Wholesale & B2B: Fair prices instead of the “discount game”
Many wholesalers ask us for special terms. We understand that — but we deliberately follow a different model:
AFEGA® generally offers all customers the best possible price.
If we granted blanket special discounts to individual customer groups, we would have to increase our regular prices just to create room for discounts. That is not our approach.
Why we offer volume discounts — and only volume discounts
Volume discounts make commercial sense and are fair.
The effort involved in shipping, order processing and communication is almost the same whether an order contains 50 g or 1 kg. At the same time, the cost per kilogram rises significantly for small units:
- Packaging costs (for example, many small containers instead of one bulk pack)
- Labelling and handling
- Filling work (time is the largest cost factor here)
This structure clearly justifies volume discounts.
There is another key point:
We can also negotiate better purchasing terms with our suppliers and manufacturers as our order quantities increase. We pass these advantages on consistently — where they arise economically: with larger quantities.
Please understand that an order value of, for example, “just over €300” — even with regular orders — does not yet provide a commercial basis for additional special discounts.
The loyalty discount
Many customers ask for a loyalty discount. We do offer one — but likewise based on order volume. This is the only way to keep the system transparent and fair for all customers.
Loyalty discount on future orders
Every shipping confirmation email contains the following passage: “For future orders, you can receive a 5% loyalty discount from an order value of EUR 750 and a 10% discount from an order value of EUR 1,500. At checkout, simply enter the voucher code ‘afega-treue-750’ (from EUR 750) or ‘afega-treue-1500’ (from EUR 1,500).
Please note that discount vouchers cannot be combined. You therefore cannot use several discount codes for a single order.
If your current order already meets one of these conditions, please send us a short message. We will then issue the corresponding credit to your customer account.”
The more honest and straightforward approach is therefore to keep prices as low as possible for everyone.
That is exactly what we do.
In brief:
We do not distinguish between “ordinary” and “good” customers. We calculate as tightly as commercially viable for everyone and grant additional discounts only where they are economically justified: for volume.
Our model for B2B partners: quarterly volumes count
We want to offer B2B partners attractive terms without increasing their business risk disproportionately.
If you order products from us only when you have specific customer orders, your risk is low.
However, if we are to offer very attractive prices at the same time, we often have to pre-finance larger quantities with the relevant manufacturer. This creates a fair lever: purchase volume.
How our quarterly model works
With existing partners, we use a model that combines planning certainty and fairness:
- The basis is the purchase volume per quarter.
The final price tier — and therefore the volume discount — is based on your cumulative purchases during the quarter. - Each order initially receives the discount tier applicable to that individual order.
You therefore benefit immediately from volume discounts when placing a larger order. - If your quarterly purchases increase, the discount is adjusted retrospectively.
If additional orders during the quarter move you into a higher discount tier, that tier is also applied retrospectively to orders already delivered.
The difference is credited to your customer account.
Result:
Your risk remains low, while there is a clear incentive for predictable volumes — exactly where we can pass on better purchasing terms.
Logistics for start-ups and wholesale customers
Would you like to focus on your shop and your customers? On request, we also handle the storage, packing and shipping of products for start-ups and our wholesale customers.
Our shipping centres in Germany and Switzerland are available for this purpose. We agree the product range, shop connection and shipping volume with you before the cooperation begins.
Learn more about our fulfilment services and locations
Interested in B2B terms?
If you are a reseller, medical practice/institute, shop or distributor, please contact us with:
- a brief description of your business model
- the product groups that interest you
- an approximate volume plan (per order or per quarter)
We will then propose suitable volume tiers and terms.
