When customers order online, they buy more
A regional flooring distributor with 20 warehouses enabled its trade customers to order online with PIMento™, then tracked every account that placed its first web order against the accounts that stayed offline.
Customers ordering online grew. The rest shrank.
Change in spend over the 8 weeks after an account's first web order, against the same window for accounts that never ordered online.
A regional flooring distributor on PIMento, 2026.
From email and spreadsheets to one place for every account
A $120M operation on email and spreadsheets
Contractors ordered by phone, email and at the counter. Every order was keyed into the ERP by hand, and pricing, stock by warehouse and partner sign-ups lived in different places.
One place for orders, pricing, availability and partners
Accounts got a portal with their own pricing and live availability by warehouse. Orders flowed straight into the ERP, new partners were onboarded in one place, and reps saw every order their accounts placed.
Bigger orders, from the accounts they already had
Customers who started ordering online spent more, ordered bigger, and cost far less to serve, while those who didn’t drifted down.
“We were running a $120M operation on email and spreadsheets. PIMento gave us one place for orders, pricing and availability by warehouse, and partner onboarding.”
How we measured
- Every account that placed its first web order in 2026 (data through October 24), compared with accounts that stayed offline over the same period.
- Spend change is measured over the 8 weeks after an account’s first web order, against the same window for accounts that stayed offline.
- Average order values are for web orders against phone, email and counter orders over the same period.
- Handling cost assumes about $30 to take and key a manual order and $3 for a web order. You can change both in the calculator.
Estimate what enabling your customers to order online is worth
Set the sliders to match your business. Adjust order values and costs to customize.
5% of your monthly orders come in online now.
Your goal: 25% of monthly orders placed online by the end of the first year.
a year of extra revenue plus order handling saved, once you reach your target
- Extra revenue
- $1.80M
- Handling saved
- $324k
- More orders online each month
- 1,000
Defaults come from typical industry data.
Show as a table
| Month | Extra revenue | Handling saved | Total |
|---|---|---|---|
| 1 | $13k | $2,250 | $15k |
| 2 | $25k | $4,500 | $30k |
| 3 | $38k | $6,750 | $44k |
| 4 | $50k | $9,000 | $59k |
| 5 | $63k | $11k | $74k |
| 6 | $75k | $14k | $89k |
| 7 | $88k | $16k | $103k |
| 8 | $100k | $18k | $118k |
| 9 | $113k | $20k | $133k |
| 10 | $125k | $23k | $148k |
| 11 | $138k | $25k | $162k |
| 12 | $150k | $27k | $177k |
See what enabling your customers to order online is worth
A 30-minute walkthrough on your own catalog and customers. We'll show where the extra revenue and the savings come from.