Executive Summary

Many B2B distributors, especially small-to-mid market wholesalers and regional dealers, struggle with customer-specific pricing that is scattered across spreadsheets, ERP customizations, and sales reps' heads; this leads to lost margin, pricing errors, and slow response to cost changes. The problem is acute where margins are thin and SKUs number in the tens of thousands, and it is experienced by an estimated 1.5 million distributors worldwide — a market that supports a roughly $6.0B opportunity at an average $4.0K ACV for centralized pricing and ERP sync. You could build a centralized, rules-driven pricing platform that maintains bidirectional sync with ERPs, supports hierarchical customer/contract rules, simulates price impact, and provides audit and approval workflows; key technical differentiators would be pre-built connectors for the top 10 ERPs, a flexible rule engine, and an API-first architecture for marketplaces and dealer portals. The product should enable incremental rollouts per division or channel and offer managed services for initial mapping and change-management to shorten sales cycles. This market is attractive now because cloud ERP adoption and open APIs make two-way pricing sync practical and materially reduce integration costs, while margin pressure and input-cost volatility force distributors to update prices more frequently. Competition is medium; the space lacks a widely adopted specialist with deep ERP connector coverage, so a focused product could score highly (market score 86/100, revenue potential 88/100) but must overcome challenges of ERP heterogeneity, enterprise sales cycles, and internal change management to win adoption.

Market Opportunity

Manage customer-specific pricing for B2B distributors with automated rules targets a $6.0B = 1.5M distributors worldwide × $4.0K ACV (centralized pricing & sync across ERPs) total addressable market with medium saturation and a year-over-year growth rate of 8% YoY — driven by ERP cloud migration and automation spend in distribution (industry digitization reports).

Key trends driving demand: ERP cloud adoption — more distributors are on modern ERPs with APIs, making two-way pricing sync practical and lowering integration cost.; Margin pressure and input-cost volatility — frequent cost changes force distributors to update prices or lose margin, creating demand for automated price management.; Shift to omnichannel distribution — as distributors sell through dealers, marketplaces, and direct channels, customer-specific pricing complexity increases and requires centralized control.; AI-driven recommendations — improved models make forecasting demand-sensitive prices and detecting pricing anomalies more accurate and affordable for mid-market buyers..

Key competitors include Pricefx, Vendavo, PROS.

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Manage customer-specific pricing for B2B distributors with automated rules

Executive Summary

Market Validation

Market Opportunity

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