Full service wholesalers vs. Limited-function wholesalers

A wholesaler purchases directly from manufacturers, in large quantities and then sells the products to retailer, who then sells them to consumer. The difference between a wholesaler and retailer in this transaction is the nature of the customer they are selling to. A wholesaler is selling to another business for reselling purposes, while the retailer will be selling to the consumer, who is buying that product for his/her personal usage. Remember, this is just a general description of wholesaler and there can be some variations. For example, a wholesaler doesn’t always sell to a retailer, or sometimes a business listed as a retailer can act as a wholesaler when it sells a large quantity of products to another business for commercial use, and still this transaction will be regarded as a wholesale deal.

Full Service wholesalers:
As the name suggest, full service wholesalers offer a complete range of wholesaling services to their clients. These services are
Buying & Selling:
This is the very basic of wholesaler’s functions, buying directly from manufacturers in bulk and then selling it to the customers in smaller quantities, which suits both, the producers and the customers.
Providing storage facilities:
As stated above, wholesalers buy in large quantities, but they can not sell out these products right away, because the customers do not have the space to store these products. Hence, wholesalers take up the task to preserve these products in their warehouses.
Freight & Transport Services:
Again, buying in bulk and then storing the inventory at some place near to the consumer markets can reduce the cost of transportation; it also ensures a speedy delivery of the product on timely basis.
Expertise of Market:
Interaction with both producers and buyers allows them to understand the demands and limitations of both parties; in most cases they understand the market better than the producer, mainly because of their experience.
Apart from these, a full service wholesaler may also indulge in marketing the products, conducting surveys, and even providing after sales customer service.

Limited Service Wholesalers:
We are living in an era where the focus is shifting towards specialization from businesses that fall in jack-of-all-trade category. A business that specializes in any of the above mentioned services can provide much better service at much lower cost than any of the full service wholesaler. Another reason behind the rise of limited service wholesalers (e.g. drop shippers) is more and more people looking to start their own businesses. Since these individuals do not have financial or other resources to start as a full fledge wholesaler, they prefer offering limited services according to their expertise.