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Client Success Story

E.B. Bradley Co. Surpasses $1M in Monthly Revenue by Modernizing Its B2B Buying Experience

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.

Services

Platform Implementation
Managed Services

Industry

Distribution
Building Materials

Platform

Adobe Commerce

Integrations

Expertek; Google Analytics

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.

The Challenge

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.

The Solution

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.

Key Integrations

To support a feature-rich B2B experience, Zaelab and its partners integrated:

  • Internally managed SQL database integration to enable enhanced on-site features and support key capabilities.
  • Expertek to connect Adobe Commerce with E.B. Bradley Co’s ERP system, enabling real-time access to customer data, pricing, and inventory.
  • Custom surcharge and tax functionality to reflect product-specific rules across categories.
  • Custom warehouse inventory and order portal integration for seamless order visibility and fulfillment.
  • Google Analytics to enable data-driven decision-making and digital growth tracking.
E.B. Bradley Co. Website Screenshot with Shopping List Saved
quote marks green
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.

The Result

✔ eCommerce revenue grew from 3.3% to 4.8% of total sales (YoY)

✔ Hit $1M+ in monthly eCommerce revenue for the first time (April 2025)

✔ New benchmarks achieved in both customer engagement and transaction volume

Business Impact

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.

Technology is more than a tool—it’s the engine driving your business.

Are you leading the way or falling behind? Learn where your B2B business stands compared to industry competitors. Zaelab offers a complimentary benchmark service, providing actionable insights into your performance. Turn technology into a competitive advantage.
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