Chapter II of the Ultimate Guide to Distribution Digital Transformation
Many distributors struggle with eCommerce and digital transformation because they lack the right internal expertise. Without a knowledgeable team, even evaluating third-party vendors—whether agencies or technology providers—becomes a challenge. The result? Poor decisions that lead to wasted time, resources, and stalled progress.
Successful digital transformation starts with having a dedicated leader who can champion the initiative. This person must act as a bridge between IT, Sales, Operations, and Marketing, ensuring alignment across teams.
But before building the right team, distributors must first define a clear vision for their digital future. If you haven’t already, start with Chapter I of the Ultimate Distribution Guide, where we cover the foundational strategies for digital transformation.
If you're ready to assemble your digital Avengers and build a team that can drive real transformation, keep reading. This chapter explores how to structure your team, balance in-house talent with outsourced expertise, and develop a culture that supports long-term digital success.
Define Your Vision and Goals
Without well-defined goals, even the most talented team will struggle to drive meaningful progress. Start by outlining what success looks like and how digital initiatives will support broader business objectives. This clarity will guide team structure, strategy, and investment decisions.
Set Clear Objectives
Start by pinpointing the primary goals for your digital transformation. These may include:
- Increasing Customer Acquisition: Expand your reach by implementing digital marketing, SEO strategies, and data-driven customer engagement. A well-executed eCommerce strategy can help attract new buyers while making it easier for existing customers to place orders.
- Improving Customer Experience: Modern B2B buyers expect seamless, user-friendly online purchasing. Optimizing site navigation, offering self-service portals, and providing real-time inventory updates can significantly enhance the customer journey.
- Enhancing Operational Efficiency: Moving offline sales to digital platforms reduces friction in the buying process, automates order management, and streamlines workflows. Integrating eCommerce with ERP and CRM systems ensures accurate pricing, real-time inventory visibility, and faster order fulfillment.
Align with Business Strategy
Ensure that eCommerce efforts align with overarching business priorities, whether it’s market expansion, customer retention, or operational efficiency. Depending on these goals, you may need a marketing-driven team focused on customer engagement or a more technology-led team optimizing backend operations.
Identify Key Roles and Responsibilities
An effective eCommerce and digital transformation team brings together critical functions that drive strategy, execution, and growth. While larger distributors may have specialized teams, smaller organizations can combine responsibilities or outsource certain tasks to get started.
Here are the core positions in a digital transformation team:
- eCommerce Manager: Oversees strategy, operations, and online sales channels.
- Digital Marketing Specialist: Focuses on SEO, SEM, content marketing, and social media. These roles can be split up into each speciality as your team grows.
- Web Developer & Designer: Builds and maintains the eCommerce platform. This can also be split up into specialization such as designer, frontend development, backend developer.
- Data Analyst: Provides insights on customer behavior, sales trends, and performance metrics.
- Product Manager: Manages product listings, pricing, and inventory on digital platforms.
- Customer Experience (CX) Specialist: Enhances user journeys and handles customer service.
- IT & Systems Integration Expert: Ensures backend systems (e.g., ERP, CRM) connect smoothly with eCommerce platforms.
On top of that, they need to be in close alignment with sales, operations, and IT. For any distributor new to digital transformation, it's not realistic to hire all these roles at once.
💡 Pro Tip: For smaller distributors, some roles can be combined (e.g., an eCommerce Manager who also handles digital marketing). As the business scales, specialization becomes more important to maintain efficiency and innovation.That is why we generally recommend starting with the eCommerce manager and outsourcing other roles.
eCommerce Manager: The Cornerstone of Digital Success
The eCommerce Manager is responsible for developing and executing a digital commerce strategy that aligns with business objectives. This role oversees the eCommerce platform, managing product listings, pricing, and promotions while ensuring seamless coordination with marketing, sales, and logistics—including third-party providers. They must analyze sales performance, refine strategies, and oversee the implementation of new features and optimizations to drive growth.
What makes this role particularly challenging in distribution is the need to bridge the gap between sales reps and the digital platform. Unlike traditional eCommerce, distributors must integrate IT, marketing, sales, and operations—often in a newly formed digital department. Successfully managing these complexities requires both technical expertise and a deep understanding of B2B sales dynamics.
Key Skills:
- Strategic thinking & project management – Ability to set long-term goals and oversee execution.
- eCommerce platform expertise – Experience with platforms like Shopify, Magento, or custom B2B solutions.
- Sales funnel & conversion knowledge – Understanding how buyers navigate complex purchasing decisions.
- Distribution industry experience – Knowledge of how offline sales transition to digital channels.
- Cross-functional collaboration – Ability to manage third parties and align IT, marketing, and sales teams.
Other Essential In-House Roles
While the eCommerce Manager leads overall strategy, additional specialized roles help ensure smooth operations and scalability. Depending on your business needs, bringing these functions in-house can improve efficiency and control over your digital commerce initiatives.
Product Manager (eCommerce)
The Product Manager oversees the digital catalog, ensuring product data is accurate, up-to-date, and optimized for sales. This role is responsible for product descriptions, images, specifications, pricing strategies, and promotions, all while maintaining seamless coordination with suppliers and logistics teams. Additionally, they implement merchandising strategies to enhance product discoverability and conversion rates.
Key Skills:
- Product Information Management (PIM) expertise – Experience managing large product catalogs.
- Strong organizational & project management abilities – Ensures data consistency and streamlined workflows.
- Collaboration with supply chain & logistics teams – Maintains inventory accuracy and stock availability.
IT & Systems Integration Expert
This role is critical for connecting eCommerce platforms with backend systems like ERP, CRM, and inventory management software. The IT & Systems Integration Expert ensures real-time data synchronization, supports order processing and fulfillment, and develops automation solutions to enhance operational efficiency. They also manage system security, compliance, and infrastructure maintenance to ensure seamless digital operations.
Key Skills:
- Expertise in integration tools & APIs – Experience with Zapier, MuleSoft, or custom API development.
- Deep understanding of enterprise systems – Familiarity with platforms like SAP, Oracle, and Microsoft Dynamics.
- Problem-solving & proactive system maintenance – Ensures stability, security, and efficiency across digital operations.
Outsourcing eCommerce
For many distributors, outsourcing key roles can be a practical and cost-effective solution. However, the right outsourcing approach depends on your budget, expertise, and project complexity. Here’s a breakdown of common outsourcing options:
1. Contractors
Contractors offer the most affordable option with the potential for high rewards, but they also come with significant risks. Without deep expertise in the area you're outsourcing, managing contractors can be challenging. Novice distributors should avoid this route unless they have internal expertise to oversee the work properly.
2. Small Agency
A small agency can be a great fit for smaller distributors. They are often priced similarly to contractors but bring more expertise and project management capabilities. However, small agencies can be unstable, and their expertise may be limited. They might excel in development but lack strength in marketing or UX. It’s important to evaluate their capabilities across all necessary areas before committing.
3. Mid-Size Agency
Mid-size agencies strike a balance between cost, expertise, and stability. They are large enough to offer a comprehensive skill set—reducing the need for multiple third-party vendors—but small enough to provide personalized service. They also tend to be more resilient in economic downturns, making them a solid choice for most distributors.
4. Enterprise Agency
Enterprise agencies like Deloitte Digital, WPP, and Accenture offer global scale and deep expertise, making them ideal for large, complex projects. However, they come with a high price tag and are often overkill for most distributors. This option is best suited for large enterprises with multinational operations that require expertise at a global level.
Regardless of who you choose, make sure they have experience working with distributors. Distributors have unique needs such as complex catalogs / data challenges, ERP integration, complex pricing and the need for robust company accounts.
Agency Support with Digital Roles
Most distributors rely on external agencies and partners to fill critical digital roles. Outsourcing these functions ensures access to specialized expertise without the overhead of full-time hires. Depending on the scope of your eCommerce strategy, these roles can be covered by a mix of agencies, contractors, and consultants.
Digital Marketing Specialist
A digital marketing specialist is responsible for driving traffic and customer engagement through targeted campaigns across multiple digital channels.
Responsibilities:
- Develops and executes digital marketing strategies, including SEO, SEM, PPC, and email marketing.
- Manages social media presence and engagement efforts.
- Creates content strategies for blogs, videos, and digital ads.
- Utilizes analytics tools to track and optimize campaign performance.
- Implements retargeting and personalized marketing initiatives to increase conversions.
Key Skills:
- Proficiency in Google Ads, Meta Ads Manager, and SEO tools like SEMrush.
- Strong data analysis and campaign optimization experience.
- Expertise in copywriting and content creation for digital marketing.
Software Engineers & UI/UX Designers
This function is often divided into multiple specialized roles, including frontend developers, backend developers, and UX/UI designers.
Responsibilities:
- Develops and maintains the eCommerce platform, ensuring functionality, security, and scalability.
- Implements UX/UI best practices to enhance site usability and conversion rates.
- Manages integrations with ERP, CRM, and inventory management systems.
- Ensures the website is mobile-friendly and optimized for search engines.
- Collaborates with business users to introduce new features and enhancements.
- Troubleshoots technical issues and performs ongoing site maintenance.
Key Skills:
- Proficiency in HTML, CSS, JavaScript, and eCommerce platforms (Shopify, Magento, BigCommerce).
- Experience with backend systems and API integrations.
- Knowledge of design tools like Adobe Creative Suite or Figma.
Data Analyst
A data analyst translates raw data into actionable insights that drive eCommerce performance.
Responsibilities:
- Collects and analyzes data related to sales, customer behavior, and website performance.
- Provides insights to improve conversion rates and user experience.
- Builds dashboards and reports for real-time business intelligence.
- Works with marketing and sales teams to refine audience targeting and personalization strategies.
- Identifies market trends and opportunities through deep data analysis.
Key Skills:
- Proficiency in Google Analytics, Tableau, Power BI.
- Strong knowledge of SQL and data visualization techniques.
- Analytical thinking and the ability to translate data into actionable business strategies.
Customer Experience (CX) Specialist
A CX specialist ensures a frictionless and engaging customer journey across all digital touchpoints.
Responsibilities:
- Oversees customer interactions via chat, email, and social media.
- Collects and leverages customer feedback to enhance satisfaction and loyalty.
- Works with developers to improve site usability and reduce friction points.
- Develops loyalty programs and personalized customer experiences.
Key Skills:
- Strong communication and problem-solving abilities.
- Familiarity with CX tools like Zendesk, HubSpot, Freshdesk.
- Experience in customer engagement and online community management.
Additional Roles (Optional, Depending on Scale)
- SEO Specialist: Focuses solely on organic search optimization.
- Content Creator: Develops multimedia content, including blogs, videos, and graphics.
- Supply Chain Coordinator: Manages logistics, warehousing, and shipping processes.
- Sales Enablement Specialist: Bridges sales teams with digital tools and insights.
For distributors, the right mix of outsourced expertise depends on business size, digital maturity, and available resources. Starting with core functions and scaling as needed ensures a strategic and cost-effective approach to digital transformation.
Building The Right Culture
Successful digital transformation isn’t just about technology—it requires a shift in mindset, processes, and collaboration. Distributors must invest in training, agility, and data-driven decision-making to build a culture that supports long-term digital growth.
- Upskill Your Existing Team
Replacing an entire team isn’t practical, nor is it necessary. Many employees already have deep industry knowledge—what they often lack is digital expertise. Invest in internal training to help them adopt new tools and workflows. Bring in digital experts or consultants to guide the process and fill knowledge gaps.
- Leverage External Partners
Outsourcing certain areas—such as digital marketing, platform development, or data analytics—can accelerate transformation. Not every role needs to be in-house from day one. The key is finding the right balance between internal expertise and external support.
- Develop Agile Processes and Cross-Functional Collaboration
As your organization matures digitally, agility is key to staying competitive. That doesn’t mean skipping foundational planning. A strong discovery and requirements process is critical in the early stages. However, once the foundation is in place, distributors must embrace an iterative approach to refine, test, and scale faster.
- Encourage Cross-Functional Collaboration
Digital success depends on breaking down silos between Sales, Marketing, IT, and Operations. Establish regular feedback loops to uncover root causes of inefficiencies and collect customer insights that inform strategy. Your customers—not internal assumptions—should shape your roadmap and priorities.
- Focus on Data-Driven Decision Making
Set KPIs and measure conversion rates, customer acquisition costs, and average order value. Don’t forget about adoption metrics. What % of customers are signed up to use the website? How many have placed their first order? How many have placed their second order? Experiment with different strategies and optimize based on results. Use analytics to understand behavior and tailor marketing efforts.
- Foster a Culture of Innovation and Learning
Digital transformation is an ongoing process. Allow teams to test new ideas, iterate, and learn from failures without fear of setbacks. Provide access to training, industry events, and certification programs to keep employees ahead of eCommerce trends.
- Monitor, Measure, and Optimize
Success doesn’t happen overnight. Hold regular performance reviews to assess progress against KPIs, refine strategies, and ensure accountability. Expect this to be a multi-year journey, not a quick fix. The goal is steady, incremental progress—small wins that compound into significant transformation over time.
Think Long-Term: The Real Path to Digital Maturity
Becoming a digitally native company is hard—especially for distributors that built their businesses long before digital was a priority. If the process feels easy, you’re probably underestimating the investment of time, resources, and talent required. Digital transformation isn’t a quick fix; it’s a multi-year journey that demands commitment, adaptation, and a willingness to embrace incremental progress. Once you shift your mindset from expecting immediate results to focusing on steady, long-term growth, the path forward becomes clearer—and far more sustainable.
If you're stuck with your digital transformation, speak with a Zaelab expert today to unlock new growth opportunities.
