Book an introductory call The digital merchanting gap report 2026
The gap between customer expectation and merchant reality.
Independent research into how trade behaviour is changing, where digital experiences are falling behind and what the next generation of builders will expect as standard.
The research
A clear view of the disconnect merchants need to close.
The Gap is a deep dive into the growing disconnect between what today's trade customers expect digitally and what UK builders' merchants actually deliver.
It brings customer evidence and market assessment together, helping leadership teams see how behaviour is changing, where capability is falling behind and which questions deserve attention before further investment is committed.
Where the gaps appear
The moments that shape trust, ease and commercial choice.
The assessment examines the practical parts of the merchant experience that matter when a trade customer is trying to get a job done.
Stock visibility
Can customers trust availability before they commit time, labour and money?
Delivery certainty
Does the experience provide the confidence needed to plan a live job?
Trade pricing
Can account customers understand their real price quickly and consistently?
Account experience
How easy is it to manage orders, invoices, credit and everyday administration?
Search & findability
Can customers identify the right product across complex merchant ranges?
Checkout
Where does friction interrupt purchase, collection or delivery?
Two lenses. One market view.
What customers expect. What merchants deliver.
The research combines the direct voice of trade professionals with a structured assessment of every major UK builders' merchant. The result is not a generic trend report, it is an evidence base for better decisions.
Explore Counter Intelligence01
Customer evidenceWhat trade customers expect
EXPECTATIONPriorities, behaviours and real buying experiences across 13 trades.
Compare the evidence
02
Market evidenceWhat merchants deliver
CAPABILITY43 experience measures across the UK's major builders' merchants.
The distance between them revealsPriority opportunitiesWhere to build confidence, remove friction and focus investment.
Inside the report
Evidence leadership teams can use.
“Confidence is becoming a commercial advantage in its own right.”
The report translates trade customer evidence into practical questions for proposition, experience, operations and investment.
The distance between expectation and merchant delivery.
- Fix trust
- Remove friction
- Build capability
Turn the evidence into action
See the findings, and where your business sits.
Set up a short call and we will walk you through the research, the biggest opportunity areas and the questions your leadership team should be asking next.
Book your report briefingThe market capability lens
22 merchants. 43 measures. Where does your business sit?
Our digital maturity assessment benchmarks the UK's leading builders merchants across six connected categories. Request a confidential briefing to see your score, strengths and priority opportunities.
Explore the assessmentRequest a Gap briefing
Which customer expectations matter most to your business?
Share what you want to understand and we will tailor the conversation around the findings most relevant to your organisation.
ConfidentialNo obligationDirect response