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McMaster-Carr: The $1.7B Industrial Catalog That Doesn't Need Your SEO
How a 120-year-old company dominates heavy industry with 69% direct traffic and zero social media presence.
While tech startups obsess over viral growth, McMaster-Carr quietly commands $1.7B in revenue with a website that looks like it was designed before Google existed. The secret? They solved a problem so fundamental that engineers don't search—they just go there.
"When 69% of your traffic is direct, you're not a website—you're a utility."
The Engineer's Secret Weapon
McMaster-Carr doesn't market to engineers; they become part of their workflow. With 6.8M monthly visits and 85% of traffic from undefined countries (likely the US industrial corridor), they've achieved what every B2B SaaS company dreams of: product-led growth without a product team. The 27% organic traffic is just the overflow—engineers type 'mcmaster' directly into their browser because that's how they were taught in school.
The Anti-Amazon Strategy
While Amazon dominates e-commerce, McMaster-Carr owns the industrial emergency. Their 4,000 employees don't sell products—they solve problems. Every SKU is a solution to a specific engineering headache. This is why they can charge premium prices and maintain a 4.1/5 Trustpilot rating despite being a 'boring' B2B supplier. They're not competing on price; they're competing on 'Will this get my machine running by Monday morning?'
The tech stack reveals their priorities: Tailwind CSS, PWA, Material UI. Not flashy, but ruthlessly functional. They're not building a moat with technology; they're building it with relationships and inventory. The 761,281 backlinks aren't from SEO campaigns—they're from engineers citing McMaster-Carr as their source in technical documentation, forums, and research papers. That's organic authority you can't buy.
- 69% direct traffic signals extreme brand dominance in their niche
- 4.1/5 Trustpilot rating from 55 reviews shows consistent satisfaction
- 4,000 employees handle $1.7B revenue—$425K revenue per employee
- PWA tech stack suggests mobile-first industrial workflows
They're Not a Tech Company. They're a Trust Company.
In an age of SaaS disruption, McMaster-Carr proves that reliability and inventory depth beat features and fundraising. Their $1.7B revenue comes from being the default choice when failure isn't an option.
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Reviews (20)
UPS delivered my McMaster-Carr order
UPS delivered my McMaster-Carr order, took a photo from which it is impossible to identify the drop-off location. I contacted McMaster-Carr and, within 30 minutes of my e-mail they wrote to apologise, issued me with a credit and reshipped the order to a local UPS dropoff. It was just a small order for such a big company, despite that, they responded promptly, with courtesy and in a manner above my expectations. Well done!
Amazing business, quick shipping, easy returns
Easy and organized sites, good explanation of hardware with a wide variety. I bought a few things and mistakenly they were wrong(my error)(twice), they very easily solved the it for me and helped me out with a quick response. They won a long term customer, if you're looking for anything they have trust me you can't go wrong with them.
Virtually EVERYTHING you could want in hardware
These guys have virtually EVERYTHING I've wanted in the way of hardware, both personally and for my job as a mechanical engineer at a Navy base manufacturing rocket propellant. Their catalog looks like an old-time urban phone book; it's about 3" of thin paper pages, with the best lookup system I've ever seen, but they can be tight about giving out the hard copies. And they have had 2-day delivery on most items since long before Amazon ever existed. They are not a discount operation however; their pricing is mainly manufacturer suggested retail.
Amazing selection and awesome customer…
Amazing selection and awesome customer service. i've only had one issue out of many orders, and their customer service was very attentive, helpful, and quickly resolved the issue. A+ company!
Read my review if you're left confused…
Read my review if you're left confused by the mixed reviews. I needed various hardware that i couldn't find in local big stores. The Mc Master Carr website is exquisitely designed from my engineering background. Before placing my order i was worried about the negative reviews on undisclosed excessive shipping cost. But it turned to be completely untrue (either that or they changed their checkout procedure). BEFORE i paid i was given the shipping cost in the kart and it was not expensive at all like some wrote. The box came perfect dimensions, with a nicely printed shipping page enclosed listing all the items (something the fast degrading AMZN company is now failing to do). Every enclosed item was numbered to show it matched the list. Not only that but they ship you everything in one shipment ( something AMZN does not give you the option to do. I recently ordered 5 items from AMZN and got 5 shipments over 3 weeks what a mess). The delivery occurred just in 2 days. I can only highly recommend McMaster-Carr. Also it's not really more expensive. I was very happy. I think those reviewers who complain are doing odd things like buying with one address and name and shipping to a commercial different address. There is no reason a merchant would refuse to sell unless the seller is posing a risk or problem. All i can say is that if you're within the Usa then just go ahead and place your order, everything went smoother than an amzn prime order for me. Especially no worries about receiving returned items or poorly packaged or damaged items as seen from AMZN since they increased their staff with DEI people.
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About mcmaster.com
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Technology Stack
mcmaster.com uses 3 technologies across their website including PWA, Material UI, Tailwind CSS.
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Tailwind CSS
Traffic & Audience
mcmaster.com receives approximately 6.8M monthly visitors and ranks #5,668 globally. The website has a bounce rate of 25% with visitors viewing an average of 8.5 pages per visit. Users spend an average of 5:40 on the site.
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