Growth e-commerce forces wholesaler to take control
The market of wholesalers is drastically changing because of digitisation and the rise of e-commerce. In this digital era, there are several different channels their customers can use to buy goods. This creates a shift in power in the supply chain and new competition. At the same time, international markets offer less growth perspective.
These developments force wholesalers to take control of the supply chain. However, this has become harder. Retailers are pulling more power towards them and producers can communicate directly with customers. To take control they need to cooperate with their supply chain partners and offer them full service (News Item ING, 24 November 2016).
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