Enterprise B2B distributor
Enterprise B2B commerce platform
An early enterprise B2B commerce platform built around how customers actually order, with warehouse integration, mobile scanning, and rapid reordering at its center.
~60%
Reduction in customer ordering time
Impact
- Customer engagement and stickiness improved as the platform absorbed friction that sales teams had been working around.
- The architectural pattern was later commercialized by a partner and became part of a major commerce platform's B2B offering.
Business challenge
B2B ordering carried a lot of dead time. Customers were copying SKUs from paper, calling reps to confirm availability, and waiting on quotes that should have been transactional. The sales relationship was load-bearing in ways it shouldn't have been: it was compensating for a buying experience that had never really been designed.
Approach
The brief was to build a customer-first ordering experience, not a digital catalog. That meant starting from how customers actually placed orders (mobile, on a warehouse floor, with a scanner in one hand) and working backwards into the platform.
Warehouse-systems integration ran underneath, so inventory, availability, and pricing were live rather than batched. Mobile scanning let buyers move through a real or expected order without keystrokes. Rapid reordering treated recurring purchases as first-class, not a feature buried inside account settings. Sales teams kept their role, but it shifted from order taking to consultative work the system couldn't do.
Impact
Customer ordering time fell by roughly 60% on representative flows. Engagement and stickiness improved as the platform absorbed friction that sales teams had been compensating for. The architectural pattern (B2B-aware commerce on a flexible storefront) was later commercialized by a partner and became part of a major commerce platform's B2B offering.