What Is a Rich E-Commerce Catalog — and Why You Need It

Wherever you are on the food supply chain — a manufacturer selling products to distributors, or a distributor selling directly to operators —  your digital catalog plays a critical role in how buyers perceive your brand and how easily they can do business with you.

In today’s digital-first economy, a simple list of products with prices just won’t cut it. B2B buyers expect the same seamless, informative shopping experience they get as B2C consumers. That means your e-commerce catalog needs to be more than functional — it needs to be rich.

Here’s what that means, why it matters for both manufacturers and distributors, and how to get started.

What Is a “Rich” E-Commerce Catalog?

A rich e-commerce catalog goes beyond SKUs and prices. It includes complete, organized, and engaging product content that helps buyers make fast, confident purchasing decisions. Whether you are manufacturer or a distributor, a rich catalog makes your brand easier to promote and sell. It improves your customer’s experience and reduces ordering errors. Now who wouldn’t want that?

A rich catalog includes:

• High-quality product images (pack shots, case images, lifestyle images)

• Clear, detailed descriptions

• Ingredient lists and nutritional/allergen info

• Units of measure, pack/case sizes, and serving yields

• Certifications (e.g., gluten-free, kosher, organic)

• Availability and pricing

• Smart filtering and search tagging

• Cross-sells and suggested substitutes

Why You Need A Rich E-Commerce Catalog: Benefits for All Sides

1. It Makes Buying Easier

Buyers like chefs, GMs, and purchasing managers are quite busy, and having to carve out time from their busy schedules to call in questions and ask for clarifications can be a stressful demand. A rich catalog helps them quickly identify the right product — the first time. With clear images and product descriptions, a large share of questions or clarifications are already addressed, so there is no need to waste time taking phone calls unless you really need to.

"It’s like using Facebook or Instagram, it's so intuitive and easy to use. I’ve seen my front-of-house and cooking staff, they would just onto their phones and do it. Even without an internet connection you can see your order guide, look at the products, see how much they want and add to your order, save it as a draft. Then another team member can go in and add to it if necessary. People can collaborate on the ordering process. And this collaboration was intuitive, I didn’t have to train them on it" - JP Coupal, Owner, Coupa Cafe.

2. It Reduces Errors and Support Load

When buyers place incorrect orders because of vague or missing information, it leads to costly returns and time-consuming phone calls. This can be costly both financially and reputationally.  A rich catalog prevents that by giving customers the info they need upfront. It also frees up the time your sales reps spend on addressing minor queries so that they can focus on the more strategic side of sales. 

3. It Increases Product Visibility and Sale

A structured, filterable catalog helps customers discover new products, compare options, and place larger, more frequent orders. Items with images and details get ordered more often compared to their less-flashy counterparts. Modules like ‘suggested products’ or ‘recommended products’ are also greatly enhanced when accompanied with rich features. 

For manufacturers, when your catalog content is complete and compelling, distributors are more likely to promote your products — especially when cross-sells, substitutes, or seasonal items are clearly presented.

4. It Builds Trust

Incomplete product listings feel risky — especially when quality, dietary needs, and labeling matter. Providing complete, transparent product information helps both manufacturers and distributors build credibility with buyers. It also helps you comply with regulatory requirements on online and distance selling. Research by NIQ Brandbank find that nearly 2/3rds of shoppers will switch brands if it provides a more comprehensive understanding of the product beyond the label. In an industry where a large portion of sales comes from regular customers, this is such a critical element to customer retention. 

5. It Powers Smarter Search and SEO

A catalog full of searchable data — ingredients, allergens, food type, certifications — is easier to navigate and find. This applies whether you're using a private ordering portal or making your products searchable through Google. Well-tagged content helps your products show up in distributor portals, increasing visibility and improved search reduces customer frustration and speeds up ordering.

How to Build a Rich Catalog

For Manufacturers:

• Provide standardized, up-to-date product data including descriptions, certifications, images, and spec sheets.

• Make assets easy to share with distributors (consider using a centralized data portal or shared library)

• Stay consistent across packaging, marketing, and catalog info.

For Distributors:

• Ingest rich content from suppliers into your ordering platform.

• Standardize naming, categories, and units to ensure consistency.

• Ensure real-time pricing and availability sync with your back-end system.

• Build in smart filters and reordering tools to make shopping intuitive.

Final Thoughts: Rich Catalog = Real Results

A rich e-commerce catalog isn’t just about looking good. It’s about working smarter — enabling faster orders, fewer errors, stronger customer relationships, and higher sales.

Manufacturers benefit by making their products easier to sell. Distributors benefit by making it easier for customers to buy. Everyone wins when the catalog does more than just display products — it drives the business forward.

If you’re in the Foodservice supply chain, now is the time to upgrade your catalog from basic to rich — and set yourself apart in a crowded, fast-moving market.