Retail is considered the type of sale that is made directly to the end consumer, without intermediaries, and where the goods are traded in small quantities.
One retail market sells its goods at retail, in amounts that are proportional to the demand of the final consumers. Retail sales can be made in stores, supermarkets, kiosks, fairs or even in homes.
From the point of view of marketing, there are some characteristics that are essential for the success of retail sales: the service, the display of goods and the location of the commercial point (of the physical store).
However, with the advent and growth of online shopping, a new retail type emerged, where there is not necessarily a physical store, but a Web site which presents all the products for the consumer to choose what he likes the most. Online bookstores are an example of this type of retail market present on the internet.
The word retail is used in Brazil as a synonym for "sale under unit" in reference to the rod that served as an instrument to measure cut for pieces of fabric, ropes, threads, etc, and which used to be (and still is) used in specialized stores in the sale of these materials.
Difference between retail and wholesale
Retail trade is the most "common" as it serves end consumers (individuals), selling products by units. already the wholesale it is the trade that serves legal entities, that is, institutions, companies, entities and other companies that have a CNPJ. In this case, unlike retail, the products are available in large quantities for sale and at lower prices.
The individual who buys a particular product at retail aims to consume the purchased item. In wholesale consumers buy products in large quantities to be able to resell them at retail.
Find out more about the difference between wholesale and retail.