Which form of vertical relations make you better off - Wholesale or Agency

Vertical relations in business do not all operate in identical ways. While the wholesale structure remains the common business format in the bricks-andmortar environment, the prevalence of the agency structure in online markets indicates some transformations in supply and distribution chains. By examining and comparing the two structures, recent CCP research reveals the different preferences of suppliers and retailers over business formats, and explains why the rise of the agency structure implies a better position of retailers and how consumers may benefit from it.