Many wholesalers have embraced automation in some shape or form to improve the efficiency of their processes.
Automation is widely used for tasks like order picking, stock replenishment, and invoicing, as well as automated scheduling systems to optimise delivery routes.
In addition, businesses are utilising Artificial Intelligence (AI) and Machine Learning (ML) solutions to help them work smarter, faster and in a more cost-effective way.
Matt Webber, Business Development Manager, BCP, comments: “There are still areas across a business where traditional paper-based methods linger, such as the returns process or marshalling, which could benefit from enhanced automation. However, with technology evolving rapidly, there are always opportunities to further refine processes and reduce manual workloads, particularly in the warehouse.
“Many businesses are now looking to robotics and other automation technology as these technologies become more widely available and cost-effective. We have seen significant progress being made with solutions such as Automated Guided Vehicles (AGVs), Autonomous Mobile Robots (AMRs) and Aerial Drones which are designed to boost productivity, enhance efficiency, and reduce costs.”
Wholesalers are increasingly recognising the immense value of their business and customer data, and how it can be used to shape operations and strategies. As a result, businesses are becoming more aware of the limitations of outdated business systems and are actively replacing them with more digital-first inventory solutions to collect, store, and analyse data more effectively.
These systems not only handle and process information more effectively but centralise operations and empower businesses with real-time insights into stock levels, demand trends, and customer preferences. This is crucial for making informed decisions that drive better business outcomes.
However, it is also essential to allocate resources for ongoing monitoring and management of data collection. When done correctly, this allows businesses to optimise stock levels, reduce waste, and respond quickly to market changes.
While some businesses have successfully integrated their sales channels, others still struggle with siloed elements or outdated platforms that limit their ability to deliver a seamless customer experience.
Technology is continuously advancing, offering tools that make it easier than ever to unify channels and provide customers with the flexibility they demand. Moving forward, wholesalers need to prioritise investment in systems that enable true omnichannel capabilities, ensuring they can meet customer expectations across all touchpoints.
“Consumer behaviour is shifting in several keyways. Healthy eating remains a dominant trend, with customers seeking nutritious options that align with their lifestyles. At the same time, cost-conscious buying habits remain on the rise. Many consumers are opting to save money on everyday purchases by choosing own-brand products while splurging occasionally on premium or branded items as a treat – think high-end coffee brands like Starbucks or Costa at service stations,” adds Webber.
“Additionally, there is a growing focus on product transparency. Consumers want to know where products come from, how they are made, and whether they align with sustainable practices. Information about recyclability, ingredients, and ethical sourcing is increasingly important. Wholesalers must be able to provide this level of detail, which is where a robust Product Information Management (PIM) system becomes invaluable.”
Jim De Jong, Senior Sales Manager at Software as a Service (SaaS) firm Adventoris, comments: “When engaging with new and potential customers, we find that there is usually some kind of simple automation in place, but legacy systems often require a paper element to progress to the subsequent stages. This disjointed approach can frequently lead to inefficiencies and errors being made as an order passes from one department to another. This is where huge improvements, and time and cost savings, can be made through products like SwiftCloud. It can integrate with any enterprise resource planning (ERP) system and unite departments and processes into one cohesive system with no opportunity for human error.
“We have seen a huge uptake in wholesalers embracing omnichannel, especially since the pandemic. While it’s not as necessary as it was in 2020, firms are realising that they are getting left behind if they don’t catch up, with competitors being able to offer sleeker, more effective alternatives that are totally flexible to a customer’s needs. That 24/7 access at the tap of a button, massively improves the customer experience as they can order from, and engage with you, on their terms, when they want to. Roughly 70 per cent of our customer base is in the wholesale sector, which is huge.”
Another trend is the drive for inventory management technology that integrates with ERP systems. Creating a fully integrated digital infrastructure has been incredibly beneficial for wholesalers to reduce downtime and improve efficiencies. For example, when SwiftCloud customer, Dayla Drinks, implemented SwiftCloud into its sales process, it was able to save 184 valuable work hours in one month alone, which meant that time could be spent on customer service and profitable upselling.
“We’ve been seeing a huge rise in demand for flexible supplier engagements. End customers are more and more keen to engage with their suppliers at times that suit them rather than being tied into specific order windows or sales visits. They do not want to be limited to certain hours to choose or place orders, nor do they want to be limited by location and hardware. They want an ecosystem that offers the least resistance to continuing their day to day lives, that can seamlessly integrate into their own routines,” adds De Jong.
“We’re increasingly hearing that customers are willing to pay more for an item via a supplier that offers this flexibility and convenience. This just goes to show the level of risk companies that don’t adopt these systems are open to; they might offer the best price but if the user experience isn’t up to scratch, they will lose out.”
Adventoris’ best-selling product remains its SwiftCloud B2B app which is a configurable branded B2B mobile sales app for distributors and wholesalers that allows their customers to view products, communicate and place orders, 24/7. Brands utilising SwiftCloud software have experienced savings of over 50 per cent in ordering time and have seen basket sales increasing by 15 per cent in the first year alone.
A wide range of additional modules are available to enhance the SwiftCloud platform, the most popular ones recently have been Push Notifications and Email Ordering, which reads email and pdf orders and filters them into the SwiftCloud system to be processed seamlessly with in-app orders.
Rob Mannion, CEO, b2b.store, comments: “There is a huge spectrum of wholesalers in the market, with some embracing technology and automation, and others still using the same paper-based processes that have served them well for so long. We’re increasingly seeing that see-saw tilt though, with more wholesalers understanding they need to be introducing digital automation across their business in order to keep up with the world around them.
“Each wholesaler is at a different stage of that journey, but what’s clear is the ones that are future proofing themselves are progressing further along that path.”
Wholesalers are embracing omnichannel sales, with almost all serious wholesalers now combining bricks-and-mortar sales with an online-ordering platform. Offering more ways for customers to shop with you is going to result in more sales and bigger basket sizes – this is consistently proved by b2b.store’s customers’ sales figures.
Just as in the consumer world, B2B customers prefer to shop in different ways, whether that’s exclusively online, in depot, or a combination of them both, so providing a joined-up, omnichannel experience is crucially important for a successful wholesaler to embrace.
Inventory management technologies are nothing new, but in b2b.store’s experience, the biggest challenge for wholesalers is finding a way to integrate all technologies together, so it works seamlessly. Without that joined-up approach, it’s impossible to centralise operations.
“At b2b.store, we have the capability to integrate our customers’ online-ordering platforms to their ERP systems, ensuring customer-facing services are aligned to internal processes. This is so important to an efficient business and getting it right has traditionally been a big drain on wholesalers’ resources, so this offering really sets us apart from other eCommerce providers in the sector,” adds Mannion.
“As we offer multiple services, making sure each offering works hand in glove with each other is also key. The creation of ProConnect Platform is central to this, with WhatsApp messaging and open banking capabilities underneath that umbrella, as well as an ability to integrate with CRMs and other relevant business technologies.”
The biggest consumer trend that continues to gather pace in the wholesale space is the use of WhatsApp in a B2B context. This has been steadily emerging with greater impact in the past couple of years, with big players such as Bestway enjoying a huge amount of success by using the messaging tool as a marketing and promotions tool.
With Bestway leading the way, several other wholesalers – and now suppliers – have started using WhatsApp to get higher engagement with their audiences. Each of these businesses are using platforms that work with the WhatsApp Business API, a more powerful, paid-for version of WhatsApp that offers significantly greater functionality than the free versions.
b2b.store’s ProConnect Platform is one of the most popular B2B WhatsApp solutions, mainly because it can be used for so many use cases relevant to wholesalers, such as sending supplier-sponsored promotions, generating sales leads, and signposting customers to online-ordering services.
ProConnect Platform is by far and away the most popular of b2b.store’s services as companies begin to embrace WhatsApp Business API in order to get greater engagement from their customers. WhatsApp’s message open rates dwarf those of other communication methods such as email and SMS, with customers seeing 188% higher opens compared to the industry average for email.
ProConnect professionalises wholesalers’ WhatsApp usage, with no limit on the number of people you can reach with a single, private message, advanced reporting, enhanced calls to action, and an ability to schedule and personalise messages with customer segmentation tools. ProConnect also integrates with CRMs and other systems to ensure it works seamlessly with existing business software and achieves the best possible results.
Henry Dewing, CEO of DueTrade, comments: “The industry is in transition. While many wholesalers still rely on traditional paper-based systems, there is a growing shift towards automated processing, driven by the need for efficiency and cost reduction. Platforms like DueTrade offer streamlined digital B2B ordering solutions that simplify processes, reduce errors, and enhance customer satisfaction.
“As B2B buyers increasingly expect the convenience they experience in B2C transactions, wholesalers are adopting omnichannel strategies to meet customer demands. From e-commerce platforms to mobile apps and traditional sales channels, omnichannel solutions enable wholesalers to provide a seamless, integrated buying experience.”
Many wholesalers are investing in advanced inventory management tools to optimise their operations. These technologies provide real-time data, demand forecasting, and centralised control, helping businesses reduce waste, manage stock levels effectively, and respond proactively to market trends.
Sustainability is a significant trend, with buyers seeking eco-friendly products and transparent supply chains. Additionally, personalisation and fast delivery are becoming essential, even in B2B markets. Wholesalers who can cater to these demands will have a competitive edge.
DueTrade is proud to be a leader in digital B2B solutions, helping wholesalers streamline their operations and grow their businesses. Its platform has seen a significant increase in adoption, reflecting the market’s shift towards digital-first strategies.
“Invest in digital transformation and focus on customer experience,” advises Dewing. “Wholesalers who embrace technology, streamline their supply chains, and adapt to consumer trends will thrive. Diversify your product offerings to meet emerging demands and remain competitive.”
DueTrade offers a robust suite of marketing resources, including co-branded campaigns, digital advertising, SEO optimisation for wholesalers using the platform, and data-driven insights to help wholesalers target the right audience effectively.
“Focus on convenience, transparency, and flexibility,” suggests Dewing. “Providing customers with an intuitive digital ordering experience, real-time inventory updates, and fast delivery options will drive sales. Leverage data to understand buying patterns and tailor your offerings accordingly.”
DueTrade partners with wholesalers to enhance their digital presence and streamline their ordering processes. The company provides training, technical support, and insights to help them succeed in the digital landscape, ensuring mutual growth and success.
Stacey Williams, Business Development Director at Gander, comments: “Gander is a great addition to a convenience stores’ toolkit, using technology to drive more sales and footfall through our reduced-to-clear local feed; all whilst reducing waste and doing something to save the planet.
“Investing in retail technology can have a positive impact on a stores’ shopper behaviour. As food prices have increased, adopting the Gander platform can really help bring new shoppers in and help promote your store as a value retailer.”
Gander uses real time technology to highlight reduced to clear food items. It has the ability to reach thousands of people in the vicinity of a store, allowing shoppers to drop in and pick up a great price on selected products while enabling retailers to reduce their food waste at the same time.
Gander uses real time information on reduced to clear food items, enabling local shoppers to save money on weekly food bills, whilst helping retailers reduce food waste.
Gander is a world-first, award-winning tech platform, created to reduce food waste and transform the spending habits of shoppers in independent convenience and forecourt stores.
As specialists in preventing food waste, Gander has become one of the fastest growing retail tech innovators since launching in 2019.
To date, Isle of Man based Gander has helped hundreds of retailers to successfully reduce their food waste, improve their bottom line, enhance their sustainability credentials and is saving millions of food items from going to waste.
The tech integrates directly with retailers’ POS, which enables retailers to automatically display to shoppers in real-time, all reduced-to-clear food on the shelves within their local store and allows local shoppers to save money on weekly food bills.
Gander does this automatically, meaning nothing changes in-store and no additional staff training is required. The platform allows the customer ultimate control over what reduced priced goods they search for, whether it is by location, favourite stores, reduction, food type and even dietary preferences. Gander was renominated for the prestigious 2024 Earthshot Prize last year.
Sustainability, as a fundamental and critical business practice, is here to stay. Forward thinking convenience retailers are embracing sustainable practices and technology as leverage for new growth, revenue and the potential to positively impact society. Retailers that engage will greatly benefit both their business and our environment.
Sustainability as a key business driver leads to a better brand image and competitive advantage, reduced business costs, higher productivity than other waste prevention solutions, reduced waste whilst also meeting future compliance and regulations.
“We ensure our technology not only drives efficiency but enables more people to access perfectly good food, pay less for that food, and prevent it from going to waste,” adds Williams. “In doing so, businesses will minimise their losses and gain more customers, whilst doing their bit to save the planet.”
Data from the Ganderlytics analytics platform, which is available to all independent convenience retailers, has shown that, on average, consumers save around 56% on reduced items they have spotted on Gander. “In order to make a long-term difference retailers need to identify what key areas they can make a difference to – now and in the future. They need to balance ambition with do-ability,” says Williams.
“By investing in retail technology, retailers can make a positive impact on their stores’ sustainability. Gander uses real time information on reduced to clear food items, enabling local shoppers to save money on weekly food bills, whilst helping retailers reduce food waste.”
Gander is committed to reducing food waste and helping consumers manage their shopping budget.
Tech innovation is central to helping prevent food waste and Gander’s pivot from app to SaaS, enables more food to be saved than ever before.
Alex Rimmer, Director Marketing & Communications at Jisp, comments: “Almost all wholesalers are using automated processing, there’s an expectation for that, there may be occurrences of paper-based systems still in use in smaller operators, but even they are becoming largely automated now.
“It’s clear to see, most wholesalers operate sales functions across a range of channels, a quick search will show websites, apps and social media-based sales opportunities alongside the more traditional channels. An omnichannel approach is becoming the rule rather than the exception to it.”
It’s long been acknowledged in retail that insights and data are the new fuel of the sector and wholesalers haven’t missed this either. They’re sophisticated operators and are embracing multiple ways of learning more about what drives their business.
“Understand your customers and market,” advises Rimmer. “Data and insights from your true customer base are essential with so much competition out there, it’s why we’ve launched Jisp Intelligence. Learning to utilise data and insights to tailor your operations and customer offer is a must. Personalisation is becoming more and more expected as people become accustomed to AI driven shopping apps, and this is influencing their expectations in more traditional buying scenarios.”
Matt Sherwen, owner of Sherwen Studios, comments: “If the last few years have been focused on digital transformations and implementing automation and machine learning into systems, now is the time for wholesalers to go back to basics.”
Technologies have undoubtedly improved matters for wholesalers, customers and suppliers. But if wholesalers want to maximise their sales, they need to periodically review that their fundamental processes are there to facilitate swift ordering and delivery, seamless communication, and deliver exceptional customer service.
“To maximise sales, wholesalers need to have the right tech in place that will seamlessly communicate between customers and suppliers, providing real-time delivery updates and easy ordering,” adds Sherwen. “Historically, wholesalers have opted for one-size-fits-all, off-the-shelf solutions, but these could be expensive, especially if you’re not using every single feature. For smaller wholesalers, we advocate for composable or headless commerce options which allow you to use third-party plugins and software to build the technical infrastructure that you need. You can tackle specific problems and find the right solution to those exact issues rather than trying to match your systems and processes to the built-in software within your current sales platform.”
For example, you can choose specific plugins which will improve communications with your supply chain, making it easier to track real-time delivery timescales or download sustainability credentials as part of your sustainability or environmental policies. You could choose specific customer-service plugins to improve your communications or implement a wider range of payment options within your checkouts.
By finding the specific solutions to the problems your customers are facing (rather than being stuck with what’s available within your infrastructure), it becomes easier to maximise your sales and deliver the experiences your customers expect.
Monitoring UX patterns and tracking customer behaviours is essential to improving your digital platforms and improving sales. Investing in UX strategies allows you to accurately see how customers are behaving and whether there are any specific or noticeable areas where customers are falling out of your sales funnel.
“It may be tempting to invest in AI chatbots to handle your customer service enquiries, but too often, poorly integrated chatbots prevent customers from having a good experience,” says Sherwen.
“Wholesale businesses need to have direct access to a customer or supplier’s data during each interaction to ensure that they are answering any questions effectively.”
While automation could direct queries to the correct department, it is important to establish what the need is from the very first micro-interaction. Suppliers might have questions about invoicing, or customers might be asking about delivery dates or refunds. Any delays in the customer service stream could be extremely costly for both customer and supplier, so speed and accuracy need to be prioritised in your customer service strategies.
“Within your communications, you need to showcase that you understand your customers/suppliers wants and needs,” advises Sherwen. “The easier you can make it to answer common questions (perhaps through informative FAQs) or facilitate quick access to human customer service agents, the better your service will be. Customers and suppliers will return to you if they feel they are getting genuine value for money, along with individual care and attention.”
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