Many B2B distributors recognize the need for digital transformation but struggle to see tangible benefits. Despite investing in eCommerce platforms and ERP systems, they often face challenges such as:
Siloed Data & Legacy Systems – Outdated infrastructure prevents seamless integration between sales, inventory, and customer interactions.
Slow Adoption by Customers & Sales Teams – Traditional sales relationships dominate B2B transactions, and customers often hesitate to shift to digital self-service.
Poor eCommerce Experience – Clunky interfaces, slow load times, and a lack of personalization drive customers away from online ordering.
Limited Use of AI & Automation – Distributors fail to leverage AI-driven insights, predictive analytics, and automated processes to enhance efficiency.
No Clear ROI Tracking – Without proper key performance indicators (KPIs) and continuous optimization, digital transformation efforts stagnate.
If these roadblocks sound familiar, you’re not alone. Fortunately, the partnership between Aktion Associates and Unilog offers a powerful solution to help distributors unlock the true potential of digital commerce and drive revenue growth.
How Aktion Associates and Unilog Solve the Digital Commerce Puzzle
Integrated Technology for a Seamless Digital Experience
One of the biggest hurdles in B2B digital transformation is the lack of integration between eCommerce platforms and ERP systems. Aktion Associates, a leading provider of IT solutions for distributors, partners with Unilog to bridge this gap.
Seamless ERP & eCommerce Integration – Unilog’s robust eCommerce platform integrates directly with Infor CloudSuite Distribution, Infor A+, and other leading ERP solutions provided by Aktion Associates.
Real-Time Inventory & Pricing Sync – Ensure customers always see accurate product availability and contract-specific pricing online.
Unified Customer Data – Connect sales, marketing, and customer service for a 360-degree view of customer interactions, enabling better decision-making and personalization.
Enhanced Customer Adoption & Sales Team Enablement
One of the biggest myths in B2B eCommerce is that a digital platform will replace sales reps. In reality, digital commerce empowers sales teams and improves customer relationships.
Sales Team Empowerment – Unilog provides AI-driven insights that help sales reps suggest the right products, automate reorders, and create a more consultative sales approach.
Hybrid Buying Experience – Customers can seamlessly move between self-service ordering and rep-assisted sales, reducing friction and boosting engagement.
Training & Onboarding Support – Aktion and Unilog help distributors train their sales teams on how to use digital tools to increase—not replace—customer interactions.
Superior User Experience to Drive eCommerce Adoption
A major reason why many B2B eCommerce platforms fail is a poor user experience. Unilog solves this by delivering a B2C-like shopping experience tailored for B2B needs:
Fast, Mobile-Optimized Websites – Ensure quick load times and mobile-friendly interfaces for easy ordering on any device.
Personalized Product Recommendations – Use AI-driven insights to suggest relevant products based on purchase history and browsing behavior.
Flexible Order Management – Customers can place bulk orders, schedule repeat purchases, and track shipments in real-time.
Robust Search & Navigation – Advanced search filters help customers find the right products quickly, reducing friction in the buying process.
AI, Automation & Analytics for Smarter Operations
With Aktion Associates’ expertise and Unilog’s cutting-edge technology, distributors can harness AI and automation to improve efficiency and customer experience.
Predictive Analytics for Inventory Management – Avoid stockouts and overstock by leveraging AI-driven demand forecasting.
Automated Order Processing – Reduce manual work with AI-powered workflows that streamline order approvals and invoicing.
Chatbots & Self-Service Portals – Enhance customer support with AI-driven chatbots that provide real-time order tracking and FAQs.
Customer Engagement Analytics – Track digital engagement, identify purchasing patterns, and refine marketing strategies for better ROI.
Measurable ROI with Data-Driven Strategies
To ensure digital transformation success, it’s critical to track the right metrics. The Aktion-Unilog partnership helps distributors define and measure key KPIs, including:
% of Revenue from eCommerce – Track how much of total sales come from digital channels.
Customer Retention & Engagement – Monitor repeat purchases, time spent on site, and engagement with digital tools.
Operational Cost Savings – Measure efficiency improvements through automation and streamlined order processing.
Sales Team Performance Metrics – Assess how digital tools improve sales rep productivity and deal closure rates.
Real-World Success: How Distributors Are Winning with Aktion & Unilog
Distributors across industries have transformed their businesses with the Aktion Associates and Unilog partnership. Here are a few examples of real-world impact:
✅ A national industrial supplier increased online sales by 300% within six months after launching a fully integrated eCommerce platform with Unilog and Aktion’s ERP expertise.
✅ A wholesale electrical distributor reduced order processing times by 40% by automating workflows and leveraging AI-powered recommendations.
✅ A building materials distributor improved customer retention by 25% by offering a seamless self-service ordering experience and personalized product suggestions.
The Future of B2B eCommerce is Here—Are You Ready?
Digital transformation is no longer optional—it’s a competitive necessity. With the right technology, strategy, and support, B2B distributors can successfully transition to a digital-first model without losing the personal touch that sets them apart.
Don’t let outdated systems and fragmented digital strategies hold you back. Contact us today and take the first step toward a smarter, more profitable B2B commerce future!
The distribution industry is evolving rapidly, making eCommerce a necessity for B2B success. Distributors must embrace digital transformation to meet customer expectations and stay competitive. Here are the top trends shaping B2B eCommerce in 2025—and how Aktion Associates and Unilog can help you stay ahead.
Rise of B2B Marketplaces
Distributors are leveraging platforms like Amazon Business and Alibaba but need to maintain control over pricing and customer data.
Solution: Unilog enables branded online storefronts, while Aktion ensures seamless ERP integration to help distributors retain ownership of their customer relationships.
AI-Powered Personalization
B2B buyers expect AI-driven product recommendations and tailored experiences.
Solution: Unilog’s AI-powered search and personalization tools enhance the buying journey, while Aktion ensures real-time inventory and pricing updates.
Omnichannel Selling & Seamless Experiences
Customers engage across multiple channels and expect a frictionless experience.
Solution: Unilog’s omnichannel capabilities integrate with ERP systems via Aktion, ensuring consistent pricing, inventory, and order history.
Self-Service Portals & Digital Buying
Buyers prefer self-service over speaking with sales reps.
Solution: Unilog provides self-service portals for real-time order tracking and quote requests, while Aktion ensures ERP integration for accurate data.
Subscription & Auto-Replenishment Models
Automated reordering boosts loyalty and revenue.
Solution: Unilog supports subscription-based purchases, with Aktion syncing these transactions to Infor CloudSuite Distribution for smooth fulfillment.
Faster Fulfillment & Logistics Optimization
Same-day and next-day delivery are becoming standard.
Solution: Unilog integrates with 3PL providers, while Aktion optimizes warehouse management through ERP integration.
Solution: Unilog’s dynamic pricing tools adjust based on demand, with Aktion ensuring seamless updates within your ERP system.
Enhanced B2B Payment Options
Flexible payment solutions like BNPL, digital wallets, and ACH improve cash flow.
Solution: Unilog integrates with leading payment gateways, while Aktion ensures accurate ERP transaction recording.
Sustainability & ESG Compliance
B2B buyers prioritize eco-friendly and sustainable business practices.
Solution: Unilog highlights sustainable products, while Aktion integrates ESG tracking into ERP systems.
Full ERP & ECommerce Integration
Disconnected systems cause inefficiencies and lost revenue.
Solution: Aktion specializes in Infor CloudSuite Distribution integration, ensuring real-time data flow between Unilog’s eCommerce platform and back-end operations.
Future-Proof Your ECommerce Strategy
ECommerce is essential for distributors aiming to scale and stay competitive. With Unilog’s advanced B2B eCommerce platform and Aktion’s ERP expertise, you can optimize efficiency, improve customer experience, and drive revenue growth.
Boost your eCommerce strategy today. Contact Aktion Associates to learn how Unilog and Infor CloudSuite Distribution can future-proof your business.
Join Brian Lombardo, Unilog’s SVP, Channels & Partners, to see how Unilog’s connected product content and commerce solutions can help you compete today and provide a platform for growth in the future. During his presentation, you’ll see a live demo of the Unilog platform and learn how businesses are driving growth in the digital marketplace with eCommerce solutions built for their industry.
