Definition

Value-Added Reseller (VAR)

A company that purchases a vendor's product and resells it to end customers, typically adding services, integration, or domain expertise that increases the value of the underlying product. In enterprise B2B, VARs are often the primary go-to-market channel for products that require deep customer relationships, long sales cycles, or integration into existing infrastructure. A VAR relationship allows a startup to access enterprise buyers through a party that already has a trusted seat at the table, without the startup needing to build those relationships from scratch. David Carmel's DataRockit GTM strategy centers on finding VARs and managed service providers that already serve the banks and enterprises he is targeting, and giving them a compelling product to introduce to their existing clients.