B2C and B2B ecommerce on PrestaShop for Design, synced with the Softland ERP

Design is a Chilean retailer of building materials, wall coverings and finishes. It sells to end consumers and to a wholesale channel, two businesses with different pricing, volumes and expectations.

The hard part of a materials catalog is not publishing it but maintaining it: if the store does not reflect real ERP stock, every sale can become a promise the operation cannot keep.

The digital channel had to be built from scratch, with two environments on the same base.

• Double data entry: loading hundreds of products with stock and cost by hand guarantees drift from day one.
• Two audiences, one platform: B2C and B2B need different flows and data structures without duplicating the catalog.
• Catalog hierarchy: ERP categories and subcategories have a parent child structure that must be preserved, not flattened.

Without integration the online channel is born out of date and the team ends up maintaining two inventories.

We built the full ecommerce on PrestaShop with both environments, and integrated it with the Softland ERP so the catalog syncs instead of being loaded.

The project ran in stages, from research to production release, with separate development plans for B2C and B2B.

Research, planning and architecture

• Requirements refinement, target market research and identification of the technologies to integrate.
• Task breakdown per environment, definition of primary conversions and of site flows.
• Information architecture at maximum depth and cleanup of the SKU list.

Softland ERP integration

• Sync that walks ERP categories and subcategories and creates or updates them preserving the parent child hierarchy.
• 960 products synced with reference, name, images, stock, unit of measure and unit cost.
• Documented endpoints between the ERP and PrestaShop, so the integration stays maintainable.

Front end, back end and commercial channels

• Template on the Ceramic theme, with pagespeed optimization, content box and CMS product modules.
• Data structure, admin and ecommerce functions on the back end.
• Google Tag Manager and a Google Merchant Center feed to expose the catalog on Shopping.

Architecture and technology

• PrestaShop with B2C and B2B environments on a single platform.
• Softland ERP integration over documented endpoints.
• Google Tag Manager and Google Merchant Center.

Learn more about PrestaShop development.

The channel started from zero and now sustains a sales operation with average order value growing year over year.

Starting point

• No online sales channel, with the catalog available only in the ERP.
• Average order value of 80,046 at channel launch.

Results

• 1,907 transactions and more than 271 million in accumulated online revenue.
• Average order value of 156,037, up 95% from launch and growing year over year.
• More than 112 million in revenue and 763 transactions in a single year.
• 960 products and every ERP category and subcategory synced with the store.
• 75,904 accumulated add to cart events.

Strategic impact

• The store reflects the real operation, with no double entry and no inventory drift.
• Retail and wholesale coexist without duplicating catalog or maintenance.