In 2025, the ecommerce team delivered a significant step-change in performance across all three sites by modernizing the online buying experience. Dozens of website improvements led to better quality traffic, more visitors buying from our product pages, and higher average order values, while also making our operations more efficient.
Silmid — Top Feature Enhancements of 2025
- Site Search – Made it easier to find products and helped customers see more items they want to buy.
- Homepage Redesign – Updated the look of the homepage to make it more interesting and help visitors stay longer.
- Navigation Enhancements – Created clearer paths to different categories, making it simpler to find what you need and stopping people from leaving the site too soon.
- Paid Search Launch & Search Engine Optimisation (SEO) Improvements – Attracted more customers who are ready to buy and helped the site appear higher in search engine results.
- Checkout Journey Enhancements – Made the checkout process easier so more people completed their purchases.
GracoRoberts — Top Feature Enhancements of 2025
- Site Search – Made it easier for people to find products and helped more customers complete their purchases, even with lots of different items to choose from.
- Homepage Redesign – Made the homepage more interesting and helped visitors find products more easily.
- Navigation Enhancements – Made it simpler for customers to look for products and check their accounts.
- My Account Improvements – Made using your account easier and helped people buy again more quickly.
- Paid Media & SEO Launch – Brought in more shoppers who were looking to buy the right products.
SkyGeek — Top Feature Enhancements of 2025
- SEO Automation Tools – Helped the site get more visitors from search engines quickly and easily.
- Artificial Intelligence (AI) Site Search – Made it easier for people to find the right products.
- AI Product Suggestions – Helped people see more useful items and buy more in each order.
- Homepage Update – Made the first page look better and encouraged people to explore.
- Better Search Experience – Improved how people sort, filter, and find products more quickly.
2025 was about building the engine; 2026 is about turning on Marketplace and accelerating intelligent, data-driven growth.
2026 Priorities to Drive Growth
- Marketplace Activation & Scale
Start and grow our Marketplace on all websites, letting us add more products quickly, change prices easily, and bring in more suppliers.
- AI-Driven Growth & Intelligence
Using artificial intelligence to improve search, personalisation, marketing, and product displays, helping to attract better visitors, increase sales, and average order value.
- SKU-Level Marketing & Media Efficiency
We want to connect our paid search adverts, SEO, and how we bid in the online marketplace directly to each product we sell. Each product has its own special code, called a Stock Keeping Unit (SKU). By tying adverts and bids directly to each SKU, we optimise our marketing spend by focusing on stock levels, profitability, and availability.
- Inventory, Pricing & Data Optimization
Use smart data tools to help set fair prices, put products where they are needed, and decide how orders are delivered. This helps us make good choices for all our brands and places we sell.
- Customer Retention & Lifetime Value Growth
We want our customers to keep coming back and buying from us. We will give them better service, remind them about our products, and thank them for choosing us. This way, they stay with us longer.
Building on this solid foundation, the team is energized and aligned around helping to bring our Marketplace vision to life in 2026 and unlocking the next phase of intelligent, data-driven growth for our organization. Together with the entire organization, the ecommerce team is excited to set a new standard of excellence for ecommerce in the Aerospace Chemicals Industry and become the undisputed leader globally.
Thank you to every team member and partner who contributed to an outstanding year of digital progress—2026 is an exciting opportunity to build on this momentum and bring our Marketplace vision fully to life!