What is a reseller? A company that buys services or goods for resale, rather than for consumption. This can also apply to affiliate marketers in eCommerce. Resellers are retailers who resell goods to consumers. Wholesalers can also be considered resellers because they sell the goods they buy to retailers.

Resellers will purchase goods to resell and make profits. A retailer will buy goods from a manufacturer, which he will then pass on to his customers at a higher price. Each person in the reselling chain will make a profit by the resale. The goods that they resell might be marked up by resellers, but they can also add value to the product by combining them or repackaging.

Resellers often wear the shoes of retailers. A reseller is typically a registered business structure or an individual who purchases and sells goods and/or services in order to generate revenue per sale transaction.

This is more of a distribution process in which merchants sell products directly from wholesalers to customers. Resellers must adjust the commodity prices to make significant profits on every product they sell.

Resellers usually sell at a price that is close to the suggested retail price of the manufacturer. Wholesalers can also sell products from suppliers and are therefore resellers by default. Resellers can also include manufacturers who sell their products directly to wholesalers, who then sell them to retailers.

Resellers can add unmatched value to their products by repackaging them, working with fast carriers companies, and structuring realistic pricing plans. This all leads to higher sales.

Each counterpart’s ultimate goal is to make a sufficient amount of profit on each sale.¬†The fact that reselling isn’t limited to physical stores is what attracts more attention.¬†A staggering number of online sellers are also taking large shares of niche products.

Types of Resellers: Wholesale and Retail

Both are key players in the supply chain. Both are resellers, which is the most important fact. Suppliers must decide on the best model to market their products.

When choosing wholesalers or retailers, suppliers should consider several factors.

There is so much to learn for a medium-sized startup. As you might know, a wholesaler can be either an individual or a company that sells products in bulk.

Large quantities of stock can be a great way to get rid of it quickly.¬†It’s worthy of attention to note that a wholesaler can also be the supplier/manufacturer.

On the other hand, retailers resell products to end consumers. Many retailers set up;

Departmental stores

Brick-and-mortar stores

Online stores

One of the main differences between wholesalers versus retailers is that the latter sells products directly to consumers.

Wholesaling: How It Works?

Wholesalers are often the ones who create your brand awareness. This channel is able to reach a wider consumer base. They have the ability to sell products in large quantities.

This allows consumers to see your brand in different stores and locations.

B2B transactions account for the majority of wholesaling transactions.¬†They are able to fetch products at reduced prices from manufacturers.¬†This type of reselling has another positive attribute: it isn’t overly saturated.

Wholesalers are far less than retailers for almost all niche products.¬†It’s actually a small fraction.¬†This indicates that competition isn’t as fierce here as at their counterparts’ ends.

The marketing campaign costs are also important. These costs are not necessary for wholesalers. However, retailers should set aside a substantial budget for advertising. Retailers may also need to pay for repackaging costs.

Retailing – How it Works

Resellers have the opportunity to sell more products by using the retail model. They can set their own profit margins. You have full control over the products you sell as a retailer. You can build a profitable product line from scratch.

This is a problem for wholesalers. However, wholesalers have limited access to the information that consumers actually want.

They can create ads that target the right audience very concisely.¬†However, these ads won’t work without the right metrics or analytics tools. This is especially true if you are trying to resell online.

Retailers don’t need to hold onto inventory. All they have to do is invest in a responsive sales channel.¬†They can also sign up for an Amazon seller account.¬†They can then list products online and source the product from the wholesaler after a buyer has placed an order.

This is also known as “drop shipping”.¬†This business model is unique because the startup costs are lower than dirt.

Potential resellers can set up their eCommerce shops in less than one day if they are interested in joining the retail industry. This is perhaps the best benefit of being an online seller.

It’s all about attracting your audience.¬†This will certainly bring the reseller back a few dollars.¬†For instance, audience targeting is a marketing strategy that retailers should be pursuing.¬†Retailers need to have a substantial budget in order to effectively implement it.


What is the Reseller Business Structure?

It’s simple to get started

It is important to have some money aside for startup costs when you start a business.

A large budget may seem impossible for newbies. They can use the reselling method to ease the burden. This technique is used by many retailers.

Resellers have many winning options, including selling on social media, channels, and marketplaces.¬†We’ll be covering these avenues in detail later in the guide.

Zero Inventory

Dropshippers can relate to this.

You don’t need to keep any inventory if you are selling products online.¬†All you need to do is focus on selling them.¬†The best thing about online sellers listing their products on marketplaces like Amazon, eBay, or Etsy is the ease with which they can do so.

It is difficult to source niche products. Apps like Oberlo or Spocket make it easy. They can integrate with WooCommerce and Shopify sales channels.

Once the platforms are connected, resellers can import bulk quantities of all high-selling products. To keep your inventory order, the sales channel automatically updates stock levels and variants.

However, if your goal is to sell products at an outlet, you will need to stock shelves with products. To make sales, you will need inbound stock.

Financial commitments are less

Money shouldn’t be a barrier to your business plans.¬†You don’t need to have an upfront cost for selling products online if you have a responsive dropshipping strategy.

Talking of numbers, a retailer must pay $29 per month if they wish to sell Shopify’s basic plan.

This is a fraction of the cost implications that you would face when opening a physical shop. Retailers looking to resell products have a lower risk margin than other business models.

For that reason, a manufacturer might have to consider crowdfunding in order to scale their business.

Resellers can adjust profit margins

The reselling option allows you to dispense with the need to adhere strictly to the manufacturer’s recommended retail price.

You can set your prices through both online marketplaces and sales channels. The Oberlo allows you to import products from AliExpress. However, you can adjust the pricing margins to gain a greater market share.

Wholesalers can buy large quantities of goods from suppliers. It is possible to source goods at a discount price because of this. This may sound true, but wholesalers sell goods at a high markup to retailers.

Straightforward order fulfillment

Online reselling is definitely a smart move. Drop shippers can improve their logistics skills by using established order fulfillment companies.

To illustrate, online retailers can use the infrastructure of the Amazon FBA (Fulfillment By Amazon). The program boasts a network of over 90 million Prime members and has developed shipping solutions that are both cost-effective and broad-based.

Resellers can reduce the costs of fulfillment services, such as picking up, packing, shipping, returns, and refunds.

ShipBob and ShipWire are other fulfillment companies that offer a variety of premium services to e-commerce businesses.

Resellers can ship all orders worldwide because most platforms integrate with carriers such as FedEx and DHL.

From where do resellers source their products?

It is clear that there is a chain in the world reselling.¬†It’s vital to be able to supply quality products for your retail business.

Aliexpress for resellers

AliExpress is a good place to start if you are interested in dropshipping.¬†Alibaba’s Chinese subsidiary is a major marketplace for consumer goods such as clothing, electronics, and accessories.

AliExpress Drop shipping is the best way to save on inventory costs. It can seem overwhelming to identify the best-selling products.

Oberlo is an online platform that allows you to sell your products. This may sound strange to you?

Here’s an overview of the app’s operation:

Resellers can use Oberlo App

Resellers can use Oberlo App

This app is not an e-commerce platform that’s ‘filled to the brim.¬†It’s more of an extension that works with your sales channel.¬†This app can help you import AliExpress products into Shopify in just a few clicks.

Oberlo is a pre-installed package that Shopify offers.¬†You don’t need to go through endless steps of installation.

It allows you to connect with multiple manufacturers and suppliers who offer reasonably priced products. It allows you to easily sort and adjust product variants without any hassles.

The automated order fulfillment services are available to resellers. Oberlo allows resellers to add orders from multiple suppliers to one cart. Please take a look at the Oberlo elementary review to understand how it all works.

Spocket app available for resellers

Spocket is a dropshipping platform that can be used by resellers. It meets all of your expectations.

The plugin is quick and easy to integrate with WooCommerce and Shopify. However, you can only source products from US and UK suppliers. You may also be tempted to source suppliers from Australia or New Zealand.

These locations will provide you with a wide range of products that offer a high-profit margin. Resellers have flexibility in adjusting discount rates, which can often be between 30-60% on average.

In just a few steps, wholesalers can sign up to become official Spocket suppliers.¬†However, there are some prerequisites to be onboard.¬†Spocket’s top-to-bottom review reveals all the features, perks, as well as its downsides.

Here is a list of dropshipping suppliers.


This marketplace has a wide range of products, with over 2 million.¬†All featured products are listed in categories.¬†It’s easy to locate a product that you want to dropship.¬†Just type in a keyword to instantly see the results.

You can sort products by brand, supplier price, quantity, etcetera. Doba offers all users amazing access to a central dashboard that allows you to create a virtual inventory.

Resellers will find it easier to track all orders placed through their channels or marketplace seller accounts. This is a Doba review.


For retailers, Salehoo

Salehoo is very popular in the United States, New Zealand, the UK, and its own camp base. This directory contains a list of suppliers that sell niche products.

This solution is easy to use for resellers who are looking for reliable contacts. Every good thing comes with a price.

You will need to pay $67 annually to get unlimited access to the Salehoo supplier database. Read the complete Salehoo review.


Dropshipping is a viable option with over 100 million products available.

Wholesale2B imports products for resellers who use BigCommerce as their sales channel. You can bulk-import products to BigCommerce in the same way as Obelro and Spocket.

It integrates with Shopify and Amazon.¬†It automates order fulfillment, which is a great thing.¬†You don’t have to search for third-party services to deliver products.

The following are other common suppliers for resellers:

  • Dropship Direct
  • Dropshipper.com
  • Wholesale Central
  • MegaGoods
  • InventorySource

Where can they sell their products?

This is the best part.

It is now easier than ever to sell online.¬†There are many options.¬†Let’s focus on those that provide some insight into e-commerce-oriented business models.

Here are 101 quick tips for entrepreneurs starting out:



Amazon is a great platform for resellers. An official seller account is all you need. Although it will cost you a few bucks to list your products, the potential for high-revenue sales is often within reach.

You have the option to sell products with high competition at low prices. This approach allows you to create a market-led inventory strategy. The reseller can spot high-selling products with real-time data. Amazon is easy to use.

Dropshipping with Amazon is possible without having to be a pro. A Shopify store owner can sell on Amazon through the sales channel. Shopify works seamlessly with Amazon, so there are no obvious gaps.


In just a few simple steps, you can steadily grow your eBay reselling business. It is important to search for the most popular products and to work with reliable wholesalers.

It doesn’t really matter how much cash you have.¬†You don’t need capital to be a reseller.¬†Without any inventory, you can start your reselling business.

Sales channels


Shopify for Retailers

Shopify literary’s dominance in intense eCommerce competition is evident by the sheer number of online shops that sell on Shopify.

Shopify is the best option.

The setup process is simple.¬†Resellers have the option to choose a plan that fits their business, bulk import products, and sync with social selling platforms. They can also connect to Shopify’s CRM tools, access Shopify’s handy CRM tools, and use plugins that are highly productive.

This Shopify review explains how potential resellers can get started on the platform.


Woocommerce for Retailers

WordPress Extension is clearly an excellent tool that offers e-commerce functionality.

There is less code to be concerned with.¬†You can easily manage your e-commerce website using a few design options.¬†It integrates with WordPress so you can be sure that your online business’s content management system will be top-notch.

WooCommerce plans are well-suited for any scale test. This comprehensive WooCommerce review covers all aspects of the product, including pricing and ease of use.


Bigcommerce for retailers

BigCommerce is unquestionably an alternative wall-to-wall to get a load off.

BigCommerce currently hosts over 95,000 eCommerce websites. Resellers can choose from a variety of themes to match any niche.

BigCommerce allows you to personalize your online store in the most flexible way possible. You can also adjust the checkout options to reduce cart abandonment.

Check out the complete BigCommerce review.

How do resellers market their products?

Attracting the right customers takes more than listing products on an online store.

Resellers must optimize their online store’s revenue projections through social selling mediums.¬†Shopify is a sales channel that allows you to track shoppable Instagram posts.¬†Facebook is a parallel marketing channel. You can use your Facebook page to create a shop section.

Shopify store owners can add Facebook to their sales channels. Resellers have the option to choose a budget for their ads.

It is important to constantly monitor whether your ads are producing the desired results.¬†Google Analytics allows you to see all the relevant data in a dashboard.¬†It’s simple to see which online campaigns are generating the most traffic and highest conversions.

Resellers can also use affiliate programs and email marketing to promote their products. You can automate these actions and convert them more effectively with tools.

Although search engine optimization can take up a lot of your time, it can help a reseller increase its website traffic. These are just a few of the many options that resellers have for marketing their products.

Final tips

Selling seems to be the main focus, especially in the eCommerce space. B2C models have now been given progenitive perks thanks to the ease of starting on popular marketplaces like Amazon and eBay.

To get started, a reseller requires little capital. They can source products at lower prices from wholesalers, which makes it possible to mark them up.

This guide will help anyone who wants to speed up the process of starting a reselling company. If you have any questions, please leave a comment below. I will be prompt to provide feedback.

author avatar
Brian Wilson Writer and Editor
Brian Wilson is the content manager and founder of LLC Radar. Brian grew up in North Texas, just outside of Dallas, and has a bachelor's degree in business from Southern Methodist University. Since graduating from SMU, Brian has gained over 10 years of experience in business writing for several online publications. Brian resides in Plano, Texas and he can be reached by email:   info@llcradar.com Phone: 972-776-4050
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