What's the difference between a wholesaler a distributor and retailer?

The distributor is the manufacturer's direct point of contact for potential buyers of certain products. Wholesalers buy a large number of products directly from distributors. Retailer buys small quantities of an item from a distributor or wholesaler. A wholesaler only fulfills orders from retailers and assumes no other role than meeting retailer demands.

A distributor, on the other hand, in addition to executing the orders received passively, acts as a sales representative for the producer. A distributor actively searches for orders from various sources in the marketplace, executes orders, and also manages returns. While a distributor is actively involved in promoting a company's products, a wholesaler doesn't. A distributor works closely with a manufacturer to sell more products and gain better visibility of these products.

Distributors find wholesalers who will resell their products. A wholesaler works more closely with retailers to meet their needs by purchasing products in bulk at a discount. As a B2C company, retailers are primarily responsible for selling products to end consumers. Wholesalers, on the other hand, may or may not sell products directly to end consumers.

In addition to their role in spreading products, they also need to invest in storage, as they buy a lot of products from distributors. In the marketing industry, product storage is more commonly referred to as storage. Both wholesalers and distributors exist in supply chains that eventually bring products to market for consumers to buy. However, they focus on different customer entities within the chain.

Retailers represent wholesale customers, both physical and e-commerce. Distributors partner with manufacturers to sell products to numerous customer entities. They often sell to wholesalers or directly to retailers. While wholesalers serve retailers' needs by providing them with products to sell, distributors support the distribution of manufacturers' products to reach consumers.

Distributors, wholesalers and retailers act as intermediaries, but operate at different levels of the distribution channel. Therefore, this type of wholesaler doesn't make money on profit margins, but rather makes money on fees and commissions. Well, wholesalers buy huge amounts of inventory at once for a low price and then sell the products in smaller quantities at a higher price. Despite working closely in the supply chain, there is a big difference between a wholesaler, a distributor and a retailer.

Well, the wholesale business model is ideal for those who enjoy planning, logistics and maintaining customer relationships. For example, distributors may perform marking and presentation activities aimed at convincing wholesalers or retailers to buy the products. Wholesalers often trade in large quantities of products, allowing them to get large discounts from the manufacturer. Because they are more localized, distributors can generally offer a faster response to meet customer needs.

If you want to be successful in trading, it's essential that you understand the differences between wholesale and retail. The wholesale sector includes establishments engaged in the wholesale of goods, usually without processing, and which provide services related to the sale of goods. A distribution channel aims to deliver products from manufacturers to end consumers through the use of different intermediaries, also known as mediators or links. Wholesalers sometimes purchase products directly from manufacturers, although this relationship does not require them to enter into a contract.

To understand the subtle differences between the two and what they offer different companies, here is a little information about both industries to know what your wholesaler and distributor are doing for your company. The distributor performs some of the same functions as a wholesaler, but generally plays a more active role. While both wholesalers and distributors play roles within supply chains, these two entities have several differences from each other. .


Rachel Celli
Rachel Celli

Infuriatingly humble web junkie. Incurable pop culture practitioner. Unapologetic beer lover. Subtly charming social media fanatic. Passionate zombie nerd.