A reseller buys delivery services wholesale and sells them retail under their own brand, usually ordering through an API instead of a storefront. A surprising share of this industry is resellers reselling resellers, with quality decided wherever the chain finally ends.
Supply concentrates: relatively few sources actually move counts. Everyone else retails access. A storefront you see may sit three hops from whoever fulfils the order, and every hop adds margin without adding quality.
That's worth knowing as a buyer: a low sticker price can still be a long chain's markup on stock the top sells cheaper. Support degrades down the chain too: a reseller can't fix what an upstream stalls, only relay messages.
Finding customers and running supply are genuinely different jobs. Plenty of people can market who could never operate delivery, and the API makes gluing the two together trivial.
Done honestly, reselling adds real things: language-local storefronts, niche curation, support in the buyer's timezone. Done lazily, it's a logo on someone else's price list, which is where white label horror stories come from.
The integration shape is standard across the industry: one endpoint, an action parameter, JSON back, so your storefront can place and track orders in code. Ours is documented on the API page.
The advice we give resellers is the advice we give buyers: test what you're about to sell before your customers do. Order small, check retention for a month, then build on what survived.
Get API access from a provider (ours is on the API page), build or buy a storefront, and price your margin. The hard part isn't technical: it's picking upstream quality you can stand behind.
Signs of a long chain: service lists identical to other sites down to typos, support that only relays, prices that undercut physics. Short chains answer stock questions in specifics.
It's how most of the industry works. Your obligations run to your customers: honest listings, working guarantees, and an upstream you've actually tested.
Every definition lives in the full glossary, and the services behind the vocabulary are on the services page.