White label refers to goods or services that are produced by one company, then purchased by another company to rebrand and sell as their own. Though you may be wary at first, you’re likely already familiar with the practice.

For example, most supermarket “store brand” goods are created by companies that mass produce items and sell them to various grocers. White label products aren’t just limited to cereal, DVD players, or running shoes though; they’re common throughout many industries.

In the tech world, think of white labeling as ghostwriting—but for software, apps, or digital programs. For instance, cloud-based services or infrastructure lend themselves particularly well to reselling or re-branding.

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