In the world of architectural products, bigger companies have what may seem like an unbeatable advantage. More staff, more systems, bigger budgets.
But when it comes to product data – and how it drives specification – the story is not so simple.
In E04 of #LoadBearing, Phanos Hadjikyriakou and I explored whether smaller suppliers can compete with the giants, and how digital transformation is changing the game.
Here’s a recap of that discussion with a focus on product suppliers & manufacturers, alongside some more thoughts.
Recap: why data is key for architectural product suppliers
This is a topic I’ve covered in depth here.
TL;DR: Without complete, structured, and traceable product information, companies of any size struggle to get specified. In today’s market, good data is not an advantage. It is the minimum requirement to even be considered.
Specifiers expect quick access to technical information, performance details, imagery, certifications, and traceability back to source. Without this, your product rarely makes it past the first screening.
The obvious advantages of big companies
Big manufacturers and leading suppliers typically have little to no shortage of assets. Certifications, spec sheets, environmental declarations, high-end photography, marketing materials – the full stack.
The more sophisticated companies also invest heavily in systems like Product Information Management (PIM) that help them maintain all this data (disclaimer: Stylib works in this field with our Hub product). Catalogue management solutions help create consistency, distribute product data across multiple channels and keep everything searchable and specification-ready.
It is then no surprise that big companies have serious advantages when it comes to product data:
- More people and bigger budgets to dedicate to digital transformation
- Ability to invest in data standardisation and formatting for maximum discoverability
- Easier to onboard with major specification platforms and procurement tools
- Easier access to emerging AI-based specification and recommendation tools
So yes – the advantage is clear, but if you’re a small supplier reading through this, don’t stop here and read through the next few paragraphs!
Is it a done deal for smaller players?
At first glance, it might seem that smaller suppliers are fighting a losing battle. They have fewer resources and less brand recognition.
But small suppliers often compensate with two big advantages:
(1) a deep, shared understanding of their products across the team, and
(2) the agility that comes from having less internal bureaucracy, allowing them to make fast, clear decisions.
In the context of product data operations, I think these advantages matter.
When the whole team knows the product well, it becomes much easier to define exactly what information needs to be created, structured, and published. Decision-making is streamlined, not blocked by layers of approvals. Execution is faster, because the distance between decision and action is shorter.
You have more people contributing to the right understanding of “what” is needed – and you have the ability to act on it much faster.
Small suppliers do not need to match the resources of bigger companies. They need to use their agility and focus to out-execute them.
In fact, the ability to move quickly, digitise efficiently, and deliver high-quality information without bureaucracy can become a major competitive advantage.
Velocity is small companies' unfair advantage
If big companies hold an advantage in resources, smaller companies hold an advantage in speed.
And when it comes to product data (and digital in general), speed changes everything.
Smaller companies can often:
- Structure, digitise, and distribute smaller catalogues faster.
- Implement structured, complete, and traceable product data without battling legacy systems.
- Show up on digital platforms on equal footing, since costs are usually calculated per product or per upload, not by company size.
- Quickly adopt new tools, move onto new platforms, and provide more responsive, personalised service.
These advantages are not theoretical. Let’s think practically about what happens when two companies – one small, one large – decide to update their digital assets.
The following numbers all come from our experience in Stylib:
As you can see, smaller organisations have a clear time to destination advantage – regardless of the task.
Speed, clarity, and focus are then material advantages that, if used well, allow smaller suppliers to close the gap with giants.
What smaller companies should do
The biggest shift is a mindset change: understanding that digital presence and product data quality are critical for sales.
It is not about trying to do everything at once. It is about focusing efforts where they matter most:
- Prioritise complete, structured, and traceable product data that meets specifier needs.
- Identify digital bottlenecks early and outsource them where necessary to specialist providers.
- Adopt on-demand digital tools rather than building complex solutions in-house (that’s a big one – we see many companies thinking they can build advanced solutions in house – don’t!)
- Work with companies that already support the digital needs of specifiers you want to reach.
- Maintain a sharp focus on your specifiers by asking them how they’d like to find, analyse and specify your products.
Bottom line: Smaller product companies cannot outspend the giants. But they can outmanoeuvre them by being faster, sharper, and more focused on what actually drives specifications today.
At Stylib we help suppliers and manufacturers of any size bridge the gap to digital specification. Reach out for free advice!
Stylib Hub gives every product a consistent, customizable data structure with attributes for technical specs, certifications, dimensions, finishes, and more. Instead of scattered fields or improvised formats, you get a clean, scalable system that supports filtering, validation, and export across any channel or platform.
Datasheets, images, test reports, and certificates all live in one place, connected to the correct product and version. Stylib Hub makes it easy to upload, organise, and update files so you always know what’s current, and you never have to dig through folders or chase the right PDF again.
Not every audience needs the same data. Stylib Hub lets you configure outputs for different destinations, whether it’s a spreadsheet for a distributor, a selection for a client, or a structured feed for your digital tools. One source of truth, multiple outputs, no copy-pasting.
