The top three companies in the US hardware/home improvement ecommerce market are: 1. The Home Depot with $3.76 billion in revenues and 43.4% market share 2. Lowe's Cos. with $1.265 billion in revenues and 14.6% market share 3. MSC Industrial Supply with $1.198 billion in revenues and 13.8% market share

1. 1
Hardware
& Home Improvement
TOP 10 eCommerce Ranking
US, May 2016

2. INTRODUCTION
2
We encourage you to read it - analysis of the industry leaders should be
a regular task in every company, allowing learning the latest solutions
and determining the strengths and weaknesses of their own business.
This report presents the top 10
players in terms of revenue in the
US market, in the category of
Hardware/Home Improvement.

3. 3
Name Website Revenues ($) Share in Market Average monthly visitors
Time on site
(average)
Page views
(average)
The Home Depot Inc. www.homedepot.com 3,762,000,000 43,40% 125,400,000 00:04:45 5,53
Love's Cos. Inc. www.lowes.com 1,265,000,000 14,60% 65,300,000 00:04:56 6.67
MSC Industrial Supply www.mscdirect.com 1,198,200,000 13,80% 1,300,000 00:03:54 5.33
Build.com Inc. www.build.com 525,000,000 6,10% 1 9000 000 00:03:14 4.30
Interline Brands Inc. www.supplyworks.com 436,524,179 5,00% 28 500 00:04:26 5.47
Northern Tool&Equipme
nt
www.northerntool.com 310,651,750 3,60% 4 500 000 00:03:24 3.95
Sears Hometown/Outlets www.searsoutlet.com 260,000,000 3,00% 2 600 000 00:04:00 6.11
BuilDirect Technologies
Inc.
www.builddirect.com 149,800,000 1,70% 1 300 000 00:03:49 3.89
Power Equipment Direct www.aircompressorsdirect.com 120,000,000 1,40% 107 800 00:02:55 3.57
Signature Hardware www.signautehardware.com 96,297,243 1,10% 678300 00:03:54 5.01
Source – https://www.similarweb.com/, 8-9.05.2016, data from April 2016. Internet Retailer 2015 Top 500 Guide/ Revenues for Love's Cos Northern Tool&Equipment i BuilDirect Technologies were estimated by
Internet Retailer.
RANKING

4. 10. SIGNATURE
HARDWARE
www.signautehardware.com

5. 5
96,297,243 $ 1,10% 678,300 00:03:54 5,01
Revenue Share in market
Average montly visits
(April 2016)
Time on site
(April 2016)
Page Views
(April 2016)
• Founded in 1999, Signature Hardware is a family
owned and operated online retailer of products for
bath, kitchen and home.
• The retailer sells bathtubs, sinks, mirros, shower
accessories, kitchen lighting, home accents and
outdoor furniture among other items.
Source – https://www.similarweb.com/website/signaturehardware.com, 11.05.2016, Internet Retailer 2015 Top 500 Guide.
10. SIGNATURE HARDWARE – COMPANY BACKGROUND
• Since 2009, Signature Hardware has seen its sales
grow exponentially, from $22,45 milion in 2009 to $96
milion in 2014.
• The retailer has more than 60,000 products in its
Northern Kentucky warehouse and employs licensed
plumbers on its customer service staff to ensure its
customers gets answers from knowledgeable
sources. Signature Hardware is on Twitter, Facebook
and Pinterest.
Website results:

6. 6
Source – http://www.signaturehardware.com/, 11.05.2016.
10. SIGNATURE HARDWARE – PATH TO PURCHASE
Signature Hardware – cartSignature Hardware – products list

7. 7
Source – https://www.similarweb.com/website/signaturehardware.com, 10.05.2016.
10. SIGNATURE HARDWARE – TRAFFIC SOURCES

8. www.aircompressorsdirect.com
9.POWER
EQUIPMENT
DIRECT

9. 9
120,000,000 $ 1,40% 107,000 00:02:55 3,57
Revenue Share in market
Average montly visits
(April 2016)
Time on site
(April 2016)
Page Views
(April 2016)
• Power Equipment Direct is an online retail company
based in Bolingbrook, Illinois, USA. The company
began in 2002selling pressure washers, and now
operates ten niche Web sites selling different types
of outdoor power equipment, including air
compressors, chainsaws, electric generators, log
splitters, lawn mowers, snow blowers, sump
pumps, water pumps and accessories.
9. POWER EQUIPMENT DIRECT – COMPANY BACKGROUND
Source – https://www.similarweb.com/website/aircompressorsdirect.com , 10.05.2016, Internet Retailer 2015 Top 500 Guide.
• In July 2014 Power Equipment Direct launched a
preferred installer program for its
ElectricGeneratorsDirect.com eCommerce site. The
retailer says the program combines the benefits of
an online catalog and interactive local directory.
Shoppers can use interactive buyer’s guides to size
their generator and then request quotes from
preferred installers in their community.
Website results:

10. 10
Power Equipment Direct – products list
Source – http://www.aircompressorsdirect.com/,11.05.2016.
Power Equipment Direct – cart
9. POWER EQUIPMENT DIRECT – PATH TO PURCHASE

11. 11
9.POWER EQUIPMENT DIRECT – TRAFFIC SOURCES
Source – https://www.similarweb.com/website/aircompressorsdirect.com, 10.05.2016.

12. www.builddirect.com
8. BUILDDIRECT
TECHNOLOGIES
INC.

13. 13
149,800,000 $ 1,70% 1,300,000 00:03:49 3,89
Revenue Share in market
Average montly visits
(April 2016)
Time on site
(April 2016)
Page Views
(April 2016)
• After more than a decade of bootstrapping, BuildDirect found itself awash in huge amounts of venture capital in 2014.
The retailer planned to invest the money in its technology platform. In January last year, BuldDirect announced it had
raised $ 27 milion in its second round of founding. Existing investor BDC Venture Capital contributed to the founding.
In December, the privately held BuildDirect announced it had raised another $ 43,7 milion from new and existing
investors, including Mohr Davidow Ventures and OMERS.
• BuilldDirect is the world’s largest online marketplace for home improvement products. We connect homeowners
directly to the suppliers of home improvement products, which eliminates heavy retail markups and makes for a much
simpler and trusted shopping experience.
• The company was founded in 1999 by Jeff Booth and Rob Banks, and directly connects buyers (consumers and
contractors) with sellers (suppliers and manufacturers).
• President and CEO Jeff Booth projected 2014 revenue could reach $150 milion, up more than 50% from 2013.
Revenues in 2013 were double those from 2012, Booth says.
8. BUILDDIRECT TECHNOLOGIES INC. – COMPANY BACKGROUND
Source – https://www.similarweb.com/website/builddirect.com, 11.05.2016, Internet Retailer 2015 Top 500 Guide.
Website results:

14. 14
BuildDirect Technologies – products list BuildDirect Technologies – cart
8. BUILDDIRECT TECHNOLOGIES INC. – PATH TO PURCHASE
Source – https://www.builddirect.com/, 11.05.2016.

15. 15
8. BUILDDIRECT TECHNOLOGIES INC. – TRAFFIC SOURCES
Source – https://www.similarweb.com/website/builddirect.com , 10.05.2016

16. www.searsoutlet.com
7.SEARS
HOMETOWN
OUTLETS

17. 17
260,000,000 $ 3,00% 2,600,000 00:04:00 6,11
Revenue Share in market
Average montly visits
(April 2016)*
Time on site
(April 2016)*
Page Views
(April 2016)*
* for a website www.supplyworks.com
• Sears Hometown and Outlets Stores, a multichannel
merchant of home appliances, lawn and garden
equipment, tools and hardware, operates through two
retail brands - Sears Hometown and Hardware stores
and the Sears Outlet stores. Each has its own
eCommerce site and retail locations.
• As of Aug. 2,2014, the two chains had more than
1250 company-owned and franchise stores in 50
states, as well as Puerto Rico and Bermuda.
7. SEARS HOMETOWN/OUTLETS – COMPANY BACKGROUND
Source – https://www.similarweb.com/website/searsoutlet.com, 11.05.2016, Internet Retailer 2015 Top 500 Guide.
• Sears Hometown and Outlet Stores was founded on
April 23, 2012.
• Sears Outlet stores sell new, one-of-a-kind,
discontinued and overstocked products below list
price.
• The majority of Sears Hometown stores sales are big-
ticket home appliance and lawn and garden items.
The store carries Sears and nationally branded
products.
Website results:

18. 18
Sears Hometown/outlets – products list Sears Hometown/outlets – cart
7. SEARS HOMETOWN/OUTLETS – PATH TO PURCHASE
Source – http://www.searsoutlet.com/, 11.05.2016.

19. 19
7. SEARS HOMETOWN/OUTLETS – TRAFFIC SOURCES
Source – https://www.similarweb.com/website/searsoutlet.com, 10.05.2016.

20. www.northerntool.com
6.NORTHERN
TOOL&EQUIPMENT

21. 21
310,651,750 $ 3,60% 4,500,000 00:03:24 3,95
Revenue Share in market
Average montly visits
(April 2016)
Time on site
(April 2016)
Page Views
(April 2016)
• Northern Tool& Equipment sells tools, power
equipment and accessories via catalog, online and
more than 85 retail stores in 18 states. Trough its
manufacturingness, the company builds products
under the NorthStar brand, including log splitters,
generators, pressure washers and air compressors
• Northern Tool&Equipment has been a family owned
and operated business since 1981.
6. NORTHERN TOOL&EQUIPMENT – COMPANY BACKGROUND
Source – http://www.northerntool.com/, 11.05.2016.
• Norhern Tool’s eCommerce site also features
merchandise from more than 1,500 other brands,
such as Carhartt, Hobart, Honda, Ingersoll Rand and
Roughneck. Shoppers can browse products by brand,
category, or sale clearance. They can also place
catalog orders on the site.
• Northern Tool’s customers include automotive shops,
grounds maintenance professionals and contractors.
Website results:

22. 22
6. NORTHERN TOOL&EQUIPMENT – PATH TO PURCHASE
Northern Tool&Equipment – products list Northern Tool&Equipment – cart
Source – https://www.similarweb.com/website/northerntool.com, 11.05.2016, Internet Retailer 2015 Top 500 Guide.

23. 23
6. NORTHERN TOOL&EQUIPMENT – TRAFFIC SOURCES
Source – https://www.similarweb.com/website/northerntool.com, 10.05.2016.

24. www.supplyworks.com
5.INTERLINE
BRANDS INC.

25. 25
436,524,179 $ 5,00% 28,500 00:04:26 5,47
Revenues Share in market
Average montly visits
(April 2016)*
Time on site
(April 2016)*
Page Views
(April 2016)*
• Interline Brands is a distributor and direct marketer
that provides broad-line maintenance, repair and
operations products to a diversified facilities
maintenance customer base of institutional, multi-
family housing and residential customers located
primarily throughout Nort America, Central America
and the Caribbean.
* for a website www.supplyworks.com
5. INTERLINE BRANDS INC. – COMPANY BACKGROUND
Source –https://www.similarweb.com/website/supplyworks.com, 11.05.2016, Internet Retailer 2015 Top 500 Guide.
• Interline carries approximately 100,000 standard and
specialty MRO products in a number of categories,
including JanSan (a private label brand); plumbing;
hardware, tools and fixtures; HVAC; electrical and
lighting; appliances and parts; and security and
safety.
• Sales for the nine months ended Sept. 26, 2014,
were $1,26 bilion, a 4,3% increase over the previous
year.
Website results:

26. 26
Supplyworks.com – products list Supplyworks.com – product cart
5. INTERLINE BRANDS INC. – PATH TO PURCHASE
Source: https://www.supplyworks.com, 11.05.2016.

27. 27
5. INTERLINE BRANDS INC. – TRAFFIC SOURCES
Source – https://www.similarweb.com/website/supplyworks.com, 10.05.2016.

28. www.build.com
4.BUILD.COM INC.

29. 29
525,000,000 $ 6,10% 1,900,000 00:03:14 4,30
Revenues Share in market
Average montly visits
(April 2016)
Time on site
(April 2016)
Page Views
(April 2016)
• Home improvement e-retailer Bulid.com started
selling internationaly in January 2014 through eBay’s
global shipping program. In just four months, the
merchant’s international sales increased 1,100% -
from just $5000 in January to $60 000 in April. Over
the same period, it shipped orderds to 28 countries.
• The company operates on the market for 15 years,
employing 509 workers.
4. BUILD.COM INC. – COMPANY BACKGROUND
Source – https://www.similarweb.com/website/build.com, 11.05.2016, Internet Retailer 2015 Top 500 Guide.
• Now Build.com is opening a new marketplace. By
late summer or early fall, Josh Bultz, the retailer’s
vice president of marketplaces, expected to be
selling on MercadoLibre, Latin America’s largest
marketplace operator. MercadoLibre runs localized
online marketplaces in 13 countries. Going
international was as easy as turning on the ”global
ship” feature in eBay, according to Bultz.
Website results:

30. 30
4. BUILD.COM INC. – PATH TO PURCHASE
Build.com Inc. – products list Build.com Inc.– cart
Source – http://www.build.com/, 11.05.2016.

31. 31
4. BUILD.COM INC. – TRAFFIC SOURCES
Source –https://www.similarweb.com/website/build.com, 10.05.2016.

32. www.mscdirect.com
3.MSC INDUSTRIAL
SUPPLY

33. 33
1,198,200,000 $ 13,80% 1,300,000 00:03:54 5,33
Revenues Share in market
Average montly visits
(April 2016)
Time on site
(April 2016)
Page Views
(April 2016)
• MSC Industrial Supply is one of the nation's largest
direct marketers and distributors of a broad range of
metalworking and maintenance, repair and
operations (MRO) products to customers throughout
North America.
• Company founded by Sid Jacobson in 1941, now is
$2.8 billion company with more than 6,500
experienced associates and more than 3,000
suppliers.
3. MSC INDUSTRIAL SUPPLY – COMPANY BACKGROUND
Source –https://www.similarweb.com/website/mscdirect.com, 11.05.2016, Internet Retailer 2015 Top 500 Guide.
• eCommerce is being good to MSC Industrial Supply,
generating all its 7,8% increase in fiscal 2015 first-
quarter sales, to 731,1 milion $ from 678,5 milion $ a
year earlier, the company says. Eric Gershwind,
president and CEO, attributes the largest share of
growth to the retailer’s eCommerce site,
MSCDirect.com, followed by sales from Internet-
connected vending machines.
• MSC says eCommerce sales - including sales on
MSCDirect.com and vending machines - reached
398,4 milion $ for the quarter.
Website results:

34. 34
MSC Industrial Supply – products lists MSC Industrial Supply – cart
3. MSC INDUSTRIAL SUPPLY – PATH TO PURCHASE
Source: http://www.mscdirect.com/, 11.05.2016.

35. 35
3. MSC INDUSTRIAL SUPPLY – TRAFFIC SOURCES
Source – https://www.similarweb.com/website/mscdirect.com, 10.05.2016.

36. www.lowes.com
2.LOWE’S COS.
INC.

37. 37
1,265,000,000 $ 15,60% 65,300,000 00:04:56 6,67
Revenues Share in market
Average montly visits
(April 2016)
Time on site
(April 2016)
Page Views
(April 2016)
Website results:
• Lowe’s in October 2014 expanded online with a localized site for shoppers in Mexico.
• Lowe’s retail customers include individual homeowners and renters who complete a wide array of projects from do-it-
yourself (DIY) to do-it-for-me (DIFM). Lowe’s professional customers represent approximately 30 percent of total
sales and consist of two broad categories; construction and trade, and maintenance, repair and operations.
• Lowe’s was founded in 1946.
• Lowe’s has shipped to Canada, the only other country besides the U.S. in which it has an eCommerce operation,
via a localized site since 2002. The move came about six months after its chief competitor, The Home Depot, rolled
out its own online store for Mexican shoppers.
• Lowe’s can now ship online purchases from Lowes.com.mx to local stores, ship from stores to consumers’ homes
and offer in-store pickup. It also can ship to customers from fulfillment centers or by drop shipping. Lowe’s says it
plans to expand into other geographic locations, noting that web will play a big role in its global growth.
2. LOWE’S COS. INC. – COMPANY BACKGROUND
Source – https://www.similarweb.com/website/lowes.com, http://media.lowes.com/about-lowes/, 11.05.2016, Internet Retailer 2015 Top 500 Guide.

38. 38
Lowe’s Cos. – products list Lowe’s Cos. – cart
2. LOWE’S COS. INC. – PATH TO PURCHASE
Source – http://www.lowes.com/, 11.05.2016.

39. 39
2. LOWE’S COS. INC.– TRAFFIC SOURCES
Source – https://www.similarweb.com/website/lowes.com, access: 10.05.2016.

40. www.homedepot.com
1.THE HOME
DEPOT INC.

41. 41
• The Home Depot is the world's largest home
improvement specialty retailer, with more than 2,200
retail stores in the United States (including Puerto
Rico and the U.S. Virgin Islands), Canada, and
Mexico.
• At the end of fiscal 2015, company employed
approximately 385,000 associates, of whom
approximately 24,000 were salaried, with the
remainder compensated on an hourly or temporary
basis.
3,762,000,000 $ 43,40% 125,400,000 00:04:45 5,53
Revenue Share in market
Average montly visits
(April 2016)
Time on site
(April 2016)
Page Views
(April 2016)
1. THE HOME DEPOT INC. – COMPANY BACKGROUND
Source – https://www.similarweb.com/, 8-9.05.2016, Internet Retailer 2015 Top 500 Guide, https://corporate.homedepot.com/OurCompany/Pages/default.aspx,
access: 10.05.2016, 2015 Annual Report, http://ir.homedepot.com/phoenix.zhtml?c=63646&p=irol-reportscurrent.
• The company, founded in 1978 by Bernie Marcus
and Arthur Blank operates online since 2000.
• The web continues to grow a healthy rate for Home
Depot, but 2014 also produced its share of problems.
Home Depot confirmed in September that its
payment systems were breached. Executives in
November also addressed the data breach it
suffered between April and September that resulted
in 53 milion email addresses and data from 56 milion
payment cards being stolen.
Website results:

42. 42
The HOME DEPOT – product’s list The HOME DEPOT – cart
1. THE HOME DEPOT INC. – PATH TO PURCHASE
Source – http://www.homedepot.com, 09.05.2016

43. 43
1. THE HOME DEPOT INC. – TRAFFIC SOURCES
Source – https://www.similarweb.com/website/homedepot.com, 8-9.05.2016.

44. 44
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