Dealer Portals Are Failing And It’s Costing Manufacturers Millions in Lost Channel Revenue
Heading into CONEXPO-CON/AGG 2026, dealer portals and the value they aren’t delivering is a topic heavy on our minds. Over and over again at AEM events throughout the last year, Brian Benic, our VP of Client Growth and Noah Oken-Berg, our CEO, had conversations with manufacturers about their competitors actively adopting digital solutions. Many of the manufacturers we spoke to are planning to launch new portals or update their old ones in the next 12 to 24 months.
And, this isn’t simply a matter of keeping up with the Joneses. A recent McKinsey report found that companies that invest in modern, well-adopted self-service portals report average revenue growth of approximately 25% compared to those that haven’t modernized.
The Myth of Relationship Killing
Despite recognizing the need to move forward digitally, we’re still hearing the old belief that dealer portals remove the value selling and relationships sales representatives provide. Many manufacturers assume that B2B dealer portals should be reserved only for small, repeat buys, while sales teams should be handling the big-ticket opportunities.
This is not true.
Modern B2B buyers do not stick to one channel. They move fluidly between email, digital portals, and direct conversations with reps.
The Real Barriers to Adoption
If the relationship myth is false, why do dealers avoid most portals? The real reason (even if manufacturers are hesitant to admit it) is change management. Dealers feel that adopting new digital tools will cause too much disruption to “what has been working”. This is the main reason we recommend a phased approach to implementation.
When manufacturers fail to manage this change or ultimately provide a poor user experience, the impact is severe. Dealer portals that don’t meet the needs of dealers can burn out reps by placing too much administrative strain on them, forcing them to rely on manual workarounds.
New tools need to be intuitive, easy-to-use, and provide the dealers with immediate benefit.
Where Revenue is Lost
Broken or ineffective portals directly slow down revenue generation. The primary culprit is often incorrect or incomplete information. To be effective, a dealer portal must provide accurate product data, pricing, availability, and lead times.
We also often hear complaints that there is a disconnect between what manufacturers build and what dealers actually need. Dealers need more than just a product image; they require FULL specs, REAL-TIME availability, and clear pricing. They expect tools that help them sell, not just transact: competitor product comparison features, configurators for complex equipment, and guided selection tools that reduce the need for back-and-forth with sales reps.
How to Fix It
To stop the bleeding, manufacturers must focus on making their portals “sticky” by including incentives, training, and MDF details to further engage dealers. Crucially, a portal is not a “set it and forget it” project. Success requires a continuous path where ongoing marketing efforts—such as email reminders, recommended products, and notifications based on frequently purchased parts—are always present.
The Cost of Inaction
If manufacturers do not fix their dealer portals, they will not see an overnight collapse, but rather a “gradual but compounding channel decay” over the next few years. Top-performing dealers want options, and they will prioritize manufacturers who are easier to do business with. A robust, user-friendly portal is a critical component of attracting those new dealers and retaining current partners.
Thinking about adding or upgrading your dealer portal this year? Book some time with us at CONEXPO-CON/AGG to chat about your project.
