Reseller
A company that sells someone else's service to its own customers under its own name, setting the prices, taking the payment and keeping the difference.
Updated August 14, 2026
A reseller sells another company's service to its own customers under its own name. The reseller sets the prices, decides what each tier contains, receives the payment, answers the support mail and owns the customer relationship. The supplier provides and runs the product and takes its share, usually as a subscription, a percentage of what the customers pay, or both.
The distinction worth holding on to is with affiliate and referral programmes, which get called reselling more often than they should. An affiliate sends prospects to the supplier and earns a commission when one of them buys; that customer belongs to the supplier, sees the supplier's brand, pays the supplier's price and can be contacted by the supplier directly. A reseller's customers are the reseller's, at prices nobody else controls, and the supplier's name need not appear.
In a link platform the shape is normally a partner account holding many client workspaces, with each client payment divided automatically between reseller and platform, so no invoice ever passes between the two.