NAICS 41Sector · 2-digit36 market records

Wholesale trade

This sector comprises establishments primarily engaged in wholesaling merchandise, generally without transformation, and rendering services incidental to the sale of merchandise. — Statistics Canada, NAICS 2022A

Establishments · CanadaA
54,350
with employees
Under 10 employeesA
63%
most common size: 1–4
01

Size and shape

How many businesses there are and how small they are. Fragmentation is the first thing an entrant — or anyone selling software into this industry — needs to know, and it is one of the few things that is actually measured.

Canadian establishments by number of employeesA

1–422,47141%
5–911,87022%
10–199,47817%
20–497,00613%
50–992,2494%
100–1998652%
200–4993261%
500+850%

Of 54,350 Canadian establishments with employees, 63% have fewer than ten — mostly small operators.

Where they areA

Ontario20,41738%
Quebec11,88622%
British Columbia8,25015%
Alberta6,74812%

Largest four provinces by establishment count. Establishments with employees only — sole operators with no payroll are not in this table, so in trades and personal services the true number of businesses is higher.

How many new establishments are still tradingA
Wholesale Trade, US · opened 2020
82.8%
1 year
64.3%
3 years
51.2%
5 years
34.4%
10 years
opened 2015

Measured, not forecast: the share of US establishments opening in one year that were still active later. It counts good operators and bad ones together, which is exactly why it is the honest answer to “what are the odds”. It is for the whole sector rather than this market, and the ten-year figure comes from an older cohort because no younger one has reached ten years.

No US figure is shown. County Business Patterns is coded to the 2017 US edition of NAICS; this code either does not exist there, names a different industry, or is outside the programme's coverage (most of agriculture, rail, postal and public administration are). A figure is attached only where both the code and the title agree.

02

Market screens and studies

Market-entry records filed along this branch of the hierarchy. A record at or beneath this code is about this industry; one above it is about something wider that contains it.

Operating businessScreenedfiled at 411
Grain Handling & Ag RetailStructure decides
binding constraint: capital intensity

Elevators, dryers and blending equipment are eight-figure assets serving a farm customer whose own margin is thin, and the majors — the line companies and the co-ops — set the basis a smaller handler has to work inside. The agronomy retail attached to it is a credit business: inputs are extended in spring against a harvest that may not come. The wholesale survey puts numbers on how thin that is. Canadian farm product merchant wholesalers turned over $61.6B in 2024 at a 6.7% gross margin and a 2.0% operating profit, and both have been falling — 7.8% and 3.0% in 2022 [A]. Against a two-cent margin, the counterparties keep getting larger: Bunge Global took Viterra into itself on 2 July 2025 and its net sales went from $53.1B to $70.3B in a single year, beside ADM at $80.3B and The Andersons, the listed mid-sized North American handler and ag retailer, at $11.0B [A]. An entrant is therefore sinking eight figures of steel to earn two cents on the dollar, in a basis set by firms whose turnover alone exceeds the whole Canadian industry group. The form inside this code that does not require the elevator — the merchant trading specialty crops from a desk — is screened separately at 4111, and cuts on the bond rather than on the concrete.

NAICS 4116 vendors named12 sourced figuresOpen →
Operating businessScreenedfiled at 4111
Specialty Grain & Pulse MerchantStructure decides
binding constraint: capital intensity

The reachable business in this group is not the elevator company — the Grain Handling & Ag Retail record screens that and cuts on steel. It is the merchant without an elevator: a desk, a grain dealer licence and relationships on both sides, buying lentils, peas, organics or identity-preserved crops from farmers and selling them to processors and export buyers. 60% of the 1,215 Canadian establishments have fewer than ten people, so the form plainly exists. The cut is the balance sheet that form needs. Canadian farm product wholesalers turned over $61.6B in 2024 at a 6.7% gross margin and a 2.0% operating profit [A]. A merchant on those margins owes farmers for whole truckloads while waiting on a buyer overseas, so one defaulted contract or one price move between purchase and sale consumes a year's profit. The regulator's own record shows how often that happens. The Canadian Grain Commission makes every licensed dealer post security against what it owes producers, and its 2024-25 programme evaluation counts nine licensed-company failures between 2018 and 2024 with about $42M of producer claims paid — and in two of the nine the security fell short, paying 80% and 77% [A]. The names on that list are pulse and specialty merchants, not line elevator companies. The same evaluation records licensees and farm groups calling the security regime a barrier to new and smaller entrants. Capital here is not equipment; it is the bond, the credit line and the ability to survive a counterparty. Livestock dealing and nursery stock, also inside this code, were not examined.

NAICS 41115 vendors named10 sourced figuresOpen →
Operating businessScreenedfiled at 412
Fuel Distribution (Jobber)Structure decides
binding constraint: capital intensity

A jobber's balance sheet carries fuel inventory priced daily against customers who pay in 30 days, so working capital swings with the commodity and a bad month is a price move rather than a sales problem. Trucks, tanks and environmental liability sit underneath. The consolidators buying this space have hedging desks and credit lines an independent cannot match.

NAICS 4124 vendors named11 sourced figuresOpen →
Operating businessScreenedfiled at 4121
Propane Distribution BranchOne thing must be true
binding constraint: growth quality

The Fuel Distribution (Jobber) record already screens the bulk gasoline and diesel route and cuts on working capital. This group's average explains why: Canadian petroleum wholesalers booked $377.6B of revenue in 2024 at a 3.9% gross margin and 1.3% operating profit [A], a number dominated by crude and rack-volume marketers that no entrant resembles. The one corner that earns a real margin is delivered propane — rural heating, farm, construction and commercial accounts served from a bulk storage site by bobtail truck. Superior Plus, which delivers propane across Canada from a network of branches, shows both the appeal and the cut. Its Canadian Propane segment made US$273.2M of gross profit on US$626.2M of revenue in 2025, a 44% margin, and US$100.4M of adjusted EBITDA [A]. But that EBITDA grew 2%, revenue grew 1%, and volume grew 2% to 337 million gallons in a year that was 7% colder than the one before — while adjusted gross profit from propane distribution fell 1% on lower unit margins [A]. When an operator on that scale needs a cold winter to stand still, the product is in slow retreat: efficiency, heat pumps and gas-line extension take customers at the edges. For 2026 Superior guides the whole group to about 2% adjusted EBITDA growth, on weather assumed back to the five-year average [A]. An entrant would spend on storage, trucks and customer tanks — Superior put US$38.8M of capital into the Canadian segment last year — to win accounts one at a time from incumbents in a pool that is not getting larger. Growth in this trade is bought, by acquiring retiring independents, and that is a consolidator's game.

NAICS 41215 vendors named13 sourced figuresOpen →
Operating businessScreenedfiled at 4131
Foodservice DistributionStructure decides
binding constraint: capital intensity

Three listed companies hold roughly half of North American foodservice distribution, and they are still buying. Sysco turned $84.6B in fiscal 2026, up 3.9%, and its own 10-K puts it at about 18% of an approximately $377B US foodservice market [A]. Performance Food Group's Foodservice segment did $36.6B on $1.29B of adjusted EBITDA [A]. Neither number is the problem. The problem is the margin underneath them: Sysco's strongest segment, US Foodservice Operations, earned $3,518M of operating income on $58,803M of sales — 6.0 cents on the dollar, and flat year over year [A]. Entry means a refrigerated distribution centre, a delivery fleet and working capital for a restaurant that pays slowly, before a single case moves, to chase six points against buyers whose scale sets the cost of goods. And the consolidators reach downward now: Sysco agreed in March 2026 to pay about $29.1B for Jetro Restaurant Depot, 167 cash-and-carry warehouses serving more than 725,000 independent operators [A], while PFG paid $1,978.6M for Cheney Brothers in October 2024 [A]. Sysco's filing is candid that barriers to entry are low and switching costs are very low — which is exactly why the margin is thin. The reachable version is specialty distribution — ethnic, local-farm or allergen ranges the majors' assortment does not carry — and that is not screened here.

NAICS 41316 vendors named15 sourced figuresOpen →
Operating businessScreenedfiled at 4132
Wine & Spirits Import AgencyExecution decides
binding constraint: distribution

On the survey this is the best-looking wholesale group in the batch: Canadian beverage wholesalers earned a 34.9% gross margin and 8.9% operating profit on $13.3B of revenue in 2024 [A], and 61% of the 793 establishments have fewer than ten people. The enterable form is the import agency — a small firm that represents foreign wineries and distillers in a province and lives on commission. It is cheap to start and needs no warehouse. The cut is that the agent does not control the sale. In most provinces the government liquor board is the wholesaler and the dominant retailer; the agency's whole business is persuading one buyer per province to grant a listing, then keeping sales above the threshold at which that buyer delists it. The principal can also move the brand to a larger agency the moment it succeeds. And the pool being fought over is shrinking: Statistics Canada reports alcohol sales of $25.8B in 2024/25, down 1.6%, with volume down 3.0% to 2,898 million litres; wine fell 2.2% to $7.7B and spirits 3.2% to $6.7B [A]. Imports are 70% of wine sales, so the agency's territory is large — but a falling category makes a monopoly buyer cut its listings, not add them. The survey margin also narrowed, from 11.6% operating profit in 2019 to 8.9%. Soft-drink and water distribution, the other half of this code, runs on bottler territories and was not examined; the software sold into the wider branch is screened separately.

NAICS 41326 vendors named13 sourced figuresOpen →
Operating businessScreenedfiled at 4133
Convenience & Tobacco DistributorOne thing must be true
binding constraint: growth quality

The survey figure for this group is a trap worth naming. Canadian tobacco wholesalers report an apparent 36.4% gross margin and 12.0% operating profit on $8.6B of revenue [A] — far above anything a distributor earns. The likely explanation, which this screen could not confirm, is that the group includes the sales arms of the cigarette makers themselves, which import and book the manufacturer's margin as wholesalers. The business an entrant could actually start is the independent distributor supplying convenience stores, and its economics are on the public record. Core-Mark, one of the two largest convenience distributors in North America and the largest in Canada before Performance Food Group bought it, reported cigarettes as 66.7% of net sales but only 25.2% of gross profit, on a total gross margin of 5.24% [A]. Tobacco is the volume that fills the truck and the manufacturers set its price and the wholesaler's incentive; the living is made on the candy, snacks and food riding along. The cut is that the volume is going away on a schedule. The same filing cites Canadian consumption falling from 32 billion cigarettes in 2010 to 25 billion in 2019, about 2.4% a year, with makers raising prices to compensate [A] — which holds dollar revenue up while the cartons per stop, the thing that pays for the route, decline. Excise stamping, provincial wholesale permits and tax-paid inventory add working capital and compliance on top, but they are survivable. A core product in permanent decline, priced by its maker, is not. Only 195 establishments remain in Canada and eleven of them have a hundred or more employees.

NAICS 41335 vendors named14 sourced figuresOpen →
Operating businessScreenedfiled at 4141
Apparel & Footwear Brand DistributorExecution decides
binding constraint: defensibility

This is a large, open and apparently healthy trade. Canada has 1,999 clothing, footwear and textile wholesalers, 71% of them under ten people, split almost evenly between Ontario and Quebec, and together they earned a 37.5% gross margin and 7.6% operating profit on $19.9B of revenue in 2024 [A]. The enterable form is the distributor or agency that takes a foreign or emerging label into Canadian retail: it needs a showroom, a line of credit for a season's inventory, and a rep who knows the buyers. Nothing about entry is hard. The cut is what the distributor owns once it has succeeded, which is nothing. The label belongs to the brand, the shelf belongs to the retailer, and the distribution agreement has a term. A brand that proves itself in a market takes the market back — first with its own e-commerce site, then with its own stores. Canada Goose is the domestic illustration of where the margin went: in fiscal 2026 its direct-to-consumer revenue was $1,157.4M, up 15.9%, against wholesale revenue of $291.2M [A] — wholesale is under a fifth of a $1,528.2M business that held a 69.7% gross margin. Brands build that mix on purpose, and each point of it is volume that once passed through an intermediary. The group's revenue shows the result: $19.7B in 2022, $19.8B in 2023, $19.9B in 2024 [A], flat through three years of inflation. A full study would have to test the one defensible position — a long exclusive on a line the owner cannot or will not run direct — and price how often those are renewed. Piece goods and notions were not examined.

NAICS 41415 vendors named11 sourced figuresOpen →
Operating businessScreenedfiled at 4142
Appliance & Consumer Electronics DistributorOne thing must be true
binding constraint: growth quality

A distributor of televisions, audio and household appliances stands between a handful of global manufacturers and a handful of national retailers, and the Canadian figures show what that position has been worth. The group's revenue was $10.1B in 2012 and $11.0B in 2024 [A] — 9% growth in nominal dollars across twelve years in which Canadian wholesale trade as a whole grew 72%, from $865B to $1,487B [A]. It earns a 23.2% gross margin and a 4.5% operating profit [A], the thinnest of the consumer-goods wholesale groups in this batch, and only 347 establishments remain, more than half of them in Ontario where the manufacturers keep their Canadian sales offices. The mechanism is not mysterious. The major brands sell direct to the major retailers, and what is left for an independent is the tail: regional appliance dealers and builders served on thin terms, premium or niche lines a big brand's sales company does not bother with, and parts. Those niches are real, but each depends on a supply agreement the manufacturer can end, and none of them is growing the pie. An entrant would be financing inventory of fast-depreciating goods to take share of a market that, after inflation, is materially smaller than it was a decade ago. No Canadian company in this group discloses anything, and the only anchor is American: Almo, the largest US national distributor of consumer appliances and electronics, earned US$75M of EBITA on US$1.3B of revenue before DCC bought it for about US$610M — 5.8%, on the best-run version of this business [A]. The agency's own series carries the cut, and it is enough to say the growth is not there.

NAICS 41425 vendors named11 sourced figuresOpen →
Operating businessScreenedfiled at 4143
Home Furnishings Importer-DistributorExecution decides
binding constraint: defensibility

Furniture, flooring, housewares and linens are sourced from overseas factories and sold to Canadian retailers by some 1,291 wholesalers, 70% of them under ten people. The group looks comfortable on average: a 35.0% gross margin and 7.3% operating profit on $10.0B of revenue in 2024 [A]. Entry is a container, a showroom and a sales trip. The cut is that an importer owns neither the factory nor the customer, and the larger the customer, the faster it notices. A mass retailer or online marketplace that sells enough of an item sends its own buyers to the same factory. Dorel's Home segment is the Canadian case at scale: a Montreal-based seller of ready-to-assemble and imported furniture to mass merchants and e-commerce, it reported 2025 revenue of US$309.4M, down 40.1% from US$516.2M, and an operating loss of US$93.9M after a US$95.3M loss the year before, and is exiting warehouses and plants in Ontario, Quebec and California [A]. Dorel had decades of relationships and lost the position anyway. The group total tells the same story more quietly: revenue peaked at $10.8B in 2022 and has not recovered [A]. What survives are wholesalers with something a retailer cannot replicate — a mill's exclusive territory in floor coverings, a designed and protected line, or a service to independent stores too small to import for themselves. The screen does not claim those niches fail; it claims the generic importer has no moat, and that a full study should start with floor covering distribution, which was not examined here.

NAICS 41434 vendors named12 sourced figuresOpen →
Operating businessScreenedfiled at 4144
Entertainment & Hobby Goods DistributorExecution decides
binding constraint: defensibility

A distributor of records, films, toys, books or sporting goods is reachable on paper: a warehouse, a line of credit and a catalogue, and half of Canada's 1,456 establishments here employ fewer than five people. The cut is what the distributor owns, which is nothing. The brand sits above it and the retailer below, and either can remove it. The best public view of the model is Alliance Entertainment, a listed US wholesaler of physical music, film, games and collectibles: fiscal 2026 net revenues of $1.149B at a 13.3% gross margin, leaving $13.1M of net income — about 1.1% of sales [A]. Its growth that year came from vinyl, CDs and physical film sold under studio relationships, including an exclusive physical-media arrangement with Paramount [A] — a licence a content owner grants to the distributor that already has the scale, and can re-let. The other end of the same position is Baker & Taylor, one of the largest US book wholesalers to libraries and schools, which wound down over the winter of 2025–26 after a sale collapsed [B]: no brand, no shelf, and nothing to sell but the service. An entrant gets the lines nobody larger wanted, on terms that last until the line works.

NAICS 41445 vendors named12 sourced figuresOpen →
Operating businessScreenedfiled at 4145
Pharmaceutical Wholesale DistributorOne thing must be true
binding constraint: willingness to pay

Demand could not be steadier: distributors carry 91% of Canada's prescription medicines to more than 12,000 dispensing points, most orders inside 24 hours [C]. The cut is what the service is paid. McKesson's North American Pharmaceutical segment — which includes its Canadian distribution business — took $336.7B of revenue in fiscal 2026 and kept $3.5B of adjusted operating profit: a 1.03% margin, identical to the year before [A]. That is the world's largest operator, after decades of automation. In Canada the distributor's fee is not negotiated in a market at all; it is an allowance written into provincial drug-plan pricing, and the distributors' own association says that funding has been roughly flat for more than fifteen years while operating costs rose 23% across 2021–22 [C]. A payer that has held the fee through that has told an entrant what it will pay. On top sit a Health Canada establishment licence, controlled-substance security and cold chain — real costs, but survivable ones. The fee is what is not. The 1,538 establishments are mostly not full-line drug distributors: 636 employ fewer than five people, and many sit on the toiletries and cosmetics side, which this screen did not examine; the 3256 record covers how flat that category is.

NAICS 41455 vendors named9 sourced figuresOpen →

20 more sit deeper in this branch — open a row under “Inside this industry” to reach them.

03

Software serving this industry

The vertical software markets filed along the same branch — who sells to these businesses and who they would have to displace — and then the generic categories every business buys whatever it does.

Vertical softwareScreenedfiled at 4134
Cannabis Dispensary POS & Inventory SoftwareOne thing must be true
binding constraint: growth quality
Incumbent Dutchie

Vendor revenue tracks a retail base in distress: 280E denies dispensaries ordinary deductions, wholesale prices have fallen in every mature state, and closures run well ahead of openings in California and Oregon. Growth in seat counts is not growth in collectible revenue, and the payments rail that funds the equivalent restaurant and salon products is legally constrained here. Nothing is disclosed here. Every vendor named on this record is private, or sits inside a parent that does not break the line out, so no revenue floor can be built and the market size is genuinely unknown rather than estimated.

NAICS 41344 vendors named4 sourced figuresOpen →
Cross-industry softwareScreenedfiled at 417
PIM — Product Information ManagementOne thing must be true
binding constraint: incumbent vulnerability
Incumbent No single leader. Enterprise tier: Stibo Systems (STEP), Salsify, Akeneo, inriver, Syndigo (now with 1WorldSync) and Informatica Product 360 (inside Salesforce since November 2025)

The category's owners have just been bought or recapitalised by buyers who can outlast any entrant, and the free tier underneath is real. In the eighteen months to this screen, Syndigo bought 1WorldSync to form a business its owners Summit Partners and TJC put at more than $3.5B of enterprise value (September 2025) [B]; Salesforce closed its $8B purchase of Informatica, whose MDM and Product 360 line moves inside Data 360 (November 2025) [B]; and Dassault Systèmes' Centric Software agreed to buy Contentserv at a €220M enterprise value (February 2025) [B]. Before that, Thomas H. Lee Partners took a majority of inriver (May 2022) [B], Salsify raised $200M at a $2B valuation with ARR it put above $110M (April 2022) [B for the round, C for the ARR], and Akeneo raised a $135M Series D led by Summit Partners for $196M in total (March 2022) [B]. The only vendor that publishes a revenue line, Stibo Systems, reported DKK 1.236B (about $190M) for the year to June 2025, up 11.8%, with SaaS up 15% [C, the company's release of its annual report] — and that figure covers its whole master-data business, not PIM alone. None of these incumbents is weak, under-funded or exiting; they are being consolidated into larger suites, which raises rather than lowers the bar. Beneath them, Akeneo's Community Edition (OSL-3.0) and AtroPIM (GPL-3.0) are maintained and free [A]. Incumbent vulnerability decides it. Who buys this. The NAICS anchor 417 (machinery, equipment and supplies merchant wholesalers; durable-goods wholesaling is 423 in the US code) is navigation only: PIM is bought by anyone who sells a catalogue of physical products — manufacturers, distributors, retailers and brands — across durable and non-durable goods. It spans the product-selling industries, not every organisation; a services firm, a hospital or a law office has no use for it, which is why this is a cross-industry record and not a horizontal one. How this differs from its neighbours. PIM is the upstream system of record — the attribute model, taxonomy, enrichment workflow and approval state of every SKU. Digital Shelf & Product Content Software (311) is the downstream syndication network that pushes that content to 1,000-plus retailers for CPG brands, and its moat is the retailer connection map; Marketplace Management (459) is listing, repricing and order operations on Amazon, Walmart and Shopify; DAM (541514) holds the images and video PIM links to. Salsify and Syndigo appear on 311 as the network owners; here they appear as PIM vendors, and their funding is not re-argued. One movement worth recording. Pimcore, long the best-known GPL PIM, moved its Community Edition from GPLv3 to its own Pimcore Open Core License from version 2025.1: free use is now limited to companies under €5M annual turnover and resale as SaaS needs an OEM licence [A, Pimcore's own post]. That lifts the open-source floor for mid-sized distributors slightly — the one change in this market that runs against the incumbents — but it moves them toward Akeneo CE and AtroPIM, not toward a new vendor.

NAICS 41713 vendors named7 sourced figuresOpen →
Vertical softwareScreenedfiled at 418
Wholesale Distribution ERP & Route AccountingStructure decides
binding constraint: entry cost
Incumbent Epicor (Prophet 21, Eclipse) and Infor Distribution

Replacing a distributor's ERP means migrating pricing matrices, contract terms and years of inventory history in a business that ships the next morning — a two-year implementation nobody buys from a new vendor. The generic ERP record at 541514 covers the horizontal alternative; this vertical exists precisely because that alternative does not handle rebates and route settlement. Nothing is disclosed here. Every vendor named on this record is private, or sits inside a parent that does not break the line out, so no revenue floor can be built and the market size is genuinely unknown rather than estimated.

NAICS 4183 vendors namedOpen →
Vertical softwareScreenedfiled at 419
EDI & Trading Partner IntegrationOne thing must be true
binding constraint: incumbent vulnerability
Incumbent SPS Commerce (NASDAQ: SPSC)

SPS Commerce's asset is not software but a map: thousands of pre-built retailer connections, each one negotiated and maintained, which a new entrant would have to rebuild connection by connection while the retailer keeps changing the spec. At $751.5M growing 17.8% with a $231.4M EBITDA line, it is also funded well enough to buy anything that works.

NAICS 4192 vendors named2 sourced figuresOpen →
04

Companies in this industry · 188

Every company this research names that is filed here or beneath — the operators, and the vendors that sell to them — largest disclosed revenue first. The rank is within the company’s own six-digit industry.

CompanyFiled underRevenueRank
SyscoNYSE:SYYFood merchant wholesalers4131$84.6B1/5
Ingram MicroPrivateComputer and communications equipment and supplies merchant wholesalers4173$52.6B1/7
Gold.comPrivateMineral, ore and precious metal merchant wholesalers4185$25.5B1/11
SunocoNYSE:SUNPetroleum, petroleum products, and other hydrocarbons merchant wholesalers412$25.2B1/3
Genuine Parts Company (GPC)NYSE:GPCNew motor vehicle parts and accessories merchant wholesalers4152$24.3B1/2
LKQNASDAQ:LKQUsed motor vehicle parts and accessories merchant wholesalers4153$13.7B1/3
Henry ScheinNASDAQ:HSICOther machinery, equipment and supplies merchant wholesalers4179$13.2B1/8
Univar SolutionsPrivateChemical (except agricultural) and allied product merchant wholesalers4184$11.5B1/7
FinningTSX:FTTMachinery, equipment and supplies merchant wholesalers417$10.6B1/11
VeritivDelistedPaper, paper product and disposable plastic product merchant wholesalers4182$7.1B1/7
Patterson CompaniesPrivateOther machinery, equipment and supplies merchant wholesalers4179$6.6B2/8
ToromontTSX:TIHMachinery, equipment and supplies merchant wholesalers417$5.2B2/11
Russel MetalsRUSMFMetal service centres4162$4.6B1/6
RB GlobalPrivateBusiness-to-business electronic markets, and agents and brokers4191$4.6B1/7
Radius RecyclingPrivateRecyclable material merchant wholesalers4181$2.7B1/6

And 173 more on the companies page.

05

Who works here

The occupations employed in Wholesale trade, most concentrated in it first. The share is measured against the whole sector, not this industry — the published cross-tabulation stops there.

Tagged to this industry

And the jobs every business has

Found across at least fourteen of the twenty sectors. In a small establishment several of these are usually one person, or an outside provider.

All 162 occupations →

06

Inside this industry

9 rows sit directly beneath 41, and 184 in all once every level is counted. Each has a base report of its own.