A reseller is a type of channel partner that acts as an intermediary between companies that make, distribute or provide IT products or services and end customers, which may be businesses or consumers. A key reseller role has been order fulfillment: The customer goes to a reseller to simplify the ordering process and offload procurement and order processing tasks.
Increasing margin pressure has compelled many resellers to seek profit beyond the traditional product fulfillment business model. A reseller that offers services beyond order fulfillment is called a valued-added reseller (VAR). An IT VAR, for instance, may provide consulting and professional services, such as systems implementation, in addition to product resale. A software VAR, meanwhile, may provide software asset management services in addition to product fulfillment.
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