E369:📦WHAT IT TAKES TO SUCCEED WITH ECOMMERCE INSIDE A USA SAW MANUFACTURER

What It Takes to Succeed with E-Commerce Inside a USA Saw Manufacturer

Building an e-commerce presence for a B2B manufacturer isn’t a simple task—and Safety Speed Manufacturing knows that firsthand. As America’s leading manufacturer of vertical panel saws and other woodworking machinery, they’ve tackled the challenge of selling through direct-to-customer (DTC) channels, distributors, and big-box retailers like Home Depot and Lowe’s.

Justin Rinaldi, Director of Marketing and E-Commerce at Safety Speed Manufacturing, shares the strategies, insights, and hurdles involved in achieving e-commerce success for a manufacturing business. Let’s explore how they’ve blended digital tools with industry expertise to navigate this evolving space.

The Unique DNA of a B2B Manufacturer

B2B e-commerce isn’t the same as regular online shopping. The audience is different, the buying process is more complex, and the stakes are often higher. Unlike DTC brands that sell household items everyone recognizes, B2B brands such as Safety Speed cater to niche markets with specialized needs.

Safety Speed’s product catalog includes industrial-grade panel saws, wide belt sanders, and other machinery geared toward woodworking and sign-making industries. Their main buyers? Not hobbyists or casual DIYers, but businesses, big retailers, and professional tradespeople. These aren’t impulse buys—they are high-stakes investments ranging from $2,000 to $20,000 per piece, sometimes weighing up to 2,000 pounds.

For Safety Speed, this has meant aligning their marketing, e-commerce, and traditional sales efforts to serve both their DTC customers and B2B clients effectively.

Mastering Multiple Sales Channels

Safety Speed’s business strategy revolves around three core sales channels:

1. Direct-to-Customer (DTC): Their website, powered by WooCommerce, caters to individual buyers and smaller businesses. These customers aren’t looking for custom solutions—they want to browse, research, and purchase directly in a self-service format.

2. Distributors and Dealers: For bulk purchases or repeat business, Safety Speed works closely with distributors and dealers who resell their products. This channel relies heavily on personal relationships, product knowledge, and logistical support.

3. Big-Box Retailers: Retail giants like Home Depot and Lowe’s purchase Safety Speed’s products for use in stores or to resell. This requires tailored pricing, branding, and even custom EDI integrations.

Each channel demands a unique approach, but one thing holds true across the board: Content and communication are key.

Content Is the True MVP

Quality content is the backbone of Safety Speed’s online presence. Why? Because their buyers need information—lots of it. From detailed product specs to instructional videos, they aim to answer every question buyers might have before contacting a sales rep.

Justin stresses the importance of creating content that empowers buyers to self-qualify. Whether it’s a lone engineer in an accounts payable department or a small woodworking shop owner, they want everyone to feel equipped to make a confident purchasing decision.

“Anyone with a cell phone and credit card,” as Justin put it, should have access to the insights they need.

The Role of Influencers and ‘Brand Shepherds’

In an industry as niche as woodworking, connections matter. Safety Speed taps into social communities and works with influencers—not in a gimmicky way, but by partnering with what Justin calls “brand shepherds.”

These content creators are passionate about woodworking and actively use Safety Speed’s equipment in their work. Instead of hard sales pitches, they showcase real-world applications and inspire hobbyists to turn their passions into income-generating businesses. Platforms like TikTok play a key role in amplifying this message, connecting Safety Speed with an engaged and growing audience.

B2B E-Commerce: A Path to Efficiency

While their WooCommerce site is primarily DTC-focused, Safety Speed has bigger plans for B2B e-commerce. Today, their distributors and trade buyers mostly interact with the company through sales reps. But the goal is to bring these transactions online to:

* Streamline purchasing: Allowing customers to order directly through an online portal.

* Enhance transparency: Providing real-time pricing, stock availability, and shipping updates.

* Boost efficiency: Cutting down on administrative tasks so sales teams can focus on high-value relationships.

However, transitioning a traditional B2B sales model into the digital sphere isn’t without hurdles. From integrating with existing ERP systems to supporting complex pricing models and product configurations, the journey requires investment in both technology and teamwork.

Preparing for Change

Justin emphasizes the importance of careful planning. Rushing into new technology without fully scoping the needs of all stakeholders—from internal teams to end customers—can lead to frustration and wasted resources.

For Safety Speed, the five-year vision includes:

* Launching a modern B2B e-commerce platform that supports their dealers.

* Unifying product data into a centralized PIM (Product Information Management) system.

* Leveraging international opportunities by offering localized experiences for new markets.

The Power of Customer and Dealer Feedback

Safety Speed’s dealer network plays a pivotal role in their success. Dealers provide on-the-ground insights—what customers want, the problems they’re trying to solve, and trends specific to regional markets.

This feedback loop doesn’t just help refine existing products; it also shapes new product development. By aligning their offerings with real-world needs, Safety Speed continually strengthens their bond with their dealer partners and end customers alike.

What’s Next for B2B Manufacturing Commerce?

B2B e-commerce is evolving, and Safety Speed is evolving with it. Whether it’s adopting AI-driven content solutions, integrating with dealer platforms, or expanding globally, the company is mapping out its path carefully.

It’s not just about adding another sales channel—it’s about making every channel work together to create a cohesive experience for all customers, at every touchpoint.

The ultimate goal? To provide the best products and support possible, whether you’re a weekend woodworker or a national distributor outfitting stores across the country.

To learn more, check out the related THE ECOMMERCE EDGE Podcast episode below: