Mostly its what you get equity from. A consumer coop you may pay a one time fee for voting rights. A demand coop gives you equity everytime you shop or buy from a coop business that you coop either owns or gets benefits from.

In this case your demand coop might buy REI using the funds your contribute to its wealth fund, while REI you might only just be able to get items for cheap from being a member and the ability to vote on new products.