Ticket Reselling: Ethical and Profitable Strategies

In today’s digital age, the ticket reselling business has emerged as a dynamic and lucrative industry. From sports events and concerts to theater shows and festivals, ticket reselling has become a go-to marketplace for event-goers looking for last-minute tickets and for savvy entrepreneurs seeking to make a profit.

In this article, we’ll delve into the world of ticket reselling, exploring its ins and outs, ethical considerations, and the tools required for success.

The Basics of Ticket Reselling –

Ticket reselling, also known as ticket scalping, involves the purchase of event tickets with the intent to resell them at a higher price. While this practice has faced criticism due to unethical behavior by some resellers, it is important to distinguish legitimate resellers who provide a valuable service to consumers.

Here are some key aspects to consider when starting a ticket reselling business:

  1. Market Research: Successful ticket reselling starts with a thorough understanding of the market. Research events that are likely to sell out and command higher prices in the secondary market.
  2. Pricing Strategy: Setting the right price for your tickets is crucial. It should be competitive enough to attract buyers but also profitable for you. Various factors, such as the popularity of the event and the location of the seats, can influence pricing.
  3. Legality: Ticket reselling laws vary by region and can be complex. Ensure you are in compliance with local regulations, and be aware of any event-specific restrictions on resale.
  4. Reputation and Trust: Building a good reputation is essential for long-term success. Honesty and transparency in your transactions will help build trust with customers.
  5. Ticket Sources: You can obtain tickets from various sources, including presales, box offices, and primary market websites. Some resellers also partner with season ticket holders or brokers.

Ethical Considerations

Ticket reselling can be a contentious business due to unethical practices, such as the use of bots to purchase tickets in bulk, price gouging, and the sale of fake tickets. To run an ethical ticket reselling business, consider the following principles:

  1. Transparency: Clearly communicate all fees and restrictions associated with the tickets you are selling.
  2. Avoid Price Gouging: While it’s natural to aim for a profit, excessively high markups can harm your reputation. A reasonable profit margin is essential.
  3. No Fake Tickets: Always ensure the authenticity of the tickets you sell. Verify their legitimacy through trusted channels.
  4. Compliance: Adhere to local and event-specific laws regarding ticket reselling.

Tools and Resources

To run a successful ticket reselling business, you’ll need the right tools and resources:

  1. Ticket Marketplaces: Utilize well-established online ticket marketplaces like TicketMaster, StubHub, SeatGeek, or Vivid Seats to list your tickets for sale.
  2. Inventory Management: Invest in software to help you keep track of your ticket inventory and pricing.
  3. Market Analytics: Use data and analytics tools to monitor trends and pricing in the secondary ticket market.
  4. Customer Service: Providing excellent customer service is essential for building trust and repeat business.
  5. Legal Guidance: Consult with an attorney who specializes in ticket reselling to ensure compliance with local laws.


The ticket reselling business can be a profitable venture for those who approach it with integrity and dedication. By understanding the market, adhering to ethical standards, and using the right tools, you can build a reputable and successful ticket reselling business. Remember that transparency, honesty, and a commitment to customer satisfaction are key to long-term success in this industry.


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