Higher margins – selling under the wholesale model may require dealing with multiple suppliers and comparison shopping to get the best deal. However. this allows a business to buy low and sell high. Selling direct to consumers will earn the highest margins. while selling to retailers usually attracts a slightly lower (though still attractive) margin. Responsiveness – sellers also have a better understanding of high-demand products since they work with both retailers and customers. With supplier relationships already in place. wholesale sellers can also launch new products more quickly than competitors. What’s more, some wholesalers have a deep working knowledge of the timing and organization of the entire supply chain, which gives them a competitive edge.