Pella launching e-commerce options

The window maker says a lack of window pricing transparency is a roadblock for homeowners and sales.

Window manufacturer Pella said online pricing transparency is a top challenge facing window and door buyers. 

Given that homeowners say that not knowing the price is a major roadblock in continuing the online purchase journey, Pella is changing the customer experience.

Pella has launched e-commerce capabilities on The company is the first national window and door manufacturer to offer the ability to customize products, see prices and purchase windows and patio doors completely online.

"Our customers wanted a path for online purchase, and we're delivering that by bringing e-commerce to our category,” said Emily Videtto, Chief Marketing Officer for Pella Corporation.

“This is the fastest way to customize a window and have it delivered directly to the homeowner. No other company in our category is doing this." 

Pella reported that 47% of customers in the market for windows and doors would consider purchasing them online, making a strong case for this direct-to-consumer model.

Pella is beta-testing its e-commerce offering, powered by Elastic Path, to ensure that the experience meets customer expectations before rolling it out nationally.

The online offering is available now in:

  • Cedar Rapids, Iowa
  • Davenport, Iowa
  • Waterloo, Iowa
  • Chicago, Illinois
  • Cincinnati, Ohio
  • Dayton Ohio
  • Detroit, Michigan
  • Grand Rapids, Michigan
  • Green Bay, Wisconsin
  • Indianapolis, Indiana
  • Minneapolis, Minnesota

Homeowners in those markets can shop Pella's collection of wood and vinyl windows and doors now. The company plans to have most product lines available to purchase online in 2021. Users will be able to filter by material type, product line, and price range. Future plans call for additional features and options like professional in-home measurement verification, and Pella Certified installation.

Pella is based in Pella, Iowa and operates 18 manufacturing facilities across the country.