Who Is a Retailer?
A retailer is a business entity or individual that sells goods or services directly to the final consumer in small quantities for personal or household use the last link in the distribution chain.
Supply chain position: Manufacturer → Wholesaler → Retailer → Consumer
| Feature | Retailer |
|---|---|
| Quantity sold | Small (individual units) |
| Customer | Final consumer |
| Price per unit | Higher than wholesale |
| Location | Near residential areas / online |
| Examples | Kirana store, Amazon, Big Bazaar, pharmacy |
Retailers earn profit through the retail margin the difference between wholesale purchase price and retail selling price.