There are some wholesalers who sell to consumers through their own Retail stores – and that’s okay.
Many online retailers get upset when they discover that their wholesaler has a retail store. We all fear competition – especially from one’s own supplier. The supplier can undercut prices. However, wholesalers cannot afford to harm their retailers’ business. They are dependent on having many retailers selling their inventory. Typically a wholesaler who has a retail store will sell their products to their retailers at prices about 30% less than the wholesaler will offer the products for sale directly to consumers. A wholesaler’s mission is to sell their products AT wholesale prices. Selling, to the disadvantage of their retailers, is effectively killing their wholesale business.
Real wholesalers typically don’t advertise in the search engines. So those you find through search engines may be middlemen and not real wholesalers. If you find a wholesaler in the search engines, that claims to be a wholesaler but has a retail site of their own, you have probably discovered a wholesale scam.
Don’t get disgruntled if your Wholesaler has a Retail site. Find real wholesalers through a trusted source. If that wholesaler also has a retail site, there is typically no need for concern. It is not in your wholesaler’s best interest to undercut you or even put you out of business. Generally they will offer you prices at least discounted 30% below their own retail prices. You should be able to compete with them.