Global supply chain disruption, rapid technological evolution, and changing buying and selling habits – wholesale distributors have had to deal with some rapid and radical changes over the past couple of years.
The question is: Where to from here? What’s happening in the industry right now, and what can you expect next?
Here we give you our top 10 wholesale distribution trends for 2026 and beyond.
- Learn more: Handle your wholesale orders with confidence
1. Industry Economic Trends And An Outlook For The Future
The wholesale sector continues to recover steadily, with global wholesale market growth expected to rise from $60.1 billion in 2025 to $63.7 billion in 2026, representing at 6% CAGR (Compound Annual Growth Rate).
Distributors could face a major shift in leadership expectations. In 2026, intuition-only decision-making is considered obsolete, with distribution leaders increasingly required to justify strategy through real-time data and analytics rather than experience alone.
Manufacturers are increasingly looking to make sales direct to their consumers - PepsiCo, for instance, has launched its own websites to sell products directly to customers
2. Direct-to-Consumer Selling Continues To Rise
Manufacturers are deepening their investment in direct-to-consumer (D2C) channels, increasing competition for wholesalers. The global D2C ecommerce market is forecast to reach $6.5 billion in 2026, rising to $6.82 billion by 2035.
As D2C capabilities expand, manufacturers benefit from higher margins, direct customer relationships and streamlined fulfilment, pressuring wholesalers to define their value proposition through service, speed and specialisation.
Examples of manufacturers looking to sell directly to consumers are:
- PepsiCo – In 2020, PepsiCo launched PantryShop.com and Snacks.com to ship its products straight to people’s homes.
- Nike – In 2017, it showed the world the D2C trend was coming by slashing its 30,000 retail partners down to just 40.
The 2020 COV-19 pandemic exacerbated this evolution as companies have felt major constraints in the supply chain and used digital platforms to circumvent the restrictions.
In 2022, 64% of consumers worldwide made a D2C purchase – up 15% from 2019.
Technology such as dropshipping platforms, eCommerce website builders and the rise of social commerce – that is, selling directly on social media platforms – has all made it easier for manufacturers to connect to consumers without the same burden of setting up traditional retail and logistics.
How can wholesale distributors compete with D2C?
Wholesale distributors need to create points of difference to show it is better to utilise their services than to go it alone. That means your service must be fast, cost-effective and a delight for the customer. You'll find more on this below.
3. Value-Added Services Become Essential for Competitiveness
With manufacturers increasingly bypassing intermediaries, wholesalers must differentiate through services that add measurable value.
This includes:
- Technology-enhanced fulfilment and logistics – Technology-driven fulfilment and logistics tools give wholesalers an advantage in 2026. Automating pick-and-pack workflows, improving stock accuracy and using intelligent routing systems to help distributors deliver faster – with fewer errors. This technology reduces operational costs and increases service reliability.
- Enhanced forecasting and inventory accuracy – Improved forecasting tools and real-time inventory visibility allow wholesalers to anticipate customer demand more effectively and reduce disruptions caused by stockouts or overstocking. These capabilities position wholesalers as strategic partners who can stabilise their customers’ operations by providing accurate replenishment recommendations, areas where many manufacturers still experience gaps, especially when scaling D2C operations.
- Faster, more flexible delivery options – Speed, reliability and flexibility in delivery are becoming critical differentiators in 2026. Wholesalers with regional warehousing, multi-carrier integration and express fulfilment outperform manufacturers who lack established distribution infrastructure. By meeting customers’ expectations for shorter lead times, tighter delivery windows, and transparent order tracking, wholesalers provide an advantage that B2C brands can’t match.
- Pre-assembly, packaging or customisation – Offering pre-assembly, kitting, packaging or product customisation allows wholesalers to remove operational burdens for their customers. These value-added services streamline downstream processes and reduce labour costs for end users, making wholesalers indispensable. In markets where customers prioritise speed to shelf or require compliant packaging, these services can be a decisive factor in maintaining long-term relationships.
- Integrated supply-chain visibility – Providing end-to-end supply chain transparency significantly enhances trust and strengthens customer relationships. Manufacturers expanding D2C channels often struggle to deliver this level of visibility. Wholesalers that offer real-time updates, automated notifications, and integrated logistics data help customers plan better, reduce uncertainty, and maintain continuity during volatile periods.
In 2026, value-added capability is no longer an enhancement; it’s how wholesalers prove they remain indispensable.
With changes to wholesaling it's important for distributors to evaluate what problems they solve for their customers so they can prove their services are still valuable
4. B2B eCommerce Evolves – and Personalisation Becomes Non-Negotiable
B2B buyers now expect intuitive, personalised buying experiences equivalent to B2C retail. 80% of B2B interactions take place through digital channels, reinforcing the critical importance of ecommerce UX, data-driven customisation, and self-service environments.
Simultaneously, the 2026 B2B buyers are digital-first, self-directed and increasingly “rep-optional.” Buyers are comfortable executing complex purchases without sales-rep involvement.
The shift put pressure on distributors to tailor pricing, recommendations, and content uniquely to each customer.
5. B2B eCommerce Platforms Accelerate Digital Transformation
With ecommerce becoming buyers’ default channel, wholesalers must implement platforms designed specifically for B2B complexity - contact pricing, bulk ordering, multi-warehouse availability, flexible shipping, and customer-specific catalogues.
In 2026, platform choice directly impacts:
- Conversion rates
- Customer satisfaction
- Repeat purchases
- Operational efficiency
Distributors that adopt modern ecommerce infrastructure will gain a decisive competitive advantage in speed and scalability.
- Learn more: Unleashed’s B2B eCommerce Store
B2B eCommerce is growing - and is predicted to continue growing - meaning that finding the right platform for your online B2B sales is key
6. Omnichannel eCommerce Becomes the Standard
To quote McKinsey: ‘B2B buyers aren’t just moving to omnichannel. They’ve arrived.’
The shift towards fully integrated purchasing pathways is intensifying. The global B2B ecommerce market is projected to reach $36 trillion in 2026, making omnichannel capability essential for distributors wishing to remain relevant.
Customers expect frictionless movement between:
- Ecommerce stores
- Mobile experiences
- In-person interactions
- Video consultations
- Customer portals
What channels do B2B buyers prefer?
According to Sopro, 72% of buyer start their search online and review 11 pieces of content. 90% of B2B buyers use online channels as their go-to way to find new suppliers.
Research suggests your salespeople are still important in the sales process, but adopting additional eCommerce methods will give you the flexibility to deal with changing customer buying behaviour
7. Automation Becomes Foundational Across Wholesale Operations
Operational pressure is mounting. In 2026, distributors face stronger pricing pressures, labour shortages, tariffs and uncertainty, increasing the urgency for digital transformation.
- What is automation? Automation is the act of enabling certain systems – IT, physical, or both – to perform repetitive, menial tasks by themselves. Automation, in conjunction with machine learning, allows these tools to learn and become more efficient over time.
Investment in supply-chain AI is booming. The market is expected to grow from $9.94 billion in 2025 to $192.5 billion by 2034, demonstrating just how central automation has become.
For automated procurement to machine-learning-driving forecasting, wholesale operations are becoming leaner.
8. Warehouse Management Software Evolves with AI and Robotics
Warehouse operations are undergoing a major transformation. In 2026, warehouse automation is accelerating rapidly – driven by AI, robotics, and intelligent warehouse software working together to increase throughput, accuracy and flexibility.
Inventory management software is one such system growing increasingly popular among any organisations with a warehouse or warehouses to run – that is, a dedicated technology platform which helps track and optimise inventory, with features including:
- Batch and serial number tracking
- Auto assembly of kitsets and bundles
- Visibility over costs of goods sold and other financials
- Centralised supplier information
- Cloud-based infrastructure, so the software can be accessed anytime, anywhere, on any device
Learn more: Inventory Management Requirements: What It Takes To Get Set Up
A shortage of warehousing staff has proved a challenge for many wholesalers - and has pushed up wages in this sector
9. Supply Chain Resiliency Remains a Priority
In 2026, supply chains will remain volatile – driven by geopolitical tension, climate-related disruption and infrastructure bottlenecks. Recent disruptions in the Red Sea and Panama Canal contributed to 40% year-on-year increase in global container shipping costs, while escalating tariffs reshaped over $400 billion in global trade flows.
Distributors are responding by diversifying suppliers, increasing safety-stock levels, adopting real-time visibility platforms and restructuring logistics networks to reduce exposure. Resilience has become not only a defensive measure but a competitive differentiator for wholesalers who can maintain continuity when others cannot.
10. Going Lean Remains Key To Navigating Unpredictability
Lean operational models continue to be essential for navigating uncertainty. In 2026, wholesalers are using data-driven forecasting to reduce excess inventory, free up cash flow, and improve order accuracy. Many are transitioning to cloud-based SaaS systems to lower IT overhead and eliminate inefficiencies associated with legacy software.
Outsourcing non-core operations is also becoming more common, allowing internal teams to focus on value-creating activity. By reducing waste, eliminating redundant processes, and increasing agility, lean practices help wholesalers adapt rapidly to market stocks and customer demand shifts.
What are some common lean business practices we’re seeing?
- The use of analytical demand forecasts. These help to predict when and where you’ll require stock. This reduces the chance of stockouts or buying too much inventory that can’t be sold.
- Switching to a just-in-time (JIT) inventory model. This reduces the amount of stock taking up shelf space, meaning less cash is tied up in your stock on hand.
- Reducing IT costs to free up cash and labour tied to legacy on-premise systems. Moving to a cloud-based SaaS system is one solution. Instead of a major up-front and ongoing investment, a SaaS IT system becomes an operational expenditure – it’s basically just a software subscription.
- Tracking deadstock. This helps you get rid of items you just aren’t selling, and stop purchasing goods that you’ll struggle to distribute.
- Outsourcing activities that your business isn’t efficient at. You can team up with other specialists to access their expertise in these areas, while your in-house staff get to focus on what they do best and provide real customer value in those areas.
Want to respond faster to market shifts?
Unleashed’s inventory management software gives wholesalers real-time inventory visibility, accurate forecasting and the operational control you need to adapt with confidence.
Start your 14-day free trial.
