We define as a seller the store responsible for delivering an order. The seller is responsible for the fulfillment process, ie it's the store that must comply with the obligation to deliver the product to the customer.
Besides owning the product and being responsible for the distribution logistics, the seller is also responsible for inventory maintenance, handling, and shipping to the carriers.
A seller can sell its catalog in a third-party store, be it VTEX or not; this seller can also sell its products in its own store, so it acts at the same time as a seller and a marketplace, which is called a white label seller.
In this scenario, the store responsible for the sale acts as a marketplace, completing the sale and receiving the payment from the customer, while the seller ships the order.
The product assortment sent to a marketplace is set when choosing the trade policy.
Seller types
On VTEX, there are two types, the regular seller and the white label seller.
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Regular seller: The seller is visible in the marketplace storefront and can be selected by consumers during their buying experience.
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White label seller: The seller remains hidden in the consumer's buying experience, being automatically selected by the VTEX platform to ship the order.