April, 2026- Q: Wes, you’ve been in steel for a long time. We always hear that this is a “relationship business.” Is that still true in 2026?
A: It’s more true than ever, and I believe that technology and digital tools can help strengthen the relationships the metals industry is built on. I hear from buyers and sellers that speed and ease of doing business continue to shape their relationships. Buyers are busier than they’ve ever been. Sellers that spend funds on the right technology are investing in the relationships with their customers.
Q: Are buyers’ expectations changing as they get busier?
A: Our Metals Purchasing Trends Report found that 73 percent of metal buyers want access to a self-serve pricing experience. For them, a digital storefront isn’t a luxury it’s the expectation in 2026. There are now metals companies who have been in the market with an online sales presence for a decade or more. As they continue to thrive and grow with these channels, they are making waves in their markets and in the industry.
Q: One of the biggest fears we hear from executives is that e-commerce will replace the sales team and relationship-building. How do you respond to that?
A: I believe in the importance and value of the salesperson and their relationships with customers, full stop. They should be investing time into nurturing existing relationships and establishing new ones because of the value this brings. Think about your best reps. Do you want them to spend four hours a day rekeying data from messy emails, chasing down paperwork, or answering urgent quote requests that might not even be for a real order opportunity yet? Or, would you rather want the to focus on expanding your targeted opportunities? E-commerce handles the transactional part of the order (price, availability, tracking) in a way that honors the unique customer relationship so your people can focus on the human connection. It’s about giving them the tools to quote faster and move with more precision. Digital platforms and sales channels done correctly bring buyers and sellers closer together through shared visibility. Sales calls get elevated beyond simply dropping off donuts and discussing college and pro sports.
Q: What are some typical hesitations or questions about an online business presence?
A: A lot of what I hear are lingering effects of online marketplaces that created the perceived ‘race to the bottom’ where buyers and sellers are often blind to each other and specific pricing relationships don’t exist. If done well with the right partner, e-commerce is a new channel for new customers, but more crucially, it’s a place for your existing, trusted customers to see their specific pricing, quote history and order history. It’s a tool to carry forward relationships by providing a world-class buying experience. And it’s for your best customers too, specifically those that are placing repeat buys that they’ve already negotiated with you.
Q: Many executives have been involved in time-consuming, costly ERP implementations. Is e-commerce another nightmare project?
A: As long as you’ve chosen the right e-commerce partner, those days are behind us. Modern, cloud-based solutions like Stella Source are designed to go live in weeks, not months. You’re not ripping and replacing your ERP; you’re adding modern capabilities to your web presence. I’ve seen service centers actually launch e-commerce while concurrently working on an ERP implementation, and it’s because they understood the biggest risk isn’t the implementation it’s the lost opportunity cost of waiting. The time to launch that digital storefront is now, while you still have the opportunity to lead the market rather than chase it.
WES SPENCER is president of Stella Source, a software company with solutions for e-commerce, instant CAD quoting and digital payments, all designed for steel service centers and fabricators. He has over a decade of experience at a national steel service center.
