Distribution is a volume business. Your data problem scales with your supplier count — and the conventional answer (hire more people) stopped working when you hit 50 suppliers and 30,000 SKUs. There's a structural fix. It involves less spreadsheet, more AI.
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Responsible for the data pipeline — watching headcount grow while the backlog grows faster
Managing 200 supplier relationships, 200 different formats, and one understaffed team to handle all of it
Watching trade customers switch to competitors with better digital catalogues and faster availability data
Building a digital channel that can't compete while the product data quality is holding it back
Distribution is structurally different from retail. You don't control the product — your suppliers do. You can't make them adopt a standard format. You can't make them send data on time. You can't make 200 people use the same spreadsheet template the same way. So you've hired people to manage the chaos instead. And the chaos still wins, because it grows faster than the team does.
The trade customer problem is getting worse in parallel. B2B buyers don't call to ask about specs anymore — they search your digital catalogue, filter by voltage, motor type, IP rating, and certification, and buy on the spot. Or they find that your filters don't work, and they call your competitor instead. Your digital catalogue is now your first sales conversation. Most distributors are losing it before it starts.
And the industry standard data feeds — ETIM, BMEcat, GS1 — were supposed to fix this. They haven't. Standards adoption is patchy. Supplier compliance varies. And even when a supplier sends a valid ETIM feed, the mapping from their schema to yours is still a manual job. The standard creates structure. It doesn't solve the data problem.
Distributors typically arrive with one urgent problem. The others surface quickly once the first is fixed.
200 suppliers. 200 spreadsheet formats. One team cleaning all of it. SKU Launch replaces the spreadsheet process with a supplier portal that AI pre-fills from the supplier's own website — suppliers confirm, don't type. Your team receives structured, validated data. No cleaning required.
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AI enriches your entire catalogue overnight. Completeness goes from 52% to 93%. Your team reviews the exceptions — not the entire dataset.
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Your B2B customers know what voltage, certification, and IP rating they need. If your catalogue can't filter by it, they use a competitor's. Structured attributes fix this.
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The distributor who gets a new range live first takes the orders while competitors are still processing supplier spreadsheets. SKU Launch gives you that window.
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Every capability designed to handle the supplier count, SKU count, and complexity that distribution businesses deal with.
One link per supplier. AI pre-fills. Supplier confirms. Validated data, in days not weeks.
Explore →ETIM, BMEcat, GS1 — automatically mapped to your schema. The standard does its job. The gaps get filled by AI.
Explore →Entire catalogue enriched overnight. 80,000 SKUs. Confidence-scored. Reviewed by exception only.
Explore →200 supplier formats normalised to one schema automatically. No cleaning rules to write.
Explore →AI builds attribute schemas for any product category in minutes — including ETIM-aligned attributes for technical products.
Explore →Real-time completeness scoring across your full catalogue. By supplier, by category, by attribute.
Explore →Product pages that convert. Filters that work. Ranges that go live before the competitor's.
Read more →You're here.
Seller listings complete, accepted, and ranking. Attribute requirements enforced at the point of seller submission.
Read more →Book 30 minutes. We'll show you the supplier portal, the normalisation layer, and the enrichment run — using your product categories and your schema.
Product data enrichment that actually gets done — so your product pages convert, your search works, and your team stops living in spreadsheets.
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