AutomationDirect

What AutomationDirect does

AutomationDirect (legal entity AutomationDirect.com, Inc.) is a privately held industrial automation products distributor headquartered in Cumming, Georgia, with a stated founding year of 1994. The company sells more than 10,000 SKUs across 30+ product categories — including programmable logic controllers (PLCs), human-machine interface (HMI) touch panels, AC and DC drives, servo and stepper motion systems, motors, sensors, encoders, pneumatics, hydraulics, enclosures, wire and cable, safety devices, and process-control instrumentation — to panel builders, system integrators, machine builders, and industrial end-users across the United States and Canada, with an international sales program for outside-region customers. The catalog combines AutomationDirect-owned proprietary brands (Productivity1000/2000/3000, CLICK/CLICK Plus, Do-more BRX, C-more, IronHorse, SureServo2, SureStep, Stride/StrideLinx, Nitra, Z-Range, ProductivityCODESYS, ProductivityOpen) with third-party partner lines such as LS Electric, Datalogic, WAGO, WIKA, Balluff, Lapp, Murrelektronik, Hammond, and others, supported by free PLC training, a Learning Library, a community forum, and a public Product API.

The technology stack centers on industrial-control standards rather than software-as-a-service: EtherCAT and Modbus TCP/IP for motion and plant networking, IO-Link for smart sensor connectivity, MQTT gateways and StrideLinx VPN for secure remote access and IIoT integration, and proprietary programming environments (Productivity Suite v4.7, C-more v9.0, CLICK Programming software) plus an Arduino-compatible open-source controller line. AutomationDirect's business model is direct-to-customer transactional distribution: products are sold one-time at publicly listed per-unit prices through automationdirect.com and a U.S./Canada phone sales line, with no subscription or recurring component. The go-to-market is a hybrid of self-service e-commerce for the long tail of mid-market buyers and inside sales for more complex configurations, supplemented by a System Integrator Program, a Panel Builder Program, and a Mutual partnership with Interconnecting Automation for affordable paid training.

Name

AutomationDirect

Legal name

AutomationDirect.com, Inc.

Website

https://automationdirect.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

251–500 employees

Short description

AutomationDirect is a private U.S. industrial automation distributor selling 10,000+ PLCs, drives, motion, HMI, sensor, and enclosure products via e-commerce and phone sales to manufacturers, panel builders, and system integrators across North America.

Ownership category

akta.pro rank

Product category

Industrial Automation Distribution

NAICS

Service Establishment Equipment and Supplies Merchant Wholesalers (42385), Computer and Computer Peripheral Equipment and Software Merchant Wholesalers (42343)

SIC

Wholesale-Industrial Machinery & Equipment (5084), Wholesale-Electronic Parts & Equipment, Nec (5065)

akta.pro primary industry

Motion & Machine Control (CNC, Robotics Controllers, Servo/Motion Controllers) (IMAGABAG)

akta.pro secondary industries

Embedded, Maker Platforms & Development Kits Retail (CRACAKAI), Motion Control Components (Servos, Drives, Motors, Encoders) (IMAHAHAG)

Keywords

• Industrial automation distribution
• Programmable logic controllers
• Human machine interfaces
• Motion control components
• Industrial sensors and drives

Headquarters

HQ city

Cumming

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Industrial Automation Product Sales: AutomationDirect generates revenue through direct sales of industrial automation equipment and components including PLCs, HMIs, drives, motors, sensors, pneumatics, hydraulics, enclosures, wire/cable, and related accessories. Products are sold as one-time purchases through e-commerce and phone channels with no subscription component. Revenue is transactional per order rather than recurring.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels10 records

Core offering

AutomationDirect is an industrial automation distributor selling more than 10,000 products including programmable logic controllers, HMIs, drives, motors, motion control, sensors, pneumatics, hydraulics, enclosures, wire and cable, and related components. The company markets both proprietary brands (CLICK, Productivity, Do-more, IronHorse, SureServo, SureStep, C-more, Nitra, Z-Range, StrideLinx) and distributed third-party brands directly to industrial customers through its e-commerce platform and phone sales.

Product overview

AutomationDirect is a broad-line industrial automation distributor offering a comprehensive portfolio of programmable controllers, drives, motors, motion control, sensors, and related automation components. The core product lines include CLICK Plus PLCs (stackable micro-modular controllers with wireless connectivity), Productivity series PLCs (Productivity1000/2000/3000 from compact to modular), Do-more BRX PLCs, LS Electric XGB PLCs (with EtherCAT motion support), DirectLOGIC PLCs, CODESYS-compatible controllers, and ProductivityOpen (Arduino-compatible). Supporting these are C-more HMI touch panels and industrial monitors, IronHorse AC drives for motor control, SureServo2 and LS Electric servo systems for precision motion, and extensive field I/O including STRIDE, Protos X, IO-Link, and EtherCAT modules. The company also offers enclosures (Saginaw NEMA-rated and Quadritalia modular), WIKA pressure instrumentation, Datalogic safety equipment, pneumatic components under the Nitra brand, and the StrideLinx remote access solution. Software includes Productivity Suite programming software, C-more HMI software, an interactive PLC Family Selector tool, free online PLC training, and a Learning Library. The platform operates as a complete industrial automation ecosystem with a public Product API for system integration.

Differentiator

Problem solved

Functional benefit

Products and services

• CLICK Plus PLCs Stackable micro-modular programmable logic controllers with Wi-Fi, Bluetooth, and Ethernet connectivity, used for industrial and commercial automation including factory machinery and amusement-park ride controllers.
• CLICK PLCs Stackable micro-brick programmable logic controllers for industrial automation applications.
• Productivity1000 PLCs Standard and mini stackable micro programmable logic controllers for compact automation applications.
• Productivity2000 PLCs Micro-modular programmable logic controllers with expanded I/O and communication capabilities for mid-range automation.
• Productivity3000 PLCs Modular programmable logic controllers for high-performance industrial automation applications.
• ProductivityCODESYS Controllers CODESYS-compatible programmable controllers supporting the IEC 61131-3 standard programming environment.
• ProductivityOpen Controllers Arduino-compatible open-source programmable controllers for hobbyist and educational automation applications.
• Do-more BRX PLCs Stackable micro-brick programmable logic controllers offering advanced control features and flexibility.
• LS Electric XGB PLCs Stackable micro-brick PLCs from LS Electric with two-axis motion control, EtherCAT support, high-speed inputs, and free XG5000 programming software supporting four IEC 61131 standard languages.
• DirectLOGIC PLCs Micro to small PLCs available in brick and modular configurations for various industrial applications.
• C-more Touch Panels Graphical HMI touch panels and industrial monitors for human-machine interface applications, supported by C-more 9.0 software and headless HMI devices.
• IronHorse ES1 AC Drives AC variable frequency drives for simple motor control of 3/4 to 2 hp 230 VAC three-phase motors, configured via hardware trim pots and available in open-chassis and NEMA 4X enclosure options.
• SureServo2 Servo Systems SV2A series servo systems for precision motion control applications.
• LS Electric Servo Systems Multiple LS Electric servo product lines (L7P, L7C, iX7, PHOX) for motion control requirements from EtherCAT to pulse/digital inputs.
• STRIDE Field I/O Industrial field I/O modules for distributed input/output in automation systems.
• Protos X Field I/O Field I/O system for industrial automation and control applications.
• Saginaw Enclosures NEMA-rated enclosures including NEMA 1 wall-mount and stainless steel sanitary slope-top enclosures for industrial and hygienic environments.
• Quadritalia Modular Enclosures OK series 2200mm modular enclosure base components including frame rails, doors, panels, and subpanels for industrial and data applications.
• WIKA Pressure Gauges and Valves NSF-certified mechanical pressure gauges and valves (NSF/ANSI 61 and 372) for drinking water and food/beverage applications, with pressure monitoring from vacuum to 300 psi.
• Datalogic Safety Light Curtains Safety laser scanners and light curtains for machine guarding and area protection.
• Balluff IO-Link Masters IO-Link master modules for connecting smart sensors to automation systems.
• Nitra Pneumatic Components Pneumatic components including directional control solenoid valves, air prep units (FRL), cylinders, grippers, and related accessories.
• Z-Range Safety System Safety switch system for machine guarding and safety interlock applications.
• StrideLinx Secure remote access and IIoT connectivity solution for industrial devices.

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature8 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• LS ElectriccoreTechnology or IntegrationLS Electric is a key technology partner providing XGB Series PLCs, servo systems (L7C, L7P, iX7), and motion control products that AutomationDirect distributes through their catalog. This includes XGB PLCs with EtherCAT motion support and various servo drive systems.
• DatalogiccoreTechnology or IntegrationDatalogic provides vision sensors, safety light curtains, bar code scanners, and RFID devices that are featured products in the AutomationDirect catalog.
• WAGOcoreTechnology or IntegrationWAGO provides terminal blocks, splicing connectors, power supplies, and the 207 Series Gelbox products featured in the AutomationDirect catalog.
• SaginawcoreTechnology or IntegrationSaginaw provides NEMA 1 wall-mount enclosures and stainless steel sanitary slope-top enclosures for hygienic environments, regularly featured and expanded in the AutomationDirect catalog.
• StridelinxcoreTechnology or IntegrationStrideLinX provides VPN secure remote access solutions and remote IoT connectivity solutions for industrial automation applications, with dedicated product section on AutomationDirect.
• Interconnecting AutomationminorImplementation/ SI/ Consulting PartnerAffiliated training provider offering affordable paid training courses complementing AutomationDirect's free PLC training resources.
• System Integrator & Panel Builder PartnerscoreChannel Partner/ Reseller/ DistributorAutomationDirect has formal System Integrator Program and Panel Builder Program supporting SI and panel builder customers with dedicated resources and potentially volume pricing.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• WAGO: Manufacturer of interconnection, automation, and interface products (terminal blocks, power supplies, controllers) that is both a supplier partner of AutomationDirect and a direct competitor in PLC and connection-adjacent categories.
• Digi-Key Electronics: Large electronic component and automation distributor operating a direct-to-customer e-commerce model with extensive catalog breadth, technical content, and broad supplier partnerships — directly analogous to AutomationDirect's distribution model, though with a heavier electronic components tilt.
• Mouser Electronics: Global authorized distributor of semiconductors and electronic components with a self-serve e-commerce platform, extensive catalog, and technical content resources; directly comparable distribution model and target customer base of design engineers and integrators.
• RS Components (RS Americas): Industrial and electronic product distributor serving maintenance, panel builders, and engineers across automation, control, and test — directly overlapping with AutomationDirect's core customer segments in industrial automation components.
• Allied Electronics & Automation (RS Group): North American industrial automation and electronic components distributor operating under RS Group; directly comparable as a broad-line automation distributor serving OEMs, integrators, and MRO buyers.
• Phoenix Contact: Manufacturer and supplier of industrial automation, connection, and interface products (terminal blocks, controllers, I/O) — a direct peer in product category, with overlap through WAGO-type connection products and PLC-adjacent offerings.
• Galco Industrial Electronics: Specialty industrial electronics and automation distributor with online catalog sales to plant maintenance, MRO, and OEM customers — a smaller but directly comparable industrial automation distributor.

Broad incumbents

• Rockwell Automation: Global leader in industrial automation offering PLCs, drives, motion, and software (Studio 5000, FactoryTalk); competes broadly with AutomationDirect across product categories but at the premium end and through systems integrators.
• Siemens: Diversified industrial conglomerate with a large automation portfolio (SIMATIC PLCs, SINAMICS drives, TIA Portal) competing with AutomationDirect across the full stack of automation components and software.
• Schneider Electric: Global industrial automation and energy management provider (Modicon PLCs, Altivar drives, EcoStruxure) offering overlapping products and a software-anchored ecosystem that competes with AutomationDirect's value positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AutomationDirec
• YouTubeyoutube.com/AutomationDirect
• Facebookfacebook.com/automationdirect
• LinkedInlinkedin.com/company/automationdirect
• Instagraminstagram.com/automationdirect

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AutomationDirect