More and more online retailers are faced with the challenge of how to effectively combine B2B and B2C sales on one platform. B2B buyers expect a simple user experience, while companies need complex price lists, customized conditions, and integration with ERP systems.
In this post, I present a concrete example of how the company Vetisa successfully combined both sales models on the Magento platform, simplifying its operations and preparing the store for further growth.
1. One platform for B2B and B2C
The new store combines B2B and B2C sales on one platform, without separate systems or duplicated work.
B2B customers have customized price lists, clear display of discounts and different price displays, support for ordering larger quantities, and their own payment methods, including the option of deferred payment.
B2C customers have a simplified and transparent purchasing process that allows for quick and easy ordering.
Check out the store yourself: vetisa.si
2. ERP as the central data source
ERP Pantheon acts as the central data source for the entire system. Items, stocks, prices, and orders are synchronized in real-time.
This reduces manual work — there is no longer a need for manual order transfers, stock updates, or price corrections. Data is always synchronized, simplifying logistics, accounting, and customer support.
3. Advanced pricing logic, promotions, and discounts
The store supports complex pricing and promotion logic tailored to different types of customers.
Price display is separated: B2C customers see a standard display with two decimal places, while B2B partners see four decimal places, allowing for accurate calculations for larger orders. The system ensures that pricing, discount, and promotion rules are automated and transparent, without manual corrections.
4. Automated logistics without manual work
The logistics process is fully automated. The delivery cost is calculated based on the distance to the address and the weight/volume of the order, and the final price and payment option are immediately displayed to the customer.
There is no longer a need for a person to manually calculate delivery costs or coordinate orders via email. Address entries are further verified with suggestions and geolocation, reducing delivery errors.
5. User experience that connects online and physical store
The user experience is designed to allow the customer quick decision-making and easy purchase.
The customer can check availability, see the nearest physical store for pickup, or choose the appropriate home delivery. Material calculators are available, calculating the required quantity and price based on dimensions and material type, reducing incorrect decisions and returns.
6. Ready for rapid expansion into new markets
The store is designed to allow quick entry into new markets. Using proprietary solutions for content translation with LLM models, the store can be translated into multiple languages in one day, with natural and sales-oriented texts.
This allows the new language version to be immediately offered to customers in new markets, without additional technical interventions or delays.
7. Fast data transfer and page activation
Product data was transferred from existing CSVs and databases, enabling quick content transfer and immediate store activation.
At the same time, instructions and a plan for further improvements were prepared, providing the client with a clear foundation for independent management and growth.
8. A platform that enables growth without limitations
The transition to Magento allows the use of thousands of ready-made solutions that can be quickly integrated, while also allowing complete customization without limitations or bindings.
The system is ready for functional and business growth, without the need for expensive and lengthy customizations, allowing the client to introduce new features and expansions faster.
If you are considering combining B2B and B2C sales or are interested in whether Magento is the right platform for your case, we can help you assess the current situation and suggest the optimal solution.
