In a world where B2B commerce is rapidly shifting to digital, Ezpeleta — a Spanish company with over 85 years of history— has made a bold move toward the future. Known for its high-quality outdoor furniture, the company decided to completely transform its distributor sales model by launching a modern, efficient, and scalable B2B e-commerce platform.
The Challenge: Modernize Without Losing the Human Touch
Before the project, Ezpeleta had strong relationships with its distributors but relied heavily on manual processes: phone calls, emails, and ERP-based order management. This resulted in errors, delays, and a lack of real-time visibility. The company also lacked insights into customer behavior and had no way to offer personalized experiences.
The Solution: A Mobile-First, Integrated B2B Platform
With support from Orienteed, Ezpeleta implemented a solution based on Magento Commerce with PWA Studio and React, delivering a seamless shopping experience optimized for mobile devices. The new platform allows users to:
- Place orders in just 2 steps and reorder with one click.
- View personalized pricing and real-time stock availability.
- Manage orders, returns, and quotes in one place.
- Access the store 24/7 from any device — even with limited connectivity.
Additionally, ERP integration has fully automated order management, eliminating errors and reducing processing times.
Key Results
- 200+ distributors already using the platform
- 4-second maximum page load time
- Project completed in just 6 months
- New capabilities for launching targeted promotions and tracking key metrics
Why Is This a Standout Case?
Because Ezpeleta proves that a traditional business can go digital without losing its personal approach. Their new platform not only improves internal efficiency but also delivers a B2B buying experience on par with the best B2C standards — something today’s professional buyers expect.
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