Data is the new lever of Commerce
The wholesale sector is undergoing a crucial transformation. Where the industry once thrived on craftsmanship, relationships and logistics, the new differentiator is unmistakable: data. In the coming years, it won’t be physical stock but the quality of information that determines who delivers, who remains compliant and who wins business.
Yet for many wholesalers, that very data is the biggest challenge. Digitalisation, originally intended to streamline processes, has often created complexity instead. ERP systems, webshops, supplier portals and Excel files form a fragmented landscape where data becomes scattered, outdated or unreliable.
The question is no longer whether digitalisation is necessary, but how wholesalers can regain control over their data.
From Inventory to Information
The role of the wholesaler is fundamentally shifting. Where physical distribution once sat at the core, information management now takes centre stage: accurate, up-to-date and complete data about products, customers, pricing and stock.
New European regulations, such as the Digital Product Passport, accelerate this shift. Data is no longer just a competitive advantage; it is becoming a legal obligation. Information on provenance, sustainability and product specifications must be transparent, structured and trustworthy.
The wholesaler of tomorrow is therefore not only a supplier of products, but also a supplier of information.
The Power of Connection
In recent years, many organisations have invested in new software to gain control of their processes. But in practice, that abundance of systems is often the problem. They operate side by side, speak different languages and require manual maintenance.
The next step in digitalisation is therefore not more software, but connection: linking existing systems so data can flow freely and remain up to date everywhere.
By managing data centrally and exposing it via APIs, wholesalers can create a true single source of truth, one reliable foundation for all processes. This forms the basis for scalability, automation and innovation.
From Middleman to Data Hub
The modern wholesaler is evolving into a data hub within the supply chain. Information about availability, pricing and sustainability no longer moves in one direction, but flows in real time between suppliers, partners and customers.
Those who master these flows can respond faster to market shifts, introduce new services, and even operate predictively. Think of automated purchasing, data-driven advisory services, or real-time delivery insights.
Data becomes a lever for growth, efficiency and collaboration, no longer a byproduct of operations.
Artificial Intelligence as an Accelerator
The rise of artificial intelligence amplifies this development. AI systems can analyse, enrich, and translate product data, or help predict demand and stock levels.
But the same rule applies: without reliable foundational data, no AI model performs well. Only when data is correct and systems are connected can algorithms create value, from improving product information to automating orders or customer advice.
In practice, this means data quality is the most critical precondition for successful AI in wholesale.
Agility as a Condition for Growth
The market is moving faster than ever. Acquisitions, new regulations, or emerging sales channels demand flexibility. Yet many wholesalers still rely on rigid systems that are difficult to integrate or scale.
Companies that have centralised their data however, are far more capable of adapting. They integrate new business models more easily, comply with regulations more efficiently, and serve customers more effectively.
The divide between the traditional and the modern wholesaler is becoming increasingly clear: one struggles with data silos, the other builds scalable supply chains.
The new reality of Wholesale
The transformation of the wholesale sector is well underway. Data is no longer supportive, it is strategic. The value of an organisation depends less on physical flows and more on how it manages, shares and leverages information.
Technology companies like PLGGR play a catalytic role here. Not by adding yet another system, but by connecting what is already in place, making data reliable, accessible, and actionable, and helping wholesalers become future-proof.
The conclusion is clear:
The wholesaler who masters their data, masters the supply chain. And the one who masters the supply chain, shapes the future of commerce.
