Electrical Business


AD’s 100th member goes live with eCommerce solution

October 29, 2019 | By Kavita Sabharwal-Chomiuk

After only four years of operation, AD’s 100th member is now live on eCommerce powered by AD eContent Service. The 100th member, Winkle Electric Company, is celebrating its 75th anniversary this year.

AD, the member-owned contractor and industrial products wholesale buying and marketing group, launched the initiative in 2016 to support its members as they worked to create their digital presence, developing and refining content, setting up digital storefronts, partnering with service providers and more, according to the company.

“Winkle Electric Company designed our new site based on customer feedback, making our digital branch one that is easy to use,” said Larry Teaberry Jr., Winkle director. “The site enables buyers to easily find the products that they are looking for, compare and buy as well as self-service actions such as request a quote, print an invoice or purchase past products.”

AD’s eCommerce program has grown from 200,000 SKUs at launch to 4.8 million SKUs across eight divisions.


According to AD, as the popularity of eCommerce grows as a preferred method for researching and purchasing in the business-to-business space, “AD’s initiatives continue to help its members modernize their digital strategy in an efficient way with the help of a team of experts.”

AD notes that it invests over $5 million annually in its eCommerce program, which has a dedicated team of over a dozen full-time associates as product experts, member services and content governance.

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