Digitalisation in the electrical sector is moving from “nice to have” to “how business gets done.” The latest EDA findings show manufacturers are already laying the groundwork: over half now offer online customer portals for wholesalers to place orders (53%). Even more striking, the vast majority manage product data through a PIM (Product Information Management) system with a sharp increase of 89% in 2025, up from 71% in 2022.
Together, these shifts signal a market preparing for a future where accurate product data, connected systems and self serve ordering sit alongside trusted relationships at the counter and on the phone. For wholesalers and manufacturers alike, the message is clear: the digital backbone is being built and those who align with it will therefore be best placed to win the next five years.
Digital Trend #1: The growing role of online customer portals
Online customer portals are becoming one of the clearest indicators of how digitalisation is reshaping the electrical marketplace. According to the EDA survey, over half of manufacturers (53%) now offer an online portal where wholesalers can place orders, up from 46% in the previous survey.
These portals are changing how day to day trading works. With real time visibility of stock, pricing, order history, and availability, wholesalers can then self serve the information they need without waiting for someone to pick up the phone or dig through a spreadsheet.
The biggest benefit for manufacturers is the ability to offer instant, accurate data that’s directly connected to their ERP and PIM systems, making the whole process smoother for both sides of the supply chain.
For wholesalers who don’t carry every product line in branch, portals also open the door to checking manufacturer level stock and even enabling drop ship arrangements. This extends their range without increasing physical inventory. It’s a small shift with a big impact: less admin, fewer errors, and more transparency in the day to day flow of orders.
Digital Trend #2: Why PIM systems are becoming essential
Alongside the rise of online portals, the survey also shows just how critical Product Information Management (PIM) systems have become for manufacturers. An overwhelming 89% now use a PIM to centralise and manage their product data. For an industry where accuracy, classification and technical detail matter, this level of adoption makes sense.
Manufacturers rely on PIM as a place where every specification, image, description, GTIN code and ETIM classification can be kept up to date and distributed consistently across every channel. Without it, product data quickly becomes fragmented, duplicated or misrepresented across wholesaler websites, marketplaces and internal systems.
As wholesalers expand their digital channels and customers expect cleaner data, the role of a centralised PIM becomes even more important. Manufacturers in the survey note that if they don’t provide high quality data themselves, “someone else will create it for them” which reinforces the need for a controlled, structured source that feeds every sales channel reliably.
Read more: Digitalisation in the electrical industry: What 70% of wholesalers expect next
A more connected, digital future for the electrical industry
Taken together, these trends therefore paint a clear picture: digitalisation isn’t just “happening” in the electrical sector – it’s accelerating.
With more than half of manufacturers offering online portals and nearly nine in ten managing product data through a PIM system, the foundations for a more connected, data driven marketplace are firmly in place.
Read more: Digital and Online Channels in the Electrical Industry Expected to More Than Double
It shows that the industry isn’t just investing in digital tools; it’s aligning around the idea of a single, reliable source of truth that can power every channel, from online portals and websites to ERP integrations and future AI driven applications.
To read all the latest insights, download a PDF copy of the EDA’s Digitalisation Survey 2026 or request a free printed copy here.