Works | Platform Modernization
Beyond SKUs and Silos: Codilar’s Magento 2 Makeover for a B2B Powerhouse
Execution Summary
When one of the United States’ leading industrial supply distributors set out to modernize their eCommerce platform, they weren’t just chasing feature parity, they were pursuing a unified, scalable solution for their complex B2B and B2C needs. With over 500,000 SKUs, division-specific pricing, and tight ERP-PIM coordination, their legacy platform could no longer keep pace. That’s when they turned to Codilar. What followed was a deep transformation: seamless Magento 2 migration, real-time integrations, a dynamic pricing engine, and behavioral analytics wrapped into a modular, future-ready commerce architecture.
Company
Overview
The client is a high-volume industrial distributor based in the United States, catering to both enterprise manufacturing clients and small-scale technical buyers. Their product offering spans Maintenance, Repair, and Operations (MRO) items sourced from hundreds of vendors. With deep procurement experience and a catalog exceeding half a million SKUs, they operate at a scale where operational speed and data accuracy are non-negotiable.
Their business model is rooted in B2B contracts with customized pricing and logistics flows, but they also run a growing B2C division that demands simplicity and speed. The client’s growth priorities included improving customer engagement, modernizing legacy systems, enabling seamless integrations, and future-proofing the platform for analytics and SEO. What they needed was a modular, integrated, and adaptive digital backbone, and Codilar stepped in to deliver it.
Objectives & Challenges
Architecture & Platform Migration
- Legacy Magento 1 platform lacked support for modern commerce workflows
- Urgent need for smooth migration to Magento 2 without interrupting business continuity
- Platform needed to scale with future integration and analytics ambitions
Data Integration & Reliability
- ERP and PIM systems were isolated from eCommerce, causing data mismatches and delays
- Real-time sync was essential for inventory accuracy, customer data, and pricing logic
UX & Functional Gaps
- B2B buyers lacked robust RFQ tools that aligned with internal procurement flows
- Quick Order was inefficient, especially for repeat buyers and bulk entries
- Checkout process lacked validations, leading to PO errors, incorrect addresses, and tax complications
Search & Catalog Management
- Catalog of 500,000+ SKUs was hard to navigate
- Need for dynamic filtering, brand-level navigation, and attribute-driven discovery
SEO & Analytics
- Poor URL structure, missing canonical tags, and no structured metadata
- No GA4 event tracking in place to understand buyer behavior and optimize flows
Solution Approach
This wasn’t a cosmetic overhaul—it was architectural surgery. Codilar began by replatforming the site to Magento 2 Open Source with B2B modules, ensuring clean data migration from Magento 1. The transformation unfolded in three phases: Platform & Data Stabilization, Commerce Capability Expansion, and UX + Analytics Optimization.
The ERP and PIM systems were connected through a robust middleware layer that ensured real-time sync. The RFQ module was completely rebuilt with file uploads, multi-step approval logic, and ERP-connected status APIs. For frequent buyers, Codilar rolled out a smart Quick Order interface—supporting CSV uploads, part validation, and fallback to RFQ for out-of-stock items.
On the checkout side, validations were added to prevent PO box entries, courier account mismatches, and tax documentation gaps. The team also rebuilt the product listing (PLP/SLP) experience with ElasticSuite, dynamic filters, and brand discovery tools. SEO structure was overhauled, and Weltpixel GA4 was added to capture full-funnel analytics.
Solution Highlights
- Dynamic Pricing Engine: Built to support division-specific pricing structures, pulling from ERP in real-time.
- Quick Order with RFQ Fallback: Allowed buyers to upload large orders and dynamically route unavailable items to RFQ.
- Advanced RFQ Workflows: Introduced status-based rejection, cancellation, and attachment support with ERP integration.
- Middleware for PIM-ERP Sync: Enabled continuous data updates across product attributes, pricing, inventory.
- MOV Enforcement: Vendor-specific Minimum Order Value rules with dynamic messaging and handling fees.
- Courier Account Validation: Prevented incorrect shipping entries and reduced failed deliveries.
- Tax Exemption Workflow: Buyers could upload exemption certificates at checkout; system applied zero tax where applicable.
- ElasticSuite-Powered Discovery: Enabled fast, filterable navigation across 500,000+ products.
- PunchOut Integration: B2B clients could order directly from their procurement systems.
- GA4 Event Tracking: Captured behavioral data across RFQs, banners, carts, coupon use, and internal search.
Results and Impact
Operational Efficiency
- Significant % drop in checkout-related support tickets due to validation workflows
- 100% real-time sync across ERP, PIM, and Magento reduced product/order errors
Data Accuracy & Reliability
- Dynamic pricing logic reduced misquotes and pricing disputes across divisions
- Middleware ensured centralized, consistent product data across systems
Customer Experience & Revenue Impact
- Big lift in quote-to-order conversions post RFQ revamp
- Faster ordering via Quick Order & My Account rework led to improved repeat purchase rates
Scalability & Future-readiness
- Over 500,000 SKUs searchable via ElasticSuite with zero lag
- Architecture now supports headless expansion, mobile-first rollouts, and future marketplace integrations
Conclusion
From a fragmented legacy stack to a unified, scalable commerce powerhouse—this transformation is a testament to Codilar’s end-to-end digital commerce expertise. By blending architectural discipline with business empathy, Codilar delivered a modular platform that doesn’t just solve today’s pain points but anticipates tomorrow’s growth. For this industrial distributor, the path to unified commerce is now clear, measurable, and future-ready.
