FMCG software for sales and distribution teams

Field sales, distributor management and shelf audits on one platform, with AI that points every visit at your sales goals.

Instant Demo Read the route-to-market guide→

General Trade

with field & van sales

Modern Trade

with key-account execution

HoReCa & B2B

with merchandising teams

Trusted by leading FMCG & CPG brands worldwide

What is FMCG software?

FMCG software is the system a consumer goods brand uses to sell through its distributors and retailers. It covers the sales app reps use in stores, the distributor management system (DMS) that runs orders, stock and billing, and the audits that check what is on the shelf.

BeatRoute runs field sales and FMCG distribution on one platform, across general trade (GT), modern trade (MT) and HoReCa.

What it runs for FMCG distributors

Order processing: Orders from reps, vans and shops arrive with the right price and scheme on every line.
Inventory management: Stock is kept by SKU, batch and expiry date, with an alert before a product runs low. See our FMCG distribution software.
Returns and claims: Each return or claim gets an ID and is tracked until it is settled against the original invoice.
Collections and credit: Each payment is matched to the invoice it clears, so the brand sees every distributor's dues.

Perfetti Van Melle Indonesia tripled its outlet coverage with BeatRoute route optimization and SFA. AAVA Brands in Nigeria grew store-level sellouts 25–30% on the BeatRoute platform.

Kinds of FMCG software and who each one suits

Start from where your numbers stop matching. If reps book orders but you cannot see what each distributor billed, stocked and collected, you need a sales app and a DMS that share one record of outlets, orders and stock.

Kinds of FMCG software compared by what they do and who they suit
Kind of software	What it does	Who it suits
Field sales app (SFA)	Route and beat planning, store visits, order booking, van sales and targets.	FMCG companies whose sales reps call on shops. See SFA software for FMCG.
Distributor management system (DMS)	Distributor orders, billing, batch-wise stock, schemes and claims.	Brands that sell through distributors and need secondary sales. See our FMCG DMS guide.
Retail execution and audit tools	Shelf photos, planogram and share-of-shelf checks.	Trade marketing teams running displays in modern trade. See FMCG merchandising.
Retailer ordering app	Shops reorder from their phone between rep visits.	Networks with more small outlets than reps can visit each week. See the retailer app guide.
Distributor billing and accounting software	Invoices, stock and accounts for one distributor.	A single distributor. The brand gets no view across its network, so BeatRoute syncs with it.
SFA and DMS on one platform (BeatRoute)	All of the above on one record of outlets, orders and stock, with AI agents.	Brands with field teams and distributors across general trade, modern trade and HoReCa. A small team with one distributor needs less.

How BeatRoute turns sales goals into outlet-level work

Set goals

Set targets by channel, territory and team: sales per outlet, average order value and range sold.

Sales per outletAvg order valueRange sold

Execute smarter

AI suggests the best next action and order at every outlet.

Visit agendaAI orderScheme nudges

Gamify and incentivize

Each team's incentives and leaderboard follow its own goals.

Goal-linked incentivesLeaderboards

Solve problems and course correct

Managers see gaps while there is still time in the month to close them.

Copilot Q&AManager co-working

See BeatRoute on your FMCG channels and distributors

A 45-minute working session on your channels, outlet goals and focus brands.

Instant Demo

AI agents for FMCG field sales and distribution

Order AI Agent

Builds each outlet's order around focus SKUs, must-sells and range.

Route Optimization AI Agent

Plans territories and beats to cut travel time between outlets.

Scheduling AI Agent

Sends managers to the outlets and accounts where they need to step in.

Customer Insights AI Agent

Prepares a visit agenda for every outlet before the rep walks in.

VM Audit AI Agent

Checks planogram, on-shelf availability and share of shelf from one photo.

BeatRoute Copilot

Answers questions in plain English and nudges each team toward its goals.

Set up the way your channels already work

Teams and visit rules are split by channel, region and category, with no duplicate outlets.

Distributors and sub-distributors each get their own price list.

An admin sets new KPIs, focus products and incentive rules.

Each channel can have its own packs and approval steps.

Modules switch on or off as you add channels.

Connect BeatRoute to your ERP and your distributors' accounting software

BeatRoute integrations with ERP, accounting and HR systems

Products, prices and distributor records sync from your ERP. Orders, invoices and payments sync with distributors' own accounting software.

Primary and secondary sales reconcile in one place.

Credit limits are set in BeatRoute or pulled from your ERP.

BeatRoute Matrix middleware connects new systems as you grow.

Frequently Asked Questions

What is the difference between FMCG SFA and an FMCG sales app?

They are two parts of the same system. FMCG SFA (sales force automation) software is the platform that runs the field operation: territories, beat plans, targets, incentives and reports. The sales app is the part reps carry on their phone to visit outlets and take orders. See our guide to SFA software for FMCG.

How is a DMS different from an ERP?

Your ERP runs the brand's own books: products, prices and primary sales to distributors. A DMS runs what happens next, at each distributor: orders from shops, stock, schemes, claims and billing. So you keep your ERP: BeatRoute's DMS sits between it and your distributors, and primary and secondary sales reconcile in one place.

Does the sales app work without a mobile signal?

Yes. Reps record visits, orders and payments with no signal, and the app syncs when the phone reconnects.

How long does it take to go live?

It depends on your teams, distributors and integrations. Most teams go live on BeatRoute SFA in 21 days. A demo is the quickest way to get an estimate for your setup.