Samuel Cane
VP of Experience
Introducing the 2026 Manufacturer
Manufacturers are facing a relentless dual mandate: sustain the day-to-day business while positioning for scale tomorrow. With the latter in mind, modern commerce technology is evolving to match the sophistication of today's manufacturing buyer. Their priorities are clear:
- Protect project timelines and eliminate costly disruptions
- Cultivate vendor relationships built on reliability and trust
- Engage through seamless digital and mobile experiences
Manufacturing buyers struggle daily with the disconnect between how they need to work and the tools they're given from clunky ordering processes to a lack of visibility into inventory and lead times. There are a handful of things that are top-of-mind:
- Assets are operational at all times
- Warranties are up-to-date on all parts and machinery
- The consumables for those assets can be purchased easily, if needed
- Any cost savings and discounts for upcoming orders need to be applied
The stakes are simply too high for friction: manufacturing buyers can't afford tools that slow them down. Instead, they need experiences built around the way they actually work.
Closing the Gap
Imagine this scenario: a buyer receives a mobile notification alerting them of a machinery part in need of urgent replacement. Instead of working from a desktop to manually enter data or hunt through order histories, the buyer can use an app to quickly view all component parts of the machine, view relevant PDPs (product detail pages), get notified of adjacent parts that might also need replacing soon, and see pricing and applicable discounts. The buyer can quickly add to cart and ship to the site.
If the buyer has any questions or needs to make amendments to the order, an AI assistant can easily address simple tasks. For example, an issue may arise where the delivery address or work order needs to be adjusted.
With a modern commerce experience, this is all possible. The latest technology is closing the gap for manufacturers.
Proactive Commerce
For manufacturing buyers, a lapsed warranty isn't just an administrative oversight; it has the potential to be a liability. Modern commerce experiences are changing how warranties are managed, turning a traditionally reactive process into a proactive one.
Today's platforms can automatically alert buyers when a warranty is approaching expiration, presenting renewal options in a clear, easy-to-navigate experience. Buyers can explore coverage tiers, get instant answers to specific questions through AI-powered knowledge tools, and make confident decisions without ever picking up the phone. The friction that once defined warranty management is gone.
On the seller side, the impact is equally significant. Sales teams gain full visibility into upcoming warranty expirations across their customer base and what was once a missed revenue opportunity is transformed into a timely, consultative touchpoint. Quotes are updated and returned quickly, additional warranty needs are surfaced automatically, and the buyer can move from inquiry to checkout in a single seamless experience.
The result is a process that serves everyone better — buyers stay protected, sellers stay proactive, and the relationship grows stronger with every interaction.
The Intelligent Experience
Process improvement is quickly becoming the dominant driver of AI in manufacturing, expected to climb from 34% of use cases today to more than half within the next four years, according to Gartner.
While AI is grabbing headlines, it's only one piece of a much larger technology shift reshaping manufacturing. Advances in commerce platforms, mobile tools, and system integrations are fundamentally changing how manufacturers connect with their buyers and manage their operations.
Together, these technologies are creating a more seamless, efficient, and responsive buying experience that no single innovation could deliver alone.
With the right technology, manufacturers can move beyond guesswork and gain real visibility into buyer roles, behaviors, and the key moments that drive purchasing decisions, and use that intelligence to deliver better experiences at every turn.
Ready to see your own specs in action? Schedule a personalized walkthrough today.
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