Why Industrial Manufacturers Should Move Away from ThomasNet Navigator (and What to Use Instead)

Many U.S. industrial manufacturers are still stuck on ThomasNet Navigator – the legacy website platform offered by ThomasNet.

It used to be the go-to solution for hosting product catalogs and managing RFQs, but in 2025, that’s no longer enough to keep up with the competition.

Why?
Because Google and AI-powered search (like ChatGPT, Perplexity, and Google’s AI Overview) reward modern, fast, structured websites – and ThomasNet Navigator is none of those things.

In this article, we’ll break down exactly why ThomasNet Navigator holds your company back and how modern platforms like Shopify, WooCommerce, and WordPress can help industrial manufacturers capture more leads, get more orders, and rank better in search.

ThomasNet Navigator is a catalog management system offered to manufacturers listed on the ThomasNet platform. It lets you showcase your products, display specs, and receive RFQs directly through your listing.

In theory, it’s convenient – but in practice, you’re renting space in ThomasNet’s ecosystem, not building your own digital presence.

When a manufacturer uses ThomasNet Navigator:

• The catalog is hosted on ThomasNet’s infrastructure, not yours.
• Your domain and SEO authority point back to ThomasNet, not your company.
• You can’t fully customize page layouts, SEO fields, or site speed optimizations.

That means you’re not building your long-term visibility – you’re building theirs.

Let’s look at the biggest drawbacks that directly impact your visibility, conversions, and competitiveness in 2025 and beyond.

1. SEO Limitations

ThomasNet Navigator severely limits your control over on-page SEO (the way your content is structured and tagged for Google and Bing search engines).

You can’t freely optimize title tags, meta descriptions, or implement advanced SEO techniques like schema markup (structured data that helps search engines and AI LLMs understand your products).

In simple terms:

Google and Bing can’t properly “read” or “trust” your content – so your SEO rankings suffer.

This leads to:

• Poor keyword targeting
• Thin content
• Duplicate or unindexed pages

Bottom line: you’re invisible where it matters most – organic and AI search.

2. Slow Load Times

Many ThomasNet Navigator sites score poorly on Google PageSpeed Insights. That’s because they’re built with outdated code and hosted on shared servers.

Slow pages lead to:

• Higher bounce rates
• Lower conversions
• Worse Google rankings

Remember: in 2025, Core Web Vitals (Google’s site performance signals) are ranking factors. If your site loads slowly, you’re already behind.

And to focus on real people – visitors don’t want to wait for slow pages to load and they don’t trust pages with elements jumping around or pages that are clearly outdated in terms of design.

3. Poor Mobile Experience

Most ThomasNet Navigator templates aren’t fully mobile-responsive. Buttons overlap, text gets tiny, and product images don’t resize properly.

With 60–70% of industrial B2B traffic now coming from mobile devices, this is a serious issue.

Mobile visitors are often field engineers, purchasing agents, or plant managers – if your site isn’t usable on their phone, you lose that lead instantly.

4. Limited Control and Customization

You can’t integrate key marketing tools like HubSpot, Google Tag Manager, or custom analytics easily.

You also can’t modify layouts, create landing pages, or optimize CTAs (click-to-action) – all essential for improving conversion rates.

In plain English:

You’re driving a car where you can’t touch the steering wheel.

5. Cost vs. Value

ThomasNet Navigator can cost thousands per year, yet delivers minimal ROI compared to what’s possible with modern CMS platforms.

You pay for hosting, support, and “visibility,” but not for performance, ownership, or SEO growth.

When you stop paying, your catalog – and visibility – disappear. That’s not an investment. That’s a rental.

Let’s explore modern options and how they fit two key manufacturer goals:

1. E-commerce + RFQs (you want both online sales and quote requests)
2. RFQ-only (you only want leads and quote requests, not direct online sales)

A. Shopify – For Manufacturers Who Want E-Commerce + RFQs

Upsides:

• Lightning-fast, mobile-optimized platform.
• SEO-friendly architecture (clean URLs, customizable metadata, automatic schema markup).
• Built-in security and maintenance.
• Built-in hosting.
• Integrates easily with RFQ apps and lead forms.

Shopify is ideal for manufacturers who sell spare parts, consumables, or accessories online, but also handle large project RFQs.

Downsides:

• Monthly subscription fees and potential transaction costs. Although on average, Shopify is 36% cheaper than both WordPress and WooCommerce.
• Some customization limits without developer assistance.

Verdict:

If your industrial brand wants a modern storefront plus lead capture, Shopify is the fastest route to high performance and scalability.

B. WordPress + WooCommerce – For Flexibility and Control

Upsides:

• Full ownership of your domain, hosting, and data.
• Total control over SEO – from metadata to structured content.
• Integrates easily with CRMs, analytics tools, and marketing automation.
• WooCommerce supports both e-commerce and RFQ workflows.

Downsides:

• Needs regular maintenance and hosting management.
• Requires proper setup for optimal speed and security.

Verdict:

Perfect for manufacturers who want a long-term SEO foundation, full content control, and the ability to grow both online sales and lead generation.

C. WordPress (Without WooCommerce) – For RFQ-Only Websites

Upsides:

• Simple, fast, lead-generation focused.
• Perfect for companies that sell large custom or engineered-to-order products.
• Easily integrates RFQ forms, quote builders, and marketing funnels.
• Great for ranking service, capability, and industry-specific content. WordPress is excellent for getting your service and industry-related pages to rank well in search engines.

Downsides:

• No e-commerce functionality without WooCommerce.
• Requires periodic updates and backups.
• More upkeep compared to Shopify

Verdict:

If your goal is pure RFQ and inbound leads, WordPress alone is lean, flexible, and cost-effective.

Comparison at a Glance

Why Manufacturers Must Own Their Platform

When you own your website, you own:

• Your SEO rankings
• Your analytics and visitor data
• Your ability to optimize and evolve

With ThomasNet, all that belongs to them – not you. With Shopify, WooCommerce, or WordPress, your visibility and brand equity compound over time.

That’s the foundation of modern industrial marketing in the age of AI-driven search.

Why Shopify Is a Smart Move for Industrial Manufacturers

1. Speed and Reliability

Shopify runs on one of the fastest, most secure hosting infrastructures in the world.

• Average site load speed: under 2 seconds on optimized themes.
• Automatic SSL security, daily backups, and 99.99% uptime – no IT headaches.
• Manufacturers switching from ThomasNet often see page load speeds improve by 3–5x, which directly impacts SEO and lead conversions.

2. Fully Mobile-Responsive

ThomasNet Navigator sites often fail Google’s mobile usability test. Shopify themes are built mobile-first, which helps you rank higher on both Google and AI-driven search (since both reward mobile performance and Core Web Vitals).

3. Better SEO Control

Shopify lets you fully manage:

• Meta titles and descriptions for every page and product
• Schema markup (rich data for product specs, pricing, and availability)
• Custom URL structures and redirects
• Integration with SEO tools like Ahrefs, SEMrush, and Google Search Console
• AI tools like Yoast SEO for Shopify or Tapita AI SEO Optimizer for automatic optimization

Translation for manufacturers: you get true Google and Bing visibility, not just a directory listing buried in ThomasNet.

4. Perfect Hybrid for E-Commerce + RFQs

Unlike ThomasNet, Shopify gives you flexibility:

• Sell replacement parts or components online (e-commerce)
• Add RFQ forms for custom projects or bulk orders
• Connect HubSpot, Zoho, or Pipedrive CRM systems to track incoming quote requests. And Shopify’s own data and analytics setup is state of the art.

Example setup in Shopify

• A machining company can list standard parts for sale online.
• Larger custom jobs trigger an “Add to Quote” button that captures lead details.

5. Modern Integrations That Save Time

Shopify integrates directly with:

• ERP systems like NetSuite, SAP, and QuickBooks
• Marketing tools like Google Ads, Meta Ads, and Klaviyo
• Inventory and shipping apps (ShipStation, UPS, etc.). No need for manual uploads or clunky data management.

6. You Own Everything

Unlike ThomasNet, your Shopify site belongs entirely to you – your domain, your SEO equity, your customer data, and your analytics. If you ever leave Shopify, you can export all of your data easily.

Shopify Cost Breakdown for Manufacturers

Here’s what real pricing looks like as of 2025:

Tip: If you use Shopify Payments, there are no extra transaction fees. If you use another payment processor (like PayPal or Authorize.net), Shopify adds 0.5% to 2% per transaction.

Realistic Example for an Industrial Manufacturer

Let’s say you’re a U.S. fastener company:

• You use Shopify’s $79/month plan.
• You process $12,000 in monthly e-commerce orders (mostly small orders).
• Shopify’s fees: roughly $520–$600 total per year, plus normal card fees.
• You get unlimited product listings, unlimited bandwidth, and built-in hosting.

Compare that to ThomasNet Navigator, which can cost $2,500+ per year for a hosted catalog – and you still don’t own the website or SEO results.

Optional Shopify Add-Ons for Manufacturers

For U.S. industrial manufacturers, Shopify offers everything ThomasNet Navigator lacks:

• Ownership
• Speed
• Mobile performance
• SEO visibility
• Integrations that actually drive leads and sales

Even when factoring in apps, hosting, and payment fees, Shopify remains less expensive and far more powerful than ThomasNet Navigator –  with measurable ROI. Also superior to WordPress and WooCommerce if you wish to optimize for e-commerce orders.

Final Verdict: Why Shopify Wins for Industrial B2B

Shopify is purpose-built for growth-minded manufacturers who want:

• A stable, secure, and fast website
• Easy product and RFQ management
• Predictable pricing
• B2B-ready features with minimal maintenance

If you’re serious about growth and visibility:

• Shopify → Best for companies doing both e-commerce and RFQs.
• WordPress → Best for companies focused purely on RFQs and lead generation.

If your team’s goal is to get more qualified leads and streamline digital sales without the burden of constant upkeep, Shopify is the clear winner. It’s time to stop renting your visibility and start owning your digital future.

To read more about how Shopify compares to WooCommerce for industrial manufacturers, read this blog post.

Can I keep my ThomasNet listing but move my catalog elsewhere?

Yes – you can still maintain a ThomasNet company profile for visibility but host your main catalog on your own domain for better SEO.

Will switching platforms hurt my current Google rankings?

Not if the migration is done properly with 301 redirects and structured metadata. In fact, most companies see a boost in rankings within 2–3 months.

Which platform is fastest to launch?

Shopify typically launches fastest (within weeks), while WordPress and WooCommerce offer more flexibility but take longer to set up.

What about AI search engines like ChatGPT or Perplexity?

Modern platforms help your content get indexed and recognized by AI crawlers – ThomasNet Navigator doesn’t.