B2B Wholesale Commerce Platform

B2B Wholesale Commerce Platform

Metro Cash & Carry needed to digitize a wholesale ordering model that had been built around branches, phone calls, and fragmented warehouse coordination. The opportunity was larger than online ordering alone. Done properly, the platform could become the commercial layer tying catalog, pricing, inventory, and fulfillment together.

The business needed buyers to trust the digital experience enough to make it part of their regular procurement flow.

Business Context

Wholesale customers could not see a reliable digital catalog, stock visibility was inconsistent, and pricing logic varied by account and location. That created friction for buyers and internal teams alike.

Metro also needed the platform to fit around existing enterprise processes instead of asking operations teams to rebuild everything around a new storefront.

Metro's wholesale customers relied on in-store visits and phone orders. No digital catalog existed, pricing was inconsistent, and inventory visibility was poor across warehouses.

How We Approached the Build

Discovery and workflow mapping

We mapped buyer journeys across repeat ordering, role-based pricing, and warehouse fulfillment, then identified the integration points where SAP, search, and inventory synchronization were critical to trust.

Architecture and product design

The solution combined a commerce experience layer, a service and data layer for catalog and ordering workflows, search and merchandising capabilities, and enterprise integrations that could keep stock and pricing aligned with operational reality.

Delivery and integration

The core design principle was to make digital ordering useful for high-volume wholesale behavior, not just adapt a consumer e-commerce pattern to a business context.

What We Implemented

That translated into a set of modules tightly aligned to wholesale buying behavior:

• Role- and account-aware pricing flows that reflected how commercial relationships actually worked.
• Bulk ordering and reorder journeys built for speed, not consumer-style browsing alone.
• Inventory synchronization across warehouses so buyers could trust availability when placing large orders.
• Search, merchandising, and demand insights that helped teams surface the right products and plan replenishment better.

AI and automation layer

Demand prediction was used to support planning and reorder decisions, while the catalog and ordering experience were tuned to reduce the friction that slows adoption in B2B commerce.

The point was not to add novelty. It was to make the platform commercially sharper with every ordering cycle.

Stack and engineering decisions

The implementation used Next.js, Java, Elasticsearch, SAP Integration, AWS, and ML across the experience, service, data, intelligence, and integration layers.

• Experience & channels: Next.js
• Core services & data: Java and Elasticsearch
• AI/ML & automation: ML
• Cloud, integrations & ops: SAP Integration and AWS

Rollout and measurable outcomes

Rollout sequencing mattered. The platform had to be introduced in a way that protected current operations while proving that digital ordering could improve efficiency for both buyers and warehouse teams.

• Digital Orders: 3x
• Processing Time: -50%
• Catalog Items: 50K+
• Warehouse Sync: Real-time

Why This Delivered Business Value

The platform became more than a digital catalog. It gave Metro a stronger channel for order capture, operational visibility, and commercial consistency across locations.

Taken together, the engagement delivered 3x digital order volume, 50% reduction in order processing time by aligning product experience, workflow design, and implementation detail around the same business objective.