The wholesale merchandise suppliers are companies that sell products in bulk to retailers. They are not as skilled at marketing and branding as online retailers, so they often sell low-margin products with no retail markup.
Ecommerce retailers are companies that sell their goods to consumers through websites or mobile apps. They usually have a more skilled marketing department than wholesale merchandisers because they need to market their brand. Still, they don't have the same access to products in bulk as wholesalers do.