Back to Glossary


What Is Wholesale?

Wholesale eCommerce involves the selling of merchandise in masses to another online business, usually at a discounted price, compared to selling directly to the consumer. Typically, you buy merchandise from manufacturers and resell them to online retailers, who can repackage or rebrand them before selling to the end-user. 

How B2B Wholesale Works

In order to know how to buy wholesale to resell, it will help you understand how the process works from the start to the finish. A wholesaler approaches manufacturers and buys merchandise in masses, usually at a lower price because they are not yet packaged.

The wholesaler will then market these merchandise to other retailers and sell them at discounted rates. The online retailer will then sell to the end-user at a relatively higher price. However, it’s worth noting that wholesalers can still produce products in small quantities for consumers.

TOP B2B Wholesale Marketplaces

If you already know where to buy wholesale products, you’d also want to know the right marketplace for reaching out to the end-user. Here are the top 5 B2B wholesale marketplaces:


This marketplace allows wholesalers to buy from thousands of manufacturers and resell to consumers. The platform is easy to use as it only works with established brands that have an existing demand.


Alibaba features manufacturers that produce at lower costs, hence able to sell to wholesalers at relatively affordable rates. Moreover, the marketplace gives wholesalers greater control over final product packaging.


Wholesalers who buy from manufacturers on the Rakuten marketplace have the ultimate control of their storefront design, product page design, or even customer experience. In other words, you buy and sell as you want.


This platform exists as an app, which connects global wholesalers to Chinese manufacturers and other reputable B2B vendors. Wholesalers can then buy from these people at discounted prices before reselling the products.


TradeKey has over 9 million global members, making it one of the most active B2B wholesale platforms in the industry.

What’s The Difference Between Wholesale And Retail?

As mentioned earlier, a wholesale transaction deals with online stores — selling merchandise to online retailers at a discounted price. On the other hand, a retail transaction involves selling merchandise directly to the end-user, usually in small quantities.

What Is The Average Wholesale To Retail Markup?

The average wholesale to retail markup for many brands is about 30% to 50%. Profit margins within this range are considered sustainable since the merchandise are usually sold in masses.



Frequently Asked Questions About Wholesale

How to buy wholesale to resell?

As a wholesaler, you have two options, of either working with a local or overseas manufacturer. After that, you can test and verify the manufactured products before marketing the same to retailers in your region.

How to start a clothing business with buying wholesale?

Here is the process:

  • Prepare legal documentation for your business;
  • Find a suitable clothing niche;
  • Get in touch with a supplier;
  • Place your first order.

What is wholesale price?

Wholesale price is a price tag for a product when sold in masses, usually to an online wholesaler.

Where to buy wholesale products?

Are you looking for where to buy wholesale products? A good B2B wholesale platform, such as AmazonBusiness or Alibaba will connect you to thousands of business-ready manufacturers.

You May Find It Interesting

How To Reduce eCommerce Returns WIth Rich Product Content

The Role Of Rich Product Content In eCommerce Return Management

High return rates have plagued the eCommerce sector. How can help product rich content management to deal with this challenge?

Read more
What You Should Know During eCommerce App Development for Successful PIM Software Implementation
3 min read

eCommerce App Development for Successful PIM Software Implementation

When you're working on a mobile application, it's crucial to consider the future integration of PIM solutions.

Read more
Mobile Commerce Future

The Evolution And Beyond: Exploring The Future Of Mobile Commerce

Curious about the technologies shaping the future of mobile commerce? Interested in upcoming trends in m commerce? Read the article.

Read more
PIM Tool for eCommerce Product Data Enrichment
5 min read
Gepard Updates

Gepard Features Hub: PIM Tool For eCommerce Product Data Enrichment

In this article, you will find out deep insights about the Gepard product data enrichment tool and why it is necessary for eCommerce business

Read more
15 Facts About eCommerce That Leave You Open-Mouthed

15 Facts About eCommerce That Leave You Open-Mouthed

In this article, we will explore 15 insightful facts about eCommerce that will leave you astonished and eager to learn more.

Read more
Product Feed Optimization Trends

Product Feed Optimization Trends: Driving Revenue and Sales

Here are some 2023 industry trends on how you can optimize your product feed for increased revenue and sales.

Read more
2 min read
Gepard Updates

Ovia Lighting Chooses Gepard PIM For Strengthening Products Offerings In The Electrical Wholesale Market

Gepard is delighted to announce its new client Ovia Lighting Ltd. It specializes in supplying a range of light fittings.  

Read more
eCommerce Site Search Trends From Expert

10 eCommerce Site Search Trends From Experts

Let’s discover the top 10 eCommerce website search trends from experts that would be actual in the nearest 5 years.

Read more

Top 6 Experts’ Insights On Implementing Product Data Enrichment In An eCommerce Strategy 2023

These insights will assist you with actionable strategies to enhance your product data and maximize impact on your customers and bottom line.

Read more

Let’s Get In Touch

Need to contact us? Just use this form

Gepard Privacy Policy