Gen Z is no longer just influencing consumer brands—they’re changing the B2B landscape from the inside. In this episode, we explore how young professionals are transforming wholesale distribution with a radically different set of expectations rooted in digital fluency, real-time access, and personalization.

Drawing from The Future of Commerce article, The Gen Z effect on wholesale distribution: 3 ways young customers are changing the industry, we break down the three major shifts that Gen Z buyers are driving:

• Demand for true personalization
• Seamless, integrated omnichannel experiences
• Robust, self-service capabilities

These aren’t passing preferences—they’re structural changes to how B2B business must be done in the years ahead. Learn how top distributors are responding with smarter tech stacks, AI-powered insights, and CX strategies that meet this generation where they are—online, mobile, and in control.

💡 What Makes Gen Z Different in B2B

• Why Gen Z buyers expect consumer-grade digital experiences at work
• How they’re reshaping procurement, personalization, and supplier expectations

🎯 The 3 Core Gen Z Expectations

• Personalization as baseline: Not just products, but communication and service
• Omnichannel engagement: From mobile apps to social DMs to face-to-face
• Self-service empowerment: How independence and speed define modern loyalty

🛠️ How Distributors Can Adapt

• Using AI to predict and personalize product recommendations
• Eliminating channel silos with full back-end integration
• Building out intuitive portals, knowledge bases, and chatbots
• Reframing CX investments as long-term strategic differentiators

• Gen Z isn’t just disrupting B2C—it’s rapidly influencing B2B distribution models.
• These expectations—individualized service, digital continuity, and 24/7 autonomy—are here to stay.
• Distributors who meet Gen Z’s standards will gain not only their business but their loyalty.
• The right tech investments in CX today create scalable, competitive advantage tomorrow.

Subscribe to our podcast for weekly episodes on the future of B2B, customer experience, and digital transformation. Visit The Future of Commerce for insights into Gen Z and next-gen buying trends. Share this episode with B2B marketing and sales leaders looking to future-proof their customer strategy.