Shorter time from decision to first orders
A staged approach gets your first customer segment live faster, so you validate the setup with real transactions before scaling.
Industry
Ecommerce built around how manufacturers actually sell
Manufacturing companies deal with complex catalogs, multi-channel pricing, and order flows that most ecommerce setups never anticipated. We help you pick the right platform, connect the right systems, and launch without disrupting what already works.
Fits with
How manufacturing companies buy and sell
Manufacturing businesses sell through several channels at once: directly to end customers, through dealers and resellers, and increasingly online alongside both. A single product line can carry hundreds of variants tied to technical specifications, compatibility requirements, and model-year differences. Spare parts and aftermarket sales add another layer, since a customer often needs to find the right component for a specific machine rather than browse a catalog casually.
The customer base is rarely uniform. Dealers place recurring bulk orders under framework agreements. End customers order single replacement parts and expect fast delivery. Project buyers need a quote before anything reaches a cart. Each of these is a different commercial relationship, not just a different checkout flow, and pricing reflects that: customer-specific rates, volume tiers, and negotiated contracts often coexist for the same product.
Demand in manufacturing follows production cycles, trade-fair seasons, and project timelines rather than the retail calendar. That changes what "in stock" needs to mean online: a purchase-to-order item with a known lead time is a different promise than a made-to-order item, and the ecommerce channel has to represent that difference honestly rather than reducing everything to in-stock or out-of-stock.
What this means for platform choice
None of the platforms Nordic Web Team works with, Norce, Shopware, or Magento / Hyvä, is automatically right for a manufacturer. The deciding factors are catalog depth (how many variants and spare-part relationships exist), how many distinct customer types need their own pricing and access, and how tightly the platform needs to integrate with ERP and production planning. A manufacturer with a large, complex catalog and multiple customer types typically needs more platform-native B2B depth than one selling a simpler range direct to consumers.
Because manufacturing rarely fits a single commercial pattern, we treat platform selection as a discovery question rather than a default answer. Read our B2B ecommerce for manufacturers guide for the implementation-level detail: how spare-part compatibility should be structured, when a PIM system becomes necessary, how production lead times get reflected online, and which ERPs we most often connect to in this segment.
Beyond the platform
Getting ecommerce right for a manufacturer is rarely just a platform decision. Product data usually needs real cleanup before it is ready for a web catalog: engineering-oriented descriptions, missing images, and inconsistent attributes are the norm, not the exception. The buying experience needs to work for dealers, direct accounts, and end customers without forcing all three into the same path. And rollout is safer in stages, since launching a full catalog and every customer segment at once increases risk without a matching increase in value.
Nordic Web Team works with manufacturers at exactly this stage: when the commercial model is understood and the question is how to build ecommerce around it without disrupting what already works.
Relevant systems in this setup
These systems often show up when we plan ecommerce for this type of business. Use them as concrete tracks for CRM, payments, and ERP.
Strengths
Deep B2B catalog expertisePlatform-neutral advisoryERP integration experienceStaged rollout methodology
Business benefits
Accurate pricing across every channel
Customer-specific prices, volume tiers, and contract rates sync from ERP to the storefront, reducing manual corrections and pricing disputes.
Higher self-service adoption among buyers
When the online channel matches how your customers already buy (reorders, quote requests, order history), they use it instead of calling.
Lower cost of catalog maintenance
Structured product data flows from a single source, reducing duplicate entry and inconsistent specs across channels.
Reduced operational friction in fulfillment
Orders transmit cleanly to the ERP with correct item codes, quantities, and delivery instructions, meaning fewer manual interventions in the warehouse.
A platform foundation that supports growth
Whether you add markets, languages, or customer segments next year, the architecture is designed to extend rather than rebuild.
Delivery approach
For manufacturing companies running Business Central or Visma.net, we typically use Junipeer as a middleware layer to connect ERP data (products, pricing, stock, orders) with the ecommerce platform. But the integration is only one part of the work. Surrounding it is platform selection, data quality auditing, UX and content strategy, QA across the full order flow, and rollout planning. The connector gets data moving; the project makes sure the result actually works for your customers and your team.
Beyond the integration
The integration is only one part of the work. Platform choice, data quality, content, UX, QA, and the launch itself also need to be planned and delivered for the solution to work in practice.
1
Discovery and platform selection
We map your catalog structure, pricing logic, customer segments, and current systems. Based on that, we recommend a platform direction — Norce, Shopware, or Magento / Hyvä — and define what needs to connect.
2
Architecture and integration design
We design the data flows between ERP, ecommerce, CRM, and logistics. This includes defining sync scope, handling customer-specific pricing, and planning for data quality improvements before build starts.
3
Build and QA
Platform configuration, front-end development, integration setup, and content population happen in parallel. QA covers functional testing, data accuracy validation, and real-scenario order flows end to end.
4
Launch and optimization
We launch with a defined pilot segment, monitor data flows and order accuracy, and iterate. Broader rollout follows once the setup is validated with real transactions and real feedback.
FAQ
How does selling as a manufacturer change the platform decision?⌄
Manufacturers typically need deep catalog handling (variants, specs, spare-part hierarchies), customer-specific pricing, and B2B account features like quote workflows and reorder lists. Not every platform handles these natively. We evaluate Norce, Shopware, and Magento / Hyvä against your specific catalog size, pricing complexity, and customer types to find the best fit.
Does selling directly online create conflict with our dealer network?⌄
It's a real concern and worth designing for deliberately rather than avoiding the question. Many manufacturers route B2B pricing and larger accounts through dealers while using the direct channel for spare parts, accessories, and smaller end-customer orders that dealers aren't set up to handle efficiently. The platform can enforce this split through customer groups and pricing rules, but the channel strategy itself is a business decision we work through with you before any platform choice is made.
How much does the spare-parts and aftermarket side change the approach?⌄
Significantly. Aftermarket customers are often searching for a specific part rather than browsing a range, frequently arrive from search rather than a direct visit, and may not be a registered account at all. That changes what the catalog needs to support: compatibility lookups by model or serial number, and content that works for anonymous visitors as well as logged-in accounts. Our <a href="/ecommerce/guides/b2b-tillverkare">manufacturers guide</a> covers how we structure this in practice.
What does a project like this typically cost?⌄
Engagements range from an architecture review to a full staged rollout. The total depends on catalog complexity, number of integrations, how many markets you launch in, and how much content and UX work is needed. We scope after discovery so the estimate reflects your actual situation rather than a generic template.
What work is needed beyond connecting the systems?⌄
Integration gets data flowing, but a successful launch also requires platform configuration, data quality improvement, UX design that fits your buyers, product content that works online, thorough QA, and a rollout plan that manages risk. We cover all of these as part of the project, not as afterthoughts.