A leading online chemicals marketplace partnered with McFadyen Digital to make their site easier to use—for both buyers and sellers. The new platform loads faster, feels more intuitive, and makes it easier to compare, search, and check out.
Client
Our Client Created a Smoother Experience for Chemical Buyers
Website
Company Summary
This U.S.-based online marketplace connects verified chemical suppliers directly with business buyers. It gives buyers clear pricing, real-time inventory, and fast delivery, while providing suppliers with a flexible online storefront and marketing tools—all in one platform.
Challenge
The original site worked, but it didn’t feel modern. Buyers had trouble finding and comparing products, and checking out took too many steps. Suppliers struggled to stand out or see how well they were performing. On top of that, the company needed to move a massive catalog of products into a new system, keep the experience consistent on mobile, and improve their digital marketing. It was time for a major refresh.
Solution
McFadyen helped transform the entire platform, focusing on the experience for both buyers and sellers. The site was rebuilt with faster load times, mobile-friendly design, and features like guest checkout, saved views, and easier product comparisons to make shopping simpler. Sellers were given their own digital storefronts, real-time performance data, and better marketing tools. Behind the scenes, over 350,000 products, orders, and accounts were migrated to a new system that now connects seamlessly with tools like Google Analytics, Stripe, and Avalara. To support growth, McFadyen also helped launch a focused marketing strategy to improve search visibility, drive traffic, and generate new demand.
Business Impact
Traffic jumped 50% week over week after launch. More buyers were completing their purchases thanks to a faster, cleaner checkout flow. Search and navigation were noticeably easier, leading to more organic traffic and conversions. Suppliers saw the value too—more of them started signing up and setting up shop on the platform.
"McFadyen worked with us to ensure that the right strategy led to the right technology which led to the special user experience we were able to roll out with the new site."
Co-Founder & CEO of an Online Chemicals Marketplace
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