What will define dealer success in 2026? In the first issue of the year, our Look Ahead feature brought together insights from several figures across the industry to weigh in on the challenges and opportunities ahead, and how dealers can prepare

CREDIT: This is an edited version of an article that originally appeared in the January 2026 issue of Dealer Support Magazine

We asked each leader a simple but vital question: what will be the biggest challenge and the biggest opportunity for dealers in the next 12 months, and how can the industry respond?

The Biggest Challenge: Declining Traditional Office Supplies

Ross Ayley, of Durable, explained:

“The biggest challenge which will continue to affect office products dealers in the next 12 months will be the decline in demand for traditional office supplies, compounded by intensifying price competition from e-commerce giants.

“The need to diversify product offering is not going away, and entering high-demand products such as technology accessories, collaborative workspace tools, or warehouse and facilities equipment is a sound, lower-risk move. Collaborating with suppliers who offer drop-shipping also reduces risk further.”

The Opportunity: Embrace E-Commerce and Add Value

“To combat the e-commerce giants, embrace e-commerce and use targeted digital marketing to reach the modern buyer who searches for products online. To support your listings when they find you, offer value over price in the form of bundled services, faster fulfilment, and reliable after-sales support. Also make sure you share your eco-credentials, which are higher on the buyer’s agenda. This will differentiate your business and build customer loyalty and repeat purchases, rather than one-off sales with no margin.”

Read More in Dealer Support

For more insights from industry experts and a deeper look at what lies ahead for dealers in 2026, check out the January issue of Dealer Support magazine.