Channel Partner

A channel partner is a business or individual that collaborates with a company to sell its products or services. Instead of selling directly to customers, the primary company works through these partners—such as resellers, distributors, or agents—who add value by reaching different markets or delivering specialized support. This approach helps the main company expand its reach efficiently, leverage the partner’s expertise, and better serve customers. Essentially, channel partners act as an extension of the company’s sales network, helping to distribute and promote products more effectively.