Why Mid-Market Owners Should Digitise Before They Exit

In today’s mergers and acquisitions (M&A) landscape, buyers are looking for more than just revenue, they’re looking for digital resilience. For mid-market and family-owned manufacturers and distributors, that means one thing: digitisation is no longer optional. It’s a strategic lever that can directly increase the sale price of your business.

“Digitally mature businesses offer buyers a scalable platform with lower integration risk,” says Thomas Butler , Director at Nash Advisory. “They’re not just buying a company, they’re buying a growth-ready engine.”

The Strategic Value of Digitisation

Digitally mature businesses offer several advantages that make them more attractive to potential buyers:

• Predictable Revenue Streams: Implementing B2B eCommerce platforms enables continuous order intake and reduces reliance on individual sales representatives, leading to more stable and transparent revenue.
• Enhanced Customer Retention: Digital tools facilitate personalised buying experiences and automated reordering, fostering customer loyalty and growth.
• Operational Efficiency: Integrating systems like ERP, CRM, and PIM streamlines operations, allowing businesses to scale effectively with reduced overhead
• Data-Driven Decision Making: Access to real-time data empowers businesses to make informed decisions, a quality highly valued by investors and buyers.

A Mindset Shift, Not Just a Tech Stack

The move to digital isn’t just about technology, it’s about signalling leadership readiness.

“Digitisation tells a buyer you’re not coasting. You’ve made the hard decisions. You’ve built for what’s next,” Butler explains. “And that reduces the amount of heavy lifting they’ll have to do post-acquisition.”

“With many B2B professionals we’ve met through the B2B eCommerce Association, it’s clear they’re not just experimenting with eCommerce. They’re building real business capability,” says Butler.

Start Early & Think Exit While You Build

Nash Advisory often works with clients 12–24 months before a transaction to ensure digital efforts are measurable and value-accretive.

“You don’t need to be perfect. But if you’re investing in customer experience, product data, or AI enablement, we can translate that into valuation impact,” Butler says.

So where should owners start?

• Launch a credible eCommerce experience, even if limited to key accounts.
• Clean and enrich your product data.
• Automate internal processes that slow down sales or fulfilment.
• Build reports that show your digital performance and customer insights.

“Digitisation isn’t a cost centre,” Butler notes. “It’s a signal. A story. And in the right hands, it’s a multiplier.”