42 | Sector Focus: Software & IT
SUMMARY
■ Many businesses identify AI and automation as the number one driver of e-commerce growth
■ Timber merchants face unique digital challenges
■ AI is being used to deliver personalised product recommendations
■Nearly half of the survey respondents said they are now using chatbots or virtual assistants
ON THE BRINK OF MAJOR CHANGE
Sam Rutley, managing director of e-commerce agency PushON, explains how AI is climbing to the top of the timber trade’s digital agenda
Artificial Intelligence (AI) has officially entered the mainstream of the construction supply chain and, for timber merchants, it could be the most important digital development in years.
New research suggests that 49% of merchants and construction supply companies now identify AI and automation as the number one driver of e-commerce growth, overtaking traditional priorities like platform upgrades and product data management. The findings, from a national study of merchants and suppliers, reflect a growing understanding that technology is no longer just about having a website. It’s about using data to work smarter, improving everything from stock accuracy to search functionality.
UNIQUE DIGITAL CHALLENGES For timber suppliers, the shift is particularly significant. Selling timber online isn’t like selling screws or tiles. With variable product dimensions, moisture content, grading, and species-specific attributes, many timber products can’t just be dropped into a standard e-commerce system.
And yet, customers increasingly expect online platforms to deliver quick answers, clear stock availability, and product guidance that matches their project needs. This is where AI can help bridge the gap.
Above: AI could be the most important digital development in years TTJ | July/August 2025 |
www.ttjonline.com
According to the report, 64% of businesses are already using AI to deliver personalised product recommendations, with plans
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