SMS Benchmarks for Wholesale Trade

Wholesale trade teams rely on clear SMS benchmarks to understand how their outreach affects partner relationships and order flows. This guide explores the essential messaging metrics shaping performance in this complex sector.

The following stats come from analyzing 26,926 engaged contacts.

Average Response Rate

The average response rate in wholesale trade is 65.00%, reflecting how often buyers and suppliers reply to text based communication about pricing, inventory, and delivery details.

Response rate expresses the proportion of contacts who respond, found by dividing the number of replies by the total successfully delivered messages.

In wholesale environments, this metric reveals how clearly organizations communicate about purchase orders, shipment timelines, and product availability.

When response rates remain strong, distributors and trading partners are more likely to stay aligned, which supports smoother logistics, fewer misunderstandings, and more reliable downstream fulfillment for retailers and end customers.

Average Opt-Out Rate

The average opt-out rate for wholesale trade is 0.17 percent, reflecting how rarely contacts choose to leave SMS communications in this relationship driven sector.

The opt-out rate represents the percentage of delivered messages that lead recipients to text STOP or unsubscribe from your list.

It is calculated by dividing the number of opt-outs by the total count of successfully delivered texts, then multiplying by 100 to express it as a percentage.

For wholesale trade, tracking this metric is crucial because it highlights how suppliers, distributors, and buyers react to shipment alerts, price updates, and inventory notices.

A healthy opt-out rate signals that message frequency, timing, and content are aligned with professional expectations and supports reliable communication along the supply chain.

Average Click-Through Rate

The average click-through rate in wholesale trade is 11–16 percent and shows how often buyers interact with links inside SMS messages that support quoting inventory checks and order updates.

CTR captures the portion of delivered texts that generate at least one tap on a measured URL.

To work it out divide the total number of link clicks by the number of messages successfully delivered then multiply that result by 100.

In wholesale trade a strong click-through rate reveals whether pricing notices shipment alerts and product recommendations feel timely and useful helping teams make sure their communication strategy stays aligned with buyer needs.

Average Conversion Rate

The average conversion rate for wholesale trade is 11–20%, showing how often contacts follow through after reading a text message campaign.

Conversion rate is calculated by dividing the number of completed outcomes such as confirmed bulk orders, catalog sign ups, or reorder requests by the total messages successfully delivered.

This figure is important in wholesale trade because it reveals how effectively messaging supports buyer relationships, stock movement, and predictable order cycles.

By tracking conversion rate over time, wholesale teams can make sure each message supports reliable purchasing patterns and healthier inventory flow.

Average Delivery Rate

The average delivery rate for wholesale trade is 98–99%, indicating that nearly every SMS actually lands on the recipient device as planned.

This high consistency gives distributors, brokers, and resellers confidence that time critical updates keep moving in sync with inventory and customer expectations.

Delivery rate is calculated by taking the number of SMS that carriers report as successfully delivered and dividing it by all messages sent, while excluding those that bounce due to invalid contacts or network filtering.

In wholesale trade, this measure is crucial because teams depend on SMS for purchase order confirmations, shipment timelines, allocation notices, account reminders, and fast coordination with both suppliers and retail buyers.

Average Open Rate

The average open rate is 98%, which shows that text updates in wholesale trade are almost always seen by buyers and partners.

Open rate describes the proportion of delivered messages that recipients actually open and view.

It is calculated by taking the number of opened texts, dividing by the number of successfully delivered texts, then multiplying that result by 100.

In wholesale trade this metric carries real weight because pricing alerts, order status notices, and stock availability messages often guide time sensitive purchasing decisions.

High open rates make sure that these details are visible when they matter most, supporting smoother collaboration across the supply chain.

Average Time to Read

The average time to read an SMS in wholesale trade is 3 minutes.

Time to read reflects the typical delay between when a message is delivered and when a buyer or supplier actually opens it.

It is calculated by tracking delivery timestamps alongside first open events across a large volume of texts, then averaging those gaps.

This metric matters in wholesale trade because timely reading influences purchase order confirmations, shipment updates, stock availability notices, urgent pricing changes, and compliance messages, helping counterparts stay aligned across long supply chains.

Average Response Time

The average response time for wholesale trade is 90 seconds, showing how quickly buyers and suppliers typically answer after receiving an SMS.

Response time is the period between a text being delivered and the first reply being sent.

It is calculated by taking this gap in seconds for every conversation and finding the average across all message threads.

This metric is important in wholesale trade because fast replies support smoother order confirmations, inventory checks, and shipment coordination.

Quicker texting habits also help make sure partners stay aligned on pricing, lead times, and product availability.

Average Bounce Rate

The average bounce rate is 1–2% in wholesale trade, suggesting that just a tiny fraction of SMS notifications fail to reach their intended recipients.

Bounce rate describes the share of sent messages that never arrive on a customers device.

It is calculated by dividing the number of failed deliveries by the total count of messages sent and then converting that ratio into a percentage.

In wholesale trade, this metric is crucial because reliable SMS delivery keeps order confirmations, stock updates, and delivery notices flowing without disruption.

A consistently low bounce rate also shows that contact data stays accurate, which helps communications stay timely and relevant.

Average Messages per Conversation

Wholesale Trade businesses see an average of 4.1 messages per conversation, which signals high engagement.

This metric captures how many total messages are exchanged within a single customer thread.

It is calculated by taking the complete count of inbound and outbound messages and dividing it by the number of separate conversations.

In wholesale trade, a higher average often reflects active discussions about pricing tiers, inventory availability, and shipping details.

These richer message threads suggest buyers are asking detailed questions and negotiating terms.

By tracking this metric, teams can refine their communication, make sure responses stay timely, and support smoother order coordination.

Overview of Wholesale Trade

The wholesale trade sector relies on fast and accurate communication to keep goods moving smoothly between suppliers, distributors, and customers.

Complex supply chains, tight margins, and shifting demand create constant pressure for real time information that is both reliable and easy to access.

SMS supports these needs by delivering updates instantly, with near universal reach and very high engagement rates, so messages are seen and acted on quickly.

By using SMS, wholesale trade businesses reduce delays, cut down on miscommunication, and keep stakeholders aligned across locations and time zones.

This timely channel helps maintain operational efficiency, strengthens commercial relationships, and supports a more responsive customer experience.

SMS Use Cases in Wholesale Trade

SMS offers wholesale trade businesses direct, time-sensitive communication that reduces lead times, tightens supply chains, and improves order accuracy.

Text messaging helps coordinate shipments, confirm inventory, and keep buyers and suppliers aligned in high-volume B2B operations.

Send automated order confirmations and pick-up windows with pallet counts and handling notes to reduce loading delays and paperwork errors.

Notify buyers and warehouse teams with real-time shipment ETAs, dock assignments, and exception alerts so receiving teams can plan labor.

Trigger low-stock alerts to customers and offer backorder or cross-dock alternatives via reply options to keep turnover steady.

Use secure SMS links for invoicing, payment reminders, and remittance confirmations to shorten days sales outstanding.

FAQs About SMS Benchmarks for Wholesale Trade

How can wholesale trade businesses use SMS to streamline order management?

Wholesale distributors can use SMS to confirm purchase orders, send pick-up notifications, and alert customers when shipments are ready. This reduces back-and-forth phone calls and helps buyers stay updated in real time.

SMS can also support quick order changes or approvals when buyers are away from their desks. This keeps orders moving smoothly through the supply chain.

What role does SMS play in wholesale customer relationship management?

SMS gives wholesale trade teams a direct line to buyers for quick check-ins and support. Account managers can use it for follow-ups, product availability updates, and to answer urgent questions.

By keeping communication timely and convenient, SMS helps strengthen trust between wholesalers and their customers. It also makes sure small issues are resolved before they grow.

How can wholesalers use SMS to support their sales reps in the field?

Sales reps in wholesale trade can receive appointment reminders, meeting updates, and inventory alerts via SMS while they are on the road. This keeps them aligned with back-office teams without needing constant calls.

Reps can also use SMS to quickly confirm pricing availability or product substitutions with operations staff. This helps them respond faster to customer requests during on-site visits.

What are some best practices for writing SMS messages in wholesale trade?

Wholesale businesses should keep SMS messages short, clear, and action-focused so recipients immediately understand what to do next. It is important to identify the sender, mention the order or account context, and include a simple way to reply.

Companies should also make sure messages are relevant to the recipient's role, such as purchasing or logistics. This avoids confusion and makes each text feel genuinely useful.