retailer vs wholesaler

retailer vs wholesaler distinction is essential for understanding the supply chain in retail and e-commerce. A retailer sells products directly to consumers, typically in smaller quantities, and usually at a markup to cover overhead and generate profit. A wholesaler, on the other hand, sells products in bulk to retailers or other businesses at discounted prices. Wholesalers generally do not deal with end consumers directly, but they play a critical role in supplying inventory to retail businesses, ensuring that stores have the products they need to sell.