From the outside, distribution seems simple. Buy product. Stock it. Take orders. Ship them out. Collect payment. As anyone in the industry knows, distribution is both essential and incredibly complicated. The complexity shows up everywhere.

Distributors have built their reputation on relationships, service, and an unwavering commitment to their customers. Those relationships remain a valuable asset, but in today’s digital era, relationships alone are not enough. In order to accelerate profitable and sustainable growth, distributors need to capture, connect, and act on the data behind those relationships.

If distributors want AI engines to “see” them as the expert source, they must evolve into trusted educators, data stewards, and solution partners. It is no longer just about visibility, it’s about becoming the recognized expert whose content, product data, and digital experiences are prioritized by AI-driven engines.

As OEM manufacturers and B2B companies increasingly explore eCommerce marketplaces, a strategic approach is essential to drive revenue growth, enhance customer experience, and maintain channel harmony.