James Thew - Fotolia
The channel can compete against etailers and giants like Amazon if it moves up the value chain and delivers the services and customer support that those rivals do not offer.
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The view of Alan Cantwell, CEO of Misco, is that seven months into his efforts to turn the firm around there are challenges from B2C players moving into the B2B market but there is still room for the channel to compete.
His comments come as the firm completes the roll out of a NetSuite system that is designed to help it be more efficient and to support the drive for efficiencies that will help improve customer service.
Cantwell said that Misco will be able to unite the systems it uses across its UK and European operations and as a result cut down on time lost manually processing orders.
Cantwell admitted that it had been a tough process getting the firm into the current position but it was but it would now be able to catch up on the market.
"I am looking forward to the next six month, we have broken the back of a lot of the stuff we have worked on," he added "I don't want to focus on the past. We had to get the costs under control and get the technologies in place that would give us the ability to sell value added services."
"We have got the technology in place to give us a chance to compete," he added.
With a unified system Misco will now be in a position to speed up the logistics and concentrate on adding the value that the big etailers struggle to deliver.
"Amazon might be B2C but they are becoming more B2B but it is going to struggle on the value add," he said.
Cantwell said there was an opportunity for IT specialists to "set themselves apart" from some of the big etailers and the NetSuite system had been part of that process.
"The perception of Misco is changing," he added that there had been plenty of pain but after suppliers had been supportive.
"The tide is changing and people are saying they can see the vision and see the plan," he said.