Canadian Electrical Wholesaler


 Wholesale EcommerceAffiliated Distributors continues to invest in its membership’s ability to better compete in the world of eCommerce through its AD eContent Service program. The program includes a comprehensive content management solution, featuring a shared Master eCatalog and Web Portal, along with member specific sub-catalog and store front options.

“Independent wholesale distributors’ battle for a level playing field must be fought anywhere that nationals are able to use their size and leverage to create a competitive advantage for themselves to the potential detriment of independents,” says Bill Weisberg, AD’s Chairman and CEO. “And one place that this battle must clearly be engaged and fought is on the Internet.”

Weisberg continues, “We have full time staff members working inside AD specifically to support eCommerce for our members, we have active engagements with business partners and consultants, and we are making direct investments along side our AD members for the express purpose of helping the AD Independents compete and win on the Internet. This includes eContent production, paid search demand generation and the purchase of licenses and technology. Our model is Member defined because we believe that distributors understand better than anyone how products should be organized (taxonomy) and what pieces of data are the most important about the products (attributes).”

The AD Industrial Division has undertaken and funded the build out of two million product SKUs and marketing content and maintenance to support them on an ongoing basis. The AD Electrical and Pipe, Valve & Fittings Divisions are revising the eCommerce initiatives they started several years ago to follow this model so that all seven AD divisions can leverage the group’s multi-Divisional economies of scale and share ongoing production costs and content.

To implement the program, AD has strategically partnered with Unilog, a global technology company specializing in eCommerce and enriched product catalogs for the B2B marketplace to provide its CIMM2 platform to its members.

According to Ed Crawford, AD’s president, Electrical Division, “This is a game changer for our members. Current data sources in the electrical industry lack consistency across suppliers as well as the marketing content needed to support a good eCommerce solution. There are a lot of people out there addressing this need for good eContent on their own, working to build a database that reflects their needs. But what they are finding is this is an incredible undertaking. Just getting the data in the format needed and keeping it current requires dedicated resources. However, working together we can build a cost effective solution for our members.”


Gurvinder ChopraBy Gurvinder Chopra

This June, Canadians will commemorate Electrical Safety Month; June also marks the fourth month of the COVID-19 pandemic national lockdown. For many Canadians, working from home has become the new normal. As confinement continues, the demand for constant power feed to connect to the world we now live, work, and play in at home has grown substantially. Homes are being equipped with new technologies that offer plenty of benefits, but they also place high demand on electrical systems at home, potentially causing serious safety risks. 

Read More

Building Permits - MarchThe total value of building permits issued by Canadian municipalities decreased 13.2% to $7.4 billion in March, with declines reported in seven provinces and two territories. The $1.1 billion national decrease was the largest since August 2014. This reflected notable drops in Ontario (-12.9%), Quebec (-18.1%) and British Columbia (-19.4%), which coincided with efforts to slow the spread of COVID-19.

 Value of residential permits down

The total value of residential permits decreased 13.1% to $4.6 billion in March.

Read More

Changing Scene

  • Prev
EFC’s Economic Forecast Series webinar will deliver global, national, and regional economic ...
A new video featuring Sonepar’s Vice President of eCommerce and Digitalization, Gaurav Sharma, ...
Electro-Federation Canada (EFC) and its members are proud to support the next generation of leaders ...
Eletrozad has launched Electrozad Online. The same standard of service you've come to expect from ...
After more than 42 years of exemplary service at Leviton, Gabriel Massabni, Vice President ...
Bill Stephens, National Sales and Marketing Manager for IDEAL INDUSTRIES CANADA has announced the ...
Robertson Electric announce our new branch location in Ottawa, ON. The Ottawa branch will be their ...
Sonepar Canada presents a COVID-19 update on some of the measures their organization has ...
OmniCable has partnered with Panduit as the exclusive redistributor for all its standard electrical ...
IMARK Canada is pleased to announce that the following two companies are members of the ...

Harold HayesHarold Hayes, a stalwart of the electrical industry, passed away peacefully in Scarborough, Ontario at the age of 90 on May 9, 2020.

Harold joined the industry as an apprentice at age 18, working first for his father’s business, Power Cable Installations, and then for Comstock. Among his later accomplishments, he formed Federal Pioneer Electric’s electric heating division, served as president of the Ontario Electric League in 1985, and while in his 80s consulted for Intellimeter Canada Inc.



Read More


Sarah SilversteinBlake Marchand

Sarah Silverstein is a principal with Liteline along side her two brothers Mark and Daniel. Together, they lead the company founded by their father, Steve Silverstein, who retired in 2018.

Although she initially pursued a career in outdoor education, Sarah was instrumental in the company’s expansion into architectural lighting and the U.S. market. She joined Liteline as a project manager in between stints working in outdoor education. Now she leads Liteline’s U.S. distribution arm and marketing department.


Read More




Kerrwil Publications Great Place to Work. Certified December 2019 - December 2020

538 Elizabeth Street, Midland,Ontario, Canada L4R2A3 +1 705 527 7666
©2020 All rights reserved

Use of this Site constitutes acceptance of our Privacy Policy (effective 1.1.2016)
The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of Kerrwil