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Reseller

lastmod 2026-07-16created 2026-07-161 edits

A reseller is a person or company that resells goods at a markup to make a profit. Also called a professional seller.

Generally, it refers to someone who buys popular goods, such as limited-edition products, in order to resell them at a high price. Recently, however, the term is more often used for internet sellers who make a profit by distributing/reselling a variety of goods to ordinary consumers on open marketplaces.

CVP Reseller Program

The CVP Reseller Program defines a structure in which the right to sell the CVP platform is delegated to partner companies, which resell it on a commission basis.

Overview

  • Original owner (Vendor): the operator of the CVP platform
  • Partner (Reseller): a company that is delegated the sales rights and sells on the vendor's behalf
  • Settlement method: Commission-based

Terminology

Term

Structure

Notes

Consignment

Ownership retained, inventory-based

A distribution-industry concept, unsuitable for SaaS

Reseller

Resold under the partner's name, partner keeps a margin

Most common in the SaaS industry

Distributor

Exclusive sales rights for a specific region/market

Exclusivity by country/region

White label (White-label / OEM)

Resold under the partner's own brand

Brand hidden, common in B2B

Channel Sales

Sales under an official partnership, settled by commission

The broadest concept

VAR (Value Added Reseller)

Sold bundled with additional services/customization

Combined with SI/consulting

Commission rate benchmarks

Type

Commission rate

Features

Simple introduction/referral

10~20%

Passes leads only; contracts/billing/CS handled by the Vendor

Standard reseller

20~30%

Handles sales up to closing the contract

VAR (value-added reseller)

30~40%

Handles sales + onboarding + first-line CS

Distributor (regional/national exclusivity)

30~50%

In exchange for exclusivity, with a minimum quantity (MQ) condition

White-label resale

40~60%+

Partner handles brand/sales/CS entirely

New vs. renewal rates

  • New contracts: 20~30% (rewards sales effort)
  • Renewal: 5~15% (reflects the Vendor's product/CS contribution)

Factors that determine the commission rate

  1. Who handles CS/onboarding
  2. Pricing authority (whether the partner buys at wholesale)
  3. Exclusivity (specific industry/region)
  4. Onboarding difficulty

Applying this to CVP

CVP is a product that combines a no-code CV pipeline with industrial AI (welding inspection, etc.) domain knowledge, so compared with a pure software license, onboarding/customization makes up a large share.

  • Partner also handles initial setup/training: around 30% + 10~15% on renewal
  • Partner handles only sales/referrals: 15~20%
  • Vertical (industry-specific) distributor model: minimum guarantee (MG) condition + 35~40%

Items to decide in the contract

  • Whose name the sale is made in (Vendor vs. partner)
  • Pricing authority (keep the list price vs. partner's discretion)
  • Settlement method (commission % vs. buying at wholesale and reselling)
  • Who owns customer data/the contract relationship
  • Exclusivity (regional/industry exclusive rights)

See also

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author Zer0 sitemap