A global, top-ten semiconductor manufacturer sells parts for computers, mobile phones, and other devices. Historically, the company relied on distributors to sell small- and medium-sized customers and fielded direct sales teams for large accounts. All sales orders were fulfilled by a global network of independent distributors.
The company’s first ecommerce offering was an online portal for selling evaluation modules (or samples). The modules were ordered by engineers and designers for testing. If a module met customer design and performance specifications, then subsequent production run orders were processed through traditional sales and distribution channels.
The next ecommerce opportunity for this company was to directly accept production run orders for small and medium-sized customers.