PurposePerformance measurement involves gaining useful information about performance. The purpose is to develop a conceptual framework to assist wholesale managers in selecting useful information to evaluate operational performance. The proposed framework identifies core operations, measures of operational performance and factors that affect the performance of wholesale organisations.Design/methodology/approachThe research essentially relies on the available literature to develop a conceptual framework and define related components. Research primary data were used to validate the framework components and to implement the framework in wholesale organisations by allocating performance factors to the different components of the proposed framework. Using a semi-structured interview design, ten face-to-face interviews were conducted with managers of ten different wholesale organisations.FindingsThe research identifies five core operations that affect the operational performance in wholesale organisations, four measures for evaluating efficiency and effectiveness in every core operation and 28 factors that influence operational performance in wholesale organisations.Originality/valueOperational performance is monitored by evaluating the achievement of efficiency and effectiveness in operations. The research introduces a performance measurement framework that identifies the required information to evaluate the efficiency and effectiveness of core operations in wholesale organisations.