CONTEXT said demand from small businesses for premium technology products pushed average selling prices in Europe's reseller channel above those in traditional retail. According to the market intelligence firm, the gap has persisted across the UK and Europe.
New analysis points to a widening split between consumer and business purchasing patterns, as smaller companies spend more on higher-specification devices and infrastructure. Retail chains, by contrast, face more price-sensitive consumer demand and heavier promotional activity.
Channel gap
In the second half of 2025, average selling price growth in retail chains fell 0.5% year on year, while the small and medium reseller channel posted growth of almost 8%. The difference continued through the first half of 2026, when reseller average selling prices rose 7.6% year on year, compared with 3.2% in retail chains.
The divergence was especially marked in the third quarter of 2025, when retail chain average selling prices fell 0.9% and those in the reseller channel rose by more than 9%.
Monthly data showed the same pattern. Reseller average selling price growth reached 11% in September 2025 and 10% in March 2026, outpacing retail in both months.
Business buying
The figures suggest sole traders, home-office professionals and small businesses are placing more emphasis on performance, reliability and security than on lower upfront prices. That has supported demand for premium notebooks, commercial networking equipment and other business-focused products sold through specialist channels.
The trend also suggests smaller organisations are treating technology spending as a business investment rather than a discretionary purchase. This has helped specialist resellers, which often serve customers seeking products and features less commonly highlighted in consumer retail settings.
Spending shift
James Bates, Senior Retail Analyst, CONTEXT, said smaller firms were making more deliberate decisions about technology spending.
"Small businesses are making technology investments with a clear commercial objective in mind. 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," said Bates.
His comments point to a broader shift in how technology is being bought across the market. Consumer-focused outlets have long relied on promotions and lower-priced hardware, while specialist resellers are benefiting from customers willing to pay more for systems that meet workplace needs.
Buyer needs
According to the data, those needs include business operating systems, stronger security features and professional networking equipment. Such requirements can favour specialist suppliers that serve small companies rather than general retail chains aimed at mainstream shoppers.
"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," added Bates.
CONTEXT tracks more than £200 billion of annual technology sales transactions across the market, using data from manufacturers, distributors and investors.