The Future of Product Data in IT Distribution: From Complexity to Competitive Advantage

Product Data Becomes the Digital Engine of the Channel

This short report is breakdown of how leading distributors are modernising product creation, governance and syndication – and why the PIM is becoming the core enterprise system replacing spreadsheet-driven processes.

Senior leaders from Exertis, Westcoast, GTDC, PAX8, CMS and more came together to explore how product data, AI and marketplaces will shape the next decade of IT distribution.

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Key Insights from Industry Leaders

From Spreadsheets to a Single Source of Truth

Exertis and Westcoast moved from fragmented spreadsheets to a central PIM—unlocking scale, automation and governance. Exertis increased product completeness from 6% to 96% after rebuilding their PIM implementation end-to-end

AI as the Next Infrastructure Layer

AI is becoming a force multiplier, expanding reseller coverage and transforming enrichment, attribution and solution selling. Leaders discussed the rise of specialised small language models and even the emergence of the AI distributor

Fixing Vendor Data & Accelerating Time-to-List

Distributors face messy, inconsistent feeds across tens of thousands of SKUs. The report outlines how organisations are using Pimberly and vendor portals to standardise data at entry, restructure products using GenAI, and unlock rapid range expansion without adding stock

Winning the Next Decade

Growth will come from selling more products across more digital channels—not raising prices. Product data becomes the engine for:

  • Better ranking & discoverability

  • Solution selling

  • Personalisation & AI-generated content

  • Marketplace expansion

If you’re interested in finding out more or watching the full recordings from the day download the report below. 

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