resellers

Resellers are businesses that acquire goods or services from manufacturers or distributors with the intention of selling them to end customers rather than consuming the products themselves. They act as intermediaries in the supply chain, providing access, convenience, and often additional value through services such as installation, customization, training, or support. Resellers operate across many industries, including electronics, software, consumer goods, and industrial equipment, and can function as retailers, distributors, or specialized service providers.

Common types include authorized resellers, who operate under formal agreements with a brand; value-added resellers (VARs), who offer extra services or integration; and system integrators, who assemble components into complete solutions for organizations. Online resellers and marketplaces have also become prominent, expanding reach and accessibility for buyers. Resellers may range from small independent shops to large regional distributors.

Operations and pricing typically involve sourcing inventory from manufacturers or distributors, maintaining stock, and setting resale prices within any agreed guidelines, such as minimum advertised price policies. They provide customer service, handle warranties and returns, and may offer financing or after-sales support. Some resellers also perform installation, configuration, or ongoing maintenance to add value beyond the initial sale.

Economic role and considerations include expanding geographic reach, enabling localized service and support, and helping manufacturers scale distribution. Risks include channel conflict with direct sales, price erosion, gray-market activity, counterfeit goods, and inventory risk. Reseller agreements govern rights, duties, pricing, territory, branding, and compliance with consumer protection laws, export controls, and data privacy when applicable.