White label means reselling with the labels swapped: one company's service sold under another company's brand, with the customer none the wiser. In delivery services it's the norm, not the exception: most storefronts are white-labelled supply chains wearing a logo.
A white-label storefront buys wholesale through an API, marks prices up, and brands the checkout and support. Its delivery quality was decided upstream, by people it may never have talked to.
That's not automatically bad: branding, curation, language-local support are real work. It explains the industry's signature mystery though: ten sites, identical service lists, five different prices. Same pipe, different paint.
Chain length is the variable that matters: every hop adds margin and subtracts accountability, because a reseller can't fix what its upstream breaks.
It's standard industry practice, and it's how most storefronts exist. The duty runs to your customers: honest listings and guarantees you can actually honour.
Mostly you can't directly, and it matters less than chain length: judge specifics, support speed and guarantee behaviour. Those expose the chain regardless of the label.
White label is reselling with full rebranding. All white labels are resellers; not all resellers hide the relationship.
Related terms
Every definition lives in the full glossary, and the services behind the vocabulary are on the services page.