what is wholesaling, What You Need to Know

what is wholesaling

The Ins and Outs of Wholesale Businesses – What You Need to Know

Wholesaling is a vital process in the supply chain and distribution system that gets products from manufacturers to retail stores and ultimately into the hands of consumers. But what exactly is wholesaling and how does it work? This comprehensive guide will explain everything you need to know about starting and operating a wholesale distribution business.

Understanding the Role of Wholesalers

Wholesalers purchase large quantities of products directly from suppliers or manufacturers and then sell smaller quantities to retailers, who in turn sell to consumers. Wholesalers enable the efficient flow of goods from production to consumption by consolidated bulk purchases and providing warehousing, delivery, and other services to retailers. Simply put, wholesalers act as a bridge between manufacturers and retailers.

Types of Wholesale Businesses

There are several major types of wholesale operations:
  • Merchant wholesalers – The most common type, these independently owned businesses buy goods from multiple producers and resell them. Many are specialized into particular product categories like groceries, electronics, or clothing.
  • Wholesale clubs – These require paid membership and sell bulk quantities of products at low prices. Costco and Sam’s Club are two major wholesale club chains.
  • Manufacturer’s sales branches and offices – These wholesale arms are owned by manufacturers to help distribute their products.
  • Agents, brokers, and merchant wholesalers – These independent salespeople represent either buyers or sellers to facilitate wholesale transactions. They often specialize in specific product categories.
  • Importers and exporters – Companies that purchase goods abroad and resell them domestically are importers. Exporters buy domestically and resell goods abroad.

Steps to Start a Wholesale Business

Starting a wholesale distributorship involves these key steps:
  • Choose a product category to specialize in based on experience, interests, and market demand. Research your competition too.
  • Obtain necessary licensing and permits. Different locations and products have different regulations.
  • Source reliable suppliers and manufacturers. Build relationships and negotiate terms like minimum order sizes.
  • Secure a business location and warehouse space. Commercial real estate near logistics hubs is ideal.
  • Buy inventory to resell. Build up sufficient stock levels for orders.
  • Establish processes for storage, delivery, tracking, customer service, returns, and more.
  • Market your business to prospective retailers and cultivate a customer base.
  • Set competitive wholesale pricing based on costs, margins, and value to customers.
  • Manage cash flow, inventory, and operations. Wholesaling requires significant working capital.

Pros and Cons of the Wholesale Business Model

Wholesaling has unique advantages and drawbacks as a business model:


  • Large market of potential customers since all retailers need inventory.
  • No need to deal directly with end consumers.
  • Specialization leads to industry knowledge and relationships.
  • Sales volumes lead to economies of scale.
  • Essential role in supply chain leads to stable demand.


  • Low margins from intense wholesale competition.
  • High startup and operating costs, including warehousing needs.
  • Inventory tied up in warehouses pending sales.
  • Revenue fluctuations if reliant on few big customers.
  • No branding since selling to retailers, not consumers.

Wholesaling is right for entrepreneurs who enjoy sales, have industry experience, and can thrive in a B2B environment. While competitive, it remains an essential link between production and retail.

The Growing Global Wholesale Market

The wholesale trade industry has experienced steady growth in recent years across major global markets. According to research firm IBISWorld, the global wholesale market was valued at $8.8 trillion in 2018 and is projected to grow at an annualized rate of 6.4% from 2019 to 2024.

Driving this growth is increasing consumer spending and demand for a wide variety of products across developing and emerging economies. Economies like China and India have rapidly growing middle classes and higher levels of disposable income to spend on consumer goods. International wholesale enables the infrastructure to meet this demand.

Wholesaling Growth Varies by Country and Sector

While the overall wholesale market is growing worldwide, trends vary significantly by country and industry sector. For example, China’s wholesale market grew at 9.3% CAGR from 2014 to 2019 and is expected to continue growing at 8.2% as domestic spending increases. Comparatively, mature markets like Japan are seeing slower 1.4% annual growth.

By sector, wholesale distribution for food, beverages, and tobacco is anticipated to grow at a 6.6% CAGR globally through 2024. However, the automotive wholesale sector is projected to grow at 2.9% annually on slowing auto sales.

Wholesalers Must Adapt to Digital Disruption

The wholesale marketplace is undergoing major digital disruption. Wholesalers must adapt to ecommerce and omni-channel retail models. A Deloitte survey found 71% of wholesalers see digital transformation as a business priority.

Investments in digital infrastructure and data analytics will be crucial for wholesalers to provide value. Wholesalers who leverage technology to improve efficiency, visibility, and services will be positioned to compete in the evolving industry landscape.










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