Distributors that want to successfully launch an e-commerce site should approach it with a similar strategy as opening a physical branch, according to Bob Lewis of B2X Partners in ‘Digital Branch’ Strategy Drives AD eContent.

“Everything that goes into opening a physical branch, goes into launching the digital branch," says Lewis, whose company was AD’s consulting partner on its e-commerce solution. This means having the right software and infrastructure, hiring the right staff, building up the inventory (content), establishing marketing and training plans, etc.

Distributors benefit from having a "digital branch" because it helps retain customers and increases the likelihood that they will buy multiple products. According to Lewis, customers usually like working with local distributors and would buy more if they knew what else was offered. 

"I would be willing to bet that the average distributor could do 3 to 4 percent more sales with their existing customer base just by having an online presence and a good digital marketing plan," he says.

Read more about the importance of an effective e-commerce strategy in ‘Digital Branch’ Strategy Drives AD eContent.