Innovation in the IT channel isn’t just about flashy technology—it’s about making life easier for ITSPs and MSPs and, ultimately, their clients too. From real-time data feeds to ecommerce integrations and outcome-driven service tools, an organisation’s ability to simplify and help partners be more productive, profitable and protected will go a long way.
That’s the approach UK-based Stock in the Channel has taken, and it’s working, according to Paul Meyers, managing director of Stock in the Channel. The company was recently chosen by GTIA member voters to receive the 2025 UK & Ireland Innovative Distributor award (accepted above by Donavan Hutchinson) for transforming their organisation and the broader industry through innovative solutions.
We asked Meyers why innovation is critical to establishing and maintaining successful partner relationships and what advice he has for tech companies to differentiate themselves in the market. Here’s what he had to say.
What does the GTIA Innovative Distributor Award mean to you?
Winning this award is a proud moment for our entire team. It validates our mission to simplify and modernise how MSPs and IT resellers interact with distribution. We’ve always believed that innovation in distribution isn’t just about technology—it’s about removing friction, improving transparency and helping partners grow. This recognition reinforces that we’re on the right path.
How difficult is it to stay innovative and ahead of current trends in the distribution space?
It’s challenging—but necessary. The pace of change in IT, especially around cloud, AI and service-led models, means we have to constantly evolve. Innovation isn’t just about launching new features; it’s about listening to partners, anticipating their needs and building tools that solve real-world problems. The key is staying agile and open to feedback.
How are you staying innovative in the market?
We’ve focused heavily on automation and integration. Our real-time distributor data feeds, e-commerce integrations and client-specific pricing tools are designed to help MSPs scale without adding complexity. We’re also investing in service catalogues and lifecycle tools that allow partners to sell not just products, but outcomes—which is where the market is heading.
How are your channel partners resonating with your innovation efforts?
The response has been overwhelmingly positive. We’ve seen a 40% increase in MSPs using our platform to automate quoting and procurement, and a 60% rise in partners integrating our tools into their e-commerce workflows. More importantly, partners tell us they’re saving time, reducing errors and winning more business—which is the ultimate measure of success.
What advice do you have for other distributors to be more innovative and differentiate themselves in the market?
Start by solving real problems. Innovation doesn’t have to mean reinventing the wheel—it can be as simple as making processes faster, more transparent or easier to scale. Listen to your partners, invest in automation and don’t be afraid to challenge legacy thinking. The distributors who thrive will be the ones who make life easier for their customers.
