Digital  | Zekelman

e-Commerce Moves the Metal

A Seamless Solution for Complex Needs

Zekelman is a family of companies and the largest independent manufacturer of steel tubing in North America. Their products are used by builders everywhere in the U.S., Canada and beyond. Logistics are complex. Customers needed more seamless procurement. Zekelman needed to extend its digital transformation to e-commerce.

Understanding the Buyer Process

MX looked at every aspect of how Zekelman business units operated. Beyond what we were able to learn at corporate HQ, field-based research helped fully inform the buyer process and current technologies for managing inventory, buying and pricing.

Preparing Internally

We facilitated workshops with Zekelman’s technical and business owners to determine the changes required for legacy systems (SAP), pricing structures and logistics. We developed and coordinated launch planning, testing, training and market rollout piloting. We then defined critical user experiences, user stories for development, workflow and UX / UI.

Enhancing Customer Experience

Now, customers frequently and easily log into the portal to check inventory or order status, or to order online. By leading the way with technology, Zekelman was able to offer a valuable connection to its customers that the competition can’t match.

Measurable Impact


organizations participating


active individual users


active sessions per month


increase in account usage YoY