Digitalisation for specialist wholesale: building, HVAC and electrical
Less retyping, faster orders and better visibility: we connect trade software, shop, ERP and AI into one order flow without media breaks.
- free intro call
- reply within one business day
Shopware Silver Partner and Google PartnerTeams in Mönchengladbach and Düsseldorf
Specialist wholesale in figures
Revenue in German HVAC and plumbing wholesale fell in 2025, and many orders still arrive by phone and email. That makes the process cost per order decisive for margins.
- 36%
- of German electrical installers' orders with wholesalers are placed by phone or email (Q3/2025)Source: BauInfoConsult/USP
- −1.7%
- revenue of DG Haustechnik member companies in 2025 compared with 2024, across all product rangesSource: DG Haustechnik, press release 27 Jan 2026
- 2027
- From 1 Jan 2027, companies with prior-year turnover above €800,000 must issue e-invoices in GermanySource: German Federal Ministry of Finance
As of October 2026
Where the order flow gets stuck today
Between trade software, shop and ERP, orders often still travel by phone, inbox and keyboard. That costs time and creates errors.
Orders by phone and email
Electrical installers in Germany still place around 36% of their orders with wholesalers the traditional way, by phone or email. Your sales back office retypes them.
Source: BauInfoConsult/USP, European Electrical Installation Monitor Q3/2025
The interface exists, but hardly anyone uses it
For half of twelve specialist dealers analysed, at most 1.5% of shopping cart items came straight from the installers' trade software. The sample is small and dates from 2023.
Master data by hand
DATANORM updates, images, data sheets and customer prices are often still maintained manually. Shop and ERP then show different states. This is our assessment, not a study figure.
E-invoicing is coming for outgoing invoices
In Germany, companies with prior-year turnover above €800,000 must issue e-invoices for domestic B2B sales from 1 Jan 2027, and all companies from 1 Jan 2028. A plain PDF does not count as an e-invoice.
Source: German Federal Ministry of Finance, e-invoicing FAQ, as of March 2026
Invisible in AI search
Tradespeople and builders increasingly ask AI assistants. Regional wholesalers often do not show up there. This is our assessment, not a study figure.
How we work
We start with one real order path and then expand step by step.
- 01
Intro call
30 minutes, free: together we look at one real order path, from the order to the invoice.
- 02
Analysis and concept
We map channels, systems, data quality and priorities. The result is a roadmap.
- 03
Pilot
One clearly scoped use case, for example AI capture of one email inbox or the IDS connection, with metrics agreed in advance.
- 04
Build and rollout
Shop, integration and automation go live step by step.
- 05
Operation and optimisation
Monitoring, further development and training for your team.
What we build for specialist wholesale
Each building block works on its own. Together they form one continuous order flow: from trade software through shop and ERP to the e-invoice.
- B2B shop for building materials and HVACCustomer prices, stock per branch, bulky goods and delivery to the site, baskets via IDS from the trade software. The Shopware details are on the industry page.
- B2B shop for electrical wholesaleCustomer prices, stock and baskets from the trade software in a Shopware shop. The industry page shows how product data and interfaces fit together.
- ERP integrationTwo-way connection of your ERP, for example SAP or Microsoft Dynamics. Plus the document flow through to the e-invoice in ZUGFeRD or XRechnung format.
- AI order captureAI agents read orders from emails and PDFs, match the items against your master data and create draft orders in the ERP. Your back office keeps the final approval.
- Automated master dataAutomated workflows for DATANORM and Open Masterdata data, images and data sheets, so shop and ERP show the same state.
- GEO: visibility in AI answer enginesStructured location, range and service data, so ChatGPT, Perplexity and Google AI Overviews can find and name your business.
- B2B self-service portalDelivery notes, invoices, order status and reordering for your trade customers in one place.
What this can look like
Example scenarios for illustration, not customer references.
HVAC wholesale
A wholesaler receives many orders every day by email with a PDF attached. An AI agent reads items and quantities and matches them with DATANORM articles and customer numbers. It creates draft orders in the ERP, and the back office only checks the exceptions.
Building materials trade
A wholesaler with several branches shows stock per warehouse in its B2B shop, pickup or delivery to the site and negotiated project prices. Tradespeople hand over baskets via IDS from their software.
Electrical wholesale
A wholesaler switches its invoicing to e-invoices before the 1 Jan 2027 deadline. ERP and customer portal deliver ZUGFeRD documents, and delivery notes and invoices are available via self-service.
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All articlesFrequently asked questions
Your question isn't here? Ask us directly
Which wholesalers is this for?
For mid-sized specialist wholesalers in building materials, plumbing, heating and air conditioning and electrical in Germany, Austria and Switzerland, including members of cooperatives and buying groups.
Do we have to replace our ERP?
No. We connect existing ERP systems. Whether your specific version fits is something we check in the intro call.
How safe is AI for orders?
The AI creates drafts, and a person keeps the final approval. We agree data processing and hosting with you in line with the GDPR.
What is the difference between IDS, UGL and DATANORM?
IDS Connect links trade software to the wholesaler's shop and exchanges baskets, prices and availability. UGL transfers documents such as quotes, orders, delivery notes and invoices. DATANORM supplies article and price master data as a file. Open Masterdata is the newer way to fetch master data on demand.
When do we have to send e-invoices?
In Germany from 1 Jan 2027 if prior-year turnover is above €800,000, otherwise from 1 Jan 2028 at the latest. An existing EDI process may still be used until the end of 2027. You have had to be able to receive e-invoices since 1 Jan 2025 (German Federal Ministry of Finance, as of March 2026). This is not tax advice.
What is the best way to start?
With one order path that takes a lot of manual work today. We pick it together in the intro call, followed by a clearly scoped pilot with metrics agreed in advance.
How many of your orders are still retyped today?
In 30 minutes we show you on one real order path where you can save time. Free and no preparation needed.
