Summit Road Distributing sells products online via their website. As an E-commerce business, their previous website needed up-to-date E-commerce capabilities and functionality. The former website lacked the modern look they wanted to attract new buyers and it did not offer an easy buying experience. Additionally, the previous website was not responsive, thus making it difficult for shoppers to browse and shop from their mobile device. Ultimately, Summit Road did not have the competitive advantage in this particular aspect. Without organizing by product type, the overall buying experience was a bit haphazard. Summit Road recognized the need for a new website to gain more traction.