The functions of a retailer are:
1. Connecting Link: A retailer acts as one of the connecting links in the chain of distribution of goods from the producers to the consumers. He is the last link in the chain of distribution.
2. Storing: He stores in his shop a large variety of goods, and thereby, not only assures ready supply of goods to the consumers, but also meets the different tastes of the consumers.
3. Transporting: He arranges for the transportation of goods from his shop to the consumers. Sometimes, he even arranges for the transportation of goods from the wholesalers to his shop.
4. Selling: He sells the goods in his shop to the consumers for their consumption.
5. Financing: The retailer, often, sells goods on credit to the consumers.
