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retail - the selling of goods to consumers; usually in small quantities and not for resale. marketing, merchandising, selling - the exchange of goods for an agreed sum of money. wholesale - the selling of goods to merchants; usually in large quantities for resale to consumers.
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.