Retail consists of the
sale of physical goods or merchandise from a fixed location, such as a
department store,
boutique or
kiosk, or by mall, in small or individual lots for direct
consumption by the purchaser.
Retailing may include subordinated services, such as delivery. Purchasers may be individuals or businesses. In
commerce, a "retailer" buys goods or
products in large quantities from
manufacturers or
importers, either directly or through a
wholesaler, and then sells smaller quantities to the
end-user. Retail establishments are often called shops or stores. Retailers are at the end of the
supply chain. Manufacturing
marketers see the process of retailing as a necessary part of their overall
distribution strategy. The term "retailer" is also applied where a service provider services the needs of a large number of individuals, such as a
public utility, like
electric power.