Ecommerce in the home improvement industry has the potential to disrupt the value chain. Incumbent players — both manufacturers and distributors/retailers — need to capitalize on the opportunity and defend against the risk. However, we believe both the disruption and the opportunity are being underestimated in residential building products. We see too many companies looking at the ecommerce channel and offering platitudes about why it isn’t a threat, shouldn’t be a priority, etc. This thinking is dangerous.
In this Executive Insights, we explore the trends around building products ecommerce and discuss the potential implications across the value chain. Our objective is to help create an industry call to action to capitalize on the opportunities and defend against the threats.