Basket sizes 18% higher on apps, says report


The average order value via a wholesaler app is 18% higher and contains 18% more items than wholesaler websites, says a report from research business HIM.

Titled ‘Wholesale Online Report 2019’, HIM worked closely with digital experts RNF to compile the findings.

The report highlights the most important factors to retailers when placing an order online as value for money, range, availability and ease of ordering. With other headwinds on the horizon for many retailers, they expect ordering through their wholesaler to be efficient and convenient.

Josh Clifton, commercial innovation manager at HIM, said: “B2C ordering apps have been around for some time, yet in a B2B capacity they are still relatively new. Growing usage shows the retailers truly recognise the value of wholesaler apps. However, many suppliers and wholesalers remain unaware of the true potential of B2B ecommerce, particularly when executed correctly.”

RNF managing director Rob Mannion added: “Since we launched the first industry ordering app in 2014, the sector has gone through significant change, with mobile becoming the fastest-growing sales channel in wholesale.”

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Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via and 07960935659.


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