Nowadays, the constantly expanding world of commerce is becoming increasingly complex and diversified. In order to better understand the various aspects of commerce in general and product distribution, the distinction between wholesale and retail trade is essential. But what is the difference between retail and wholesale trade?

While retail trade refers to the sale of products in small quantities to end consumers, wholesale trade refers to the sale of products in large quantities directly to other merchants.

Definitions of Retail Trade and Wholesale Trade

Retail trade and wholesale trade play complementary roles within the supply chain and distribution, each catering to specific market needs.

While retail trade targets end consumers directly, offering products in smaller quantities in retail stores, wholesale trade generally focuses on supplying products in bulk to other retailers.

In retail trade, products and services are sold to the general public. There is a wide variety of retailers, ranging from department stores and car dealerships to small independent shops. Wholesale trade, on the other hand, essentially serves as an intermediary between product manufacturers and the market itself.

For example, a clothing retailer sells a sweater directly to a consumer. On the other hand, a wholesaler is the one who sells the garment to a retailer.

The distinction between these two branches of commerce relies on fundamental differences in terms of pricing strategies, target clientele, and product presentation.

Stores like Costco are an exception and proof of the evolving consumer-focused commerce. This type of commerce stands out due to its business model focused on selling wholesale directly to consumers, bypassing retailers. Unlike traditional retailers, these companies offer products in bulk at discounted prices for members, attracting consumers looking for savings on their bulk purchases. They are not strictly wholesale businesses since they are not intermediaries, but they are also not strictly retail businesses!

Differences Between Retail Trade and Wholesale Trade

The distinction between retail trade and wholesale trade is based on several vital aspects of the sales process:

  1. Quantity of products sold
  2. Pricing
  3. Target customers
  4. Profit margin
  5. Marketing
  6. Distribution model

1. Quantity of Products Sold

First and foremost, the primary difference between the two types of commerce is, of course, the quantity of products sold.

Indeed, in wholesale trade, products are sold in large quantities at once, often in pallets or lots. They are intended for sale to retailers or for use in the production of other products.

On the other hand, with retail trade, products are sold in smaller quantities, typically one unit at a time. These are therefore tailored to individual consumption by end customers and are often more refined.

2. Pricing

Next, pricing significantly differs within the two commercial branches. Since quantities vary so much, it goes without saying that prices also vary.

For wholesale trade, prices are generally lower than those in retail. Wholesalers purchase in large quantities and thus benefit from better discounts on their purchases. The larger the quantity purchased, the lower the unit price!

In retail trade, unit prices are higher to account for additional costs related to selling to consumers. Indeed, additional actions within the company related to marketing and distribution, such as marketing, advertising and customer service are necessary.

3. Target Customers

Another notable difference: the targeted customers. As mentioned, retail trade and wholesale trade are far from having the same target audience!

Indeed, wholesale trade customers are usually businesses, such as retailers and resellers who purchase wholesale for resale purposes. The products will thus be sold to manufacturers, restaurants, or others before being used for commercial purposes.

It is in retail trade that products will be sold to end consumers for their own personal use. In this case, transactions are much more personal: that’s why retail customers generally seek satisfying shopping experiences, products tailored to their needs and interactions that engage them emotionally. Good customer service is therefore crucial for the success of retailers.

4. Profit Margin

Profit margin is also a crucial difference between wholesale and retail sales. Being a key indicator of a company’s profitability, it measures the ability of a business to generate profits. It is calculated by the difference between the selling price of a product and the total cost of its production or acquisition.

Profit margins are generally higher in retail. Because of the added value provided by retailers during promotions and product sales, they charge significantly higher prices to consumers than those originally paid to the supplier.

Therefore, wholesale trade generates thinner profit margins due to the higher sales volume. Wholesalers must sell larger quantities of products than retailers to make a profit.

Find out about the ideal profit margin for your store.

5. Marketing

Marketing efforts and, consequently, the business goals are also influenced by the type of commerce.

Wholesale trade marketing focuses on building relationships with business customers, thus promoting to other businesses. In this type of commerce, marketing communications focus on elements referring to products’ reliability as well as their financial benefits.

On the other hand, retail trade marketing efforts concentrate on promoting products to end consumers. This type of marketing is therefore more focused on emotions, shopping experiences, promotions and customization to meet individual consumer needs. There are more ways to promote retail trade than wholesale trade!

6. Distribution Model

Finally, the last notable difference between wholesale and retail sales is the product distribution model.

Since retail trade products are intended for end consumers, they are distributed through physical stores or e-commerce platforms. There is a greater variety of possible distribution channels for this type of commerce.

In the case of wholesale trade, options are more limited. Indeed, products are typically distributed through specialized distribution channels, such as warehouses and distribution centers. They are distributed in large quantities directly to businesses. However, there are increasingly dedicated online platforms for professionals to streamline transactions between businesses.

Pros and Cons of Wholesale Trade and Retail Trade

Now that the differences between the two types of commerce are established, it is interesting to delve into the advantages and disadvantages that these two branches entail.

Pros of Wholesale Trade

As discussed earlier, wholesale trade involves selling directly to other businesses. This requires managing fewer customers but larger orders, which can be simpler for a company.

Wholesale trade also generates much more stable profit margins. 

This type of commerce generates long-term contracts and these established relationships with wholesale customers contribute to increased predictability of sales and revenues. The economic model of wholesale trade is also less subject to costs related to managing physical retail outlets or direct consumer advertising. Therefore, fluctuations in profit margins are significantly reduced compared to retail trade!

Cons of Wholesale Trade

However, wholesale trade has its fair share of disadvantages! Since the products sold are intended for resale by businesses, wholesalers have less control over how the products are sold. This lack of control sometimes leads to brand dilution, or even degradation of its quality image if the products are mishandled or poorly presented by retailers.

Large orders also expose the merchant to risks of customer payment defaults. Transactions involving large volumes can also create payment delays and, therefore, have a significant impact on the cash flow and profitability of the company.

The smaller number of customers and the large size of transactions also create a bigger dependence for the wholesaler to their customers.

Pros of Retail Trade

Unlike wholesale trade, retail trade has control over how products are sold directly to the consumer. The direct relationship that retailers have with end consumers allows for an increased understanding of needs, buying behaviors and customer reactions. This can be used to customize offerings and build customer loyalty.

Retailers therefore have an easier time creating a strong brand and differentiating themselves from the competition. By directly controlling the customer experience, retailers shape their brand image.

Cons of Retail Trade

Of course, retail trade involves managing more customers and smaller orders. Retailers must pay attention to a higher number of individual customers compared to wholesale trade, which results in a higher administrative workload and more complex customer interaction management. The higher number of small orders also increases processing and logistics costs per unit sold.

Profit margins are more volatile than those of wholesale trade. Increased competition, higher distribution costs and requirements for promotion and marketing to attract and retain customers directly affect the company’s performance, making it more sensitive to market fluctuations and changes in consumer behavior. Retailers require more careful financial management to maintain their commercial viability.


The important thing to remember is that wholesale trade focuses on selling large quantities of products to other businesses, while retail trade sells smaller quantities of products directly to consumers. Both branches are therefore integral parts of the same distribution chain, complementary despite their differences!

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