How we built a unified platform serving both wholesale B2B customers and retail B2C consumers with real-time ERP synchronisation.
Siganos SA operates a dual business model: wholesale distribution to B2B trade customers and direct retail sales to consumers. They needed a single e-commerce platform that could serve both audiences with different pricing structures, ordering workflows, and user experiences.
B2B customers have negotiated price lists, volume discounts, and credit terms stored in Entersoft ERP. Retail customers see standard prices with promotional discounts. Managing these different pricing structures manually was error-prone and time-consuming.
Stock levels needed to be accurate across both B2B and B2C channels to prevent overselling. When a B2B customer placed a large wholesale order, inventory had to update immediately for B2C customers, and vice versa.
We built a single WooCommerce platform that detects customer type at login and presents the appropriate experience. B2B customers see wholesale pricing, bulk ordering options, and credit account features. B2C customers see retail prices, promotional offers, and standard checkout.
The platform integrates bidirectionally with Entersoft ERP, synchronising products, pricing, inventory, customers, and orders. Customer-specific B2B pricing is pulled directly from Entersoft, ensuring consistency between the ERP and e-commerce platform.
A single inventory pool serves both channels with real-time updates. When stock changes in Entersoft (from warehouse operations or other channels), the e-commerce platform reflects the change within minutes, preventing overselling.
The dual-channel architecture intelligently adapts based on customer type:
When users log in, the system identifies whether they're a B2B trade customer or B2C retail customer based on their account type synced from Entersoft ERP.
B2B customers see their negotiated wholesale prices from their Entersoft price list. B2C customers see standard retail prices. Guest visitors see retail prices with a prompt to register for trade pricing.
B2B customers can order in bulk quantities, use quick reorder from history, and checkout on credit account. B2C customers use standard cart and checkout with immediate payment.
All orders (B2B and B2C) are automatically pushed to Entersoft ERP with appropriate customer type, pricing, and terms. The ERP handles order fulfilment, invoicing, and shipping.
Inventory syncs from Entersoft every few minutes. Both B2B and B2C channels show accurate stock levels, preventing overselling even during high-volume periods.
The unified B2B/B2C platform with ERP integration delivered significant improvements:
A unified e-commerce platform serving both wholesale B2B customers and retail B2C consumers from one system, integrated with the Entersoft ERP for real-time synchronisation.
One platform handles both audiences (B2B customers log in to see negotiated pricing and bulk ordering, while B2C consumers shop at retail prices) with shared product, stock and order data from the ERP.
Entersoft, providing real-time synchronisation of products, pricing, stock and orders across both the B2B and B2C channels.
We specialise in dual-channel e-commerce platforms with ERP integration. Let's discuss your requirements.
Get a Free Consultation+44 (0)20 4577 1772
Preferences are saved on this device.
