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A core function of a general merchandise wholesaler is to provide a range of consumer goods. These wholesalers are characterized by their ability to offer various products across multiple categories, allowing retailers to access a diverse inventory without having to deal with numerous suppliers. This function is crucial as it simplifies the procurement process for retailers, enabling them to stock a variety of items needed to meet customer demands in a one-stop shopping manner.

By consolidating products from different categories, general merchandise wholesalers play an essential role in the supply chain, linking manufacturers with retailers and helping to streamline their operations. This diversity in product offerings is especially beneficial for small to medium-sized retailers who may not have the resources to deal with several specialized suppliers. The focus on a wide range of goods rather than on a specific niche enables these wholesalers to adapt to changing market conditions and consumer preferences effectively.