Dow Corning’s online initiative

Dow Corning’s online business model, Xiameter, has helped the company jump it sales by at least 30 percent – significantly higher than the industry average – since its launch in 2002.

According to Dow Corning, purchasers of silicon-based products have found numerous advantages to ordering online from Xiameter; convenience and reliability being the most important customer criteria.

Dow Corning launched Xiameter in 2002. By operating online, Xiameter streamlines ordering, confirmations and order tracking. The new business model came with the risk of not knowing whether the chemical industry was ready to purchase online. Rather than cannibalising the corporate brand as some feared, Xiameter has only made it stronger.

In 2000, Dow Corning had virtually zero online sales, but the percentage of combined Dow Corning and Xiameter sales conducted online has now risen to 30 percent – significantly higher than the industry average.

“Xiameter was designed for large volume purchasers of standard silicone materials.” said Shelley Bausch, executive director of Xiameter.