Apruve’s B2B eCommerce Research: Electrical Distributors Differ Greatly in Offering Online User Experience

The Electrical Distribution Apruval Rating broke down the industry’s online experience into 4 distinct categories: eCommerce Focused,  eCommerce Portal, Online Presence and Online Basics.

eCommerce Focused: Companies with online store fronts who service their current customers, while also investing heavily in customer acquisition through guest checkout, in depth product information, and actively marketing current promotions.

eCommerce Portal: Have an active eCommerce site but are locked from the general public unless there is a pre-established account.

Online Presence: Websites commonly link to the line card, and have an online catalog, aiming to drive sales through calls or in-store visits.

Online Basics: Companies that rarely update their sites (if ever) and are tough to find when searched for.

eCommerce focused electrical distributors receive web traffic far beyond any other online category; leading to higher customer acquisition and growth potential.

“Buyers are looking for businesses that offer minimal sales friction and price transparency. Sadly 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.”


– Matt Osborn, Sr. Marketing Manager at Apruve

According to the report, out of the companies with eCommerce sites, 122 electrical distributors were ranked based on the following areas of competency; marketing presence, user experience, and the ability to meet B2B purchasing needs. Grainger finished first, closely followed by Rexel USA and Global Industrial.

From the eCommerce sites ranked, the report revealed some compelling insights:

  • Only 58% of eCommerce sites are responsive
  • 33% of websites are locked from all non-registered users
  • 24% of online stores show volume pricing

About Apruve

Apruve is a B2B credit network that allows suppliers to extend revolving lines of credit to their customers without any overhead or financial risk. The automated platform integrates directly into online stores or ERPs to manage credit programs for suppliers with and without eCommerce.

Image: Pixabay

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