For Suppliers
For suppliers: selling wholesale to resellers without taking orders by hand
· 6 min read
The reseller side of Shuhaz gets most of the attention. This is the other side: what changes for you when you set two prices per product and let a network of resellers sell them.
If you import, manufacture or wholesale in Pakistan, you already know the shape of the problem. You have stock, you have price lists, and you have a WhatsApp full of retailers who each want a slightly different deal and expect you to chase payment.
The traditional marketplace answer is to open a shop and take orders one at a time. Shuhaz is built around a different mechanism, and it is worth being clear about which one suits your business before you decide.
The difference between a shop and a wholesale channel
A shop sells your product to whoever browses. A wholesale channel sells your product to people who are already selling it for you.
Those are different economics. On a shop you pay for traffic, you compete on price with other shops, and every order needs your attention. On a wholesale channel the reseller brings the customer, sets their own price, and never needs your permission to do it.
| Open shop | Wholesale channel on Shuhaz | |
|---|---|---|
| Who finds the buyer | Your marketing and marketplace traffic | Approved resellers selling to their own audience |
| Who sets the final price | You, against other sellers | The reseller, between your wholesale price and your MRP |
| Orders per week you handle | Grows linearly with your marketing budget | Grows with the number of resellers, not with your ad spend |
| Your margin | Set by you, but competed away on price | Set by you, once, as the wholesale price |
| Customer relationship | Yours | The reseller's |
What you actually set
Two numbers per product, and that is the whole configuration.
The wholesale price is what a reseller pays. The MRP is the ceiling they have to stay under. Everything between those two lines belongs to the reseller, and they decide it, not you.
Why you might want that ceiling: a reseller who can mark a Rs. 2,500 wholesale product up to Rs. 10,000 will eventually lose the customer, and a customer who feels cheated does not come back to you either. The cap is not a limit on your price. It is a limit on how badly a reseller can represent you.
| Line | Example |
|---|---|
| Your wholesale price | Rs. 2,500 |
| Your MRP | Rs. 3,500 |
| Reseller sells at | Rs. 3,000, their choice |
| Your margin | Rs. 2,500, unchanged |
What you get on the other side
Your supplier dashboard is where the wholesale price, the MRP, your catalogue and your payout history live. You set prices and manage stock; you do not process individual reseller orders one at a time.
Settlement runs the same way it does for a reseller. When a parcel is delivered, the money is held for 24 hours so a problem can still be raised, and only then is it released. A claim raised inside that window holds the money, and a return after it reverses that order's margin and its courier cost.
Holding for 24 hours is not a delay we chose to be cautious. It is the only window the customer has to report a parcel that arrived damaged or wrong, and it is what makes a delivery-confirmed payout worth anything.
What this is not
It is worth being blunt, because supplier portals are usually oversold.
It is not a guaranteed volume of buyers. Nobody can promise you that, and anyone who does is describing a number that is not theirs to give. It is not instant payment on the day you list. And it is not a replacement for your existing direct relationships: a shopkeeper who has bought from you for ten years will keep buying from you, and nothing here changes that.
The honest pitch is this: it is a second channel, on terms you set, that reaches sellers you would otherwise have to find one conversation at a time.
Whether it fits your business
- It suits you if you have stock you can supply consistently and you are tired of renegotiating price with every retailer individually.
- It suits you if your product travels well to a stranger, which rules out fragile, perishable or very size-specific lines.
- It does not suit you if your margin only works at volume, because there is no platform-wide minimum and most resellers will start with one piece.
- It does not suit you if you need to control exactly how your brand is presented. The reseller is selling in their own name.
Frequently asked questions
What is the difference between the wholesale price and the MRP?+
The wholesale price is what a reseller pays you. The MRP is the ceiling a reseller may not price above. The reseller chooses any selling price between the two and keeps the whole difference.
Can a reseller sell my product above the MRP?+
No. Selling price is capped at 120% of the MRP, with a floor of 5% above the wholesale price. Both limits are enforced by the platform rather than left to goodwill.
When do I get paid as a supplier?+
When a parcel is delivered, a 24-hour claim window opens. If nothing is raised in that window, the amount is released. A claim inside it holds the money, and a return afterwards reverses that order's amount.
Do I have to handle orders from resellers individually?+
No. You set your wholesale price and MRP per product in the supplier dashboard. Resellers order against that, and you are not the party taking each delivery.
Will I get a guaranteed number of buyers?+
No, and we would rather tell you that now. It is a second sales channel on terms you set, not a guaranteed order book.
Sources
- iCargos: Pakistan Courier & Logistics Market Report 2026Accessed 14 September 2026
- DataReportal: Digital 2026: Pakistan (data for October 2025)Accessed 14 September 2026
Figures about other platforms are taken from their own published pages on the access date shown. Terms change over time, so verify against the live policy before you rely on it.