Cost Advantages of Working with Commercial Agents

Customer Structure and Market Interpretation

The diverse fields of activity of commercial agencies are clearly reflected in the composition of their customer base. A statistical survey conducted by the CDH shows that the primary customers of commercial agencies are located both in the manufacturing sector and in trade-related markets.

Within manufacturing, 43 percent of customers come from industrial companies and 19 percent from skilled crafts. In parallel, commercial agencies maintain strong ties to the trade sector: approximately 39 percent of agencies identify retail companies as customers, while 31 percent serve wholesalers. Additional customer segments include the hospitality sector (4 percent), public institutions (nearly 10 percent), and a similarly significant share of planners and consultants.

This distribution highlights the role of commercial agencies as highly flexible and cross-sector B2B sales partners. Their ability to operate simultaneously in manufacturing, trade and institutional environments enables them to balance market risks, stabilise revenue structures and provide manufacturers with broad and resilient market access. The figures also underline the strategic value of commercial agents as intermediaries who understand complex value chains and can effectively connect producers with diverse customer groups across multiple market levels.

Customer Segments numbers overview

The customer base of commercial agencies spans multiple sectors:

• manufacturing industry: 43%
• skilled trades: 19%
• retail trade: 39%
• wholesale trade: 31%
• hospitality sector: 4%
• public institutions: approx. 10%
• planners and consultants: comparable share

Employees and Customer Structure

The diverse range of activities carried out by commercial agencies is reflected in their varied customer base. A statistical survey conducted by the CDH shows that the main customers of commercial agencies are found both in the manufacturing sector and in trade.

Within manufacturing, 43 percent of customers are from industry and 19 percent from skilled crafts. In addition, approximately 39 percent of commercial agencies identify the retail sector as part of their customer base, while 31 percent serve wholesale companies. Around 4 percent of customers are from the hospitality sector, nearly 10 percentare public institutions, and a similarly significant share consists of planners and consultants.

This broad customer structure underlines the role of commercial agencies as flexible and independent B2B sales partners, capable of serving diverse market segments and acting as an effective link between manufacturers, trade and institutional clients.

CDH Statistics

“Commercial Agents in Germany – Figures, Data and Facts 2024”

At regular two-year intervals, the Institute for Retail Research (Institut für Handelsforschung GmbH), in cooperation with the Central Association of German Commercial Agencies and Distribution (CDH), conducts the collection and analysis of the CDH statistics.

The present report presents the results for the year 2024. Depending on the area surveyed, the underlying data refers to the years 2022 to 2023. The CDH Statistics 2024 are available as a digital edition and can be ordered via our online shop.

CDH Statistics 2024 – Key Findings

Greater Success Through Commercial Agencies

Sales Barometer

The CDH regularly conducts surveys on the day-to-day business activities of commercial agencies. Sales entrepreneurs are asked to assess:

their current business and industry situation,

their short- and long-term business outlook, and

the percentage development of their mediated sales turnover.

The results are published in the Sales Barometer and in dedicated information materials for sales entrepreneurs.

Distribution Outsourcing – Sales via Commercial Agencies

A presentation available for download below provides a clear and structured explanation of the B2B sales channel via commercial agencies. It outlines:

key criteria for choosing an appropriate sales channel,

a strengths and weaknesses profile,

the service portfolio of commercial agencies, and

additional strategic aspects of sales outsourcing.

Distribution Outsourcing – Sales via Commercial Agencies

A presentation available for download below provides a clear and structured explanation of the B2B sales channel via commercial agencies. It outlines:

key criteria for choosing an appropriate sales channel,

a strengths and weaknesses profile,

the service portfolio of commercial agencies, and

additional strategic aspects of sales outsourcing.

Distribution Outsourcing Presentation