands the constraint on international wholesale has never been demand. It has been the operational cost of currency, pricing, tax logic and language for a small number of accounts.
When that cost drops, the accounts become worth having. 5.11 now supports more than 1,600 B2B buyers globally through one system after consolidating three separate platforms, and added Australian and Hong Kong businesses in the process.
What this benchmark does not tell you
We publish reorder growth. We do not yet publish an absolute reorder rate, meaning reorders as a share of all orders, which is the number you would most want for comparing yourself against the category.
We are being direct about that because a growth rate and a rate are different measures and it would be easy to blur them. Reorders growing 32.8 percent does not mean 32.8 percent of orders are reorders. We intend to publish the absolute figure in the next edition.
Three questions worth answering this quarter
What share of your order volume was reorder rather than prebook last season, and which direction is it moving. How long does a reorder take to move from placed to shipped, compared with a prebook. And what share of your revenue comes from outside your home market, against the 10.1 percent the platform now runs at.
Methodology. Platform figures reflect year over year change across 250 brands on the RepSpark platform, comparing 2025 to 2024. International share is measured as a percentage of total platform order volume. Named brand results are drawn from published RepSpark case studies and reflect those brands' own reported outcomes over the periods stated. Aggregate figures cover all verticals on the platform, so individual category patterns will differ.
