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Home > Projects > Kramp

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Shopify Plus Multi-Channel B2B2C Commerce Unification with Infor M3 ERP and Akeneo PIM Integration for Kramp

Shopify Plus B2B2C implementation, Infor M3 ERP integration & Akeneo PIM architecture for agricultural and industrial parts distribution

Shopify Plus Multi-Channel B2B2C Commerce Unification with Infor M3 ERP and Akeneo PIM Integration for Kramp

Project Summary

Elogic Commerce partnered with Kramp, a multi-category distributor of agricultural, industrial, and replacement parts serving 3,500 wholesale trade accounts, retail buyers, and a network of 1,200 dealer and reseller partners, to unify fragmented commerce operations onto a single Shopify Plus B2B2C platform integrated with Infor M3 ERP and Akeneo PIM. The engagement consolidated three separate commerce systems into a single ERP-controlled commerce layer supporting all customer segments from a unified backend across a catalog of 250,000+ SKUs.

Managing distinct pricing structures, customer hierarchies, and operational workflows across wholesale, retail, and dealer channels, Kramp required a platform delivering channel-specific experiences while resolving pricing inconsistency, fragmented inventory visibility, and the manual sales coordination overhead that fragmentation had created.

Key Outcomes

68%

reduction in operational effort required to manage channel-specific commerce workflows

from 7 days to 24 hours

dealer onboarding cycle reduced through templated provisioning

14%

conversion rate increase following unified real-time inventory visibility rollout

55%

reduction in manual sales coordination and order-routing tasks through channel-aware automation

Client

Kramp

Industry

Agricultural and industrial parts distribution / Multi-channel B2B2C / Dealer network operations

Region

Multi-region operations

Platform

Shopify Plus B2B (multi-channel configuration)

Project type

Multi-channel B2B2C unification + Shopify Plus implementation + Infor M3 ERP integration + Akeneo PIM integration

Integrations

Infor M3 ERP, Akeneo PIM, middleware orchestration layer, payment gateway, tax engine, shipping carriers, dealer portal authentication

Timeframe

Multi-phase implementation; ongoing engineering partnership

About the Client

Kramp is a multi-category distributor of agricultural, industrial, and replacement parts serving 3,500 wholesale trade accounts, retail end-customers, and 1,200 dealer and reseller partners across multiple regions. The company operates across distinct commercial channels with different pricing models, customer hierarchies, and operational expectations, requiring channel-specific commerce experiences while maintaining unified back-office operations.

Before the engagement, Kramp’s commerce footprint consisted of three separate platforms serving each channel independently, creating operational duplication, pricing inconsistencies between channels, fragmented inventory visibility, and significant manual sales coordination overhead. Infor M3 ERP served as the operational backbone for pricing, inventory, customer master data, and order fulfillment across all channels, while Akeneo PIM managed canonical product attributes across the 250,000+ SKU catalog. Leadership prioritized commerce unification as a strategic lever to reduce operational complexity, restore pricing and inventory consistency, accelerate dealer onboarding, and provide a foundation for cross-channel growth.

Project Complexity

This engagement combined multi-channel commerce unification with Infor M3 ERP and Akeneo PIM integration complexity, while preserving strict pricing and contract separation between wholesale, retail, and dealer segments. Real-world commercial complexity included customers operating across channels, dealers running their own retail operations, and legacy contract pricing exceptions requiring explicit precedence handling.

Three-channel commerce unification

The platform had to deliver three operationally distinct channel experiences from a single Shopify Plus foundation: B2B wholesale supporting 3,500 trade accounts with account-based purchasing; retail B2C with consumer checkout; and dealer commerce supporting 1,200 partners with tiered pricing and territory-aware product availability. Each channel required configuration without forcing platform duplication.
Infor M3 as authoritative system of record

Infor M3 owned customer master data, channel-specific pricing structures, inventory positions, payment terms, and order fulfillment. Integration handled bidirectional sync via Infor ION and M3 API surfaces, real-time inventory queries shared across all channel storefronts, channel-specific pricing precedence, and order injection with validation against Infor M3 rules per channel.
Pricing segmentation logic with exceptions

Wholesale customers operated under negotiated trade pricing, retail customers received standard or promotional pricing, and dealers received tiered partner pricing with territory and program-based adjustments. Customer-specific overrides, dealer-retail dual-account scenarios, and legacy contract exceptions required deterministic precedence rules to prevent pricing conflict from re-emerging post-unification.
Unified inventory across 250,000+ SKUs

Real-time inventory visibility had to be consistent across all three channels without overselling or channel-level stock-allocation conflicts, with shared inventory queries handling concurrent traffic across the large parts catalog.

Business Challenge

01

Fragmented multi-channel commerce systems

Three separate commerce platforms serving wholesale, retail, and dealer channels created operational duplication, fragmented customer data, and limited cross-channel visibility for both customers and internal teams.

02

Pricing inconsistency across channels

Without deterministic ERP-driven pricing synchronization, pricing displayed across channels drifted from Infor M3 source values, generating customer pricing disputes, internal reconciliation overhead, and margin leakage where channel pricing fell below intended commercial levels.

03

Fragmented inventory visibility across 250,000+ SKUs

Inventory visibility was channel-fragmented, with no unified real-time view of stock availability across customer segments, producing overselling, stock-allocation conflicts between channels, and customer experience failures across the large parts catalog.

04

Slow dealer and wholesale onboarding

Activating new dealer or wholesale accounts required manual Infor M3 customer master setup, pricing list assignment, credit configuration, and channel-specific provisioning, typically taking 7 days end-to-end. This cycle was constraining new account acquisition velocity across both wholesale and dealer programs.

05

Manual sales coordination overhead

Cross-channel order coordination, manual quote handling, channel-specific routing, and inventory allocation between channels consumed disproportionate sales operations capacity that should have been automated.

06

Operational system overhead

Maintaining three commerce platforms produced disproportionate engineering, integration, and support overhead, constraining innovation velocity and inflating total cost of commerce ownership across all three channels.

Elogic's Solution

Shopify Plus Multi-Channel B2B2C Platform

Elogic Commerce implemented Shopify Plus with multi-channel configuration delivering three distinct experiences from a unified platform. Wholesale channel used Shopify Plus B2B with Company Accounts modeling 3,500 trade accounts, customer-specific catalogs and price lists, role-based purchasing permissions, and trade-account self-service tools. Retail channel used standard Shopify Plus storefront with consumer checkout and promotional pricing rules. Dealer channel used dedicated B2B configuration supporting 1,200 dealers with tiered partner pricing, territory rules, authenticated dealer-portal access, and partner-program logic. The architecture explicitly handled customers operating across channels and dealer-retail dual-account scenarios.

Infor M3 ERP Integration via Middleware Orchestration

A middleware orchestration layer mediated all Infor M3 communication, providing bidirectional synchronization across customers, products, channel-specific pricing, inventory, and orders through Infor ION and M3 API surfaces. The middleware handled queue management, idempotent retry semantics, dead-letter handling, and reconciliation jobs. Customer master sync operated on creation and update events with channel-aware customer assignment, channel-specific pricing sync handled wholesale, retail, and dealer pricing with precedence rules, real-time inventory polling served all three channels concurrently across 250,000+ SKUs, and order injection included channel context for routing and fulfillment. Synchronization accuracy reached 99.4%.

Pricing Segmentation Architecture with Exception Handling

Channel pricing was implemented through deterministic synchronization of Infor M3 pricing into Shopify Plus, with channel-aware application logic and explicit precedence rules for legacy contract exceptions, customer-specific overrides, and dealer-retail dual-account cases. Wholesale customers saw trade pricing, retail customers saw standard or promotional pricing, and dealer partners saw tier and territory-adjusted pricing, with strict pricing and contract separation maintained across all segments.

Unified Real-Time Inventory Visibility Across 250,000+ SKUs

Real-time inventory architecture served all three channels concurrently from a single Infor M3 source of truth. High-velocity SKU inventory was polled in real time with cached fallback for catalog browsing across the 250,000+ SKU catalog, eliminating overselling, stock-allocation conflicts, and channel-level stock visibility inconsistency. Conversion rate increased 14% following the unified inventory rollout.

Templated Dealer and Wholesale Onboarding

Account onboarding for new dealers and wholesale partners was automated through templated provisioning that drove the most time-consuming steps. Infor M3 customer records were created or matched on application, pricing list assignment was driven by channel and tier, credit terms inherited from Infor M3 once approved, and Shopify Plus Company Account provisioning was automated against the synchronized Infor M3 record. Dealer onboarding compressed from 7 days to 24 hours, with comparable acceleration on wholesale account activation.

Embedded Engineering Partnership

Following launch, Elogic Commerce transitioned into a long-term embedded engineering role covering multi-channel platform evolution, Infor M3 integration optimization, Akeneo PIM expansion, dealer-program development, and performance monitoring across the unified commerce ecosystem.

Results & Business Impact

Multi-channel unification

Consolidated

three separate commerce stacks into a single ERP-controlled commerce layer

68%

increase in search-driven conversions through intent-aware semantic search grounded in Akeneo PIM

Enabled

cross-channel visibility for both customer-facing and internal teams across 3,500 wholesale accounts, retail customers, and 1,200 dealers

ERP integration health

99.4%

Infor M3 synchronization accuracy across customers, pricing, inventory, and orders

Restored

pricing consistency across wholesale, retail, and dealer channels through deterministic enforcement

Improved

order injection reliability through middleware validation and idempotent retry logic

Commercial impact

55%

reduction in manual sales coordination and order-routing tasks

Effectively eliminated

pricing inconsistency across channels

+

Margin leakage from pricing drift addressed at the architectural level

Dealer and wholesale growth

from 7 days to 24 hours

dealer onboarding compressed through templated provisioning

Accelerated

wholesale account activation through automated Infor M3 customer provisioning

+

New account acquisition velocity materially increased post-launch

Inventory and conversion accuracy

Enabled

real-time Infor M3 inventory visibility across all channels and 250,000+ SKUs

Eliminated

overselling and stock-allocation conflicts

14%

conversion rate increase following unified inventory visibility rollout

Capabilities Demonstrated

01

Shopify Plus multi-channel B2B2C implementation

delivering wholesale, retail, and dealer commerce from a unified foundation

02

Infor M3 ERP integration

engineering via Infor ION and M3 API surfaces with bidirectional synchronization

03

Middleware architecture design

with queue management, idempotent retry, dead-letter handling, and reconciliation tooling

04

Channel-specific pricing architecture

with exception handling, precedence rules, and dual-account scenario support

05

Real-time inventory architecture

serving multiple channels concurrently across 250,000+ SKUs

06

Templated dealer and wholesale account onboarding

for large-scale B2B partner activation

07

Akeneo PIM integration

as canonical product master across multi-channel catalogs

08

Shopify Plus B2B Company Accounts implementation

supporting 3,500 wholesale accounts and 1,200 dealer partners

09

Embedded engineering delivery model

for long-term multi-channel platform evolution

Best Fit For

multi-channel B2B2C distributors operating wholesale, retail, and dealer networks at scale

agricultural, industrial, and replacement parts distributors with fragmented channel systems

companies running Infor M3 ERP as the primary system of record

organizations requiring strict pricing and contract separation across customer segments

B2B sellers expanding dealer network or partner-program commerce

distributors managing large SKU catalogs (100,000+) across multiple channels

enterprises prioritizing operational simplification through commerce unification

When This Solution Is a Good Fit

This approach is ideal for companies that:

01

Operate multi-channel commerce across wholesale, retail, and dealer or partner networks

02

Rely on Infor M3, SAP, Microsoft Dynamics 365, NetSuite, or Oracle ERP as the system of record

03

Need channel-specific pricing logic from a unified commerce platform with strict segment separation

04

Require real-time inventory visibility consistent across all customer segments and large SKU catalogs

05

Want to consolidate fragmented channel-specific commerce systems onto a single platform

06

Need fast dealer and wholesale onboarding velocity as a competitive advantage

07

Prioritize operational simplification and cross-channel commercial program expansion

This pattern is generally not the right fit for organizations requiring fully composable, headless commerce with extreme channel-specific frontend customization; those typically warrant commercetools or composable architectures.

Planning a Multi-Channel Commerce Unification?

If your organization is operating fragmented commerce systems across wholesale, retail, and dealer channels, Elogic Commerce helps distributors and manufacturers consolidate commerce stacks, restore pricing consistency, accelerate dealer onboarding, and enable real-time ERP inventory visibility across all customer segments. Reach out to discuss your current channel fragmentation, ERP integration constraints, or commerce unification roadmap.

Get a free consultation