The role of the wholesaler is changing rapidly. Manufacturers are increasingly skipping their traditional distribution channels and supplying directly to consumers or business end users. Switching suppliers is easier than ever. Digitization and innovation are necessary to remain relevant in the market.
It sometimes seems as if the role of wholesalers has become superfluous due to the development of B2B eCommerce. The arrival of marketplaces such as Amazon and Alibaba can be seen as a threat. But for wholesalers who have their eCommerce in order and who dare to take a critical look at their business model, it offers opportunities for further growth. That is why traditional wholesalers must make the transition to online.
According to a recent survey, one in three B2B buyers worldwide now buy at least half of their products on business-to-business marketplaces.
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