The aim of this paper was to investigate the role of the Internet in the wholesale of industrial equipment on a concrete basis example of the company Kaeser d.o.o. Wholesale is an important sector in most economies in the world, and refers to the type of sale that takes place in such a way that the dealer actually resells new or used goods to other merchants. These traders can be retail stores, other wholesalers or industrial, commercial, institutional or professional users. The growth of the Internet as a communication and distribution channel has led many economists to the conclusion that wholesale will lose its importance as the number of direct transactions increases between producers and end customers. In order to progress according to speed and agility current digital transformations, wholesale distributors must be ready for a complete transition into an intelligent enterprise. This includes managing expectations, simplifying business structures, standardization of business processes, work with support and optimization for continuous innovations. The Internet has brought different distribution channels such as B2B and B2C channel alternatives. However, in in the current era, online channels still cannot replace traditional offline channels. E-commerce companies they should never focus only on online distribution channels in their desire to expand market. Different sets of intermediaries are required depending on the classification of e-commerce companies. Combining traditional channels of wholesale distribution with online wholesale company Kaeser d.o.o. aims to improve wholesale services of industrial equipment by reducing the time required to carry out orders and transactions and thus improve the shopping experience which will ultimately result in greater brand recognition and customer loyalty. Greater reach of customers who The Internet allows for ease of purchase and ultimately leads to an increase in sales, which in addition to cost reduction leads to a sure profit increase. Kaeser chose competitive brand scope and competitive advantage of differentiation, that is, differentiation strategy. This technology ensures improved availability and optimized overall efficiency for the supply of compressed air and leads to an increase in customer satisfaction - of the ultimate goal of Kaeser d.o.o.