Digital Shelf Analytics for B2B and Wholesale Channels

Your products sell through more than consumer retail. We help brands track, optimise, and grow their performance across wholesalers, trade platforms, and B2B channels with the same rigour you expect from your B2C analytics.

The B2B digital shelf is changing fast. Most analytics providers haven't noticed.

B2B ecommerce across Europe now exceeds $1.3 trillion in annual gross merchandise value, and it is growing at more than 10% year on year. Wholesalers like Booker, Bestway, Metro, and Bidfood have invested heavily in their digital platforms, with some now conducting over 80% of transactions online. Trade channels like Screwfix and RS Components have built digital experiences that rival the best consumer retailers.

For brands, this creates a growing challenge. The same product content, search visibility, and availability questions that matter on Tesco or Amazon also matter on Booker, Parfetts, or Lyreco. But the B2B digital shelf has its own complexity: password-protected catalogues, trade-specific assortments, case-size configurations, and buyer behaviours that look very different from the consumer shopping journey.

Most digital shelf analytics providers focus exclusively on consumer retail. We don't think that's good enough. If a meaningful share of your revenue flows through wholesale and trade channels, you need visibility there too.

B2B is not just B2C with bigger pack sizes

The fundamentals of digital shelf analytics apply in B2B just as they do in consumer retail. But the execution is different in ways that matter. Here's what we see across the wholesale and trade channels we track.

Search behaviour is more functional

B2B buyers tend to search directly for what they need. Searches are more likely to include brand names, pack sizes, and case quantities rather than the category-level browsing you see in consumer retail. This means search optimisation in B2B requires a different keyword strategy, and the brands that get it right gain a meaningful advantage.

Product content is often underdeveloped

Many B2B platforms still have limited product detail pages compared to consumer retail. Fewer images, less structured content, and minimal use of enhanced or rich media. This is changing as wholesalers invest in their digital platforms, but right now there is a real content gap between B2C and B2B for most brands. That gap represents both a risk and an opportunity.

The buyer's decision-making is different

In wholesale, buyers often evaluate products on margin, case cost, and logistical practicality alongside brand preference. Features like price mark packs, profit-on-return indicators, and volume discounts are part of the digital shelf in ways that have no B2C equivalent. Understanding what drives conversion in B2B requires a different lens.

Access isn't always open

Many B2B and wholesale platforms sit behind password-protected logins, with pricing and availability visible only to registered trade customers. This makes monitoring more complex, but it doesn't make it any less important. We work with our clients to access these environments and provide the same quality of tracking you would expect from any open retailer site.

Your B2B Challenges, Solved

"We track our B2C performance well, but we have no visibility on how our products appear across wholesale channels"

Our approach: We extend your digital shelf monitoring to cover B2B and wholesale platforms alongside your consumer retail partners. One dashboard, one set of metrics, a complete view of your performance across both channels.

"Our product content on wholesale sites is inconsistent and often outdated"

Our approach: Our content tracking identifies gaps and inconsistencies across your B2B listings, helping you prioritise where improved content will have the greatest impact on visibility and conversion.

"We sell through both consumer retail and wholesale, but we manage them separately and can't compare performance"

Our approach: Our platform gives you a unified view across B2C and B2B channels, so you can identify where performance differs, understand why, and take targeted action in each channel.

"Our competitors seem to have better visibility on wholesale platforms, but we don't know what they're doing differently"

Our approach: We track competitor presence and performance across B2B channels, giving you the same competitive intelligence in wholesale that you rely on in consumer retail.

Broad B2B coverage across verticals and markets

We already track a significant number of B2B and wholesale platforms as part of our coverage of 3,000+ retailer websites across 70+ markets. Our B2B coverage spans multiple verticals and channel types.

Grocery and FMCG wholesalers (e.g. cash and carry, delivered wholesale, symbol groups)

Foodservice and HoReCa distributors

Trade and DIY platforms

Office supplies and business consumables

Electronics and component distributors

Pharmaceutical and healthcare distributors

Our proprietary technology is built to handle the complexity of B2B environments, including password-protected catalogues, trade-specific product configurations, and pricing structures that differ from consumer retail. If a B2B platform is important to your business, we can almost certainly track it.

B2B capabilities that complement your sector focus

B2B is not a separate vertical. It is a channel dimension that runs across the sectors we already serve. Whether you are a consumer electronics brand selling through trade distributors, a beverages company managing wholesale alongside grocery retail, or a healthcare brand navigating pharmaceutical distribution, we bring B2B into your existing digital shelf strategy.

Beverages and FMCG

Wholesale is a significant revenue channel for impulse categories. We track performance across major UK wholesalers and European cash-and-carry platforms, covering trade-specific dynamics like price mark packs, case configurations, and wholesale-exclusive product lines.

Consumer Electronics and Trade

From Screwfix and RS Components to specialist electronics distributors, the trade channel is an important part of the picture for many electronics brands. We track product content, search visibility, and availability across these platforms.

Pharma, Healthcare and Office Supplies

Pharmaceutical distribution and office supplies have some of the most complex B2B digital environments, with strict compliance requirements and deeply segmented customer pricing. We help brands maintain visibility and content quality in these demanding channels.

What You Get With eStore

Complete Channel Visibility

See how your products perform across both B2C retail and B2B wholesale in one unified dashboard. No more blind spots in channels that contribute meaningfully to your revenue.

AI-Powered Action Plans

Our platform identifies what needs fixing across your B2B listings and prioritises actions based on potential impact. The same intelligent, action-oriented approach we bring to consumer retail, extended to wholesale and trade.

Expert Partnership

B2B channels have their own dynamics and complexity. Our team understands these nuances and works as an extension of your team to help you navigate the wholesale digital shelf with confidence.

Frequently Asked Questions

Do you cover the same metrics in B2B as you do in B2C?

We track the core digital shelf fundamentals across both channels: product content quality, search visibility, availability, and competitive positioning. Some B2B-specific metrics (such as case configuration accuracy and trade pricing indicators) are also tracked where the platform supports them.

How do you access password-protected B2B platforms?

We work with our clients to obtain the necessary credentials and access for each B2B platform. This is a standard part of our onboarding process and ensures we can provide the same depth of tracking in B2B as we do in open retail environments.

Can I see B2C and B2B performance side by side?

Yes. Our platform provides a unified view across all the retail and wholesale channels we track for you, so you can compare performance, identify gaps, and prioritise actions across both channels in one place.

Which B2B platforms do you currently track?

we cover a significant number of B2B and wholesale platforms across the world, but in particular in UK and Europe. If there is a specific platform that matters to your business, talk to us and we can confirm coverage or discuss adding it.

Is B2B tracking included in my existing subscription?

B2B platform coverage can be added to your existing eStore subscription. Speak to your account manager or contact us to discuss how B2B tracking fits into your current setup.

Ready to see the full picture?

If wholesale and B2B channels are part of your go-to-market strategy, they should be part of your digital shelf analytics. Talk to us about extending your eStore coverage to include the B2B platforms that matter to your business.