Veleprodaje

Veleprodaje is a term used in several South Slavic languages to refer to wholesale trade, the sale of goods in large quantities primarily to retailers, other businesses, or institutions rather than to final consumers. The word combines a root meaning “large” or “bulk” with “prodaja,” meaning sale. In practice, veleprodajne (wholesale) activities form a bridge between manufacturers or distributors and retailers or other buyers, enabling price discounts tied to volume and streamlined distribution.

Typical characteristics of wholesale operations include bulk pricing, higher minimum order quantities, and terms that reflect business-to-business relationships, such as invoicing, credit facilities, and longer delivery windows. Wholesalers may carry their own merchandise (merchant wholesale) or act as intermediaries or distributors for manufacturers. They often maintain storage facilities, manage inventories, and coordinate logistics to distribute products over wider geographic areas. Some wholesalers also engage in drop-shipping or fulfillment on behalf of retailers, reducing the need for retailers to hold stock.

Markets and regulation vary by country but commonly involve commercial licensing, value-added tax or sales tax considerations, contract law, and sector-specific quality or labeling standards. The rise of e-commerce and business-to-business marketplaces has expanded veleprodaje online, allowing retailers to source products from multiple suppliers through digital catalogs and bulk ordering.

Veleprodaje is a core component of modern supply chains, enabling producers to reach diverse markets efficiently and giving retailers access to varied product lines at competitive prices. It coexists with retail (maloprodaja) as part of a two-tier distribution system that supports consumer access to goods.