How Software Resellers Works in 2023?

Anant Gupta
17 Min Read
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As a business owner, you may be considering different ways to diversify your income stream. One avenue worth exploring is becoming a software reseller, which can provide significant earnings through commissions on sales of software products.

In this article, we’ll delve into the mechanics of how software reseller works – from understanding what it entails and its benefits to choosing the right model for your business.

Are you ready to uncover an exciting new potential revenue channel?

Key Takeaways

  • Software reseller acts as intermediaries between software vendors and businesses, purchasing software from vendors and selling it to other companies, earning commissions on sales.
  • Resellers can offer additional value-added services such as implementation, customization, and ongoing support for the software they sell.
  • Becoming a software reseller offers benefits such as generating additional revenue streams, expanding the customer base, providing value-added services to clients, and bridging the gap between vendors and end-users.

What is a Software Reseller?

A software reseller operates as a bridge between software vendors and businesses needing specific software solutions. Typically known as value-added resellers (VARs), these companies purchase software from vendors and sell it to other companies.

As their client base makes purchases, the resellers accumulate profit through earned commissions.

To offer more comprehensive services, some resellers deliver additional value-loaded offerings like implementation, and customization, along with ongoing support for the products they sell.

This business model lets them leverage market reach and expertise to drive growth for the involved companies while addressing customer needs effectively.

Working closely with technology creators gives them access to both mainstream and specialized products. Thus offering a range of products for prospective customers who are looking to streamline business operations or explore new technologies.

In essence, a software reseller functions as an essential cog in the technology supply chain – purchasing from manufacturers at discount rates, adding substantial value before resale – ultimately aiding in easing procurement processes for end-user firms.

Benefits of Becoming a Software Reseller

Becoming a software reseller can bring numerous benefits to agency owners and resellers. Firstly, it presents an opportunity to generate additional revenue streams by earning commissions on software sales.

This means that as a software reseller, you have the potential to increase your income while expanding your client base. Additionally, partnering with SaaS companies as a reseller allows you to tap into new markets and acquire new customers for their products, which in turn helps in growing your own software reseller business.

Moreover, being a software reseller enables you to provide value-added services such as implementation, customization, and ongoing support to your clients. By offering these additional services beyond just selling the software itself, you can establish stronger relationships with your customers and enhance their experience with the product.

Lastly, becoming a reseller allows you to bridge the gap between software vendors and end-users by providing essential sales and support services. In doing so, you play a crucial role in helping businesses find the right solutions for their needs while ensuring they receive proper assistance throughout their relationship with the software provider.

Overall, becoming a software reseller offers tremendous benefits in terms of revenue generation, market expansion opportunities, value-added services provision, and playing an integral part in connecting businesses with the technology solutions they require.

Different Types of Reseller Models

There are several types of reseller models, including SaaS reselling, white-label SaaS reselling, and affiliate marketing programs. Find out more about each model and discover which one might be the best fit for your business in our upcoming blog post.

SaaS Reselling

SaaS reselling is a profitable opportunity for agency owners and resellers. By partnering with SaaS companies, you can offer innovative software solutions to your clients while earning commissions on their purchases.

As a SaaS reseller, you can tap into new markets and expand your customer base, all while providing more involved software solutions. This business model allows software companies to leverage the expertise of resellers to drive growth and bridge the gap between vendors and end-users.

With the added value of implementation, customization, and ongoing support services, SaaS reselling truly benefits both agencies and their clients.

White-label SaaS Reselling

White-label SaaS reselling is an opportunity for agency owners and resellers to expand their business by offering software solutions under their branding. With this model, resellers can rebrand a SaaS product as their own and sell it to clients without the need for extensive development or maintenance.

It allows agencies to provide comprehensive software solutions while saving time and resources. By partnering with white-label SaaS providers, resellers can focus on sales, marketing, and customer support while leveraging the expertise of the software provider.

This enables them to offer a wider range of services to their clients and increase revenue streams without heavy investments in technology development.

Affiliate Marketing Programs

Affiliate marketing programs are a popular option for a software reseller to generate additional income. By partnering with software vendors, resellers can earn commissions by promoting and selling their products to potential customers.

This helps both the reseller and the vendor expand their reach and increase sales. Through affiliate marketing programs, resellers can leverage their existing networks or build new ones to refer customers to the software vendor’s website or landing page.

Once a sale is made through the referral link or unique tracking code provided to the reseller, they earn a commission on that sale. Affiliate marketing programs offer a flexible and scalable model for software resellers looking to monetize their expertise in the industry while providing value-added services to clients.

How to Become an Effective Software Resellers

To become an effective software reseller, you need strong sales and marketing skills, either an existing audience or the ability to build one, a deep understanding of customer issues and needs, as well as the ability to position yourself effectively in the market.

Sales and Marketing Skills

To be a successful software reseller, agency owners and resellers need to possess strong sales and marketing skills. This includes the ability to identify potential customers, understand their needs, and effectively communicate how the software can solve their problems.

In addition, having good negotiation skills is essential for closing deals and securing partnerships with software vendors. Resellers need to stay up-to-date with industry trends and utilize various marketing channels such as social media, email campaigns, and content marketing to reach a wider audience.

By honing these skills, resellers can successfully promote software products and drive sales growth.

Existing Audience or Building One

A software reseller has the advantage of either tapping into an existing audience or building one from scratch. If you already have an established customer base, you can leverage these relationships to promote and sell software products.

By offering solutions that align with their needs and preferences, you can easily generate sales and expand your business. On the other hand, if you are just starting as a software reseller, it’s crucial to focus on building an audience by targeting specific industries or niches.

This involves creating marketing strategies, networking with potential clients, and showcasing the value your software solutions bring to their businesses. With time and effort, you can establish a loyal customer base that will contribute to your success as a software reseller.

Understanding Customer Issues

Software resellers must have a deep understanding of their customers’ issues to provide effective solutions. By listening to their customer’s needs and concerns, resellers can tailor their software offerings to meet specific requirements.

This involves identifying pain points, analyzing existing workflows, and proposing software solutions that address these challenges. Resellers who take the time to understand customer issues are better equipped to build trust with clients and offer valuable support throughout the sales process.

They play a crucial role in ensuring that businesses find the right software solutions to enhance productivity and drive growth.


Positioning is a crucial aspect of being an effective software reseller. It involves determining how your business and the software you offer are perceived in the market. By strategically positioning yourself, you can differentiate your offerings and stand out from the competition.

This allows you to target specific industries or niches where your software’s unique features or capabilities will be most valuable.

To position yourself effectively, start by understanding the needs and pain points of potential clients. Identify what sets your software apart and why it would be beneficial for businesses to choose your solutions over others.

Then, tailor your messaging and marketing efforts to highlight these key selling points.

By positioning yourself as an expert in a particular industry or with specific types of businesses, you can build credibility and trust with potential customers. This also helps attract clients who are looking for specialized solutions that meet their unique requirements.

Top Software Reseller Programs

Discover the best software reseller programs, including AppInstitute, Mailjet, McAfee Antivirus, and HubSpot Programs. Explore these opportunities to boost your sales and expand your business!


AppInstitute is one of the top software reseller programs available for agency owners and resellers. By partnering with AppInstitute, you can offer your clients a range of powerful apps and mobile solutions to help them grow their businesses.

With AppInstitute’s user-friendly platform, you can easily create custom-branded apps without any coding knowledge. This program allows you to provide value-added services to your clients by offering app development and support.

Joining AppInstitute will give you access to a wide range of resources and tools to help you succeed as a software reseller.

Mailjet and Email Marketing

Mailjet is a leading email marketing platform that offers powerful tools and features for agencies and resellers. With Mailjet, you can easily create and send professional-looking emails to your client’s customers, ensuring that their messages land in the inbox instead of the spam folder.

By partnering with Mailjet as a reseller, you can provide your clients with an effective way to engage with their audience and drive business growth through targeted email campaigns.

You’ll have access to advanced analytics, list management tools, and customizable templates to help optimize your email marketing strategy. With Mailjet’s user-friendly interface and robust deliverability, you can confidently offer your clients a reliable solution for their email marketing needs.

McAfee Antivirus

McAfee Antivirus is a trusted and reliable software solution that offers robust protection against various cyber threats. As an agency owner or reseller, partnering with McAfee can provide you with a valuable offering for your clients.

With McAfee’s advanced security features, you can help businesses safeguard their sensitive data and defend against malware, ransomware, phishing attacks, and more.

By joining the McAfee Antivirus reseller program, you have the opportunity to earn commissions on each software purchase made by your clients. This program allows you to tap into a growing market of businesses looking for top-notch cybersecurity solutions.

As part of the program, you’ll also have access to resources and support from McAfee to help you effectively market and sell their products.

In addition to its powerful antivirus capabilities, McAfee offers value-added services such as implementation assistance and ongoing customer support. This means that not only will your clients benefit from industry-leading security measures but they’ll also receive personalized assistance in setting up and troubleshooting any issues they may encounter.

HubSpot Programs

HubSpot offers a range of programs for software resellers, making it a popular choice among agency owners and resellers. These programs allow resellers to tap into HubSpot’s extensive suite of marketing, sales, and customer service tools to help their clients grow their businesses.

With HubSpot Programs, resellers can access valuable resources like training materials, support from experts, and co-marketing opportunities to drive success for both themselves and their clients.

By partnering with HubSpot, resellers can leverage the power of this trusted platform to deliver exceptional results in software sales and support.


In conclusion, a software reseller plays a vital role in the software industry by connecting vendors and end-users. By partnering with resellers, software companies can expand their market reach and bring their products to new customers.

Resellers, on the other hand, benefit from earning commissions on software sales and providing value-added services to clients. Becoming an effective software reseller requires skills in sales and marketing, understanding customer needs, and building a strong audience or client base.

Overall, software reselling is a dynamic business model that offers opportunities for growth and success for both vendors and resellers alike.


1. What is a software reseller?

Software reseller refers to the process in which a company or individual purchases software from a manufacturer or developer and then sells it to end-users, typically for a profit.

2. How do I become a software reseller?

To become a software reseller, you typically need to establish partnerships with software manufacturers or distributors. This may involve filling out application forms, meeting certain criteria, and signing agreements.

3. How does a software reseller make money?

Software resellers make money by purchasing software licenses at wholesale prices from manufacturers or distributors and selling them to end-users at retail prices. The difference between the wholesale and retail prices is their profit margin.

4. What are the benefits of being a software reseller?

Some benefits of being a software reseller include having access to popular and in-demand products, the potential for recurring revenue through renewals or subscriptions, flexibility in setting your pricing strategy, and opportunities for value-added services such as support or customization.

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