Accepting Multi-Line POs Easily with eCommerce Tools

Earlier this week we released the State of eCommerce report which shared how electrical buyers (yes, mostly contractors) are using distributor websites. They are using it for product information and the percentage of purchasing has risen.

While they are purchasing online, many distributors have not seen it translate into orders from them.

And they are correct. As you will find in the report, they are also purchasing from Home Depot, Grainger, Zoro, SupplyHouse.com, Automation Direct, Amazon and others. We know from research we’ve done with engineers that they are purchasing from Digi Key, RS Group (ex-Allied Electronics), Galco Industries and others (email me if you want a copy of that research.)

But, at the same time, electronic purchasing is representing a higher percentage of distributor sales. This could be eProcurement, “system-to-system” ordering using Remarcable, Kojo, or other contractor-friendly systems, EDI, innovative email to ERP, and more. How do we know? Rexel, Sonepar, Ferguson, Watsco, Fastenal and Grainger have all reported on a % of sales that are digital.

Customers are seeking to order however they want to from wherever they need to whenever they want to. It’s not just phone, email, or text. They may want “one and done” … self-serve. It’s about choice.

ElectricalTrends’ newest supporter, Motivate offers, and has deployed, a unique service called “PO-to-Cart” that cost-effectively let’s distributors deploy a tool that enables contractors, and others, to order via phone, text, and more multi-line, potentially complex, orders. They also offer robust but cost-effective, AI-powered, order automation software that is up to 50% more efficient than sales data entry.

Given their unique capability to support distributor eCommerce, Justin Johnson shared some thoughts as they relate to our State of eCommerce Report.

The Quiet Shift in B2B eCommerce That’s Driving 2–3x More Online Sales

Over the past decade, distributors have invested heavily in eCommerce. New platforms. Better search. Faster load times. Cleaner UI.

But for most, online revenue is still disappointing. Despite the effort, most customers still email orders—or call them in. And the eCommerce site? It’s underused.

That’s not a technology problem. It’s a workflow problem.

Here’s What’s Really Going On

B2B buyers already know what they want. They’re not browsing—they’re sending POs. But eCommerce platforms weren’t built for that. They expect buyers to search, click, and build a cart manually.

That doesn’t match how your customers actually buy.

So, they don’t use it.

What’s Working: Letting Buyers Order Their Way

Leading distributors are seeing meaningful eCommerce growth by meeting customers where they are. That means enabling ordering from:

• Uploaded Purchase Orders (unstructured Excel, PDF, Images, even handwritten)
• Emails and text messages
• Photos of orders
• And voice-to-cart input right from the website

Motivate’s patent pending technology makes all of that possible. It reads those inputs, maps them to your catalog, and populates the cart automatically—so customers can check out in seconds. No search required.

Distributors using this approach have seen 2–3x increases in eCommerce sales, without redesigning their website or retraining buyers.

And the Benefits Extend Beyond eCommerce

The same AI-driven system that powers PO-to-Cart also helps solve two more persistent challenges in distribution:

1. Manual Order Processing Is Still Consuming Too Much Time

Most inside sales reps still spend hours retyping orders from PDFs, emails, and spreadsheets. It’s tedious, error-prone, and expensive.

Motivate automates that process—cleanly parsing and processing 50%+ of inbound orders. Reps can review and send them directly to the ERP, freeing up time for proactive sales work.

2. CSRs Are Underequipped to Spot Sales Opportunities

Your service teams are on the phone and email with buyers every day. But most aren’t equipped to recognize upsell or cross-sell opportunities in the moment.

Motivate uses your own sales history to highlight what each customer is likely to need—based on gaps, reorder timing, and peer behavior. It turns everyday conversations into revenue-driving moments, without adding pressure or complexity to your team.

This Isn’t About New Software—It’s About Fixing the Buying Experience

What’s clear is this: the way B2B customers want to buy has changed. The question is whether your systems support that.

Motivate helps distributors modernize how customers place orders—while reducing internal friction and unlocking new sales opportunities. It works with existing ERPs, CRMs, and eCommerce platforms. And it’s delivering measurable results.

Not by replacing people—but by giving your team and your customers a better way to do what they’re already trying to do.”

Justin Johnson is the President of Go Motivate. And if you are attending the Applied AI for Distributors conference next week in Chicago, look him up.

Take Aways

A few thoughts:

• In a world that is increasingly about speed and ease, why not look into offerings like Motivate to differentiate your website?
• Ask your customers, “how can we make our website easier?”
• Honestly, your eCommerce success is dependent upon your salespeople and your marketing efforts. You can have the best website, with the best content, which is the easiest in the world to use but, if your salespeople hide it or dismiss it and your company does not promote it, why should customers use yours? We’ve conducted customer satisfaction surveys and spoken to contractors on CSI interviews where it has been said “I use XYZ’s website to search for products” or “Your website is very difficult, I use XYZ’s” or “I wish their website was like XYZ.” What this says is “I buy from someone else.” If sales doesn’t ask the right questions and marketing doesn’t drive adoption and utilization, you’re investing as if eCommerce is your BOAT (I’ll post the acronym in the comment section.)
• Click here to request a copy of the State of eCommerce according to Electrical Buyers. If you want eCommerce for Engineers, email me. And if you are responsible for sales and your company is trying to stimulate web orders, I suggest contacting Motivate. If you run eCommerce / IT or are responsible for the website, I suggest exploring the Motivate functionality. Being easy to do business is always a winning strategy.

Questions

1. Do you think your customers are using websites to search for products and buying at least some online (whether from you, so you know, or from others?)
2. What can be done to encourage salespeople to support digital ordering? What training do they need or, should I say, “what sales enablement tools do they need?”

Share some thoughts in the comments or give me a call and let’s discuss.