Above left: Enhancing on-site search and navigation could be more effective than upgrading the entire website Above right: Sam Rutley is managing director of PushON
to expand. For timber, this could mean suggesting related fixings, alternative species with similar performance characteristics, or even warning customers when a selected product doesn’t meet structural grading requirements.
AI can also factor in customer type and usage history to offer more relevant recommendations at checkout.
SMARTER STOCK FORECASTING One of the more practical areas where AI is gaining ground is stock forecasting. Timber merchants, like many in the sector, have had to manage significant supply chain disruption over the past few years, from global shortages to local price volatility.
The report found that 40% of merchants are now using AI to improve demand prediction and stock control. For those supplying timber, this could support better forward ordering, reduce deadstock, and help with warehouse planning during peak build periods. By combining historical sales data, seasonal trends, and even weather patterns, AI tools can generate far more accurate forecasts than manual systems and flag potential issues before they impact customers.
IMPROVING CUSTOMER SERVICE The research also points to a major increase in AI customer service tools. Nearly half of all respondents (48%) said they are now using chatbots or virtual assistants to answer product queries, check stock, or support customers out of hours.
This can be particularly useful for when trade customers need quick answers before placing orders at the start of the day or after hours. A well-trained AI assistant can handle basic questions, point users to datasheets, or explain business information without the need for additional headcount. Similarly, 46% of firms reported using AI to automate marketing activity. For timber merchants, this could involve sending targeted content depending on the season or when there is an offer on. Automated systems
allow merchants to run smarter campaigns without manually segmenting customer lists or building custom workflows from scratch.
SMARTER SITE SEARCH Another key finding from the report is that nearly half (49%) of merchants are investing in AI-enhanced search tools. This might seem like a minor upgrade, but it has huge implications for timber sales online. Traditional keyword searches often struggle with timber terms, especially if customers don’t know the exact name or code of what they need. AI search can interpret customer intent, account for spelling errors, and surface products based on category or usage, such as “external cladding” or “load-bearing joist”. With many merchants holding thousands of stock keeping units (SKUs) and dozens of timber types, smart search tools can reduce bounce rates, boost conversion, and improve the overall customer experience.
WHAT TIMBER MERCHANTS CAN DO NEXT Adopting AI doesn’t have to mean throwing out the old playbook, but it does mean thinking more strategically about where technology can unlock value. That starts with asking the right questions.
Which areas of the business generate the most manual work for staff? Where are customer pain points most obvious – for example, is it finding the right product, getting a quote, or checking stock availability? And where is the business missing out? Is it through abandoned baskets, poor conversion rates, or repeat calls about the same basic queries?
Rather than chasing trends, timber businesses can begin by identifying small, high-impact opportunities. For example, enhancing on-site search and navigation could be more effective than upgrading the entire website. Introducing basic AI tools to spot patterns in demand might improve stock planning without needing to change your ERP.
Importantly, merchants should view AI not just as a tool for efficiency, but as a way to differentiate. Customers value speed, reliability and accuracy. AI can support all three, helping merchants stand out. There’s also a growing case for collaboration. Smaller or regional timber merchants may not have the resources to build bespoke AI systems, but by working with tech providers, industry groups or software partners, they can access powerful tools without going it alone. This includes plug-in solutions for search, product recommendations or marketing, many of which are designed to integrate with existing platforms. Finally, culture matters. Businesses that succeed with AI aren’t necessarily the ones with the biggest budgets, but the ones that are willing to test, adapt and learn.
ON THE BRINK OF MAJOR CHANGE As digital maturity grows across the construction supply chain, the timber trade is entering a new phase. Where once the focus was on simply being online, the emphasis now is on working smarter and using technology to improve service, speed and supply chain resilience.
AI is not a silver bullet. It won’t replace experienced sales staff or solve every operational issue. But used well, it can enhance decision-making, streamline processes, and help timber businesses compete more effectively. ■
FURTHER INFORMATION
The research was commissioned by Manchester-based e-commerce agency
PushON, which specialises in digital solutions for builders’ merchants and suppliers. The full report, The Evolution of eCommerce in the Construction Industry, is available at
www.pushon.co.uk
www.ttjonline.com | July/August 2025 | TTJ
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