Wood cladding is used in the residential market. However, the use of wood cladding in nonresidential and large multi-residential projects can sometimes be difficult. This paper highlights the barriers to the use of this material and draws recommendations to overcome them. A triangulation approach was used to enhance the validity of the findings with a deep literature review, interviews with different stakeholders, and analysis of several websites. The cross-compared analyses indicated that four main obstacles have hampered the use of wood cladding in non-residential projects. In order of importance, these obstacles are the recurring maintenance needed, restricting regulations (building code fire-safety and architecture implementation), appearance issues, and technical considerations regarding detailing and installation. To overcome the barriers of wood use in the non-residential market, three development axes are proposed based on communication with stakeholders, product adaptation for non-residential markets, and new product development with regards to product maintenance performance. These recommendations can guide manufacturers in adapting their product development strategies.