A lot of successful retailers reach the same thought: I already sell twenty cartons of this a week, why am I buying from a middleman? Becoming a distributor looks like the natural next step.

It can be. It's also a different business from retail, with thinner margins, bigger sums and customers who buy on credit. This guide covers how distributorship works and how to go after one.

Every manufacturer sets its own terms, and they change. Treat what follows as the general shape, and get the actual requirements from the company itself.

What a distributor is

Goods usually travel in a chain: the manufacturer or importer, then distributors, then wholesalers and sub-distributors, then retailers, then the customer.

A distributor buys directly from the manufacturer, in large volume, usually under an agreement that covers a territory. They store the goods and sell them on to wholesalers and retailers in that area.

A wholesaler buys from distributors and sells to retailers, often carrying many brands.

Many big companies also recognise smaller partners under names such as sub-distributor or key retailer, with lower entry requirements. That's often the realistic first step.

What companies usually look for

Requirements vary, but manufacturers are generally trying to answer the same questions.

Are you a proper business? Expect to be asked for CAC registration, a tax identification number, and a business bank account with statements.

Can you pay? Distributors typically pay for goods before or on delivery, at least at first. Companies want evidence of working capital, and some ask for a deposit or a bank guarantee. The amounts differ widely by company and product.

Can you store the goods? A warehouse or store of suitable size, secure and dry, and for some products cooled. They may inspect it.

Can you move them? A delivery vehicle, or a firm arrangement for one.

Do you have a market? This is where an existing retailer has an edge. A list of shops you already supply, your current volumes, and a territory you know are strong evidence.

Can you keep records? Companies want sales and stock reports. A distributor who can't say what was sold last week, to whom, is a risk to them.

How to apply

  1. Pick products you already understand. Brands you sell now, in an area where you know the retailers.
  2. Go to the company itself. Use the contact details on the product pack or the company's official website. Ask for the sales or trade department, or for the area sales manager for your region.
  3. Ask what categories of partner they have and the requirements for each. If full distributorship is out of reach, ask about the sub-distributor level.
  4. Prepare a short profile: who you are, where you operate, what you sell now and in what volumes, your storage and transport, and the retailers you supply.
  5. Expect a visit. They'll want to see the premises and often your current trade.
  6. Read the agreement. Look at the territory, minimum order quantities, targets, payment terms, who bears the cost of damaged and expired stock, and how either side can end it. Have a lawyer read it.

Beware of distributorship scams

People searching for this are a known target. Be careful of:

  • "Agents" who say they can secure a distributorship for a fee.
  • Requests to pay a registration or deposit into a personal account.
  • Offers that arrive by WhatsApp or social media from someone you can't tie to the company.
  • Forms hosted on websites that aren't the company's own.

Deal only with the company's verified office and staff. Pay only into the company's corporate account, against its official invoice. If you can't confirm someone works there by calling the company's published number, they don't.

How the money works

The profit per carton is small. A distributor earns by turning over large volumes quickly, so everything depends on speed and control.

Margin. Often only a few percent on the price, sometimes with rebates or bonuses for hitting targets. Understand exactly how you're paid before you sign.

Capital tied up. You pay the manufacturer up front. Your retailers often want credit. The gap between the two is financed by you.

Credit. This sinks more distributors than anything else. Decide who gets credit and how much, keep a debtors book with a page per customer, and chase on the due date. See how to collect debts from customers.

Targets. Many agreements carry monthly volume targets. Missing them can cost you bonuses or the territory. Don't sign for volumes your area can't absorb.

Costs. Warehouse rent, fuel, vehicle maintenance, drivers and loaders, and damaged stock all come out of that thin margin. Work out your real profit using how to calculate profit and loss for a shop. The method is the same.

Stock control is the business

In retail, poor records cost you some profit. At distributor volumes, they can cost you the company.

  • Every delivery is counted and recorded on a goods received note before anyone signs.
  • The warehouse runs on bin cards and stock cards, kept by different people.
  • Nothing leaves without a numbered waybill or invoice.
  • Goods on the van are counted out in the morning and reconciled in the evening against sales, cash and returns.
  • Oldest stock goes out first, by date.
  • The warehouse is counted on a regular cycle, and the differences are valued and investigated.

Is it right for you?

It suits you if you already move real volume, know the retailers in your area, have capital you can afford to tie up, and are strict about credit and records.

It probably doesn't yet if you'd be borrowing most of the capital, if you have no existing customers to supply, or if your current shop's records are loose. Distribution magnifies whatever habits you bring to it.

A sensible path is to grow into it: build your retail trade, start supplying a few smaller shops, tighten your records, and approach the company with numbers that make the case for you. If wholesale is the nearer step, see how to start a wholesale provision business.