At Pico, we help companies in trade, wholesale, and distribution with digitalisation and structured product data. This is central to scaling, improving efficiency, and delivering reliable services to retailers and professional customers.
The industry's historical reliance on relationships, manual processes, and local workflows is today being challenged by demands for self‑service, fast reordering, customer‑specific pricing, and flexible digital sales channels.
Pico's customers in the wholesale segment typically experience challenges such as:
lack of scalability, because many processes are manual
complex data sources, making it difficult to give retailers a clear overview
inefficient workflows that affect time‑to‑market
customers demanding better digital self‑service options
Wholesale companies need to deliver accurate data across many channels — catalogues, webshops, portals, price lists, and digital marketplaces — and they need to do so quickly and consistently.
When data is not centralised, it affects sales, procurement, and marketing alike. It becomes harder to create a coherent customer experience, and the risk of errors increases.
How does Pico work with wholesale?
Pico helps wholesale companies build a stable and scalable data foundation, where PIM, integrations, and digital platforms support both operations and growth.
1. Centralisation of product data
Wholesale organisations often work with product data spread across ERP systems, Excel, supplier catalogues, and internal systems. Pico centralises data so that onboarding, enrichment, and publishing happen in one place and according to the same standards.
2. PIM as the engine for scaling
PIM makes it possible to:
reduce time‑to‑market
maintain large product ranges efficiently
ensure quality in attributes, specifications, and documentation
support multiple channels within the same process
This provides a foundation for both growth and expansion.
3. Automation and process optimisation
Automation is essential in wholesale. Pico helps companies implement:
automated enrichment flows
validation rules
reordering functions
structured export flows to retailers and marketplaces
4. Digital sales channels for retailers
Self‑service solutions such as B2B webshops, customer portals, and digital price lists make it easier for retailers to trade efficiently. Pico builds solutions with:
customer‑specific pricing
reordering
access to documentation and media files
real‑time information based on integrations
Agentic commerce, where customers interact with digital agents
5. Integrations across the value chain
Wholesale companies have many systems in play: ERP, logistics, PIM, DAM, CRM, and more. Pico ensures stable integrations so that data moves predictably and with high quality.
What value does Pico's work create for wholesale companies?
When wholesale companies digitalise and centralise their data, they achieve:
greater efficiency through fewer manual processes
faster scaling, because systems support growth
better customer experiences through visible, accurate, and up‑to‑date data
lower error rates, particularly in product information and pricing
stronger competitiveness, because data is a strategic resource
Digitalisation thus becomes not a project, but a part of the company's operating model.
Typical connections to other areas at Pico
PIM – central source of product data across channels
Data Governance – ensures consistent processes and quality
Integrations – essential for consolidating data from ERP, suppliers, and logistics
Digital Commerce & Experience – wholesale requires strong B2B platforms
PXM – data must be presented meaningfully to retailers and customers
Sustainability Reporting – relevant when wholesale companies handle product passports, material data, and similar requirements