W.W. Grainger is expanding how it uses artificial intelligence (AI)and machine learning across its sales organization, marketing programs. and customer inventory services
Grainger has outlined plans for 2026 that center on turning its product and customer data into more prescriptive tools for sellers and more actionable insights for customers.
On the company’s Feb. 3 earnings call, CEO D. G. Macpherson said Grainger has spent the past several years building “core product and customer information assets” that “have taken on even greater importance as AI accelerates and creates new opportunities to unlock additional value.”
How Grainger is using AI and machine learning to boost sales
One focus is Grainger’s SellerInsights platform. The company said that platform consolidates customer data for the field sales team. After seeing what Macpherson described as “strong usage” in 2025, Grainger plans to layer AI onto the system in 2026 to make it more directive.
“In 2026, we will leverage AI in this platform to deliver actionable insights, identify new customer contacts and strengthen leader coaching opportunities,” Macpherson said.
Grainger also described using machine learning to change how it allocates marketing dollars. Macpherson said the company is “leveraging our know-how and machine learning to optimize investment at the SKU level” using Grainger’s understanding of “relative pricing, product availability, and customer lifetime value.” He said the results are supporting “further incremental investment in 2026 and beyond.”
A third area is KeepStock, Grainger’s on-site inventory management program. Customers use it to control, track and replenish frequently used maintenance, repair and operations (MRO) supplies.
Grainger’s KeepStock for on-site inventory
KeepStock can include barcode labeling and mobile scanning to reorder, as well as setting minimum and maximum stock levels. Customers can use it for industrial vending machines at the point of use, and, in some cases, on-site support to manage Grainger materials. The goal is to reduce stockouts and lower excess inventory. It’s also to simplify replenishment for maintenance teams and storerooms.
Macpherson said demand for KeepStock increased in 2025 as customers faced labor shortages and cost-control pressures.
“In KeepStock specifically, this has resulted in new customer installations and product category expansions,” he said, adding that the program is becoming more embedded in customer operations.
He also said Grainger has been developing new customer-facing KeepStock tools that provide “enhanced data and insights” and expects “a broader rollout of these new capabilities to begin in 2026,” aimed at improving user experience and “driving procurement cost savings.”
In the question-and-answer session, Macpherson pointed to a continued shift toward more direct digital connections with customers, which he said supports these data-driven initiatives. He said electronic data interchange and e-procurement now represent Grainger’s largest share of order origination.
“EDI/ePro is the biggest share we have at this point, closer to 40% at this point,” Macpherson said, adding that “the vast majority of our contract customers now have a combination of ePro and KeepStock on-site.”
Taken together, Grainger’s comments show where the distributor sees the most immediate payoff from AI:
- Guided selling for its sales force.
- Algorithmic marketing tied to product and customer economics.
- Data-rich inventory programs that deepen integration with customers’ daily operations.
Sign up
Sign up for a complimentary subscription to Digital Commerce 360 B2B News. It covers technology and business trends in the growing B2B ecommerce industry. Contact Mark Brohan, senior vice president of B2B and Market Research, at mark@digitalcommerce360.com. Follow him on Twitter @markbrohan. Follow us on LinkedIn, X (formerly Twitter), Facebook and YouTube.
