Run Grow and Transform your business

Ramp Up Your E-Commerce Sales

E-Commerce is reshaping how businesses interact with customers, prospects and partners. If you're ready to begin E-Commerce in your business or elevate current online sales efforts, you'll appreciate the guidance offered in this book. Designed specifically for manufacturing, distribution and retail business owners and leaders, you will find valuable insights on how to plan, build and grow your online sales.

Table of Contents

This book is written for the busy executive, who wants to solve problems rather than read theory. To make it easy to navigate, the book is divided into three sections:

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PLAN — Upfront action steps you can take to maximize E-Commerce success.

BUILD — Strong advice on building an E-Commerce experience that works for your customers and business.

GROW — Discover innovative ways to increase E-Commerce and grow the value of your business.



  • Involving the right people in your E-Commerce planning
  • Establishing specific goals for E-Commerce success
  • The necessity of upfront analysis
  • Hiring an internal team or an external partner?
  • Adding direct-to-consumer sales to a B2B model
  • Selling online to your regular customers is still E-Commerce
  • Buy or build your new E-Commerce platform?
  • Determining what your customers really want
  • Enhancing sales channel support
  • Handling customer service in a better way
  • Keeping up with digital regulations
  • Looking at your current marketing
  • Finding innovative ways to pay for E-Commerce
  • When is the best time to launch new E-Commerce?


  • Integrating E-Commerce with backend systems
  • Getting product taxonomy right
  • The importance of on-site store search
  • Why attribute filtering works best for complex products
  • Merchandising helps your customers pick the products you want them to buy
  • Online Requests for Quote ("RFQs")
  • The Power of Dynamic Pricing
  • Capturing E-Commerce data the right way
  • Using your E-Commerce data to maximize sales


  • Launching E-Commerce is the beginning
  • Expanding market share
  • Tips to quickly boost your online sales
  • Digital follow up
  • Expanding into new markets
  • Generating more quality leads
  • Monitoring the competition
  • Selling more products and services
  • Adding new ways to buy your products and services
  • Moving stale inventory
  • Reducing costs
  • Exploring international opportunities
  • Humanizing your brand story
  • Transitioning to the next generation

About the Authors

Steve Fry Michael Bird

Steve and Michael have worked together for nearly 25 years. In 1996, they co-founded their first company, Spindustry. Client partners turn to Spindustry for strategic thinking, development and marketing of large E-Commerce solutions and customer/dealer portals.

Based in Des Moines, Iowa, Spindustry Digital serves clients across the U.S. Spindustry has been recognized as an Inc. 500 and Inc. 5000 company. The Des Moines Register named the organization the #1 Top Place to Work in Iowa in 2013.

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"Michael, Steve and Team Spindustry helped make our vision of creating an innovative way to configure/order our products online a reality and we've seen immediate results with an increase in online sales."

- Bob Simonsen -

Marketing Manager, RJ Thomas Mfg. Co., Inc.

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"Steve, Mike and their entire group at Spindustry have been a great partner and trusted advisor for us for nearly two decades. Their dedication, understanding and support of our digital business have been major components of our massive channel growth."

- Clayton Whipple -

VP E-Commerce, Brownells

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