Midland Scientific is primed for a new level of growth on a fresh ecommerce platform

Founded in 1975 as a distributor of equipment, chemicals and related products for Midwest industrial and commercial science laboratories, Midland Scientific Inc. has grown steadily over the years and now sells more than 500,000 products through its ecommerce site and via a salesforce that covers the entire country.

The company, based in the Omaha, Nebraska, suburb of LaVista, has realized steady growth in a competitive industry by offering competitively priced products available in a large number of options backed by the personal attention of sales and customer service teams, Midland says.

But as more customers are choosing the ecommerce channel to make purchases, Midland is upping its online game and preparing for a whole new level of growth by migrating its ecommerce site to a more flexible and responsive platform backed by improved product management, search capabilities and customer service.

The privately held company doesn’t release sales figures, but says that ecommerce accounts for about a quarter of total sales—a ratio it’s determined to grow, says Rodrigo Neves, who oversees ecommerce and product management systems as Midland’s technology officer.

Rodrigo Neves, technology officer, Midland Scientific Inc.