Three years into a pandemic has convinced one B2B seller that digital commerce is the top priority — and the way forward.

Industrial products distributor Sustainable Supply drives a significant amount of its revenue through its ecommerce websites, which the company uses as a lead-generation tool for its full range of distribution services, says CEO Brian Fricano. “While we’re ecommerce-first, we’re still very much a distributor,” he says, asserting that Sustainable Supply provides extensive services and expertise to B2B customers that go beyond simply offering a wide range of products.

Sustainable Supply is an online distributor of more than 1 million products ranging from building materials and plumbing supplies to equipment that companies use to maintain, repair, and operate their facilities.