The Truth About Online Flower Brokers, not brick and mortar florists.
Before you order flowers online, read this. Discover the difference between real local florists and national flower brokers — and how to make sure your money goes toward actual flowers, not middlemen.
As a local florist here in Orem, Utah, I’ve spoken with countless customers who have called in frustration. Their flowers didn’t arrive, or what was delivered looked nothing like the photo online. More often than not, the issue wasn’t the local florist — it was the website they ordered from.
Many people don’t realize that big online flower sites like the ones you see sponsored but not florists and are not actual flower shops. They are what our industry calls “order gatherers” or “flower brokers.”
What Is a Flower Broker?
A flower broker is a middleman, not a florist.
They don’t have a flower cooler, a design table, or a delivery van. Instead, they take your online order, keep a large commission (often 30–40% or more), and then pass the remaining amount to a real local florist to fulfill it — sometimes with incomplete instructions, missing cards, or reduced budgets.
That means if you spend $100, only around $60–$70 may actually go toward your flowers — and that’s before taxes or delivery fees. The local florist ends up trying to make something nice with what’s left, but it’s rarely what you expected.
Why This Hurts You (and Your Flowers)
Ordering through a broker can cause:
