The food and drink wholesale sector has always been competitive, but in today’s digital-first economy it’s become a full-scale battleground. It’s not just slick customer service or great value that pose a threat anymore. Now, you face a new kind of threat: not being seen at all. In a digital landscape, the biggest risk isn’t just being undercut – it’s being overlooked, writes Gavin Hands, B2B Ecommerce Expert at Oporteo.
Competition Has Changed — Have You?
Even long-established wholesalers now find themselves losing business to smaller or newer players who simply look better online and pop up at the top of their search. A slick user experience, high Google rankings, and real-time stock visibility can be more powerful than decades of reputation for customers who prefer to order online rather than pick up the phone. As Hands explains, “B2B buyers are searching online. If your competitors are showing up in those searches and you’re not, your customer journey ends before it even begins.”
SEO Isn’t Just for Retailers
An ecommerce platform that structures your product data properly, tags content accurately, and allows for rich, searchable listings can dramatically improve your visibility. Combine that with meaningful content like menu inspiration, interesting product guides, allergens information and chef-friendly descriptions and you start to climb the ranks.
“The takeaway is clear,” says Gavin Hands. “When product data is structured properly and supported by SEO best practice, wholesalers can massively increase their online visibility and that means more traffic, more enquiries and ultimately more customers and more orders.”
The Hidden Cost of Manual Ordering
There’s also the internal cost of not modernising. Manual order entry, clunky PDF catalogues, and phone-based account management are resource-intensive and error-prone. Every mis-keyed SKU, every missed upsell, is lost margin and impacts on your customer experience.
Whereas, digital self-service reduces admin load and increases customer satisfaction. Reorder templates, favourite lists, and personalised pricing all make life easier for your buyers. Smart search and AI-driven recommendations can increase basket size. “Ease of ordering isn’t just a nice-to-have,” says Hands. “It’s directly tied to loyalty. If your platform makes it simple for customers to buy what they need, they’ll keep coming back.”
Tech Can’t Replace Human Touch – But It Can Amplify It
None of this means abandoning the human side of wholesale. A modern ecommerce platform doesn’t replace your long-standing customer relationships; it supports and strengthens them. It frees your team from routine admin, giving them more time to focus on the personal service that sets you apart. “We always remind businesses: you’re not choosing between people and technology,” says Hands. “You’re choosing technology that empowers your people to do more of what they do best.”
What’s Holding Businesses Back?
If the case for modern ecommerce is clear, why are so many wholesalers still lagging behind? “One of the biggest misconceptions is that digital transformation has to be radical or overwhelming,” says Hands. “In reality, it often starts with the fundamentals: being visible, easy to buy from, and better integrated. The most important thing is to start with a solid system and keep the momentum of constant improvement.”
Looking Forward
The food and drink sector isn’t getting any less competitive. Margins are tight. Customer expectations are high. And the line between B2B and B2C continues to blur. That’s why platforms like Oporteo exist. Built specifically for the food and drink wholesale sector, with the tools and features businesses need to compete and grow in today’s digital economy.
Contact Gavin Hands on gavin.hands@bcpsoftware.com or call 07821668425
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