Seeing The Whole Picture A Wholesaler S Role In The Retail Chain

You probably realize that, as a retailer, you need to get as close as possible to the source of your products to maximize your profit margins. But if you’re like most retailers, you may think that means going to the product manufacturer. You might assume that because the wholesaler stands between you and the manufacturer, the wholesaler is a middleman. But by that logic, you as a retailer are also a middleman, standing between the manufacturer and the end user.

To Each His Own

The fact is that each one of these entities plays an important and necessary role in the retail supply chain: