Chapter 1
The client
Giorgio Bormac is a company based in Carpi, in the province of Modena (Italy), with decades of experience in scientific instruments for laboratory and industry. It supplies measurement, analysis and control instruments to laboratories, research centers and industrial businesses.
They serve both the Italian and international (Export) markets, with a network of professional B2B customers and a team of sales agents managing relationships across the territory.
Chapter 2
The challenge
The challenge wasn't "building a website": it was digitizing an intrinsically complex B2B process, where every customer has their own conditions, every market has different rules, and two separate ERPs don't talk to each other.
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Two separate ERPs
One for the commercial side (price lists, orders, invoices), one for the technical catalog (specifications, images). They don't communicate with each other.
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Each customer with their own terms
Custom price lists, negotiated volume discounts, different shipping and VAT rules.
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Dual market: Italy / Export
Differentiated product visibility, separate VAT regimes and price lists for the two markets.
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Operational sales agent network
Sales agents must be able to see the site exactly as their customers see it, and place orders on their behalf.
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Real-time orders
No more emails or faxes: every order must flow immediately into the ERP, with progress status visible on the site.
Chapter 3
Everything aligned with the ERP
Catalog, prices, availability, orders, invoices: no more copy/paste, no more "manual checking". All commercial and technical data are automatically merged into a single consistent catalog.
Every night an automated procedure pulls commercial data from the TeamSystem Alyante ERP and technical data from the OnPage PIM, merges them into a single coherent structure, and prepares the next day's catalog. Orders received travel in real time to the ERP, where logistics take them on board immediately.
Stock availability for every item is also always aligned: the customer sees in real time whether a product is in stock, incoming or unavailable, avoiding "blind" orders and subsequent cancellations or commercial follow-ups.
Thousands
items synced
99,5%
sync success rate
0
manual intervention required
Chapter 4
Tailored prices for each customer
In B2B, price is never a static value. Every Bormac customer has their own conditions: price lists negotiated with their agent, volume discounts, specific agreements for their market (Italy or Export).
When customers log in, they immediately see THEIR prices, calculated on the fly by the system. No "generic" catalog for everyone, no "request a quote" to discover prices: total transparency from the first click. Visitors who are not registered see the public list price instead.
Two ways to personalize prices
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① Price list by customer group
All customers in the same group (e.g. "IT resellers", "EDU labs") see the same base price list.
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② Price by item code + customer code
Pinpoint override: specific price negotiated for a single item / single customer pair, overrides the group price list.
Added to these: volume tiers (volume discounts) and market segment (Italy / Export with separate VAT rules).
Chapter 5
Orders in 30 seconds
Four different ways to place an order, choosing the most suitable for each situation: classic browsing for those looking for a few items, Quick Entry for bulk reorders that arrive as Excel or PDF.
Catalog by category
Browse the catalog organized by product categories, with technical filters to narrow the results.
Item search
Search by item code or name, with results sortable by new products and accessories.
Quick Entry: Excel / CSV
Bulk upload up to 1000 rows, automatic code-by-code validation with green/red feedback.
Quick Entry: ERP-generated PDF
PDFs generated by external ERPs are also read automatically — codes and quantities extracted without retyping anything.
Average bulk order entry time: from 3 minutes to 30 seconds (with Quick Entry)
Unrecognized codes are still saved in the order notes, so the sales team can handle them — no information is lost.
Complex customer records and multiple shipping addresses
Thousands of customer records synced from the ERP, each with its own contacts, price list, dedicated sales agent — and most importantly its own address book of shipping locations (sometimes dozens per single customer).
At checkout the customer chooses the shipping address from those registered — including an address of their own final customer, because goods can be shipped directly from Bormac to the recipient, without passing through the B2B customer's warehouse. Native drop-shipping.
Chapter 6
Your sales agents become super-agents
Bormac's sales agent network has a dedicated area with an analytics dashboard and operational tools designed for fieldwork.
Real-time dashboard
Monthly sales filterable by year, month and province. Order distribution by status (new, partial, in progress). All data come directly from the ERP.
Customer impersonation
The agent navigates the site exactly as their customer sees it — same products, same prices, same cart — and can place orders on their behalf. Ideal for site visits, phone calls or less autonomous customers.
Chapter 7
Documents and quotes always available
Every customer finds invoices, DDTs, credit notes, RMAs and orders in their reserved area, always synced automatically from the ERP. Seven document types, tens of thousands of files managed, zero manual intervention.
Product comparator — a commercial and marketing tool
The customer adds up to 4 technically similar instruments to the comparator and views the comparison table with all specifications side by side.
From that same page they can then generate a professional PDF choosing among three pricing modes: without prices (pure technical sheet), with system prices (for internal purchase), or with custom prices entered on the fly — useful for building a tailored quote.
The resulting PDF becomes the material that the Bormac customer sends to their own final customers as a mailing list, commercial offer or quote. What used to require hours of work with Excel and Word now takes a few minutes, without leaving the platform.
The platform becomes an operational marketing tool
Bormac customers don't just buy: they use the PDF generated by the comparator as material for their own mailing lists and commercial offers. From technical comparison to ready-to-send quote, in minutes.
Chapter 8
Fast in Italian and English
Fully bilingual site. When customers log in, the navigation language is set automatically based on the nationality registered in the ERP (Italian for IT customers, English for Export customers). Users can change language at any time.
Technical product descriptions are also translated automatically, synced from the PIM. Correct multilingual SEO with hreflang tags. Product visibility is filtered by market: an Italian customer doesn't see products reserved for Export, and vice versa.
Chapter 9
Results
Tangible numbers after the platform launch and subsequent optimization work.
>80%
Visit → order conversion (registered users)
100–200
Orders completed per day
−90%
Client-side order handling and fulfillment
30 sec
Average order entry time (was 3 min)
1,000–5,000
Visits per day
100%
TeamSystem + OnPage automation
Thousands
Customer records with multi-shipping addresses
Tens of thousands
Documents managed — invoices, DDTs, credit notes, RMAs, orders
Among visits from registered users, more than 80% turn into actual orders — an exceptional figure for B2B scientific instruments, made possible by always-visible prices, real-time synced availability, and Quick Entry for bulk reorders.
Chapter 10
Testimonial
[Customer quote — placeholder. Replace with the actual testimonial from a Giorgio Bormac referent.]
Chapter 11
Tech stack
An overview of the main technologies used. I work with any PIM and ERP — TeamSystem, SAP, Microsoft Dynamics, OnPage, Sage and other ERP systems.
Platform
Frontend & UX
ERP/PIM integrations
Document services
Multilingual & SEO
Accessibility & Privacy (custom WaveStaq)
Performance
WaveStaq