Success Stories
Discover how Zaelab helped E.B. Bradley Co. create a more intuitive, scalable B2B platform that drives adoption, enables complex functionality, and boosts online revenue.
Company
E.B. Bradley Co. is a leading B2B wholesale distributor of interior building materials, serving customers across the Western United States. With a reputation for quality, service, and innovation, E.B. Bradley Co. supplies cabinet hardware, surfacing products, and specialty materials to fabricators, architects, and designers. Known for its deep B2B relationships, E.B. Bradley Co. is focused on creating frictionless digital buying experiences that match the complexity and scale of its offline business.
After launching their new site on Adobe Commerce, E.B. Bradley Co. faced a dual challenge: migrating users from a legacy commerce-only platform and encouraging broader adoption of the new site among their wholesale customer base. At launch, only 3.3% of total revenue came through digital channels.
Their previous platform, while stable, offered limited flexibility and no roadmap to support emerging B2B customer needs. Functional gaps, design limitations, and discontinued support left the team with no path to digital modernization. On top of that, B2B-specific complexities like company hierarchies, diverse shipping rules, and multiple domains weren’t supported out of the box.
Zaelab partnered with E.B. Bradley Co. to rebuild their digital foundation on Adobe Commerce, enabling a modern, scalable B2B experience. Drawing on Adobe’s robust B2B feature set and deep ERP integration via Expertek, Zaelab and its partners helped E.B. Bradley Co. replicate essential legacy features while unlocking new digital capabilities.
The implementation included advanced pricing rules, customer account hierarchies, lumber tax and surcharge handling, and integrations with warehouse inventory systems. A custom order portal gives buyers more control, while managed services and marketing support, including a Google Analytics setup, helps the team monitor adoption and inform future enhancements.
This wasn’t a quick sprint. It was a marathon project, built with long-term growth in mind. The team prioritized lasting infrastructure over quick wins, which is an essential approach in complex B2B environments where success requires precision, scale, and trust.
To support a feature-rich B2B experience, Zaelab and its partners integrated:
From the top down, we understand the value of building relationships and adding value for our customers. It was important for us to partner with an agency that does the same. Zaelab knows what's important to us, and as a team we've built something great.
Scott Detar, eCommerce Manager at E. B. Bradley Co.
Today, E.B. Bradley Co. operates on a digital foundation designed for B2B scale. The Adobe Commerce platform integrated with their ERP and tailored to their unique business rules now enables a more intuitive, powerful self-service experience. Customers can place complex orders with greater accuracy and transparency, while the internal team gains the tools to support ongoing growth.
E.B. Bradley Co. is well on its way to setting a new bar for digital maturity in its industry. While many distributors are still exploring what eCommerce can look like at scale, E.B. Bradley Co. has built a modern, scalable foundation designed for real business growth. With their second website already underway, they’re only gaining momentum.
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