commonsku Articles | Insights for Promo Distributors

How Distributors Shape commonsku, One Feature at a Time

Written by Ritika Chhikara | Nov 26, 2025 10:50:42 PM

Did you know that  Mark Graham and  Catherine Graham, commonsku’s co-founders, were distributors when they were building commonsku? Mark and Catherine went through the day-to-day challenges when running their distributorship RIGHTSLEEVE and knew there had to be a better way of managing their workflow. That’s why they created a software specifically designed for promo, and since 2011, commonsku has been shaped by one simple process: build the workflow solution that promo distributors need to grow their business.

1. Promo challenge: “I spend hours sourcing products my clients are looking for.” 

commonsku’s solution: We just launched a new feature that tracks past client behaviour and projects to recommend the best sku’s for your next merch project.

2. Promo challenge: “I’m spending way too much money on credit card fees.”

commonsku’s solution: With commonsku, you can set the payment terms at the beginning of your merch project.

3. Promo challenge: “My team is spending hours matching bills to POs.” 

commonsku solution: We get your pain, and our product team is using PromoStandards technology to create a solution to this problem right now.

The Features Changing The Game For Distributors

commonsku’s Chief Content Officer, Bobby Lehew, joins the conversation with over 20 years of experience in the promo industry, known for his packed talks at PPAI education day and his luscious flowing locks, he’s passionate about gathering the education resources distributors need to thrive in this dynamic and nuanced industry. He’s joined by Charlie Moscoe, commonsku’s VP of Product, equal parts technical, personable, and laughs. Charlie is an expert in uncovering what products are changing the game for promo distributors and how distributors are shaping which features commonsku builds. Listen to their full talk on Spotify.

 “I spend hours sourcing for products my clients are looking for.”

Believe us, we get it! We see you looking for product recommendations in the Promotional Products Professional Facebook Group, and it hurts us to our core how much time that is taking you.

The Solution: AI Recommendations

 

That’s why we launched our first AI feature, where the second you land on commonsku's Product Search page, you are delivered numerous product recommendations based on your clients’ past purchasing behaviours, patterns, industries and more. This saves not only time, but you are also getting the best possible product recommendations that your clients will be impressed with.

 

The AI Recommendations feature is live now, working with 14 industry-leading Connected+ Suppliers and growing.

See how AI search works, Book a Demo →

“I’m spending way too much money on credit card fees.”

Our ultimate goal is to help your business grow, and you can't do that if you're consistently absorbing all of the credit card processing fees on your merch projects.

The Solution: Flexible Payment Processing

Now on commonsku, you can set the terms on WHO is paying the credit card fee, either yourself or your client, before the merch project even starts.

 

 

Explore payment integrations →

“My team is spending hours matching bills to PO's”

We’ve seen it time and time again, one of the most frustrating parts of a distributor’s job: turning supplier invoices into bills when you would rather be working with clients. Right now, someone on your team has to open the PO and the supplier invoice, and manually key in quantities, prices, freight, and fees. It is slow, repetitive work that is easy to get wrong, especially when their inbox is overflowing and deadlines are stacked.

Don’t worry, we’re creating a feature to help with this exact challenge (follow us on LinkedIn so you know when our product releases drop!).

The Solution: Automatic Bill Matching (Coming Soon!)

We analyzed where distributors were losing the most time with manual work, and bill reconciliation was at the top. That’s why we’re building a new feature, where bills from commonsku Connected+ Suppliers flow through our PromoStandards integration, and will match your POs automatically.


How We Actually Build: Every Feature Starts With You

AI product recommendations, flexible payment options and bill matching are all features that distributors have told us they needed to run their business more effectively. We are a distibutor-led platform first, and our goal is build the features you need to do your very best work.


Curious to learn more from promo industry leaders like Charlie and Bobby? Listen to their full conversation here →