Case Study: George T. Sanders achieves over 100% increase in web traffic and streamlined B2B ordering with Optimizely B2B Commerce Cloud

George T Sanders increases web traffic by over 100%

George T. Sanders (GTS), Colorado’s largest privately owned copper‑pipe distributor with a 70‑year customer‑first culture, needed a modern B2B eCommerce platform after their legacy Infor Storefront couldn’t meet evolving customer expectations or growth goals. An internal eCommerce team evaluated options and set requirements to deliver a digital experience that would make it easier for customers to do business with GTS without replacing their sales team.

GTS launched Optimizely B2B Commerce Cloud (and a companion mobile app) in less than a year and under budget, then iterated based on customer feedback. The new site drove a more than 100% increase in web traffic, higher online sales and transactions, and significant operational efficiencies—fewer manual orders and calls, shorter branch lines, and more staff time for strategic customer service—while the company continues to roll out enhancements like online invoicing.

George T. Sanders

Jordan Ullom

Information Technology Officer