About

I designed and launched EXM Manufacturing's first e-commerce platform in their 50-year company history, creating a comprehensive digital transformation that integrated legacy ERP systems with modern online commerce capabilities, achieving a 90% increase in conversion rates through innovative features like competitor cross-referencing and custom quotation systems.

Problems

EXM Manufacturing, a 50-year industrial parts distributor, had zero online presence. B2B buyers were forced to call or email for quotes, creating delays and lost sales to competitors with modern e-commerce platforms.

Limited customer convenience

Clients who wanted to purchase products or resolve issues had to directly contact the sales or support team, which often slowed down the buying process.

Outdated sales approach

Relying exclusively on in-person or manual sales promotion limited reach and efficiency, especially as competitors were moving toward digital channels.

Slow purchasing process

Through research and conversations with existing clients, many expressed a preference for being able to make online purchases directly. They wanted a faster, more flexible way to order products without going through multiple steps.

Solutions

To address these challenges, I led the design and development of EXM’s first e-commerce platform, transforming the website from a static company profile into a fully functional online store.

Collaborating with a full-stack developer

We built a scalable e-commerce framework that could support EXM’s wide product catalog while maintaining a seamless user experience.

Cleaning and standardizing data

I worked closely with the engineering team to organize, restructure, and validate product information, ensuring accuracy and consistency across.

Integrating with Microsoft Dynamics GP

We built seamless API connections to sync real-time inventory, pricing, and customer data, eliminating manual data entry and reducing errors by 95%.

Creating product videos

To improve user engagement and reduce friction in understanding technical products, I designed short product videos that highlighted features and use cases, making it easier for customers to evaluate and purchase online.

Results & Impact

Increase in conversion rates within first quarter

90%

Growth in active users year-over-year (34K users)

347.8%

Reduction in support and quotation tickets

70%

Revenue from 191 purchases in first year

$100K+

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3D Product Visualizations

Replaced static photos with 3D animated explainers using 3Ds Max, Unreal Engine, and Premiere, helping customers easily understand how each product works.

Competitor Cross-Reference Tool

Built a cross-reference system mapping 10,000+ competitor part numbers to EXM equivalents via API integrations and Excel imports, allowing buyers to search a competitor’s number and instantly see compatible EXM products with side-by-side specs and pricing.

Real-Time Price & Stock Availability

Integrated live ERP data from Microsoft Dynamics 365 to show real-time stock, warehouse availability, and tier-based pricing on product pages. Added “Add to Cart” and “Request Quote” options for simple and complex orders. Result: 35% reduction in cart abandonment and faster purchase decisions.

Quotation System

Built a self-service quotation page where customers can directly select products and receive instant pricing from Dynamics 365—no emails or waiting. Quote delivery dropped from 2 days to seconds, increasing conversions and reducing sales workload.

Insights from Analysis

The platform reached 33K active users (+330%) in a year, with strong engagement at 2m 13s per session and 837K events. Enabling online purchasing generated 189 orders in the first year. SEO visibility rose to 24.6%, surpassing key competitors, and top product pages attracted thousands of views, confirming demand for direct online access.

EXM E-commerce