An authorized retailer is a retailer who has official permission from a brand or manufacturer to sell its products or services. They’re also known as authorized dealers, authorized sellers, and authorized distributors.
Each brand or manufacturer will set out official requirements and standards that a retailer must adhere to in order to become an authorized retailer.
The Benefits of Becoming an Authorized Retailer
It’s important for sellers to get authorized retailer status for certain brands, for example, Apple. If a customer buys an Apple item from a non-authorized retailer, they may not be eligible for full warranty and after-sale support.
Customers may also be wary of shopping from non-authorized retailers because there’s no guarantee that the items they’re buying are genuine.
Unauthorized retailers often obtain products overseas at a lower cost than the official supply chain of an authorized retailer. In some cases, this can mean that products offered for sale may be defective, damaged, used, or even stolen goods.
There are other benefits to being recognized as an authorized retailer. You may be permitted to use official brand logos and branding in your web store. The brand may also list your business and link to your online store from their website.
In some cases, you may even be given exclusive rights to sell the product in a particular location or through a particular site. On marketplaces like eBay, you may be given a special tag, badge, or priority listing results.
All of this helps to build the reputation of your eCommerce business and associate your company name with the brand you’re selling.
How to Become an Authorized Retailer
Each brand and manufacturer will have its own guidelines and restrictions about who can become an authorized retailer.
You’ll also need a business license and a wholesale license so you can purchase products direct from the manufacturer.
Most brands choose their authorized resellers very carefully. You’ll normally need to have proof of existing sales and credibility. Industry connections can be very helpful too.
It’s best to start looking for information on the website of the brand or manufacturer of which you wish to sell products. Most brands will either have an online application form or a contact form you can use to request further information.