Pella Corporation launched e-commerce capabilities on, citing the importance of online pricing transparency for window and door buyers today. For many homeowners, not knowing price is a major hurdle in continuing the online purchase journey, according to Pella. With Pella’s e-commerce capabilities, homeowners in select markets will be able to see pricing and purchase replacement windows and patio doors online.

A recent study conducted by Pella found that 47% of customers in the market for windows and doors would consider purchasing them online, driving the decision to create the direct-to-consumer e-commerce model.

“Our customers wanted a path for online purchase, and we’re delivering that by bringing e-commerce to our category,” Emily Videtto, chief marketing officer for Pella Corporation, said in a news release. “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 said it is beta-testing its e-commerce offering, powered by Elastic Path, to ensure the experience meets high customer expectations before rolling out nationally. E-commerce capabilities are currently available in Cedar Rapids, Iowa; Davenport, Iowa; Waterloo, Iowa; Chicago, Ill.; Cincinnati, Ohio; Dayton, Ohio; Detroit, Mich.; Grand Rapids, Mich., Green Bay, Wis.; Indianapolis, Ind.; Minneapolis, Minn.

Customers in those markets will be able to shop Pella’s collection of wood and vinyl windows and doors online. Pella said it plans to have most product lines available to purchase online in 2021. The e-commerce experience allows customers to filter by material type, product line, and price range. Future plans will include additional features and options, such as professional in-home measurement verification, and Pella Certified installation.

Pella, Iowa-based window and door manufacturer Pella Corporation has 18 manufacturing locations and more than 200 showrooms across the country.