A Value-Added Reseller (VAR) is a channel partner that purchases a vendor’s product and resells it to end customers after adding value through services, customization, integration, or bundling with complementary solutions. Unlike simple resellers who…
A Value-Added Reseller (VAR) is a channel partner that purchases a vendor’s product and resells it to end customers after adding value through services, customization, integration, or bundling with complementary solutions. Unlike simple resellers who resell products as-is, VARs differentiate themselves by adding expertise and services that make the product more valuable to specific industries or use cases.
VARs are often the backbone of technology channel programs because they combine sales reach with implementation expertise. For vendors, VARs extend market coverage into specialized verticals and geographies. For customers, VARs provide a trusted local partner who understands their industry-specific needs and can deliver a complete solution.
Purchasing vendor products at a discount and reselling them to end customers at a margin.
Implementation, configuration, customization, and integration services added on top of the core product.
Deep expertise in specific verticals that enables tailored solutions.
First-line technical support and maintenance services provided to the end customer.
Combining the vendor’s product with complementary hardware, software, or services.
Select VARs based on vertical expertise and customer base alignment.
Provide VARs with technical training and certification programs.
Offer VARs sufficient margin (25-40%) to build a profitable services business.
Support VARs with co-selling resources for larger opportunities.
Track VAR performance on customer satisfaction, not just revenue.
xAmplify provides everything you need for value-added reseller — from automated workflows and a white-label partner portal to Oliver AI partner intelligence. Free for up to 10 partners.
A reseller simply resells a product without modification. A VAR adds value through implementation, customization, integration, and ongoing support.
VARs earn from two sources: margin on product resale (25-40%) and professional services fees for implementation, customization, and ongoing support.
Identify companies already serving your target market with complementary products. Approach them with a clear value proposition and enablement support.
Partner with xAmplify to drive engagement, activation, and growth across your partner programs — powered by intelligent insights from Oliver AI.
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