Retailer

A retailer is a business or individual that sells goods or services directly to end consumers for personal use. Retailers form the final link in the distribution chain, acquiring products from manufacturers or wholesalers and presenting them to the public through physical stores, online platforms, or both (omnichannel).

Retailers perform assortment planning, merchandising, pricing, inventory management, and customer service. They influence purchasing decisions through product presentation, store layout, promotions, and branding, and provide information and after-sales support. They may operate in various formats, including department stores, supermarkets, specialty shops, discount retailers, convenience stores, catalog sales, and online marketplaces.

Economics and operations: Retailers earn gross margins by marking up wholesale prices and managing costs. Profitability depends on sales volume, inventory turnover, shrinkage control, and efficiency. In addition to traditional stores, digital retailers use analytics, demand forecasting, and technology to optimize pricing, stock, and personalization. Trends include omnichannel integration, private-label brands, rapid delivery, and sustainability considerations.

Regulation and impact: Retailing is subject to consumer protection laws, product labeling and safety requirements, returns policies, and privacy regulations. Retailers influence local economies through employment and investment, and the sector varies by market maturity and retail format.