Wholesalers and distributors across North America and Europe are optimistic about the years ahead. Our survey of 239 senior industry leaders found that 76% expect their growth outlook to improve over the next two to three years, yet only 31% are currently above revenue plan and 26% are above gross-margin plan. Seizing that opportunity will depend less on market momentum and more on commercial execution.
The findings also highlight missed cross-sell opportunities, limited discounting discipline, cost-to-serve pressures, and a gap between digital and AI ambition and scaled execution. Our 2026 report explores four practical commercial priorities for turning growth ambition into performance:
- Growing the right customers
- Capturing the right price
- Improving customer economics
- Scaling digital and AI where it pays
Discover how wholesalers and distributors can turn commercial strategy into measurable results with practical insights and recommendations from Simon-Kucher's 2026 report.
