What is the difference between a 'wholesaler' and a 'retailer' ?

in the context of supply chain management (SCM) according to one defintion - it states that Supply chain management (SCM) is the oversight of materials, information, and finances as they move in a process from supplier to manufacturer to wholesaler to retailer to consumer. so what is difference between... show more in the context of supply chain management (SCM)

according to one defintion - it states that

Supply chain management (SCM) is the oversight of materials, information, and finances as they move in a process from supplier to manufacturer to wholesaler to retailer to consumer.

so what is difference between wholesaler and retailer ?
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