The capitalist then sells the product at its value. The profit is already in the product, generated in the process of production itself. It’s realized at the point of sale. If it’s bought by a retailer, an additional amount is added on to the retail price. This is not additional surplus value, but instead is the imposition of an unequal exchange between the merchant and the customer. The customer is paying more than the actual value of the commodity, because of the greater market power of the retailer.