The wholesale distribution industry is no stranger to pressure. Rising tariffs, supply chain volatility, labor challenges, and evolving buyer expectations are forcing distributors to rethink how they do business. And if you’re feeling the squeeze, you’re not alone.

Here’s the truth: customer behavior has changed – for good. Today’s B2B buyers want the speed and convenience they get from Amazon and other consumer sites, and they’re carrying those expectations into their day jobs. When a distributor doesn’t offer a seamless digital experience, it’s all too easy for customers to look elsewhere.

At Unilog, we’ve helped hundreds of distributors navigate this shift. We know it’s not just about launching a website – it’s about building a future-proof business that drives growth, protects your margins, and keeps customers coming back. Let’s unpack what that looks like.

Why Digital? Because the Old Way Just Doesn’t Scale

Phone orders, faxed quotes, manual entry – it all adds up to slower service, more errors, and higher costs. The numbers are staggering: the cost to process a manual B2B order can run $50–$150. With eCommerce? It drops below $25. That’s not just a small savings – it’s transformational.

Digitizing your ordering process means fewer mistakes, faster order turnaround, and less time spent by your team on repetitive tasks. When customers place their own orders online, accuracy improves, resulting in fewer returns, fewer customer complaints, and happier internal teams who aren’t stuck cleaning up mistakes. Your sales and service teams also benefit. Instead of spending their time typing up orders, they can focus on building relationships and growing accounts. The shift is immediate and powerful…and those are just the short-term wins.

Realize Growth That Compounds over Time

The longer-term benefits are where eCommerce really shines. Distributors with a strong online storefront report larger average order sizes, higher customer retention, and even the ability to attract entirely new customer segments they couldn’t reach before. Whether it’s a contractor searching Google for HVAC parts or a manufacturer needing fast access to safety supplies, eCommerce helps you show up – and stand out.

Platforms like Unilog’s CX1 eCommerce also support smart up-selling and cross-selling. That power tool order? Suggest batteries or safety gear before checkout. Customers appreciate the convenience, and you boost your average sale, making it a win-win situation. You’ll also gain insights into buyer behavior like never before. Which products are being searched for but not purchased? Where are customers dropping off in the order process? With data like this, you can adjust your offerings, marketing, and pricing in ways that drive smarter growth.

Stay Competitive – or Risk Getting Left Behind

Here’s a wake-up call: your competitors are already investing in digital. Some of the biggest names in distribution are now doing over 50% of their business online. Even traditional, relationship-heavy sectors like plumbing, HVAC, and janitorial supplies are seeing major eCommerce growth.

And let’s not forget Amazon Business. They’re grabbing billions in B2B sales every year, offering the kind of smooth, efficient experience buyers have come to expect. If you’re not offering that same ease – searchable catalogs, 24/7 ordering, fast reordering – customers may walk.

It’s not about replacing your sales team. It’s about empowering them with tools that make them more effective and ensuring your business is open and ready whenever your customer is ready to buy – even if that’s at 10 pm on a Sunday.

De-Risk Your eCommerce Journey

We get it – launching an eCommerce site can feel daunting. But you don’t have to go it alone. At Unilog, we specialize in helping distributors like you build and optimize digital channels with minimal disruption and maximum ROI. We’ll help you start small and scale smart, with solutions that integrate into your existing systems and workflows. No rip-and-replace. No confusion.

We’ll also ensure your internal teams are on board. Your sales reps? They won’t be sidelined. We help you align incentives so they benefit from online orders too. Your customer service teams? We give them tools to support customers more efficiently than ever. The result: happier employees and even happier customers.

Our approach focuses on people, process, and platform – in that order. Because your success isn’t just about technology. It’s about transformation.

Don’t Miss out on What’s Next

With reshoring and U.S. manufacturing expansion on the rise, enterprise buyers are looking for local suppliers who can integrate digitally into their procurement systems. If you’re not punchout-capable, you’re likely not even being considered. A strong eCommerce platform with punchout capabilities helps open doors to win new business, capture more wallet share, increase average order size, keep loyal customers, and differentiate your business from the competition.

In a time of economic uncertainty, eCommerce enables distributors to weather current challenges but also position themselves for future growth. We invite you to download our Comprehensive Guide for Implementing Your eCommerce Strategy which delves further into the topic, quantifying cost savings and efficiency gains and outlining risk mitigation strategies for a successful and low-risk eCommerce rollout. Packed with industry trends, buyer behavior statistics, as well as cross-vertical benchmarks and case examples, our guide equips executive decision-makers with data-driven insights and a clear business case for investing in eCommerce.

Let’s Grow, Together

Distributors across industries are discovering that eCommerce isn’t a nice-to-have – it’s a must-have. It’s a powerful lever for efficiency, customer satisfaction, and long-term profitability. And with the right partner, it doesn’t have to be hard.

Whether you’re just starting your eCommerce journey or looking to improve your current online offering, Unilog is here to help. Our CX1 Platform gives you connected product content, smart digital tools, and the flexibility to grow — all backed by a team that understands your industry inside and out.

Unilog is here to guide you every step of the way. We help distributors implement and improve their digital channels using our suite of connected product content and eCommerce solutions, tailored specifically for the distribution industry. Are you ready to see what’s possible? Contact us today to schedule a free consultation and see our solutions in action.