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Benchmarks: Here’s How Much Distributors Really Spend on eCommerce

Distributors increasingly want to know whether their eCommerce investment is too high, too low or right on target. The latest Baird-MDM survey breaks down eCommerce SG&A spend across all respondents, distributors and manufacturers — including insights by distributor revenue band and commentary that adds context behind the numbers.

By Mike Hockett

November 24, 2025

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As more distributors push digital channels from “nice-to-have” to “must-have,” the obvious question is:

what should we actually be spending on eCommerce? 

A question in the latest Baird-MDM Industrial Distribution Survey put numbers to that benchmark. Conducted in early October, we asked distributors, manufacturers and other industrial supply channel partners: “What percentage of your company’s annual selling, general and administrative (SG&A) spend is specifically allocated to eCommerce operating expenses?”

MDM's Free Virtual M&A Summit Coming Dec. 3. Register here! 

Responses spanned from…

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