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Retail generally refers to individuals as customers and small business customers. Generally it takes place in local branches, online sites, and bank by phone. The same bank may serve commercial customers but typically these customers have an assigned officer and a special terminal in their Treasury Department to transact business. Investment banks focus on the capital markets.
Retail is marked up from the price the wholesaler sold it for to the retailer. The wholesaler usually gets their goods and pricing from the manufacturer which is marked up as well. Retailer buys from wholesaler and sells to customer.