Case Study: First Supply achieves 47% year-over-year sales growth with Optimizely B2B Commerce

First Supply sees 47% increase in sales year-over-year

First Supply is a 124‑year‑old Midwestern distributor of plumbing, HVAC, waterworks and industrial supplies with 28 locations that needed to modernize its digital experience. Its legacy Infor Storefront platform wasn’t meeting customer expectations as buyers shifted online—First Supply needed an intuitive admin, a branded mobile app, PIM integration, multi‑site support, robust analytics and customer‑specific pricing to serve B2B customers effectively.

First Supply implemented Optimizely B2B Commerce Cloud (leveraging AD eContent) to deliver self‑service ordering, real‑time inventory by warehouse, order history and personalized pricing. The new platform drove a >400% increase in active online users, a 47% year‑over‑year sales lift (Feb 2020), higher gross profit and AOV, greater team efficiency and strong customer adoption of the site and mobile app.

First Supply

Tim Winter

Director of eCommerce