Reseller channels continue to outperform retail as SMEs prioritise performance, security and productivity over price.

London, UK - 4th June 2026 – Small and medium-sized businesses are increasingly opting for premium technology products, helping the specialist reseller channel significantly outperform traditional retail on average selling prices (ASPs), according to new analysis from global market intelligence firm CONTEXT.

The latest CONTEXT insights highlight a growing divergence between consumer and business technology purchasing habits across the UK and Europe. While retail chains continue to face price-sensitive consumers and promotional pressure, small business buyers are consistently investing in higher-specification devices and infrastructure to support productivity, security and hybrid working.

The trend has accelerated over the past 12 months. In the second half of 2025, ASP growth in retail chains declined by 0.5% year-on-year, while the Small and Medium Reseller (SMR) channel recorded ASP growth of almost 8%. That gap has remained firmly in place throughout the first half of 2026, with SMR ASPs rising by 7.6% year-on-year compared to 3.2% in retail chains.

The contrast was particularly pronounced during Q3 2025, when retail chain ASPs fell by 0.9% while SMR ASPs increased by more than 9%. Monthly peaks were even more striking, with SMR ASP growth reaching 11% in September 2025 and 10% in March 2026, substantially ahead of retail performance during the same periods.

The data suggests that sole traders, home-office professionals and small businesses are prioritising performance, reliability and security over entry-level pricing. As a result, specialist resellers are increasingly benefiting from demand for premium notebooks, commercial-grade networking equipment and higher-specification business technology.

“Small businesses are making technology investments with a clear commercial objective in mind,” said James Bates, Senior Retail Analyst at CONTEXT. “Whether it's a freelance consultant, a growing start-up or a 20-person agency, technology is viewed as a tool for productivity and growth rather than a discretionary purchase. That mindset is driving demand for higher-specification products and helping the reseller channel capture a growing share of premium sales.”

“Many small business buyers require features that are rarely prioritised in traditional retail environments, from enhanced security capabilities to business operating systems and professional networking equipment. Resellers that understand these requirements are benefiting from significantly stronger ASP growth as a result.”

About CONTEXT
CONTEXT is a B Corp certified provider of market intelligence and analytics for the global technology industry. The company works with leading manufacturers, distributors and investors to support strategic decision-making through advanced forecasting, analytics and data management. CONTEXT systems track more than £200 billion in annual technology sales transactions, supported by a global team of over 400 professionals operating in more than 35 countries.

Press contact
Funda Cizgenakad
T: +44 7876 616 246
E: Funda@contextworld.com