{"id":2989,"date":"2025-12-04T06:29:33","date_gmt":"2025-12-04T06:29:33","guid":{"rendered":"https:\/\/www.purevpn.com\/vpn-reseller\/?p=2989"},"modified":"2025-12-04T06:30:07","modified_gmt":"2025-12-04T06:30:07","slug":"what-is-a-value-added-reseller","status":"publish","type":"post","link":"https:\/\/www.purevpn.com\/vpn-reseller\/what-is-a-value-added-reseller\/","title":{"rendered":"What Is a Value Added Reseller? Why Agencies and MSPs Are Becoming VARs"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_71 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.purevpn.com\/vpn-reseller\/what-is-a-value-added-reseller\/#Understanding_the_Concept_What_Is_a_Value_Added_Reseller\" title=\"Understanding the Concept: What Is a Value Added Reseller\">Understanding the Concept: What Is a Value Added Reseller<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.purevpn.com\/vpn-reseller\/what-is-a-value-added-reseller\/#What_Is_a_Value_Added_Reseller_Example\" title=\"What Is a Value Added Reseller Example\">What Is a Value Added Reseller Example<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.purevpn.com\/vpn-reseller\/what-is-a-value-added-reseller\/#Value_Added_Reseller_vs_Reseller\" title=\"Value Added Reseller vs Reseller\">Value Added Reseller vs Reseller<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.purevpn.com\/vpn-reseller\/what-is-a-value-added-reseller\/#What_Is_a_VAR_in_Sales\" title=\"What Is a VAR in Sales\">What Is a VAR in Sales<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.purevpn.com\/vpn-reseller\/what-is-a-value-added-reseller\/#What_Is_a_VAR_in_Security\" title=\"What Is a VAR in Security\">What Is a VAR in Security<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.purevpn.com\/vpn-reseller\/what-is-a-value-added-reseller\/#Top_Value-Added_Resellers\" title=\"Top Value-Added Resellers\">Top Value-Added Resellers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.purevpn.com\/vpn-reseller\/what-is-a-value-added-reseller\/#Why_Agencies_and_MSPs_Are_Becoming_VARs\" title=\"Why Agencies and MSPs Are Becoming VARs\">Why Agencies and MSPs Are Becoming VARs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.purevpn.com\/vpn-reseller\/what-is-a-value-added-reseller\/#Challenges_and_Considerations\" title=\"Challenges and Considerations\">Challenges and Considerations<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.purevpn.com\/vpn-reseller\/what-is-a-value-added-reseller\/#How_PureVPNs_Reseller_Program_Fits\" title=\"How PureVPN\u2019s Reseller Program Fits\">How PureVPN\u2019s Reseller Program Fits<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.purevpn.com\/vpn-reseller\/what-is-a-value-added-reseller\/#Key_Takeaways\" title=\"Key Takeaways\">Key Takeaways<\/a><\/li><\/ul><\/nav><\/div>\n\n<link href=\"https:\/\/fonts.googleapis.com\/css2?family=Poppins:wght@500;600&#038;display=swap\" rel=\"stylesheet\">\n\n<style>\n  .tldr-box {\n    font-family: 'Poppins', sans-serif;\n    max-width: 800px;\n    margin: 40px auto;\n    background: #F9F7FF;\n    border: 1px solid #D9D2F5;\n    border-radius: 12px;\n    box-shadow: 0 8px 25px rgba(166, 143, 239, 0.08);\n    padding: 25px 30px;\n    display: flex;\n    align-items: flex-start;\n  }\n\n  .tldr-title {\n    font-weight: 700;\n    font-size: 28px;\n    color: #4D3B7A;\n    margin-right: 20px;\n    min-width: 90px;\n    text-align: right;\n  }\n\n  .tldr-content ul {\n    margin: 0;\n    padding-left: 20px;\n    color: #4D3B7A;\n    font-size: 15px;\n    line-height: 1.7;\n  }\n\n  .tldr-content li {\n    margin-bottom: 8px;\n  }\n\n  .tldr-content strong {\n    font-weight: 600;\n    color: #4D3B7A;\n  }\n<\/style>\n\n<div class=\"tldr-box\">\n  <div class=\"tldr-title\">TL;DR<\/div>\n  <div class=\"tldr-content\">\n    <ul>\n      <li><strong>VAR Definition:<\/strong> A value added reseller enhances products with services, customization, or integration before selling to customers.<\/li>\n      <li><strong>Difference from Resellers:<\/strong> VARs differ from traditional resellers by offering additional expertise and ongoing support, creating higher value for clients.<\/li>\n      <li><strong>Revenue Model:<\/strong> VARs generate revenue through product margins plus fees for services, integration, and support.<\/li>\n      <li><strong>Growth Areas:<\/strong> Security and IT services are top growth areas for VARs, with high demand for managed solutions and cybersecurity offerings.<\/li>\n      <li><strong>PureVPN Reseller Program:<\/strong> Programs like PureVPN allow agencies and MSPs to offer trusted solutions while earning commissions without handling product development or branding.<\/li>\n    <\/ul>\n  <\/div>\n<\/div>\n\n\n\n\n\n<p>Businesses today face increasing pressure to offer more than just products. Agencies and managed service providers (MSPs) are responding by becoming value added resellers. But what exactly does that mean, and why is it gaining momentum? This article answers the question: what is a value added reseller, provides examples, explores differences from traditional resellers, and highlights the top benefits that make this model appealing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Understanding_the_Concept_What_Is_a_Value_Added_Reseller\"><\/span>Understanding the Concept: What Is a Value Added Reseller<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>At its core, a value added reseller (VAR) is a company that purchases a product from a manufacturer or distributor and then enhances it before selling it to the end customer. The enhancements can include additional services, integration, customization, or support that increase the overall value of the product.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">VAR Meaning in Business<\/h3>\n\n\n\n<p>In business terms, the VAR model allows companies to generate revenue not only from reselling but also by providing expertise that complements the product. For example, a VAR might:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Bundle software with installation services<br><\/li>\n\n\n\n<li>Offer specialized training for teams<br><\/li>\n\n\n\n<li>Integrate products into existing IT environments<br><\/li>\n<\/ul>\n\n\n\n<p>By offering these additional services, VARs distinguish themselves from <a href=\"https:\/\/www.purevpn.com\/vpn-reseller\/vpn-reseller-success-stories\/\" target=\"_blank\" rel=\"noreferrer noopener\">standard resellers<\/a> and often justify a premium price.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Is_a_Value_Added_Reseller_Example\"><\/span>What Is a Value Added Reseller Example<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>A common example of a VAR can be seen in the cybersecurity space. Suppose a company purchases a VPN solution and offers it as part of a broader security package, including device management, ongoing monitoring, and user support. The customer receives more than just the VPN, they gain a complete solution tailored to their needs.<\/p>\n\n\n\n<p>Another example could be a software reseller who adds custom reporting tools or workflow integrations for clients, improving usability and aligning the product with business objectives.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Value_Added_Reseller_vs_Reseller\"><\/span>Value Added Reseller vs Reseller<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The distinction between a traditional reseller and a value added reseller is subtle but significant:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Feature<\/strong><\/td><td><strong>Reseller<\/strong><\/td><td><strong>Value Added Reseller (VAR)<\/strong><\/td><\/tr><tr><td>Product Offering<\/td><td>Sells the product as-is<\/td><td>Adds services, customization, or integration<\/td><\/tr><tr><td>Revenue Model<\/td><td>Product margin only<\/td><td>Product margin + service fees<\/td><\/tr><tr><td>Customer Relationship<\/td><td>Transactional<\/td><td>Consultative and ongoing support<\/td><\/tr><tr><td>Expertise<\/td><td>Basic product knowledge<\/td><td>Deep expertise and tailored solutions<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>This table illustrates why many agencies and MSPs are shifting toward VAR models: it provides recurring revenue opportunities and positions the company as a trusted partner rather than a simple vendor.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Is_a_VAR_in_Sales\"><\/span>What Is a VAR in Sales<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In sales terms, a VAR focuses on selling a complete solution rather than just a product. This requires understanding client challenges, tailoring solutions, and sometimes combining multiple products or services.<\/p>\n\n\n\n<p>A 2024 study revealed that <a href=\"https:\/\/www.marketsandmarkets.com\/PressReleases\/managed-security-services.asp?\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">52% of businesses<\/a> prefer buying solutions that include both technology and implementation support, highlighting the growing relevance of VARs in sales strategies.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Is_a_VAR_in_Security\"><\/span>What Is a VAR in Security<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Security is one of the fastest-growing areas for VARs. Companies need more than off-the-shelf products; they require managed security services that integrate solutions into their existing IT infrastructure.<\/p>\n\n\n\n<p>For instance, VARs in cybersecurity might:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Deploy VPNs and configure them for optimal security<br><\/li>\n\n\n\n<li>Provide endpoint protection recommendations<br><\/li>\n\n\n\n<li>Monitor network activity for unusual behavior<br><\/li>\n<\/ul>\n\n\n\n<p>In 2023, a report estimated that global demand for managed security services will grow at<a href=\"https:\/\/www.asdreports.com\/market-research-report-669101\/global-managed-security-services-market-size-share-trends-analysis-report\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"> 15% annually through 2026<\/a>, emphasizing why many MSPs are transforming into VARs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Top_Value-Added_Resellers\"><\/span>Top Value-Added Resellers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Some of the most recognized value-added reseller companies operate in IT, networking, and cybersecurity. While rankings vary by industry, a few notable names frequently appear on lists of <a href=\"https:\/\/www.purevpn.com\/vpn-reseller\/what-is-a-value-added-reseller-software\/\" target=\"_blank\" rel=\"noreferrer noopener\">top value-added resellers<\/a>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Companies specializing in IT infrastructure solutions<br><\/li>\n\n\n\n<li>Cybersecurity-focused VARs offering managed services<br><\/li>\n\n\n\n<li>Software integrators providing cloud and SaaS solutions<br><\/li>\n<\/ul>\n\n\n\n<p>For businesses evaluating potential VAR partners, examining customer reviews, industry certifications, and service offerings is critical. Platforms like Value Added Reseller Reddit threads can offer insights into real-world experiences and reputations.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Agencies_and_MSPs_Are_Becoming_VARs\"><\/span>Why Agencies and MSPs Are Becoming VARs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The transition to VAR status is driven by several factors:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Recurring Revenue:<\/strong> Service contracts and managed solutions provide consistent income beyond one-time sales.<br><\/li>\n\n\n\n<li><strong>Customer Retention:<\/strong> Offering integrated solutions increases dependency on the VAR, reducing churn.<br><\/li>\n\n\n\n<li><strong>Market Differentiation:<\/strong> Enhanced services position agencies as experts, not just sellers.<br><\/li>\n\n\n\n<li><strong>Scalable Opportunities:<\/strong> VARs can expand into multiple product categories while maintaining consultative relationships.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Challenges_and_Considerations\"><\/span>Challenges and Considerations<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>While becoming a VAR can be profitable, it requires careful planning:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Expertise Investment:<\/strong> Staff must have deep product and industry knowledge.<br><\/li>\n\n\n\n<li><strong>Support Infrastructure:<\/strong> Customers expect ongoing support, which requires resources.<br><\/li>\n\n\n\n<li><strong>Pricing Models:<\/strong> <a href=\"https:\/\/www.purevpn.com\/vpn-reseller\/how-to-price-your-vpn-plans-as-a-reseller-for-maximum-profitability\/\" target=\"_blank\" rel=\"noreferrer noopener\">Setting margins<\/a> that reflect both product and service value can be complex.<br><\/li>\n<\/ul>\n\n\n\n<p>Balancing these factors is crucial for sustaining growth while maintaining service quality.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_PureVPNs_Reseller_Program_Fits\"><\/span>How PureVPN\u2019s Reseller Program Fits<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>For companies entering the security space, the <a href=\"https:\/\/www.purevpn.com\/vpn-reseller\" target=\"_blank\" rel=\"noreferrer noopener\">PureVPN Reseller Program<\/a> provides a clear pathway. Resellers can offer PureVPN as-is while earning competitive commissions, allowing them to generate revenue without the complexities of product development or branding.<\/p>\n\n\n\n<p>Agencies and MSPs benefit from a trusted product, reliable technical support, and the ability to focus on client relationships rather than managing the underlying VPN infrastructure. This makes it an ideal option for businesses exploring value-added <a href=\"https:\/\/www.purevpn.com\/white-label\/white-label-cybersecurity-market-report\/\" target=\"_blank\" rel=\"noreferrer noopener\">opportunities in cybersecurity<\/a>.<\/p>\n\n\n\n<div class=\"wp-block-buttons text-center is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-1 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/www.purevpn.com\/vpn-reseller\/\" style=\"color:#fdfafa;background-color:#b15aff\" target=\"_blank\" rel=\"noreferrer noopener\">Join PureVPN Reseller Program<\/a><\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Key_Takeaways\"><\/span>Key Takeaways<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Becoming a value added reseller enables agencies and MSPs to provide comprehensive solutions, create recurring revenue streams, and strengthen client relationships. Understanding the differences between traditional resellers and VARs, identifying areas for service integration, and leveraging proven products like PureVPN can accelerate this transition.<\/p>\n\n\n\n<p>As more businesses seek solutions rather than standalone products, VARs are positioned to deliver unmatched value while remaining agile and profitable. Whether in sales, IT, or security, the VAR model represents a strategic evolution for agencies and MSPs ready to expand their offerings and expertise.<\/p>\n\n\n\n<script type=\"application\/ld+json\">\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@type\": \"FAQPage\",\n  \"mainEntity\": [\n    {\n      \"@type\": \"Question\",\n      \"name\": \"What is an example of a value-added reseller?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"A company that sells a VPN bundled with installation, support, and security consulting.\"\n      }\n    },\n    {\n      \"@type\": \"Question\",\n      \"name\": \"What is the difference between a reseller and a value-added reseller?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"A reseller sells products as-is, while a value-added reseller enhances products with services or customization.\"\n      }\n    },\n    {\n      \"@type\": \"Question\",\n      \"name\": \"How do value-added resellers make money?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"They earn revenue from product margins plus fees for additional services, integration, or support.\"\n      }\n    },\n    {\n      \"@type\": \"Question\",\n      \"name\": \"What is the difference between VAR and OEM?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"A VAR adds services to a third-party product, whereas an OEM manufactures and sells the original product.\"\n      }\n    }\n  ]\n}\n<\/script>\n\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>TL;DR VAR Definition: A value added reseller enhances products with services, customization, or integration before selling to customers. Difference from Resellers: VARs differ from traditional resellers by offering additional expertise and ongoing support, creating higher value for clients. Revenue Model: VARs generate revenue through product margins plus fees for services, integration, and support. Growth Areas:&#8230;<\/p>\n","protected":false},"author":3,"featured_media":2990,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[74],"tags":[76,298],"class_list":["post-2989","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vpn-reseller","tag-value-added-reseller-software","tag-what-is-a-value-added-reseller"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What Is a Value Added Reseller? Why MSPs Are Becoming VARs<\/title>\n<meta name=\"description\" content=\"Learn what is a value added reseller, how agencies and MSPs become VARs, and how PureVPN\u2019s reseller program supports them.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.purevpn.com\/vpn-reseller\/what-is-a-value-added-reseller\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Is a Value Added Reseller? 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