7.15 : סיטונאים

Wholesalers are intermediaries who simplify distribution by buying large quantities from manufacturers and supplying smaller amounts to retailers.

It enables manufacturers to concentrate on production while retailers gain access to a varied range of products without having to interact with multiple producers.

There are two broad categories of wholesalers.

The first is merchant wholesalers who take ownership of the goods they sell.

Among them, Full-Service Wholesalers, like Sysco, offer comprehensive services such as warehousing, marketing, and credit to retailers.

In contrast, Limited-Service Wholesalers like Cash and Carry and Shopify B2B provide fewer services.

The second category consists of agents and brokers.

Agents, such as the Manufacturer's Representatives, secure orders from retail outlets without owning goods, while brokers bring buyers and sellers together, earning commissions on sales.

Overall, wholesalers enhance distribution efficiency by reaching a broader market, minimizing costs through bulk purchasing, negotiation, and passing on savings to retailers.