Hi Jon and welcome to the forum,
In regards to suppliers, makes no difference whatsoever. In regards to customers, could make all the difference in the world from a marketing perspective.
Now that doesn't automatically mean that the name has to reflect what you sell, it means it has to be a name that resignates with customers from some reason because your name can build brand reconition for your business. So the ideal is to have a name that sticks in a customers mind, something that has a "hook" in marketing terms.
My personal opinion is that I stay it really depends on the product you are selling. Some products need to be obvious, for example, hardware will usually have the word hardware in the name somewhere. That's basic, someone wants a hammer and they know they are looking for a hardware store and so on.
Of course slogans and logo's can also be a strong part of building good brand reconition. Using the hardware as an example aqgain, you might have a name like "tuff bros" That in itself speaks nothing to what you sell, but if you tie it in with a slogan such as "the hard men in hardware" and a catchy logo, then customers will easily relate your name to your products.
I think there are other products that can let you be a little more creative, for example, selling locks. You could use something similar to Goldie Locks. The hook in that name is in both the cheekiness, as well as the word lock itself. So that's a name that can build a strong reconition with customers because of the two hooks.
So certian products give you certain latitude as to how you can develop an effective business name.