When B2B buyers click "Where to Buy" on a manufacturer's website, the journey becomes fragmented.

Without a unified digital experience connecting manufacturers and their distributors, buyers navigate disconnected systems with varying capabilities. This friction sends them searching for easier alternatives — often to competitors.

The result is clear: Manufacturers lose transactional visibility and miss sales at the crucial point of purchase, despite investing in driving traffic to their sites.

Forward-thinking manufacturers are solving this with unified commerce orchestration. This approach creates a seamless buying experience on the manufacturer's website while empowering distributors to fulfill orders — strengthening partnerships by opening a new, trusted digital channel that expands reach and captures additional sales opportunities for everyone.

In this guide, you’ll discover how to:

• Convert high-intent web traffic directly into sales instead of redirecting customers away.

• Gain insights into customer behavior and buying patterns across your entire distributor network.

• Strengthen distributor relationships and deliver digital enablement to your key partners.

• Turn your distribution model into a competitive advantage that meets modern B2B buyer expectations.