A 63-year-old distributor of rolled steel products continues to add new twists and turns to its multiple-year journey of fully embracing B2B digital commerce.

In 2020, Mill Steel Co., a distribution company headquartered in Grand Rapids, Mich., launched Millsteelframing.com. Among other features, the site included tools enabling customers to upload product specifications and access more technical information.

In December 2021, the company added B2B ecommerce. Mill Steel says the updated ecommerce site “is on a run rate for annual sales to surpass $100 million (in digital sales).” Furthermore, it says it “gave customers access to research and buy online from an inventory of 65,000 tons of steel.”

Additional features include faster product search, real-time online purchasing and GPS order tracking. It also has the ability for users to create custom inventory notifications for specific products.

“We’ve put a lot of effort into developing robust digital platforms and are excited to see where these tools take us as we continue to bring new features to market,” says Mill Steel CEO Pam Heglund.

The company continues to add more ecommerce capability. Recently, Mill Steel updated its mobile app with enhanced features. They allow customers to view order history, place orders for delivery or pickup, and bid on coils from excess and secondary inventories.

“We’re excited to help drive technology forward within our industry,” Heglund says. “Bringing innovative digital solutions to market is a key to our customer experience strategy and the vision for where our service offerings are heading.”

About $100 million of Mill Steel’s $1.6 billion in annual sales are now digital, the company says.

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