Case Study: Dakota Supply Group achieves 13x growth in online sales with Optimizely B2B Commerce Cloud

How Dakota Supply Group saw 13x growth in online sales

Dakota Supply Group (DSG) is a 120+-year-old wholesale distributor of electrical, plumbing, HVAC and related products with more than 65,000 SKUs serving diverse industries. DSG’s legacy ERP-based ecommerce severely limited digital sales (under 0.2%), so the company set aggressive goals to modernize its B2B experience, master product content, and grow online revenue and self-service adoption.

DSG implemented Optimizely B2B Commerce Cloud (plus Mobile and Analytics), added list and account management, BillPay, optimized search, and AI-driven product recommendations, and drove internal adoption across sales and marketing. The results: a 13x increase in online sales, digitally engaged customers place 4x more orders, buy 25% more line items and have 4x higher AOV; search and personalization improvements delivered large boosts in conversion, session engagement and revenue-per-session, and product recommendations influenced nearly 3% of orders within 30 days.

Dakota Supply Group

Todd Sisson

Ecommerce Manager