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B2B eCommerce for Industrial Supply Companies - Functionality and Marketing Strategies in 2023

B2B eCommerce for Industrial Supply Companies - Functionality and Marketing Strategies in 2023

In the realm of e-commerce, the fastest-growing category is B2B, particularly industrial supply companies. Optimum 7 specializes in working with these companies, and for good reason. Here's why industrial supply companies are thriving in the world of B2B e-commerce:

High Average Order Volumes and Cost Per Click

Industrial supply companies typically have high average order volumes, which is advantageous considering the cost per click on Google Ads is relatively low. While retail and B2C companies may struggle to make the numbers work, industrial supply companies can make a profit even with a smaller conversion rate.

Better Lifetime Value

When an industrial supply company gains a wholesale customer, they often establish a lasting relationship that goes beyond just one purchase. Wholesale customers tend to continue purchasing from the same supplier, which significantly increases their lifetime value. Optimum 7's metrics show that one new client can bring in hundreds of thousands of dollars for industrial supply clients.

Lack of Marketing Efforts by Competitors

Surprisingly, less than 10% of industrial supply companies invest in effective marketing strategies. Many of them are not aware of the different stages of customer awareness or the benefits of retargeting. Moreover, they may lack the necessary technologies and e-commerce functionalities that can enhance customer experience.

Importance of Functionality on E-commerce Websites

Industrial supply companies often have a wide range of products, making it crucial to offer specific functionalities to their customers. For instance, multi-add-to-cart functionality allows buyers to add multiple products quickly. Additionally, search and filter functionalities are essential for customers to find specific products within a vast catalog. Unfortunately, many industrial supply businesses fail to provide these necessary features.

To stay competitive in the industrial supply market, companies need to invest in their websites and enhance the purchasing experience for their customers. By doing so, they can go head-to-head with industry giants like Granger and Uline, or even surpass them in terms of functionality and user experience.

Please note that the above summary is a condensed version of the original script.


B2B e-commerce, industrial supply companies, average order volumes, cost per click, conversion rate, lifetime value, wholesale customers, marketing strategies, customer awareness, retargeting, technologies, e-commerce functionalities, multi-add-to-cart, search and filter, functionality, website optimization.


Q1: Why are industrial supply companies thriving in B2B e-commerce?
A1: Industrial supply companies benefit from high average order volumes and relatively low cost per click rates, making it easier for them to achieve profitability. Additionally, they can establish long-lasting relationships with wholesale customers, increasing customer lifetime value.

Q2: What sets industrial supply companies apart from retail and B2C companies in terms of marketing?
A2: Unlike many retail and B2C companies, industrial supply companies often neglect marketing efforts, including customer awareness stages and retargeting. They also lack the technologies and e-commerce functionalities necessary to provide an exceptional customer experience.

Q3: What functionalities are crucial for industrial supply e-commerce websites?
A3: Industrial supply companies should prioritize functionalities such as multi-add-to-cart, search and filter, and ease of navigation. These features enhance the user experience and help customers quickly find and purchase the products they need.

Q4: How can industrial supply companies compete with giants like Granger and Uline?
A4: To compete with established players in the industrial supply market, companies need to invest in their websites and prioritize functionality and user experience. By offering a seamless purchasing experience, they can attract and retain customers.