Introducing RepSpark’s Inaugural Wholesale Report

We’re very excited to announce the release of our first-ever State of Wholesale for Lifestyle Apparel Brands report.

We highly encourage you to go check out the report in its entirety.

We’ll be upfront, it’s long, but it’s worth the read. We’ve broken it down into different categories and made it really easy to navigate to the different parts you might be curious about. We also built in a tool to help you compare how you stack up against the brands that participated in our initial survey.

It’s worth a look, and we’re sure you’ll gain valuable insights.

As a quick primer, here’s what you can expect.

We recently surveyed enterprise brand leaders from brands ranging from $1M to $50M in annual revenue, analyzed over $5 billion in transaction volume on the RepSpark platform, and reviewed various third-party research to understand exactly what is happening within the wholesale space.

What did we learn, and more importantly, what will you learn?

You’ll learn that brands are placing a bigger emphasis on mastering their existing operations over aggressively expanding, that B2B brands are seeing success but through brute force, how tariffs have impacted B2B brands, how brands are using AI, how buyers are coming to expect DTC-like experiences in their B2B environments, and a lot more.

Here are some quick data points on what you can expect to learn from this report.

Spreadsheets Are Holding Brands Back

There’s a major perception gap happening in back offices right now. On the surface, 81% of wholesale brands rate their operations as Good or Excellent.

But peel back the curtain, and you’ll find a different story: 80% admit they struggle with inventory visibility, and 52% still rely on manual spreadsheets for demand forecasting.

Right now, only 19% of brands are fully synced with their ERP systems. Brute force and manual workarounds will only take you so far before you hit a spreadsheet ceiling, where data lag and human error cap your revenue potential.

Riding the Tariff Rollercoaster

Unpredictability is the name of the game this year.

Following the striking down of IEEPA efforts and the rapid rollout of temporary 15% Section 122 tariffs, brands have been forced into strategic fire drills.

Instead of panic-pivoting to massive structural overhauls like nearshoring, 43% of brands are doubling down on deepening relationships with their existing suppliers. It's all about maintaining the flexibility needed to weather sudden cost shifts.

Stabilizing Existing Operations Over Expansion

Brands are prioritizing stability, with 52% favoring fixed, static pricing to protect their brand identity and long-term margins.

Instead of funneling cash into new territories, 60% of enterprise firms plan to increase investments in operations and logistics over the next six months. The goal is to fix the leaky buckets in the supply chain so they can fulfill current demand much more profitably.

AI Use Among B2B Brands

Currently, 67% of B2B eCommerce firms have embedded AI into their growth strategies, and 90% of executives view it as critical.

What are they looking for from AI? Practical, proactive visibility.

Brands that are using AI are using it to flag expiring drafts, highlight unusual order patterns, and drive demand forecasting. This move is shifting teams from reactive problem-solving to proactive revenue protection.

B2B Buyers Expect a DTC Experience

Buyers are used to the speed, tracking, and seamlessness of their personal online shopping, and they expect the same at work.

By 2028, 75% of B2B buyers will complete their highest-revenue deals through digital channels.

And they won't settle for clunky, static catalogs, 95% of retailers say they are most influenced by lifestyle and brand imagery. If your digital ordering portal isn't frictionless, buyers are fully prepared to switch suppliers.

These five trends are just the tip of the iceberg.

If you want to dive into the full data, which includes insights into how brands on RepSpark (which represent over $5B in transaction data) performed through last year, then check out the full report.

Read the report, find your baseline, and start building a wholesale operation that runs on precision, not just persistence.

FAQ

What is the biggest challenge wholesale brands face in 2026?
The biggest challenge is operational inefficiency, often referred to as the Spreadsheet Ceiling. While many brands believe their operations are highly digital, 80% admit to struggling with inventory visibility, and 52% still rely heavily on manual spreadsheets for demand forecasting.

This lack of integration caps their ability to scale.

How are wholesale brands handling recent tariff volatility?
Instead of rushing into massive structural overhauls like nearshoring, 43% of brands are choosing to deepen relationships with their existing suppliers. They are prioritizing flexibility and operational stability to adapt to sudden cost shifts rather than making panic-driven supply chain changes.

How is AI being used in the wholesale industry today?
AI has moved from a futuristic buzzword to a critical operational tool. Currently, 67% of B2B firms use AI to proactively manage their business, using it for tasks like flagging expiring drafts, recognizing unusual order patterns, and driving accurate demand forecasting to prevent errors and protect revenue.