Key characteristics of wholesale:

• • Bulk purchases: Wholesalers buy products in large quantities directly from manufacturers.

  • Discounted prices: Due to bulk purchases, wholesalers obtain products at lower prices.

  • Reselling to retailers: Wholesalers sell products to retailers in smaller quantities.

  • Value-added services: Wholesalers often provide additional services like storage, transportation, and financing.

By purchasing in bulk and selling to retailers, wholesalers contribute to the efficient distribution of goods in the supply chain

Types of Wholesalers

Wholesalers can be categorized based on the services they provide and the products they handle.

Merchant Wholesalers

• • Full-service wholesalers: Offer a wide range of services, including transportation, storage, financing, and marketing support.

  • General merchandise wholesalers: Deal in a variety of unrelated products.

  • Limited-line wholesalers: Specialize in a specific product category.

  • Specialty wholesalers: Focus on a narrow product line within a specific industry.

Agent and Broker Wholesalers

• • Brokers: Bring buyers and sellers together without taking ownership of the products.

  • Agents: Represent buyers or sellers on a more permanent basis.

  • Manufacturers' agents: Represent multiple manufacturers in a specific territory.

  • Selling agents: Have more authority than manufacturers' agents and often act as the sales arm of the manufacturer.

Other Types of Wholesalers

• • Drop shippers: Do not take ownership of products but arrange for delivery from the manufacturer to the customer.

  • Cash and carry wholesalers: Sell products directly to retailers who pay cash and transport the goods themselves.

Role of Wholesalers in the Supply Chain

Wholesalers play a crucial role in the supply chain by:

• • Efficient distribution: Reducing the number of transactions between manufacturers and retailers.

  • Inventory management: Holding stock to ensure product availability.

  • Market coverage: Reaching a wider customer base.

  • Financial assistance: Providing credit and financing options.

  • Market information: Sharing market trends and customer data with manufacturers and retailers.

By understanding the different types of wholesalers and their roles, businesses can optimize their supply chain and distribution strategies.