Small Changes Led This Chemical Company To Massive Digital Growth

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How this 80-person chemical manufacturer went from 15% to 50% online orders in 3 years (...steal their digital transformation framework):

Most B2B manufacturers think they can't sell online.

"Our business is too complex..."

"We need human touchpoints..."

"Our customers won't adapt..."

AccuStandard, a leading chemical standards manufacturer, proved them wrong.

Here's their 4-part framework for B2B digital transformation:

1️⃣ Start small, but start

They began with a simple contact form, then gradually added features based on customer feedback. No need to transform everything overnight.

Let's break down their initial steps:

• Started with basic product information online

• Added a simple contact form for inquiries

• Gradually introduced online catalogs

• Implemented basic order requests

• Built up to full e-commerce capabilities

The key was making incremental improvements rather than trying to overhaul everything at once. This allowed their team and customers to adapt gradually while maintaining business continuity.

2️⃣ Keep human touchpoints where needed

They automated what made sense while maintaining personal service for complex orders. Their technical team still reviews custom requests.

Here's how they balanced automation and human service:

• Automated routine order processing

• Maintained personal review for custom chemical requests

• Kept technical support team for specialized inquiries

• Created hybrid workflows combining digital and human elements

• Preserved relationship-based service for key accounts

This approach ensured they didn't lose the expertise and personal touch that customers valued while still gaining efficiency through automation.

3️⃣ Listen to customers obsessively

They added a post-purchase survey that shaped their entire roadmap. Customer feedback drove every improvement.

Their feedback system included:

• Post-purchase satisfaction surveys

• Regular check-ins with key accounts

• Monitoring of customer service interactions

• Analysis of common support requests

• Direct feedback from their distributor network

This constant stream of customer input helped them prioritize improvements that actually mattered to their users.

4️⃣ Focus on reducing friction

They made ordering easy with bulk uploads, multiple payment options, and streamlined workflows while maintaining strict regulatory compliance.

Specific improvements included:

• Bulk order upload capabilities for large purchases

• Multiple payment options (credit card, purchase orders)

• Streamlined approval workflows

• Mobile-friendly interface

• Integrated shipping calculations

• Automated documentation generation

The results?

Web orders jumped from 15% to over 50% in just 3 years.

But they didn't lose their service edge or ability to handle exceptions.

That's the power of smart digital transformation.

You don't have to break everything to improve it.

Just take one step at a time.

Whenever you're ready, here's how we can help you:

Harris Web Works is a digital transformation agency that helps supply chain partners (manufacturers, wholesalers & distributors) meet new generational buyer demands & expectations by installing streamlined e-commerce systems.

To learn more about how we can help you future-proof your business, click here.