A business or individual that purchases products for resale to end consumers.


A reseller is a business or individual who acts as an intermediary between a producer (vendor) and the end consumer. They purchase products or services in bulk at wholesale prices and then sell them at a markup to their own customer base. Resellers play a crucial role in distribution channels by:

  • Reaching a wider audience: Resellers often have established customer relationships and expertise in specific markets, allowing them to effectively reach end consumers that the original producer might not have direct access to.
  • Providing value-added services: Some resellers go beyond simply selling products. They might offer additional services like:
    • Customization of products to meet specific customer needs.
    • Technical support to assist customers with installation or troubleshooting.
    • Bundling complementary products together for a more attractive offer.

Examples of Resellers:

  • Retail stores: Electronics stores that sell smartphones, laptops, and other gadgets from various brands are resellers.
  • Software vendors: Businesses that sell software licenses obtained from a manufacturer are considered resellers. They might offer installation and configuration services as well.
  • Value-added resellers (VARs): These resellers specialize in customizing and integrating software or hardware solutions for specific customer needs.

Reseller Programs:

Many manufacturers and vendors have reseller programs that offer benefits to resellers, such as:

  • Discounted pricing on products or services.
  • Marketing and sales support to help resellers reach their target audience.
  • Training and certification programs to equip resellers with product knowledge and expertise.