An eCommerce wholesaler is not the only seller to retailers but also consumers. You need to create a channel for this. Like a subdomain or create separate groups for retailers and consumers. You can offer discounts for each group when needed.

But this is not the end. You should be aware of pricing in wholesale and individual products in eCommerce. Moreover, online security is also a concern. You may have a list of existing retailers who need to be safeguarded by creating a password-protected online store. Password protection enables you to sell products at a discount for retailers.