Your buyers come to your website ready to buy. Let them

Buyers research on your website, find the product they want, and then hit a dead end. A "where to buy" page sends them away — to distributors, competitors, or nowhere at all. The right approach keeps them on your site, connects them to your distributor network's real-time pricing and availability, and closes the sale where the intent already was.

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Airbus
Toyota Material Handling
STIHL
ABB
Carrier
Pain points

Sound familiar?

Buyers leave before they buy

High-intent visitors land on your website, find no pricing or availability, and leave. The intent was there. The sale wasn't.

Customer data lost

Once a buyer leaves your site, visibility is gone. No purchase data, no return tracking. The insights that should shape your strategy never reach you.

An inconsistent brand experience

Every distributor presents your products differently. Pricing, imagery, and product information vary across channels, leaving buyers with an experience that doesn't always reflect your brand standards.

The approach

Keep buyers on your site. Keep distributors in the loop.

  • Close where the intent already is

    Turn your brand website into a transactional experience. Buyers find the product, see real-time pricing and availability, and complete the purchase without leaving.

  • Distributors fulfill, you stay in control

    Your distributor network handles fulfillment. You set the standards, own the customer relationship, and decide how the experience looks and feels.

  • Own the data, shape the strategy

    Every transaction on your site generates insights. Who bought, what they bought, and when. Yours to use, not lost in a distributor's system.

  • Bring every distributor online

    Give your distributors the tools to participate regardless of their current digital maturity. One consistent experience for your buyers, across your entire network.

Resources
How ABB is elevating digital customer experience with a partner-fulfilled platform

How ABB is elevating digital customer experience with a partner-fulfilled platform

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How manufacturers can turn fragmented distribution channels into digital

How manufacturers can turn fragmented distribution channels into digital

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How manufacturers use D2C platforms to empower distributors

How manufacturers use D2C platforms to empower distributors

Read the article
By the numbers

Real results from manufacturers who took sales direct

220%

YoY online parts sales growth on Toyota Material Handling's eCommerce platform

100%

ABB doubled active users on their digital platform year-over-year in Brazil

50+

Distribution partners ABB connected to expand their assortment online

"With our marketplace platform, we transformed the digital customer journey at ABB Electrification in a way that everybody benefits."

Philippe Resnik

Global Marketplaces Lead, ABB

Frequently Asked Questions

Not if they're part of it. Distributors fulfill the orders and earn the revenue. You're not bypassing them — you're giving them a new channel to grow through.

Your distributor network's pricing and stock feeds directly into your website experience. Buyers see accurate, up-to-date information without leaving your brand environment.

You and your distribution partners do. Transactions happen on your website, so the customer data, the purchase history, and the ongoing relationship stay with you and the distributor fulfilling the order.

Yes. The approach is designed to handle network complexity. Distributors are onboarded progressively and assigned by region, product category, or customer account based on your existing agreements.

The buyer orders on your site. The right distributor receives the order automatically and ships directly to the buyer. From the buyer's perspective, it's seamless.

Every purchase generates data: who bought, what they bought, when, and where. That visibility is yours to use for product strategy, pricing decisions, and customer engagement.

The buyer pays on your website. Behind the scenes, technology automatically matches each transaction to the distributor that fulfilled it and reconciles the payment accordingly. No manual tracking, no spreadsheets, no settlement delays.

Turn your brand website into a channel that closes

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