Customer is one who buys your product, usually end-user. In contrast, distributor is a re-seller – not end-user. Distributors help you sell in regions where you are unable to reach directly. That way, distributor is your partner. He/she not only helps you sell your product and add to your revenue, but also helps with market feedback and sales promotion. It will be a cardinal sin to treat your distributor as customer. However, not all re-sellers are distributors. Wholesalers buy in bulk and sell in their territories. They might be your customer. Role of various players in supply chain are different. For better understanding about specific roles of various supply chain players – please read
https://ezydistribution.com/understanding-indian-distribution-models/