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- A retailer owns an established business, either a brick-and-mortar store or an online store, and buys products and sells them directly to the end user. A reseller, on the other hand, is often the “middle man.” Resellers buy stock and sell products however they see fit. They can sell them to end users, but also sell them to retailers.www.fool.com/the-ascent/small-business/retail-management/reseller/
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