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A recent study of over 230 websites has found broad divisions in the online experience offered by electrical distributors, from e-commerce-focused sellers with elaborate storefronts to companies with a minimal online presence.
The research divides companies into four categories:
E-commerce Focused: Companies with online storefronts that service their current customers while investing heavily in customer acquisition through guest checkout, in-depth product information, and promotions.
E-commerce Portal: Companies with active e-commerce sites that are locked from the general public unless there is a pre-established account.
Online Presence: Companies that link to the line card and have an online catalog that aims to drive sales through calls or in-store visits.
Online Basics: Companies that rarely if ever update their sites and are tough to find when searched for.
Not surprisingly, the research shows that e-commerce-focused electrical distributors receive web traffic far higher than that of any other category, leading to higher customer acquisition and growth.
“Buyers are looking for businesses that offer minimal sales friction and price transparency,” says Matt Osborn, Sr. Marketing Manager at Apruve, the company that conducted the research. “Many of the companies listed have not built their sites around that motive. The businesses that have are likely to grow at a faster rate and will continue to effortlessly acquire new customers through their online storefront.”
A link to the full report is available on Apruve's website, here.