Professional customer base accustomed to purchasing tools on the web, says sales and marketing director.
Alltools has launched a transactional website to allow it to compete with other web-based tool retailers.
The site, which went live on September 28, has a catalogue-type offer aimed at its mix of professional tradesmen and those working in manufacturing industries.
"We feel that professional customers are getting used to purchasing tools on the internet," Andy Staves, sales and marketing director, told diyweek.net.
"Power tools lend themselves to being sold on the web as they're a known product, and in recent years many customers have shifted from buying from traditional stores to the internet."
Mr Staves added that initial response to the site has been "very positive, and very encouraging".
He continued: "It's certainly been noted and commented upon by existing customers. We've had quite a lot visitors from across the UK already."
Alltools has also seen instances of it driving footfall into its regional stores.
And although the fledging site has only been operating for a little under a month, Mr Staves said that once it is established, he can see it with "more product and more special deals rather than run-of-the-mill ranges."
He said: "We feel this a worthwhile investment, and feel it is the way to go."
Alltools is a family-run business, established in 1959, which came into the hands of the current owners, the Staves, in 1976.
The Alltools banner runs across four superstores in Cheltenham, Nottingham, Sheffield, and Worcester.
In 2006 Alltools was named the 'Best Tool Retailer' at the prestigious Retail Awards beating national and independent retailers from around the UK.