How Simpson Strong-Tie Became the 2024 Enterprise B2B eCommerce Manufacturer of the Year

Simpson Strong-Tie isn’t just a leader in construction products—it’s now recognized as a leader in B2B digital transformation. In 2024, the company was named Enterprise B2B eCommerce Manufacturer of the Year at the B2B eCommerce Industry Awards. This honor reflects not only their technology investments, but also their commitment to customer experience, channel innovation, and sustainable growth in a highly competitive market.

This post explores how Simpson Strong-Tie transformed its B2B digital channel from zero to over 60% of total sales—and what other enterprise manufacturers can learn from their success.

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From Zero to 60%: A Remarkable Digital Growth Story

Simpson Strong-Tie began its eCommerce transformation in 2018. By 2023, over 60% of its total B2B sales flowed through digital channels. That growth didn’t happen by chance. It came from building and refining a powerful suite of tools designed specifically for B2B buyers.

At the center of that transformation is the Customer Portal an enterprise grade eCommerce platform tailored to the complex needs of construction supply buyers. Today, more than 22,000 users are actively engaged with the portal.

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A Portal Built for B2B Success

The Customer Portal delivers far more than basic online ordering. It includes:

• Personalized AI-driven product recommendations
• Real-time inventory visibility and order status
• Configurable product tools with 3D visualization
• Live chat and integrated sales support
• POS system integrations and shared carts for buying teams
• Project-based list creation, recurring ordering, and EDI

These features weren’t bolted on they were intentionally built to support how contractors, distributors, and supply buyers work in the real world.

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Digital Strategy That Scales Across Channels

Beyond its owned eCommerce experience, Simpson Strong-Tie has embraced a multi-channel digital strategy. Through platforms like Salsify, the company syndicates over 19,000 SKUs to online resellers including Amazon, Lowe’s, and Home Depot ensuring accurate product content, strong brand control, and greater visibility.

They’ve also launched an Authorized Online Reseller Program that equips partners with digital assets, co-marketing campaigns, and data rich support to improve conversions across retail eCommerce.

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Operational Integration for Speed and Accuracy

Simpson Strong-Tie has tightly integrated its digital storefront with supply chain operations. Real-time data synchronization, automated order routing, and tools like Narvar provide customers with shipping updates and fulfillment visibility.

Through API integrations, warehouse automation, and customer data analytics, the company has streamlined fulfillment and empowered resellers and contractors to make smarter, faster decisions.

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Why Customers and Partners Love It

The company’s approach is winning praise from every angle. Distributors highlight the Customer Portal’s usability and its role in speeding up order accuracy. Digital advocates from partners like Lowe’s and FasToolNow commend Simpson Strong-Tie’s responsiveness, collaborative mindset, and ability to innovate quickly.

From 360-degree product views to digital marketing toolkits, Simpson Strong-Tie is building deeper, more valuable B2B relationships through digital channels.

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The Bottom Line

Simpson Strong-Tie didn’t win Enterprise B2B eCommerce Manufacturer of the Year because it digitized its catalog. It won because it reimagined how manufacturers can serve customers at scale with speed, accuracy, and intelligence.

Its journey is a case study in what’s possible when you align technology, operations, customer feedback, and channel strategy around one goal: a better buying experience.

Interested in learning more or showcasing your own success in B2B eCommerce?
Visit b2becommerceawards.com to explore the B2B eCommerce Industry Awards and apply to be considered in next year’s honors.