I need your help! We are preparing to launch our first ecomm site for trade customers and I'm keen to hear any advice on what tools/incentives work to migrate customers to use online (instead of offline) ordering. I'm would also love to get some sort of benchmark in terms of a typical % increase we could expect to see year on year of this migration

Will suggested a financial incentive... great idea, and there are others you can probably bake in.

-Does the site save the client time?

-Does it deliver an immediate confirmation?

-Is shipping easier to track?

-Is it easier for the client to select an item from a broader selection of SKUs?

Each of these is a benefit that can be communicated to your clients. One good way to do this: email in advance of launch, timed with launch, and post-launch.

Post-launch email content: perhaps incorporate testimonials from clients on how they like using the new site.

The bottom line: give the clients solid "reasons why."

And make sure you "pre-sell" these benefits prior to site launch with an email campaign.