Most distributors underestimate the value of the digital product data. It is no longer just a behind-the-scenes detail—it’s the lifeblood of a distribution company. Marketing, sales, operations, and customer trust all hinge on the quality, accessibility, and relevance of this data.
The problem is that many businesses remain anchored to a bygone era, relying on static print catalogs and clunky ERP systems to manage their offerings. This is not effective for digital means and how people buy today. Customers expect accurate, detailed, and easily accessible product information at their fingertips.
In this chapter, we’ll break down how distributors can transition from outdated ERP-driven product data to modern digital product management. We’ll cover why high-quality data matters, the common pitfalls of legacy systems, and the key steps to building a centralized, scalable product data strategy that supports both eCommerce growth and operational efficiency.
ERP data is great for pricing, inventory, and the data you need to get the product out to a customer. However, when it comes to eCommerce, the bar is much higher. Customers expect to be able to search, filter, via all the specs and data sheets, multiple images, and potentially much more.
The fatal flaw of distributors is they still live in the world of print catalog and ERP product data. This approach, once sufficient, is now a dead end in a world where customers demand instant, detailed, and dynamic information to make purchasing decisions. To stay competitive, distribution companies must embrace modern product data management. eCommerce platforms and product information management (PIM) software are much better for housing this kind of data.
Customers no longer flip through paper catalogs or wait for a sales rep to explain what’s in stock—they search online, compare options, and expect real-time answers. If your product data is trapped in an ERP system designed for internal tracking rather than customer-facing engagement, you’re already behind. Poor data leads to:
The stakes are high. Distributors who underestimate the value of their product data risk fading into irrelevance as digital-first competitors seize market share.
Category pages should have a solid grouping of products with attributes for filtering and other useful information such as inventory levels, potential arrival dates, and pricing.
This category page from SupplyHouse.com is a strong example of well-structured product data. Other distributors, such as partstown.com, zoro.com, and whitecap.com, also showcase effective product organization and search functionality. There are many well-optimized distributor sites, so a great way to find inspiration is to Google your top product categories and analyze which competitors rank highest. Additionally, exploring sites in related industries can provide insights into best practices for product data management.
This product page from Partstown shows you when it can ship, your price, and a lot of information around what models of product this part belongs to. It has 3D ability to spin and see the item in more detail and all the specs you need to see.
Modern product data management (PDM) isn’t just about digitizing a catalog—it’s about creating a centralized, flexible, and customer-centric system that powers every facet of the business.
Key characteristics include:
This isn’t a luxury—it’s the baseline for competing in a digital economy where buyers expect Amazon-like experiences, even in B2B contexts.
Making the leap from legacy systems to a modern PDM framework can feel daunting, but it’s a strategic investment with clear steps. Here’s how distributors can get started:
The transition isn’t without challenges. Cost is a big one—PIM systems and data cleanup require upfront investment, but the ROI in sales growth and efficiency quickly justifies it.
Resistance to change is another hurdle; legacy-minded staff may cling to familiar processes. Leadership must champion the shift, tying it to clear business outcomes like revenue or customer retention.
Finally, time constraints can stall progress—distributors often feel too busy to overhaul data. The solution? Phase it in, starting with high-value products or key accounts to prove the concept.
There are vendors like datax.ai who can help with those challenges. Data cleanup is a massive project and I suggest looking into third party vendors and cheaper offshore labor to help with these tasks.
Distributors who modernize their product data management don’t just keep up—they pull ahead. Customers find what they need faster, sales teams close deals with confidence, and operations run smoother. Digital channels—your website, marketplaces like Amazon or Alibaba, even social media—become powerful revenue drivers rather than afterthoughts. In a world where buyers reward clarity and speed, robust product data is the differentiator that turns a distributor into a market leader.
The era of print catalogs and ERP-centric data is over. Customers have moved on, and distributors must follow. Modern product data management isn’t a tech upgrade—it’s a business transformation that unlocks growth across marketing, sales, and operations. The question isn’t whether you can afford to make this shift—it’s whether you can afford not to.
If you're stuck with your digital transformation, speak with a Zaelab expert today to unlock new growth opportunities.
Get a pulse on the effectiveness of your B2B customer experience. Zaelab offers a complimentary benchmarking service to evaluate your B2B digital experience against direct and industry competitors.
Request a Proposal
