The New B2B digital sales channel

The B2B digital sales channel was so undeveloped before the pandemic, and has come to such prominence since Covid-19, that it really is a new sales channel.

Wholesale buyers never wanted to work digitally and resisted it for years, but in summer 2020 trade shows and showrooms were cancelled, buyer’s could not travel to see brands and sales reps could not physically meet buyers.

Since Covid-19 wholesale buyers have no choice, and they have learnt how to work digitally, and buyers have learnt fast!

A double edged sword: problem/opportunity

What started off as a problem has now been recognised and exploited by many brands as an opportunity.

Before the pandemic many buyers were resistant to being contacted by brands digitally, and it was very expensive to develop new points of sale. Whereas now, flexible and forward thinking brands have an extremely powerful and cost-effective channel to develop new markets globally.

The limitations of online marketplaces for B2B wholesale sales are pioneers in B2B wholesale commerce. We started our business in 2015, initially creating online marketplaces. However, we soon realised that online marketplaces for wholesale B2B sales only ever generate small orders. There are two reasons for this.

Building Relationships with Buyers is key

A buyer may make a single purchase on an e-marketplace, or place a small wholesale order. However, to attract larger orders it is necessary to build up a relationship with a buyer and to get their trust. The automation implicit in online marketplaces actually acts as a barrier and works against this happening.

5 billion internet users worldwide, 900,000 new internet users daily, average internet use 7 hours a day per person

With these staggering statistics, we can see that the chances of a brand attracting a new buyer through random web browsing is 5 billion:1 which is almost no chance at all: whereas, the importance of developing digital channels is increasing by almost 1 million new internet users every day.

Sales Methodology

Since 2015 we have developed and extended many parts of our business model to enable us to be effective in using digital channels to generate wholesale B2B orders for the brands we represent. Most of these involve an integrated marketing, sales and services wrapper that we deploy.

We didn’t know we had developed our own “sales methodology” until our clients started to point this out. Since then we have refined our approach and extended our reach to most countries and markets worldwide.

We will not share all of our experience, tools and working practices here, just the fundamental precepts on which our B2B wholesale sales methodology is based.


We always research the best stores and markets for each brand worldwide.


Although we now have a phenomenal network, we meticulously develop the plan for each brand on an individual basis.

No forward thinking brand can ignore the immense new opportunities that the B2B wholesale channel now offers. However, these opportunities can only be developed using research, targeting and by building long term relationship with buyers from the right stores for your product.

Please email us to set up an introductory meeting where we can review the business case for representing your brand: 

Or book a meeting here: specialise in the fashion industry, working with a large community of brands, qualified business buyers, agents and distributors.

Our proposition and services include:

Marketing | Showroom | Sales
Digital Transformation