Distributor Management System Built for African Distribution
Most distributor management systems only show you what your distributors are holding. BeatRoute helps you sell more to them and through them, and gives the distributor a reason to use it. Claims settled with evidence, territory protected, stock visible to both of you.
Works on a laptop, a phone, or WhatsApp

Built for primary and secondary sales

Connects to your existing tech stack

⊢Trusted to run distribution in Nigeria, Kenya and Ghana⊣




















75% of DMS deployments fail for one simple reason.
Most Distributor Management Systems measure distributor operations. Very few influence distributor decisions. Fewer than 25% of distributors actively use their brand's DMS, because the system creates no value for the distributor.
That bites hardest here, where the distributor is an independent business risking its own capital, often for several brands out of one warehouse. BeatRoute creates value on both sides, which is what makes adoption stick.
Plan

Onboard distributors through self-serve or sales team-led sign ups
Bring new distributors online fast with self-serve sign-up or a sales-team-led flow, no manual paperwork.

Sync products, pricing, and scheme masters with ERP
Keep product, price, and scheme masters in lockstep with your ERP so every order bills on the right terms.

Set inventory norms and automate primary order triggers
Define min-max norms per distributor and let the system raise primary orders before stock runs short.

Setup in-bill secondary schemes for upsell and cross-sell
Configure in-bill secondary schemes that nudge upsell and cross-sell at the moment of invoicing.

Setup distributor growth campaigns, promos and reward programs
Run growth campaigns, promotions, and reward programs that pull distributors toward your targets.

Define credit limits and receivable tracking rules to expedite receivables
Set credit limits and receivable rules up front to keep cash flowing and overdue exposure in check.
Execute

Enable primary ordering with Order AI Agent
Let the Order AI Agent recommend the right primary order to each distributor and lift fill rates.

Nudge distributors to take advantage of Period Purchase Schemes
Surface live Period Purchase Schemes so distributors buy more within the window that rewards them.

Send dispatch update alerts with order status tracking
Keep distributors informed with automated dispatch alerts and end-to-end order status tracking.

Alert them on retailer orders and returns
Notify distributors the moment retailer orders and returns come in, so nothing waits in a queue.

Generate secondary invoices with schemes and discounts
Generate accurate secondary invoices with schemes and discounts applied automatically.

Reconcile van stock and cash
Reconcile van stock and collected cash at day-end to close the loop on every load-out.
Measure

Monitor stock movement and dispatch status in real time
Watch stock movement and dispatch status across the network in real time.

Get a complete view of distributors' statement of account
Open any distributor's full statement of account, with orders, dues, and claims in one view.

Use KPIs like credit usage, stock, and claim turnaround time
Track the KPIs that matter at a glance: credit usage, stock cover, claim turnaround.

Drill down into performance by distributor or zone
Drill from network to distributor or zone to find exactly where throughput is slipping.

Provide DMS data visibility to field sales teams and managers
Push live DMS data to field reps and managers so everyone acts on the same numbers.

Detect problems with Copilot and inform managers automatically
Let Copilot spot problems and alert the right manager automatically, before they escalate.
What our customers are saying: real results & testimonials

“For us, the platform's configurability and smooth ERP integration have been key to scaling fast. BeatRoute has truly proven itself as a future-proof, game-changing solution.”
— Dayakar Reddy, Head of IT, AAVA Brands, Nigeria
18-20% uplift in field productivity and 25-30% growth in store-level sellouts, across 5,000+ reps

Fits the systems your distributors already run on

Master and partner data sync
Via SAP, Oracle NetSuite, Sage or Tally at the distributor end.
Credit limits enforced before the order books
Checked against finance first, so no distributor is over-extended.
Custom automations via Matrix middleware
Automate approvals, notifications, and custom workflows across your enterprise systems using real-time field data.
Resources
Relevant resources
Distributor management, secondary sales tracking and route to market, written for how distribution actually runs here.

How Aava Brands Achieved 30% Higher Sales Productivity in Nigeria with BeatRoute SFA Software
At a Glance Company AAVA Brands Industry FMCG – Food, Personal Care, Household Essentials Region Nigeria Primary Goal Streamline field execution and…
Read more
How to Select the Best Distributor Management System (DMS)
Learn how to select the best distributor management system in 2026. Compare primary vs secondary DMS, SFA integration, and key buyer criteria.
Read more
Sales Transformation in Nigeria: Insights From the Retail Frontline ft. Bimpe Adebisi
Featuring: Bimpe Adebisi, National Head of Retail, Simba GroupHost: Nikhil Chaudhary, VP Marketing at BeatRoute Sales transformation is more than…
Read moreFrequently Asked Questions
Will distributors actually use a distributor management system?
That is the question that decides the project, and it is why the system has to pay them too. Distributors get stock and order visibility, claims and schemes settled against field evidence instead of argument, and protected territories. Adoption follows value, not a mandate from the brand.
Does the distributor management software work offline?
Yes. Orders, stock counts, deliveries and collections are captured on the device and sync when connectivity returns. A depot on a bad line or a rep upcountry never loses a day's transactions.
How does the DMS track secondary sales to the retailer?
Yes. Geography is defined once and the retailer mapped once, and every distributor authorized for that area can serve them. You get clean sell-out data instead of the same shop duplicated under each distributor.
Does the DMS integrate with Tally or other billing software?
Yes. Orders, invoices, dispatches and collections sync two ways with Tally, Sage and your own ERP. Distributors on standalone or paper setups can run on BeatRoute's own billing instead.
Can one DMS run Nigeria, Ghana and Kenya at once?
Yes. Local currencies, tax rules, distributor structures and territory hierarchies are configured per country on one platform. A brand running Nigeria, Ghana and Kenya sees one consolidated view without a separate rollout per market.