Suppli featured as AD Partner of the Month

The Distributor Digital Dilemma

Ryan Ayers, Co-founder and CEO of Suppli

We hear it all the time when talking to construction distributors and suppliers – “sure it’s a manual process, but it’s always been this way” or “our customers are old school and slow to adopt technology”.

The only thing old school is this mindset. Your customers and employees are changing—which means forward-thinking distributors must adapt to keep their transaction experience relevant and attract the next generation of talent.

Your customers have already changed

A fact that often catches distributors by surprise: By 2025, 60% of your customers were born after 1980, meaning they are “digital natives.” They vaguely remember touch-tone phones, would get lost without Google Maps, and panic if their iPhone battery drops below 25%.

Like it or not, in the post-Amazon age, everyone has experienced the ease of buying something online in just a few taps or swipes. And now, modern customers expect this same level of convenience from their material vendors.

Need proof? Check out the national brands

Visit the websites of major national brands. Instead of showcasing their product inventory, they highlight customer-facing applications and portals—case studies proving how they’ve made life easier for their customers.

These brands have invested billions into in-house software development and tech acquisitions.

Example: Home Depot made waves last year by acquiring SRS Distribution for $18 billion. Two major strategic factors? SRS’s sophisticated trade credit systems and customer-facing digital tools tailored for pros.

Houston, we have an [aging] problem

At a recent NACM annual meeting, a shocking stat was shared:

• 68% of credit professionals are over 40
• Only 6% are in their 20s-30s

This “upside-down pyramid” is a growing risk for construction distributors. Look at your own credit department—how much gray hair do you see vs. Millennials and Gen Z?

Younger generations expect modern software to streamline tedious workflows:

• 91% of Gen Z workers say technology influences their job choice
• 70% would leave a job for a role with better tech

They’re not signing up for manual cash application and mailing paper invoices. They want to automate low-value tasks and focus on high-impact work that accelerates their careers.

So what’s an independent distributor to do?

The good news? More technology solutions than ever are available to level the playing field. But not all tools are created equal. Keep these three strategic points in mind:

1. Make it easy for customers to do business with you

Your customers live on their phones—your transaction experience must meet them there.

• Mobile-friendly portals built for job sites
• One-click invoice payments via text message or email pay links

Case Study: AD member Drywall Supply is saving hours each week sending paylinks to past due customers. Now their customers can easily pay in a couple of taps right from the jobsite or their truck!

Another vendor using Suppli saw a 65% conversion rate collecting payments via text pay links. One customer even paid their balance while boarding a plane to avoid account disruptions.

2. Give your teams tools that are easy to learn but make them superpowered

Your team doesn’t have time for complicated software. They need purpose-built solutions for construction distributors—tools that fit their workflows rather than forcing them to adapt.

Case Study: AD member Carolina Drywall Supply went live on Suppli in just 30 days. Their accounting manager saves hours per week thanks to:

• Integrated payments with perfect remittance data for automated cash application
• A/R dashboards & reminders to streamline collections

For small teams, this kind of automation is game-changing.

3. Find a technology partner with construction distribution DNA

Construction distribution comes with unique challenges—lien waivers, field-based customers, complex credit terms. Your technology partner needs to understand these nuances.

When evaluating solutions, ask about the founding team’s background and demand relevant distributor case studies.

About the author

Ryan Ayers is the Co-founder and CEO of Suppli, an AD Preferred Service Provider.

Suppli is a digital accounts receivable platform that enables construction distributors and suppliers to turn their credit department into a competitive advantage. Leading material vendors use Suppli to:

✅ Deliver the digital experience customers demand
✅ Supercharge credit teams to get paid faster and reduce risk

Suppli is led by a veteran team of building materials suppliers, software engineers, and financial experts.

For more information or to schedule a demo, visit www.gosuppli.com or email ad@gosuppli.com.