{"id":76444,"date":"2023-11-22T20:37:37","date_gmt":"2023-11-22T20:37:37","guid":{"rendered":"https:\/\/mailrelay.com\/glossary\/retailer\/"},"modified":"2026-10-06T01:03:41","modified_gmt":"2026-10-06T01:03:41","slug":"retailer","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/en\/glossary\/retailer\/","title":{"rendered":"Retailer"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>A retailer is a person or company that sells products at retail, in small quantities, directly to the end consumer.<\/strong>  For example, a bakery, a clothing store, a supermarket or an online store.<\/p>\n\n<p class=\"wp-block-paragraph\">It&#8217;s the last link in the distribution chain: it buys from manufacturers or wholesalers and sells to the people who will use the product.<\/p>\n\n<h2 class=\"wp-block-heading\">What does retailer mean?<\/h2>\n\n<p class=\"wp-block-paragraph\">The word comes from selling &#8220;at retail&#8221;, that is, in small quantities. The opposite is selling &#8220;wholesale&#8221;, which is where the word wholesaler comes from.<\/p>\n\n<p class=\"wp-block-paragraph\">Retailer is a noun (&#8220;local retailers&#8221;), while retail also works as an adjective (&#8220;retail business&#8221;, &#8220;retail sales&#8221;, &#8220;retail price&#8221;).<\/p>\n\n<p class=\"wp-block-paragraph\">A business that sells this way is a <em>retailer<\/em>, and the sector as a whole is called <em>retail<\/em>. If you&#8217;re interested in marketing for this sector, we cover it in our entry on <a href=\"https:\/\/mailrelay.com\/en\/glossary\/retail\/\" target=\"_blank\" rel=\"noopener\">retail<\/a>.<\/p>\n\n<h2 class=\"wp-block-heading\">What does a retailer do?<\/h2>\n\n<p class=\"wp-block-paragraph\">A retailer brings products closer to people. These are its main functions:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Choosing the product range.<\/strong>  It decides which products to offer based on what its customers are looking for.<\/li>\n\n\n\n<li><strong>Buying and storing.<\/strong>  It buys in large quantities and keeps the stock so that customers can take home just one unit.<\/li>\n\n\n\n<li><strong>Setting the price.<\/strong>  It adds a margin to the purchase price to cover its costs and make money.<\/li>\n\n\n\n<li><strong>Displaying and promoting.<\/strong>  It places the products in the store or on the website, and runs offers and ads.<\/li>\n\n\n\n<li><strong>Serving customers.<\/strong>  It advises, takes payments, delivers, and handles exchanges, returns and warranties.<\/li>\n\n\n\n<li><strong>Informing the rest of the chain.<\/strong>  It knows what sells and what doesn&#8217;t, and passes that on to its suppliers.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">Wholesaler vs. retailer: differences<\/h2>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Aspect<\/th><th>Wholesaler<\/th><th>Retailer<\/th><\/tr><\/thead><tbody><tr><td>Who it sells to<\/td><td>Other businesses, such as stores or restaurants<\/td><td>The end consumer<\/td><\/tr><tr><td>Quantities<\/td><td>Large volumes<\/td><td>Single units or small quantities<\/td><\/tr><tr><td>Price per unit<\/td><td>Lower<\/td><td>Higher, because it includes the retailer&#8217;s margin<\/td><\/tr><tr><td>Location<\/td><td>Warehouses and industrial parks<\/td><td>Shopping streets, shopping malls and the internet<\/td><\/tr><tr><td>Customer relationship<\/td><td>Few customers, long-term<\/td><td>Many customers, often one-off purchases<\/td><\/tr><tr><td>Marketing<\/td><td><a href=\"https:\/\/mailrelay.com\/en\/glossary\/b2b\/\" target=\"_blank\" rel=\"noopener\">B2B<\/a><\/td><td><a href=\"https:\/\/mailrelay.com\/en\/glossary\/b2c\/\" target=\"_blank\" rel=\"noopener\">B2C<\/a><\/td><\/tr><\/tbody><\/table><\/figure>\n\n<p class=\"wp-block-paragraph\">This is the usual journey of a product: manufacturer \u2192 <a href=\"https:\/\/mailrelay.com\/en\/glossary\/wholesaler\/\" target=\"_blank\" rel=\"noopener\">wholesaler<\/a> \u2192 retailer \u2192 consumer. Some brands skip steps and sell directly in their own stores or on their website. You&#8217;ll find more details in our article on <a href=\"https:\/\/mailrelay.com\/en\/blog\/2023\/04\/18\/distribution-channels-in-marketing\/\" target=\"_blank\" rel=\"noopener\">distribution channels<\/a>.<\/p>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1672\" height=\"941\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/mayorista-y-minorista.png\" alt=\"Differences between a wholesaler and a retailer: who they sell to, quantities, price per unit and customer relationship, and the product's journey from manufacturer to consumer\" class=\"wp-image-98613\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/mayorista-y-minorista.png 1672w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/mayorista-y-minorista-300x169.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/mayorista-y-minorista-1024x576.png 1024w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/mayorista-y-minorista-768x432.png 768w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/mayorista-y-minorista-1536x864.png 1536w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/mayorista-y-minorista-110x62.png 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/mayorista-y-minorista-60x34.png 60w\" sizes=\"auto, (max-width: 1672px) 100vw, 1672px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">Types of retailers<\/h2>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Type<\/th><th>What it&#8217;s like<\/th><th>Example<\/th><\/tr><\/thead><tbody><tr><td>Independent stores<\/td><td>A local store with one or a few locations<\/td><td>A hardware store, a bookstore or a greengrocer<\/td><\/tr><tr><td>Chains<\/td><td>Many stores under the same brand with centralized management<\/td><td>A fashion or perfume store chain<\/td><\/tr><tr><td>Franchises<\/td><td>Stores with different owners that use the same brand<\/td><td>Many fast-food chains<\/td><\/tr><tr><td>Supermarkets and hypermarkets<\/td><td>A wide range of groceries and household products<\/td><td>Mercadona, Carrefour or Walmart<\/td><\/tr><tr><td>Department stores<\/td><td>Several departments in the same building<\/td><td>El Corte Ingl\u00e9s or Liverpool<\/td><\/tr><tr><td>Convenience stores<\/td><td>Small stores, long opening hours and quick purchases<\/td><td>OXXO or gas station stores<\/td><\/tr><tr><td>Specialty stores<\/td><td>A single category, with a wide range and expert advice<\/td><td>A sporting goods or electronics store<\/td><\/tr><tr><td>Discount stores<\/td><td>Low prices and a limited range<\/td><td>Lidl or Aldi<\/td><\/tr><tr><td>Online retail<\/td><td>They sell online and ship to customers&#8217; homes<\/td><td>A store built on <a href=\"https:\/\/mailrelay.com\/en\/glossary\/woocommerce\/\" target=\"_blank\" rel=\"noopener\">WooCommerce<\/a> or <a href=\"https:\/\/mailrelay.com\/en\/glossary\/prestashop\/\" target=\"_blank\" rel=\"noopener\">PrestaShop<\/a><\/td><\/tr><tr><td>Marketplaces<\/td><td>Platforms where many retailers sell<\/td><td>Amazon or Mercado Libre<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<p class=\"wp-block-paragraph\">Today, many retailers combine a physical store with an online one, so customers can buy on the website and pick up in store. This is known as <a href=\"https:\/\/mailrelay.com\/en\/glossary\/omnichannel\/\" target=\"_blank\" rel=\"noopener\">omnichannel<\/a>.<\/p>\n\n<h2 class=\"wp-block-heading\">Examples of retailers<\/h2>\n\n<p class=\"wp-block-paragraph\">You almost certainly buy from retailers every week:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Food:<\/strong> the supermarket, the butcher at the market or the corner store.<\/li>\n\n\n\n<li><strong>Fashion:<\/strong> the clothing stores in a shopping mall and their websites.<\/li>\n\n\n\n<li><strong>Health and beauty:<\/strong> pharmacies and perfume stores.<\/li>\n\n\n\n<li><strong>Technology:<\/strong> electronics stores and online phone stores.<\/li>\n\n\n\n<li><strong>Home:<\/strong> hardware stores, furniture stores and home decor stores.<\/li>\n\n\n\n<li><strong>Food service:<\/strong> a caf\u00e9 is also a retailer, because it sells to the end consumer.<\/li>\n<\/ul>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Do you have a store, physical or online?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Keep your customers coming back with newsletters about new products and offers, segmented by interest with Mailrelay.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-mailrelay-primary-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mailrelay.com\/en\/signup\/?utm_medium=cta&amp;utm_campaign=minorista\">Create a free account<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<h2 class=\"wp-block-heading\">How a retailer sells more<\/h2>\n\n<p class=\"wp-block-paragraph\">These are the marketing strategies retailers use most:<\/p>\n\n<ol class=\"wp-block-list\">\n<li><strong>Knowing their customers.<\/strong>  Knowing who buys, how often and which products they&#8217;re interested in.<\/li>\n\n\n\n<li><strong>Taking care of the store.<\/strong>  Product placement, shop windows and signage all influence purchases. This is what&#8217;s known as <a href=\"https:\/\/mailrelay.com\/en\/glossary\/merchandising\/\" target=\"_blank\" rel=\"noopener\">merchandising<\/a>.<\/li>\n\n\n\n<li><strong>Running promotions<\/strong>, such as sales, volume discounts or gifts with purchase.<\/li>\n\n\n\n<li><strong>Selling more with each purchase<\/strong> through <a href=\"https:\/\/mailrelay.com\/en\/glossary\/cross-selling\/\" target=\"_blank\" rel=\"noopener\">cross-selling<\/a> or <a href=\"https:\/\/mailrelay.com\/en\/glossary\/upselling\/\" target=\"_blank\" rel=\"noopener\">upselling<\/a>.<\/li>\n\n\n\n<li><strong>Rewarding repeat customers<\/strong> with loyalty cards or exclusive discounts. We explain this in our entry on <a href=\"https:\/\/mailrelay.com\/en\/glossary\/customer-loyalty\/\" target=\"_blank\" rel=\"noopener\">customer loyalty<\/a>.<\/li>\n\n\n\n<li><strong>Being present online<\/strong>, with a website, social media profiles and a Google business listing.<\/li>\n<\/ol>\n\n<h2 class=\"wp-block-heading\">Email marketing for retailers<\/h2>\n\n<p class=\"wp-block-paragraph\">Email is one of the most profitable channels for a retailer. You write to people who already know you, without paying for each click. Here&#8217;s how you can use it:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Newsletter with new products and offers<\/strong>, sent on a regular schedule.<\/li>\n\n\n\n<li><strong>Welcome email<\/strong> with a discount on the first purchase.<\/li>\n\n\n\n<li><strong>Abandoned cart reminder<\/strong> in the online store. We explain this in our entry on the <a href=\"https:\/\/mailrelay.com\/en\/glossary\/abandoned-cart-email\/\" target=\"_blank\" rel=\"noopener\">abandoned cart email<\/a>.<\/li>\n\n\n\n<li><strong>Segmented campaigns<\/strong>, for example, only for people who bought from a category or live near a store.<\/li>\n\n\n\n<li><strong>Greetings and key dates<\/strong>, such as the customer&#8217;s birthday, Black Friday or Christmas.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">To get subscribers in your physical store, ask for their email at checkout or with a QR code on the counter, always with their consent.<\/p>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1672\" height=\"941\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/email-marketing-para-minoristas.png\" alt=\"Email marketing for retailers: newsletter with new products and offers, welcome email with a discount, abandoned cart, segmented campaigns and key dates\" class=\"wp-image-98616\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/email-marketing-para-minoristas.png 1672w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/email-marketing-para-minoristas-300x169.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/email-marketing-para-minoristas-1024x576.png 1024w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/email-marketing-para-minoristas-768x432.png 768w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/email-marketing-para-minoristas-1536x864.png 1536w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/email-marketing-para-minoristas-110x62.png 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/email-marketing-para-minoristas-60x34.png 60w\" sizes=\"auto, (max-width: 1672px) 100vw, 1672px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">How Mailrelay helps you<\/h2>\n\n<p class=\"wp-block-paragraph\">With Mailrelay, you create a subscription form for your website and design your newsletters with the drag-and-drop editor. You can segment your contacts by interests, purchases or location with custom fields.<\/p>\n\n<p class=\"wp-block-paragraph\">If you have a physical store, you can also send SMS from the same platform, from \u20ac0.0345 per message excluding VAT, with no commitment.<\/p>\n\n<p class=\"wp-block-paragraph\">The free account lets you send up to 80,000 emails a month to 20,000 contacts, with chat, ticket and phone support.<\/p>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Send your newsletters with Mailrelay<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Up to 80,000 emails a month to 20,000 contacts with the free account, with chat, ticket and phone support.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-mailrelay-primary-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mailrelay.com\/en\/signup\/?utm_medium=cta&amp;utm_campaign=minorista\">Try Mailrelay for free<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<h2 class=\"wp-block-heading\">Frequently asked questions about retailers<\/h2>\n\n<p class=\"wp-block-paragraph\"><strong>What is a retailer?<\/strong>  It&#8217;s a person or company that sells products in small quantities directly to the end consumer, such as a store, a supermarket or an online store.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>What&#8217;s the difference between a wholesaler and a retailer?<\/strong>  A wholesaler sells large quantities to other businesses at a lower price. A retailer sells single units to the end consumer and adds its margin.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>What is retail trade?<\/strong>  It&#8217;s the activity of selling at retail to the end consumer. It&#8217;s also called retailing or simply retail.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>What does retail mean in sales?<\/strong>  That the sale is at retail: in small quantities and for the buyer&#8217;s own use, not for resale.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>What are some examples of retailers?<\/strong>  Supermarkets, pharmacies, clothing stores, hardware stores, caf\u00e9s, department stores and online stores.<\/p>\n\n<h2 class=\"wp-block-heading\">Related entries<\/h2>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/wholesaler\/\">Wholesaler<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/retail\/\">Retail<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/ecommerce\/\">Ecommerce<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/marketplace\/\">Marketplace<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/omnichannel\/\">Omnichannel<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/merchandising\/\">Merchandising<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/b2c\/\">B2C<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/consumer\/\">Consumer<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/abandoned-cart-email\/\">Abandoned cart email<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/black-friday\/\">Black Friday<\/a><\/li>\n<\/ul>\n","protected":false},"template":"","class_list":["post-76444","glossary","type-glossary","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - 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