With already tight margins in a struggling economy, some distributors are looking for creative ways to survive, and hopefully make a dollar or two along the way. A recent article from the Wall Street Journal at WSJ.com (subscription required) highlighted how some wholesalers are taking on a virtual retailer role to expand their sales base. Companies like GlassTileStore.com, operated by glass and tile wholesaler Eli Mechlovitz in New York, are setting consumer-focused Web sites for direct orders to fill gaps left by retail and other commercial clients that are also struggling.
 
Any commitment to selling online, whether to a distributor’s traditional customers or direct-to-consumer, requires a …