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Wholesaler
Definition
An intermediary that purchases products in bulk from manufacturers and distributes them to retailers, rather than selling directly to consumers. Wholesalers help expand distribution by supplying multiple retail accounts and managing inventory flow.
How It's Calculated
Example
A beverage brand sells its products to a regional wholesaler, who then distributes those products to hundreds of independent grocery stores and convenience outlets, increasing the brand’s market reach without direct retailer relationships.
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