Wholesalers need digital tools to connect online and offline shopping. The strategy gives them access to better product assortments and pricing so they can serve their local communities more effectively, acting as both payment gateways and fulfillment centers.
So what we are doing with our wholesalers is digitizing them so they can be part of that online to offline infrastructure. So a lot of times what ends up happening is our wholesalers, sure, they wanna buy from brands, they wanna have that formal relationship, but they're predominantly focused on sourcing, on having access to the best possible portfolio. And sometimes that comes from e-commerce platforms, sometimes that comes from different types of sources. So having that connectivity and making it seamless for our wholesalers is a very important step in bringing the right price and the right assortment to the different communities because the wholesalers, at the end of the day, they're kind of like a payment gateway and fulfillment center for that community.
