B2b customers expect the convenience of 24/7 online ordering, but also the personalised pricing they negotiated offline. For Leeuwerik, a full-service wholesaler of functional and decorative panels, this was the central challenge: how do you translate hundreds of unique customer pricing agreements from your ERP into a webshop that remains fast, manageable and scalable? Together, we built an Adobe Commerce solution that links ERP data to online accounts, enabling hyper-personalised pricing while keeping the platform ready for growth.
Custom shared catalogues in Adobe Commerce for scalable b2b pricing
B2b ERP price synchronisation linking agreements to online customer accounts
Scalable b2b e-commerce architecture ready for new customers and product groups
Discovery-driven approach aligning stakeholders around user experience
Flexible platform supporting growth without added complexity
The challenge
How do you offer every b2b customer their unique, negotiated pricing online without making the webshop slow, complex, or unmanageable?
The solution
A tailored shared catalogues feature in Adobe Commerce, linked directly to Leeuwerik's ERP, enabling seamless price synchronisation per customer account.
Leeuwerik x iO: building a scalable b2b e-commerce foundation for a century-old wholesaler
Leeuwerik is a leading Dutch importer and wholesaler of functional and decorative panels, combining over 100 years of industry expertise with a commitment to personal service. Their customers, from retailers to carpenters and contractors, benefit from highly customised pricing and 24-hour delivery, a unique promise made possible by dedicated teams and an in-house transport department.
iO partnered with Leeuwerik to translate this personal approach into a digital experience that matches their offline standards. Our collaboration goes beyond a single project: we help Leeuwerik think strategically about digital growth, challenging assumptions and ensuring the platform is built for the long term.
Why standard b2b e-commerce falls short for wholesalers with complex pricing
Leeuwerik's business model is built on relationships. Every customer, whether a small carpenter or a large retail chain, receives pricing tailored to their purchase volume, frequency and company profile. This hyper-personalised approach is a competitive advantage, but it creates a significant digital challenge: out-of-the-box b2b e-commerce platforms struggle to handle hundreds of unique price agreements without becoming slow or unmanageable. The standard shared catalogue feature of Adobe Commerce was not designed for this level of complexity.
Discovery: aligning stakeholders around the customer experience
Before writing a single line of code, we launched a thorough discovery trajectory involving all Leeuwerik stakeholders, including content managers, marketers, sales colleagues and the IT team responsible for connecting back-office systems. Everyone had requirements, but not all were aligned. As their expert partner, we helped Leeuwerik prioritise from the user's perspective: what does the end customer need to experience? This user-centric focus ensured the project had buy-in from the start.
Custom shared catalogues: the key to scalable b2b ERP price synchronisation
To address Leeuwerik's unique requirements, we developed a customised shared catalogues feature within Adobe Commerce. This solution enables seamless integration between the ERP and the webshop, linking every customer's negotiated pricing to their online account. The result: customers see only their own prices, and Leeuwerik can onboard new customers, products or product groups without rebuilding the system. This approach keeps the platform fast, user-friendly and ready for growth.
A scalable b2b e-commerce platform built for ambition
The new webshop is not just a digital sales channel, it is a foundation for Leeuwerik's continued growth. The architecture supports easy expansion: new pricing categories, products and customers can be added without creating technical debt. For Leeuwerik's internal teams, this means less time managing complexity and more time focusing on customer relationships, the core of their business.
From offline personalisation to scalable digital service
Leeuwerik's new Adobe Commerce webshop brings their hallmark personal service online without sacrificing speed, manageability or scalability. Customers now enjoy the same hyper-personalised pricing they negotiated offline, accessible 24/7 in a fast, intuitive interface. For Leeuwerik, the platform eliminates the operational burden of managing complex pricing structures manually, freeing up teams to focus on what matters most: building long-term customer relationships. As business grows, the webshop grows with it, ready to accommodate new customers, products and markets.
