Wholesale Retention: Top Predictions for 2025 and beyond
Wholesale Retention: Top Predictions for 2025 and How to Stay Ahead
As more and more brands begin turning back to wholesale channels to scale their business, wholesale retention is becoming a critical factor for brands of all sizes. With 80% of B2B sales between brands and retailers projected to occur through digital channels in the coming years, the stakes have never been higher for brands to drive efficiency for their retail partners. Similarly, retailers are increasingly prioritizing DTC-like experiences, with 90% now preferring online ordering over traditional methods like phone calls or email exchanges.
2025 is shaping up to be a pivotal year when it comes to brands selling through wholesale channels making the digital transformation. In this article, we’ll explore five predictions for 2025 when it comes to brands selling through wholesale channels as it relates to retention. We’ll dive into wholesale strategies that can ensure your brand stays competitive and delivers lasting value to your retail partners.
Read on to learn more about what our five predictions for wholesale retention are in 2025!
Prediction 1: Brands Will Take Control of Retail Relationships
A significant shift is underway as brands look to reduce their reliance on third-party (3P) marketplaces and focus on direct wholesale relationships. This change mirrors the DTC transition many brands made from platforms like Amazon to Shopify beginning 10 years ago. Brands made (and continue to make) these platform changes in an effort to reduce their reliance on 3P marketplaces in search of greater control over their relationships. And with greater control over their relationships, comes the ability for them to improve their customer retention and to break free of high fees associated with selling on these marketplaces.
Some of the advantages of brands owning their wholesale relationships include:
The ability for brands to enhance wholesale retention through more personalized communication to their retailers based on their previous order history
Brands being able to manage pricing and their brand image more effectively; instead of having to play by a marketplaces rules when it comes to these areas
When brands own their relationships, they can set their own terms and do what’s best for them and their customers
By owning their wholesale relationships, brands will be able to gain valuable insights into retailer behaviors and preferences; which in turn can help a brand plan and grow more effectively
As brands begin to see the value in migrating off of these 3P marketplaces, they will invest in creative strategies to migrate existing customers from 3P marketplaces to their owned platforms. Incentives like exclusive offers or advanced features will play a key role in fostering long-term wholesale loyalty.
Prediction 2: Specialized Tools Will Drive Wholesale Retention
Managing wholesale relationships efficiently requires the right tools, and 2025 will see brands turning to software solutions designed specifically to help them with wholesale retention. And as more brands focus on wholesale retention, tools that streamline processes and enhance customer satisfaction will be in high demand.
Brands will look for several key features in the tooling that they invest in. These features include:
Automated order tracking and management to reduce manual errors
Analytical tools to track wholesale retention metrics and buyer behaviors (something that has become table stakes for brands selling through DTC channels)
Simplified invoicing and payment solutions to improve cash flow and buyer satisfaction, while also saving brands hours of manual work
By adopting the right technology solutions, brands can not only improve operational efficiency, they can build stronger relationships with retail buyers, directly impacting retention rates. By investing in the right software solutions, brands will be able to save more of their time, make more money, all while delivering their wholesale customers a strong experience.
Prediction 3: Digital Buying Experiences Will Be Essential for Retention
In an era of digital-first retail, offering seamless buying experiences to retailers is critical to wholesale retention. Retailers, especially independent retailers, are busier than ever and demand frictionless processes for placing orders and reorders.
To meet these expectations, brands must provide:
24/7 digital purchasing experiences that allow retailers to browse and purchase on their schedule
User-friendly reordering systems with automated reminders; retailers don’t have the time to remember login information for all of the brands that they buy from
Mobile-optimized platforms for convenience and accessibility since retailers are always on the run
Brands that understand the importance of these expectations and prioritize offering them, will not only attract new retail partners but also ensure existing ones remain loyal, driving up wholesale retention in the long term.
Prediction 4: Simplified Onboarding Will Strengthen Wholesale Retention
A smooth and efficient onboarding process can set the tone for a strong retail partnership. Retailers no longer tolerate lengthy approval times or cumbersome onboarding workflows. If you are a retailer and come across a brand that you want to stock your store with, the last thing you want to do is apply to carry the brands on a website and wait 24-48 hours to hear back from the retailer before you can potentially purchase the items that you want to carry.
In 2025, brands aiming to boost wholesale retention must:
Offer instant account approval or expedited verification processes; if a retailer wants to carry a product, let them purchase your product almost immediately
Use automated onboarding tools to streamline setup
By creating a positive first impression, brands can build trust and foster loyalty right from the start, significantly improving wholesale retention rates. And in order to do this, brands don’t need to send prospective retailers to a 3P marketplace right away. Brands taking the time to set-up the “plumbing” to do this on their own will win in the long-term. And 2025 is the year in which forward thinking brands start to lay the foundation to simplify the onboarding process for retailers moving forward.
Prediction 5: Loyalty Programs Will Drive Wholesale Retention
Loyalty programs are a proven strategy for boosting customer retention in DTC channels, and our prediction is that they will begin to make their way over to the wholesale space in 2025. Brands that adopt loyalty initiatives will be better positioned to retain their most valuable retail partners.
Examples of wholesale loyalty programs include:
Rewarding high-volume buyers with tiered discounts
Offering exclusive early access to product launches or limited collections
Giving gift cards to loyal retailer buyers
Providing co-marketing opportunities or other perks for top-tier retailers
Loyalty programs can help brands differentiate themselves in a crowded market, incentivize repeat business, and enhance wholesale retention. These small tokens of appreciation can go a long way towards earning a brand's repeat business, as they help you stand out in a crowded marketplace.
Conclusion: Embracing Digital to Enhance Wholesale Retention
As wholesale evolves in 2025 and beyond, retaining retail partners will depend on a brand’s ability to adapt to digital trends and deliver exceptional buyer experiences. From owning retail relationships to leveraging specialized tools, brands that focus on wholesale retention will gain a significant edge in the market.
By prioritizing digital buying experiences, streamlining onboarding, and offering loyalty programs, brands can ensure they not only attract but also retain their retail partners. The future of wholesale retention lies in delivering convenience, efficiency, and value at every step of the journey.
Wholesale retention is no longer optional—it’s the foundation of a successful wholesale strategy. If you are ready to begin taking your wholesale retention strategies to the next level, set-up time to talk with us. Vanik will help you streamline and automate your wholesale retention process, which will translate into you saving time and making more money.
