Retailer

A retailer is a business entity that sells goods or services directly to final consumers, positioned at the end of the distribution channel. In foreign trade, retailers typically act as importers or buyers, purchasing goods in bulk from overseas suppliers, manufacturers, or exporters, and then reselling them to local consumers through physical stores or e-commerce platforms. Use cases include: exporters establishing direct supply relationships with overseas retailers (e.g., Walmart, Amazon self-operated), or supplying indirectly through intermediaries. Notes: Unlike wholesalers, retailers do not resell to other intermediaries but target individual consumers; compared to distributors, retailers usually do not bear brand promotion and exclusive regional agency responsibilities. Foreign trade practitioners need to pay attention to retailers' purchase volume, payment terms, return and exchange policies, and market positioning, avoiding confusion with wholesalers regarding quotations and delivery terms. Additionally, in cross-border e-commerce, retailers often require small batches, multiple batches, and fast delivery, demanding high supply chain flexibility.