The difference between wholesalers and retailers is: Multiple Choice Wholesalers are merchandisers that sell directly to customers whereas retallers are merchandisers that sell to other merchandisers. Wholesalers are merchandisers that sell to other merchandisers whereas retailers are merchandisers that sell directly to consumers. Wholesalers are merchandisers that sell directly to the government whereas retailers are merchandisers that sell to other merchandisers. Wholesalers are merchandisers that sell directly to customers whereas retailers are merchandisers that sell directly to the government. There is no difference between wholesalers and retailers