New research reveals how buying behavior is changing—and what it means for your ecommerce strategy
We recently partnered with BigCommerce to better understand how contractors and institutional buyers are sourcing HVAC, electrical, and industrial supplies—and what they now expect from distributors in 2025 and beyond.
The full report is now live: www.ecommerce4distributors.com
Key HVAC eCommerce Trends
- 62% of HVAC buyers now purchase online: This is a major jump from just a few years ago. Nearly one-third of all material spend is now digital.
- Mobile-first is no longer optional: Contractors are placing orders from trucks, job sites, and even their homes. The desktop is no longer the default.
- Digital-first competitors like Amazon, Grainger, and SUPPLYHOUSE.com are gaining traction: These platforms are winning on convenience, speed, and transparent pricing, making them increasingly attractive to HVAC buyers.
- Buyers expect speed, simplicity, and control: They want real-time inventory, personalized pricing, and fast reordering – without needing to call a salesperson.
In short: HVAC contractors are working the same way they shop as consumers—on their terms, on their time. If your ecommerce experience is slow, clunky, or incomplete, they won’t complain—they’ll just leave.
This shift doesn’t mean the end of traditional relationships. But it does mean those relationships are now judged by how easy you make it to do business.
What This Means for Distributors, Manufacturers, and Reps
Whether you’re a wholesaler, manufacturer, or rep, the message is clear:
Digital isn’t optional. It’s expected.
HVAC contractors are already working the way they shop as consumers—on their terms, on their time. The question is whether your digital experience keeps up.
For HVAC Partners & Industry Stakeholders
We’ll be breaking this down in more detail in the weeks ahead. If you’d like to talk about how this impacts your sales strategy, channel development, or ecommerce roadmap – let’s connect.
More to come soon, including follow-up articles and webinars. As always, we appreciate your comments and support. clabow@channelmkt.com
