A reseller is a business or individual that purchases products or services from a manufacturer, distributor, or service provider and then sells them to end customers, usually for a profit.

Resellers typically don’t create the products themselves; instead, they focus on distribution, sales, and customer service.

There are different types of resellers, including:

• Value-added resellers (VARs): These enhance the original product by bundling it with additional services, such as consulting, customization, support, or integration.
• Retail resellers: Businesses that sell directly to consumers, often through e-commerce sites or physical stores.
• Wholesale resellers: Entities that sell to other businesses, typically in large quantities at discounted rates.
  Affiliate resellers: Those who earn a commission for referring customers to a product or service provider.

Resellers are common in SaaS, electronics, software, and IT services, often forming part of a company’s broader channel sales strategy.