Why Distributors Need Better Product Data? with Caroline Ernst

If you think product content is just for eCommerce, think again. According to Caroline Ernst, Vice President of eCommerce Solutions at AD, product content isn’t a marketing asset, it’s the operational backbone of modern B2B distribution.

In Episode 4 of The B2B eCommerce Show, Caroline shared how AD is helping 1,400 independent distributors, many of them family-owned, digitize their businesses by starting with one critical foundation: better product data.

Here are the highlights.

Content Is Not a Project, It’s Infrastructure

Product content isn’t just for your website. It powers your ERP, your warehouse, your invoices, and your customer experience.

Distributors don’t just need clean data for product listings, they need it for internal processes like quoting, sourcing, logistics, invoicing, and customer support. Without standardized, accurate product data, business systems break down and scale becomes impossible.

ERP Data Is a Starting Point, Not a Strategy

Most distributors start with what they have, which is usually a messy ERP system.

• Duplicate SKUs
  
• Inconsistent titles and units
  
• Internal-only shorthand like “BL” for blue or black
  

This data may support internal transactions, but it fails customers and sales reps. Caroline emphasizes the need to normalize, standardize, and enrich that data before it drives digital tools like eCommerce or MDM platforms.

How AD Helps Independent Distributors Scale

AD, the largest North American buying group, built an internal digital content engine with over 7.6 million SKUs, ingesting product data from 6,000+ brands, normalizing it, and making it available to its distributor members.

In 2024 alone, AD processed over 13 million product updates, keeping their distributor network constantly current.

We act as an accelerator for our members. Without us, they’d be reaching out to 2,500 manufacturers one by one.

The Technology and Team Behind the Content

Caroline’s team offers:

• Data automation & enrichment (60% of SKUs are updated via AI)
  
• Custom PIM options for members
  
• Multilingual content (French Canadian, Spanish, and more coming)
  
• SKU associations for accessories, equivalents, and related items
  
• Digital success coaching, helping distributors deploy and use content effectively
  

Content Enables More Than eCommerce

Some members use AD’s product content just to power internal systems, like a company rolling 12 ERPs into one master system before launching digital platforms.

Others are focused on modern digital experiences, where accurate, deep product data fuels tools like:

• Voice-to-text ordering
  
• AI-powered search
  
• Dynamic recommendations
  
• Mobile selling tools for reps in the field
  

Why Manufacturers Need to Step Up Too

Manufacturers play a critical role, and many are still playing catch-up.

10 years ago, only 5% of manufacturers we worked with used enterprise PIMs. Today, it’s over 40%.

When manufacturers take ownership of content, providing 360 images, clean spec data, rich attributes, and proper categorization, they control their brand and win more digital shelf space across distributor platforms.

From Data to Knowledge: The Next Big Shift

Data is important. But knowledge is what makes it actionable.

We’re seeing a maturing workforce. As baby boomers retire, we need product data to fill those knowledge gaps.

This is especially true for installers and field reps who’ve worked with products for decades. Capturing and organizing their insights, application tips, workarounds, and “bush fixes”, will be essential in the AI era.

AI Literacy Will Be the Next Competitive Edge

Caroline’s team isn’t just deploying AI for automation, they’re evangelizing AI literacy across the AD member base.

You don’t need to build algorithms. Just start using AI to work more efficiently, summarize, write, analyze, and learn.”

Caroline recommends starting with:

• ChatGPT for marketing and research
  
• Teams-based AI sandboxes
  
• Prompt writing basics
  
• Sharing best practices across the company
  

What’s Next for AD?

In 2025, AD will:

• Expand their content to new verticals
  
• Grow their multilingual content offerings
  
• Continue refining SKU associations and dynamic merchandising
  
• Deepen AI-powered tools for distributors
  

Final Takeaway

“Digital transformation starts with content. If you don’t have clean, complete, and standardized product data, the rest of your digital stack will fail.” — Caroline Ernst

Whether you’re a $10B distributor or a $10M startup, product content isn’t optional, it’s the foundation.

And if you’re looking for a shortcut? Caroline’s advice: Don’t wait for perfection, just get started.