Case Study: Van Meter achieves rapid digital growth—doubling active accounts and expanding into 12 states with Optimizely B2B Commerce Cloud

Van Meter represents 800+ brands with B2B Commerce Cloud

Van Meter is a 100% employee‑owned wholesale electrical distributor founded in 1928 that represents 800+ brands across 16 Midwest branches. Facing a stagnant ecommerce presence that couldn’t scale, required separate systems for commerce and marketing, and left teams unable to make timely edits, Van Meter set a goal to transform its site from basic order entry into a growth engine and sought a platform that would integrate with their Epicor Eclipse ERP and support a modern, self‑service B2B experience.

Van Meter implemented Optimizely B2B Commerce Cloud with implementation partner Xngage, launching in June 2020 after an eight‑month rollout and full ERP integration. Early results showed strong adoption and business impact: active online accounts more than doubled (digitally engaged customers rose from 25% to 60%), 62 net new online‑only accounts, sales into 12 states, a 23% increase in online order frequency (Q3 YoY), and online orders delivering ~5% higher gross profit—while enabling sales reps to focus on higher‑value work.

Van Meter

Evan Fratzke

Program Manager - Digital Marketing and Ecommerce