Industry benchmark
Wholesale & distribution website benchmarks
Average page takes 13.6s to render its main content — 11.1s over Google's passing threshold.
Key findings
What the data says about wholesale & distribution
The handful of things that jumped out after crunching every diagnostic. Details and quick wins are below.
- 01
Average page takes 13.6s to render its main content — 11.1s over Google's passing threshold.
- 02
Average Google PageSpeed score is 49/100 — well below the 50 passing bar.
At a glance
Headline scores
Averages across the full sample. Google's thresholds shown as the white marker on each bar.
Core Web Vitals
How sites perform in the real world
The four metrics Google uses to rank pages. Lower is better for all of them.
Security
SSL and HTTPS adoption
No SSL in 2026 is a trust killer — and a Chrome warning. These numbers should be 100%.
Sites with SSL
Average16 secure, 4 without
Sites without SSL
ExposedEach of these loses visitors at the browser warning
Technology landscape
What this market runs on
Top platforms, CMSs, and analytics tools detected across the sample.
Social presence
Where these businesses show up online
Share of sites that link out to each platform from their homepage footer or header.
With any social
At least one platform linked
9 sites linking out
9 sites linking out
Performance spread
How wholesale & distribution cluster on page speed
PageSpeed scores grouped into Google's tier labels. The shape of the distribution tells you whether the industry average hides a few great outliers — or a long tail of broken sites.
- Critical0–4957.9%
- Needs work50–6915.8%
- Decent70–8915.8%
- Good90–10010.5%
Long tail: 58% of sites land in the Critical tier. This is where the easiest wins live — any site that climbs above 50 outperforms nearly half the market.
SEO health
The basics Google expects from wholesale & distribution
Adoption of the table-stakes SEO signals across the sample. Gaps here are the cheapest wins — any one of these fixes tends to outperform months of content work.
Viewport meta
StrongSites declaring a mobile viewport — without this, Chrome renders pages at desktop zoom on phones.
Meta description
MixedSites with a populated meta description — the text Google shows in search results.
Canonical tag
MixedSites declaring which URL is the main one — prevents duplicate-content penalties across www, http, and tracking-parameter variants.
Open Graph tags
WeakSites with og:title / og:image tags — controls how links preview on LinkedIn, Facebook, iMessage.
Structured data
WeakSites publishing JSON-LD schema — unlocks rich results (stars, hours, FAQ snippets).
Quick wins
The fixes that would move most wholesale & distribution forward
Ranked by how often we saw each issue across 19 sites. If yours has these, every competitor with them fixed is beating you on something Google measures.
- 01
Main content takes too long to appear
Found on 75% of sitesSpeedhigh impact - 02
134 broken links
Found on 70% of sitesSecuritymedium impact - 03
No sitemap found
Found on 70% of sitesSEOhigh impact - 04
1 pages share the same title
Found on 60% of sitesSEOmedium impact - 05
No robots.txt found
Found on 40% of sitesSEOhigh impact
FAQ
Common questions
Top markets
Wholesale & distribution by city
The cities with the most wholesale & distribution websites in our sample. Jump straight into the local benchmark for any of them.
Related industries
Other industrial & distribution benchmarks
Readers who compare wholesale & distribution usually care about these next. Same methodology, different vertical.
How we fix it
Web Boost — we fix the gaps we just showed you, every month
The diagnostic above tells you what's broken on wholesale & distribution websites. Web Boost is the monthly retainer that actually ships the fixes: senior developers, AI-assisted, concrete before/after reports, cancel anytime.
Speed + Core Web Vitals
Image compression, caching, lazy loading, render-blocking cleanup — the fixes the benchmark above flagged.
On-page SEO + structured data
Meta tags, canonicals, schema markup, internal linking — every signal Google's crawler expects, audited and fixed.
Conversion rate + mobile UX
CTAs, forms, microcopy, mobile layout. Turn the traffic you're already getting into leads and customers.
The diagnostic engine is the same one we ship for product and agency clients
Want a diagnostic on your wholesale & distribution site?
Email us and we'll run the same benchmark you see on this page — Core Web Vitals, SEO hygiene, tech stack, quick wins. No intake form, results back within a business day.
Or write to hello@borahlabs.us directly. No intake form, no pitch deck.