As with every technology, there is a wide spectrum of adoption when it comes to automation – some wholesalers are embracing new ways of working and actively searching for new ways to work, others aren’t as proactive. Overall, automation adoption in wholesale is still limited beyond customer-facing tasks.
Wholesalers are adopting automation when it impacts customer engagement and customer support, where it can reduce customer service workload and productivity, and improve response times and service levels without adding to headcount.
Rob Mannion, CEO, b2b.store, comments: “The sort of automation we handle at b2b.store is the invisible type that sits behind the technology that delivers results for wholesalers. This might be to get better search results, offer personalisation or suggest favourite products on our customers’ online-ordering platforms, to create WhatsApp marketing campaigns using our customer engagement and ordering platform, ProConnect, or simply to get automated insight reports that capture performance.
“Wholesalers are using AI and machine learning solutions at different rates across the sector. There are pockets of interesting AI activity across the industry, although one of the most prevalent uses of AI is currently through our customer engagement and ordering platform, ProConnect.”
As an AI-first platform, many of the slickest and most-effective functions on ProConnect are driven by AI – often without the user realising it. This includes an ability for users to create more powerful WhatsApp Flow messages themselves, whereas this technology previously required technical support to complete. The AI works in the background to make it much simpler for users to send any of an array of in-chat messages that allow customers to order products, register for events or send images for AI compliance checks.
ProConnect also has its own in-built AI assistant, which is a secure chatbot – similar to ChatGPT, but specifically trained for a B2B audience – that can support with creating marketing material, campaign management and data analysis, among other uses.
“AI adoption has been steadily growing in recent years, if only on an informal basis within some wholesalers currently. The big shift will be towards the use of agentic AI, which doesn’t just answer questions like ChatGPT or Gemini do, but can take actions on your behalf to complete a task,” adds Mannion.
“This agentic AI is where the biggest gains can be made with new technology because this is where monotonous tasks can be handed over and dealt with without the need for much human interaction. This shifts adoption to production workflows, including the creation of draft reports, account servicing, ordering or handling routine customer service queries, but the use of agentic AI will free up time and resource for human teams to focus on more complex tasks.
“We expect rapid uptake in the wholesale sector as agents become easier to deploy and integrate with back-end systems, as well as putting the right guardrails in place to ensure they can scale safely.”
b2b.store’s number one product is the customer engagement and ordering platform, ProConnect. Designed specifically for the wholesale sector, ProConnect brings together transactions, marketing, customer service and insight in one secure dashboard, helping businesses win more orders, respond faster and understand what is driving results across the entire commercial journey.
ProConnect originally launched in January 2025 to enhance WhatsApp Business API use in B2B but has evolved significantly since then in response to customer demand. The platform now supports engagement beyond simply messaging, covering everything from first interaction through to completed order, while using AI tools to enhance performance and identify insights to continuously improve results.
b2b.store works with a number of the biggest wholesalers and suppliers across the UK and Ireland. The company is developing into a variety of customer touchpoints, right from initial customer engagement with WhatsApp to completing an online order or providing insight to report on performance.
“It’s important for any business in the sector to consider where technology could help to improve its operations, especially with the advent of AI. There’s no doubt that digital investment in the right services helps to drive more revenue and increase efficiency, so standing still isn’t an option a business with ambitions for significant growth can afford to ignore in the current environment,” says Mannion.
“Understanding where AI will most benefit a wholesaler is important, so getting a grip on issues in a business and where the biggest gains can be made will identify where investment should be made.”
But AI technology adoption isn’t just about commercial benefits. AI is different to previous innovation in that it brings new business threats too, namely in the shape of unregulated use within a wholesaler’s business. Legacy IT usage policies don’t cover AI or the issues raised by it, so companies could find themselves being exposed if an employee puts sensitive company data into a free AI tool that isn’t private – therefore leaking information online.
The way to avoid this is to update existing AI policies to include AI usage and to create secure, private AI company accounts, so information can be shared with confidence that it can’t be accessed outside the business.
“It’s important to understand where technology can help to improve how your business runs before introducing new services. Focus on pain points or labour-intensive operations then explore how technology could help with these – we work with many businesses, particularly in the AI era, to find solutions that deliver returns,” advises Mannion.
“By introducing these changes across the entire business, wholesalers will see an impact to their bottom line, not just in sales. In such a low-margin industry, it’s about driving productivity, identifying new revenue streams and running operations for efficiently to make more profit. Digital services are key to that.”
James Clarkson, CEO and founder of Adventoris, comments: “Wholesalers are absolutely embracing automation. We’re consistently seeing businesses looking for ways to improve their processes through automated solutions. Many of our conversations with prospective wholesale customers come back to the same challenge: they simply do not have enough manpower or time in the day to sustain manual processes. As a result, automated solutions are top of the list of priorities when investment decisions are being made.”
Reducing human errors is what the majority of the wholesalers are aiming for when they look to digitise. With AI and other systems now far more capable and efficient, demand for these solutions is growing quickly. “At Adventoris, we’re seeing strong interest in our AI developments and how they can support businesses in practical ways. We currently have a very exciting AI module in development for our SwiftCloud platform, and we want to ensure that it’s best in class before we release it, but we’re confident it’s going to be a gamechanger for wholesalers,” adds Clarkson.
“Working closely with our clients, we know that end customers now expect fast, Amazon Prime-style delivery, and that pressure rolls straight down to wholesalers. Retailers want rapid stock turnaround, with clear visibility of availability and the ability to place orders online without delays.”
People also care far more about sustainability and what goes into the products that they buy, so retailers are leaning towards wholesalers who can provide clear, accurate and detailed product information, with ease. With household budgets still tight for many B2C end customers, and business costs rising, shoppers are switching brands more frequently and exploring own-label or value-led alternatives more. This means that retailers need the flexibility to test new lines in smaller quantities and have alternative products readily viewable and shoppable on their platforms.
Social media is another factor. Shopper trends can take off overnight, so wholesalers who keep their online catalogues accurate and updated are far better placed to respond to these trends quickly.
Wholesale buyers now expect the same smooth, convenient experience they get as consumers. Mobile ordering, personalised pricing and quick reordering are no longer differentiators; they are expected. There is a growing demand for a seamless B2B platform that makes engagement simple and reliable.
“Our SwiftCloud mobile B2B app has always been our strongest-performing product. Wholesale customers account for 70 per cent of our business and they are a natural fit for the platform,” says Clarkson.
“Given the nature of wholesale businesses, our customers are typically on their feet, walking around the shop floor, checking stock, so they need a solution that fits their routine and patterns. The SwiftCloud mobile B2B app gives them just that. They can place orders at any time, reorder from their purchase history or shopping lists with ease, and generally make their jobs easier and more efficient.
“Users can see at the tap of a button what stock levels are available, detailed product information, pricing and offers, at a time and place that suits them.”
SwiftCloud is constantly evolving, it’s designed to grow with customers rather than stand still. Recent developments include an email ordering module that converts emails orders directly into electronic resource planning (ERP) systems, and PO authorisation to manage approvals in one place.
A BCP spokesperson comments: “We’re seeing far more wholesalers looking at where automation can make a genuine difference to efficiency and cost control.
“Automation used to be viewed as something only the largest operators could really benefit from, but that’s changing. There’s now a much wider range of options available, and many SMEs are starting to look at automation in a commercially realistic way. That might include robotics or goods-to-person systems in the warehouse, automated ordering and pricing, or other tools that reduce manual handling and repetitive tasks. However, as with any investment, it comes down to ROI. If it helps reduce costs, improve accuracy and maintain the level of service customers expect, then it quickly starts to make sense.
“There’s also a growing focus on resilience across the sector. Many wholesalers want operations that are more consistent and less dependent on manual processes, and that’s where automation can really help. Done properly, it allows businesses to scale in a steady and sustainable way.”
There’s a lot of interest in AI and machine learning across wholesale at the moment, with focus on where it can add value in day-to-day operations. One of the clearest benefits is the time it can save. It can significantly reduce the time it takes to work through large amounts of information and produce something useful from it. It is starting to be used to bring customer, product and ordering data together, helping wholesalers better understand buying behaviour and tailor the experience they offer.
As a result, people can reach conclusions more quickly or develop ideas further. However, the output is always dependent on the data it has to work with. If the information going in isn’t accurate or complete, the results won’t be either.
Many wholesalers are exploring technologies like AGVs and mobile robots as they continue looking for ways to improve efficiency and accuracy within the warehouse. Labour pressures and rising costs are key drivers behind this, along with the need to keep operations running smoothly as volumes grow.
However, for wholesalers interested in implementing these kinds of solutions, the key focus is making sure their core systems and warehouse processes are ready to support that level of automation when the time is right. Having the right WMS foundations in place makes it much easier to introduce more advanced technology in a controlled and commercially viable way as accessibility improves and return on investment becomes clearer.
Ongoing price sensitivity is still feeding through into ordering patterns. Retailers are watching what sells more closely and adjusting their ranges more often, which can make demand less predictable and puts more pressure on wholesalers to stay responsive.
There’s also been a continued move towards smaller, more frequent purchasing. Retailers are holding less stock and topping up more regularly, which places greater emphasis on availability and reliability from wholesalers.
Demand for clear product information hasn’t gone away either. Shoppers are more conscious of ingredients, provenance and allergens, and that means retailers need accurate, consistent information they can rely on and pass on with confidence.
None of this is entirely new, but the pace at which buying patterns can shift means wholesalers need to stay close to demand and be ready to respond quickly when it does.
“It comes down to having a clear view of what customers want, what can be supplied and when. When that information is accurate and shared across the business, it’s much easier to respond quickly and avoid missed sales,” adds the spokesperson.
“Sales, operations and warehouse teams all need to be working from the same picture. If one part of the business doesn’t have the right information, opportunities are easily lost and service becomes inconsistent.
“Reliable data and systems make that visibility possible. When information is easy to access and trust, orders move more smoothly, errors are reduced and teams can focus on fulfilling demand rather than resolving issues.”
BCP focuses on making it easier for customers to buy and easier for wholesalers to manage demand. When ordering is straightforward, stock visibility is clear and pricing and promotions are consistent, it naturally supports higher order frequency and basket value.
By bringing ecommerce, ERP and warehouse systems together, wholesalers have a clearer view of customers, products and performance. That allows them to respond quicker, spot opportunities and support their customers more effectively.
Most of the work is about removing friction. When customers can find what they need, trust the information they’re seeing and order without delays, sales tend to follow.
Mark Combie, Head of Delivery at Sherwen Studios, comments: “There’s no doubt that wholesalers have noticeably accelerated their automation efforts over the last few years, and that has a significant impact on workplace efficiency.
“What we’ve noticed is that many of the processes that were historically siloed, manually run, or heavily reliant on spreadsheets and email chains have now undergone a full digital transformation. This shift to new systems has helped modernise and centralise the core operational activities that wholesalers depend on.”
The most significant benefit of automation is how wholesalers can manage product data for promotions, new product development and commercial changes.
By moving these activities into structured digital systems, wholesalers have been able to automate their commercial rules, streamline change-management processes, and significantly reduce the risk of data duplication or error. This strengthens data integrity while also making it far easier to maintain commercially viable margins, conduct negotiations, and manage approval workflows.
Ultimately, automating these previously manual steps is having a material impact on improving operational efficiency across the entirety of the wholesale sector.
“For the most part, I’d say the potential of AI and machine learning remains largely untapped within the wholesale industry. That’s because many wholesalers are still in the early stages of laying the foundations that they need before they can fully take advantage of AI, automation and machine learning,” adds Combie.
“Until now, systems and processes have been managed manually and built on spreadsheets. Therefore, these outdated systems need to be migrated to centralised digital platforms before they are ready to move to the next stage.
“However, the good news is that those digital transformation programmes currently underway (or in the early stages) will be designed with AI and machine learning in mind. From the initial design and build, everything will be calibrated to ensure these new systems provide a consistent, centralised, and accessible data source and point of truth.”
Once that core transformation takes place, AI and machine learning can thrive. From there, wholesalers will be ready to accelerate their use of predictive analytics, intelligent automation, and insight-driven decision-making.
In the B2C retail environment, there are many emerging consumer trends which could filter down to the wholesale sector.
One trend that could be relevant to wholesalers in the near future is the growing use of agentic commerce. This is where intelligent systems act on behalf of customers and businesses. Emerging technologies are now using AI agents to source products, complete transactions, and manage post-purchase interactions without human intervention.
“We think this will become even more relevant when it’s combined with new information filtering from the Google Universal Commerce Protocol (UCP). The idea is that any AI agent that understands UCP can interact with any compliant merchant or platform without bespoke coding or integration work. This interoperability reduces the technical burden on businesses and encourages broader participation in agent-enabled experiences,” says Combie.
Agentic commerce will change how customers interact with retailers, and the strategic value of UCP will almost certainly have a wider impact on supply chains and inventory visibility.
“We might be in the early stages of innovation in agentic commerce and UCP, but this potential is already influencing search engines, marketplaces, and large platforms. However, as with other forms of technological advancement in the retail industry, I expect the uptake of these trends to be slower in the wholesale sector. The B2B environment tends to have more complex buying requirements, established trading relationships, and operational dependencies, which naturally lengthen implementation timelines,” continues Combie.
“However, this is a space worth watching, because the underlying principles could eventually impact how wholesalers connect with their customers.”
Food waste reduction platform Gander has announced a new integration with ShopMate, one of the UK’s leading EPOS providers.
The integration enables ShopMate retailers to connect seamlessly with the Gander platform, making it easier for stores to identify reduced-to-clear products and share live availability with local shoppers in real time. ShopMate currently provides EPOS services to more than 4,200 retailers across the UK and is widely used by independent convenience stores, many of which operate under a symbol brand. The new integration represents a significant opportunity to scale Gander’s impact across the convenience sector.
The integration also complements ShopMate’s existing connectivity with Snappy Shopper, helping retailers link EPOS, local e-commerce and waste reduction into a more joined-up digital ecosystem.
From a retailer perspective, the integration leverages the ShopMate handheld scanner and mobile receipt printer to quickly and simply identify products to be displayed with Gander, allowing stores to participate without disrupting day-to-day workflows.
Stacey Williams, Business Development Director at Gander, comments: “ShopMate’s scale and strong presence with the wholesalers makes this a really important integration for us. It significantly lowers the barrier for convenience retailers to access Gander and immediately start reducing waste, improving margins and engaging their local communities. This is exactly the kind of partnership that helps us accelerate adoption across the sector.”
The integration further supports Gander’s mission to help retailers reduce food waste while delivering affordability and value to consumers, using existing systems and real-time data rather than manual processes.
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