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 workf
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