No person shall engage in the business of mobile seller without first obtaining a license.

See Ch. 10, Art. XVI of the La Crosse Municipal Code for exemptions, regulations and prohibited and required acts.

An Ordinance regulating mobile sellers was adopted by Council on November 9, 2023 which updated the previous direct seller ordinance - see Ordinance 5268.  Various sections including exemptions and regulations have changed.

"Mobile Sellers" means direct sellers and transient merchants. 

"Direct Seller" means any person who sells goods and/or services and/or takes sale orders for the later delivery of goods on any public way or door-to-door and shall include, but not be limited to, canvassers, peddlers, and solicitors. 

"Transient Merchant" means any person without a permanent place of business in the County of La Crosse who engages in the temporary business of selling or delivering goods and/or services away from a permanent place of business at any fixed location temporarily.  

License Duration/Fee

• TEMPORARY PERMIT- a temporary permit shall be valid for a period of 90 consecutive days from its issuance. 
  $60.00 non-refundable fee due at time of application.
  Additional $10 per ID for each individual direct seller.

• ANNUAL PERMIT- an annual permit shall be valid through December 31 of the year of its issuance.  Fees are non-rated when applying within a license year.  
  $110.00 non-refundable fee due at time of application.
  Direct sellers going door-to-door to any location are not eligible for an annual license.

Fees can be paid by cash, check payable to City Treasurer or credit with convenience fee.

Insurance Required

Applicant shall procure and maintain for the duration of the license, a minimum liability and contractual liability policy in the amount of one hundred thousand dollars ($100,000.00) each person, three hundred thousand dollars ($300,000.00) each accident for bodily injury and one hundred thousand dollars ($100,000.00) for property damage. A certificate of such insurance shall be filed with the City Clerk as part of the application. The insurance shall name the City, its officials, employees and agents as additional insureds. The Certificate of Insurance shall provide thirty days written notice to the City upon cancellation, or nonrenewal or material change in policy.

NOTE: The additional insured endorsement must accompany the certificate of insurance at the time of filing.

How to Apply

Applications shall be made in writing on the form prescribed by law and filed with the City Clerk's Office who may issue the same after appropriate investigation by the Police Department.  

Applications shall be filed at least fifteen (15) days in advance of any license being issued. 

• Download Application

The following must accompany the application at time of filing:

• A valid drivers license or some other proof of identity as may be reasonably required bearing the applicants photograph.
• Wisconsin Seller's Permit Number (in the same legal/real name as applicant or business)
• Vehicle Certificate of Registration/Licensing, if applicable.
• Certificate of Insurance along with a photocopy of the endorsement naming City of La Crosse as additional insured (a statement alone on the Certificate is not sufficient).
• Written authorization if selling within 100 feet of a permanent retail merchant during its operating hours.

Related Laws

Note: Effective May 1, 2010, if you are working as a traveling sales crew, you are required to register with the Wisconsin Department of Workforce Development.

• "Traveling Sales Crew" means 2 or more individuals who are employed as salespersons or in related support work, who travel together in a group, and who are absent overnight from their permanent places of residence for the purpose of selling consumer goods or services to consumers from house to house, on any street, or in any other place that is open to the public. (Exempted as those who are traveling together for the purpose of participating in a trade show or convention or 2 or more immediate family members who are traveling together for the purpose of selling consumer goods or services.)

• See 103.34 Wis. Stats. Regulation of traveling sales crews for more information.

• If you meet the definition of "Traveling Sales Crew," you will be required to present your DWD Certificate of Registration prior to being issued a Direct Seller License in the City of La Crosse. If you are mailing your application and fee, photocopies of the DWD Certificate of Registration must be provided for each person.

Sales of merchandise on premises near La Crosse Center

Pursuant to Sec. 34-23 of the Municipal Code, it shall be unlawful for any person to sell, offer to sell or give away any goods, merchandise, or any other articles of any kind on any public street, public parking lot, public parking ramp, public alley or public sidewalk between the time four hours immediately preceding the commencement of any scheduled event at the La Crosse Center and the time one hour immediately after the conclusion of any scheduled event within the following boundaries: On the south by the south line of King Street, on the north by the north line of State Street, on the east by the east line of Fourth Street, on the west by the centerline of the Mississippi River Main Channel.

Questions?

For more information, contact the City Clerk's Office at (608) 789-7510 or email licenses@cityoflacrosse.org.

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