Our two biggest inspirations for our ecommerce experience are McMaster Carr and Uber. McMaster is intuitive (buy parts online), but I'm going to explain why Uber... We have a strong brand at Nox, which drives lots of people to test us out. But once people are quoting us, we aren't special. Just another browser tab. We get that we aren't the only option to buy aluminum online. And we expect buyers to quote several sources. Like checking both Uber and Lyft. So how does this impact strategy? @andrewgordonmac at Uber put this well in his recent 20vc pod with @HarryStebbings- Every dollar of potential spend at Uber is rigorously justified against putting it back into pricing (reducing what customers are quoted and pay for rides). And pricing usually wins. While McMaster inspired our UI. Uber informs our strategy around pricing. Every efficiency that we gain via our propriety factory operating system is directly transferred into more aggressive pricing. This obsession with customer outcomes on price, along with pixel-level craftsmanship on the online quoting flow, having resulted in a 74% WoW growth in online orders since early July.