Sales channel architecture
Goals, users, markets and processes, and which system owns which data: e-commerce, PIM, ERP or CRM.
B2B e-commerce connected to PIM and ERP.
B2B stores and customer portals connected to PIM and ERP, so every channel sells from the same data.
When the store is part of a bigger system
E-commerce does not scale without one catalogue and clear processes.
A new sales channel will not fix product data, prices, stock, customers and orders kept in separate places. We design e-commerce as part of your systems, with a clear source for every kind of data:
- Prices and stock live in ERP, product content in spreadsheets, and orders are retyped by hand.
- B2B customers need their own prices, accounts, approvals and quote requests.
- You sell in several channels, markets or languages from one catalogue.
- The catalogue is too large to maintain in the store admin.
- The current platform is costly to change or upgrade.
Our commerce work in numbers
70+ implementations since 2010.
Figures from our own projects.
- 70+PIM and e-commerce implementations
- 35+PIM implementations
- 10M+SKUs in our clients' systems
- 300+projects delivered
- 30+experts and consultants
- 2010operating since
- Pimcore Platinum Partnerone of two Platinum partners in Poland
- Open Mercato partnerofficial partner for PIM, catalogue and sales processes
Sources: LemonMind, November 2026
Where it sits
One catalogue behind every B2B channel.
The PIM feeds the B2B platform with product content. ERP adds customer prices and stock and gets the orders back.
Sources
ERP
customers, prices, stock
Suppliers
Excel files, BMEcat, data sheets
read by openProd, an AI productinto the PIM
Product data
PIM
Pimcore, Akeneo or Ergonode: one source of product content
- attributes
- variants
- images
- translations
- ETIM / ECLASS
content
Sales
B2B platform
OroCommerce, Shopware, VTEX or Open Mercato: accounts, prices, quotes, orders
customer prices and stock from ERP, orders back to ERP
sold in
Channels
- B2B store
- Customer portal
- Sales reps
- Marketplace
orders back to ERP
customer prices and stock from ERP
Compare
Which commerce platform for B2B?
There is no single best platform. The right one depends on your sales model, processes and how much control you want over code and hosting. All three can take product data from the same PIM: see VTEX, OroCommerce and Open Mercato. We also implement Shopware and Pimcore Commerce Framework.
| Criterion | VTEX | OroCommerce | Open Mercato |
|---|---|---|---|
| Model | SaaS; one version for all customers | Your servers or the Oro cloud; Community edition is open source | Open-source framework (MIT), on your server or cloud |
| Best for | B2C, B2B, marketplace and physical stores on one platform | Mainly B2B with unusual processes and full control over the code | Your own CRM, ERP and B2B portal built on ready modules |
| B2B features | Company accounts, contract prices, quotes, punchout | Company accounts, price lists, shopping lists, quoting, built-in CRM | Quotes, orders, customer portal with company accounts |
| Cost model | Fixed fee plus a share of sales value (GMV) | Does not grow with turnover; hosting and upgrades added | No per-user fees; implementation and hosting |
| Our role | PIM and ERP integration, catalogue migration | Implementation and development | Certified partner; product data and PIM integration |
Based on public vendor information as of October 2026. More in our e-commerce and CPQ articles.
Which platform fits your B2B sales?
30 minutes, no obligation. We look at your customers, catalogue and systems and tell you which platform fits.
Scope
What an e-commerce project covers.
Catalogue and product experience
Categories, variants, attributes, search, filters and content that present a complex range clearly.
B2B processes
Company accounts, user roles, individual terms, quote requests, approvals, quick orders and repeat orders.
Consumer stores on the same data
A B2C store can run on the same PIM and ERP; see B2C e-commerce.
Integrations
PIM, ERP, CRM, DAM, payments, logistics and marketplaces, with supplier data imported through openProd when needed.
Launch, maintenance and growth
Tests, migration, training and launch, then updates, security, performance and new features. More in maintenance and infrastructure.
How the project runs
From the sales model to a working channel.
- 01
Discovery and goals
Customers, processes, catalogue, data sources, constraints and how success is measured.
ResultGoals and success measures agreed. - 02
Architecture and prototype
Processes, system responsibilities, integrations and the key user journeys, tested as a prototype.
ResultA tested prototype of the key journeys. - 03
Implementation and integrations
We build the store, connect the systems and test real B2B and B2C scenarios as we go.
ResultA connected store tested on real scenarios. - 04
Launch and growth
Data, team and operations prepared, the platform launched, and a plan for maintenance and growth.
ResultA live channel and a plan for growth.
Case studies
Product data that sells in many channels.
European e-commerce
VTS Group
An online shop for an HVAC manufacturer, integrated with ERP and a courier system, taking orders across Europe in four languages.
Read case study
Subscription e-commerce
Learnetic
A subscription sales platform for Learnetic's educational products, with a price list in Pimcore and automatic access on the e-learning platform.
Read case study
Product websites and shop
Flowair
A website and online shop for the Slim air curtain and a dedicated website for the Rooftop Cube, both built on Pimcore for an HVAC manufacturer.
Read case study
PIM, DAM and e-commerce hub
Ceramika Paradyż
A central hub for product data and presentation, built on Pimcore.
Read case studyFAQ
Questions about B2B e-commerce.
What is the difference between B2B and B2C e-commerce?
B2B sells to companies: buyer accounts with roles, individual prices and catalogues, quote requests, order approval and payment terms. B2C sells to consumers with one price list and a short checkout; see B2C e-commerce. Many manufacturers need both on the same product data. See also your own B2B store and your distributors.
Do we need a PIM before an e-commerce project?
Not always. With a small catalogue and one channel, the store admin is enough. When the catalogue has tens of thousands of items, data comes from several sources or goes to several channels and languages, a PIM should feed the store.
Which e-commerce platform should we choose?
It depends on your sales model, catalogue and processes. VTEX suits companies combining B2C, B2B and a marketplace on SaaS, OroCommerce mainly B2B with unusual processes and full control over the code, and Open Mercato companies that want an open-source CRM and ERP foundation. We recommend after a pre-implementation analysis. More in which platform to choose for an online store.
Can you integrate the store with our ERP and CRM?
Yes. Prices, stock and customer terms come from ERP, orders go back to ERP, and product content comes from the PIM. We connect payments, delivery and CRM through their APIs. For marketplaces, see which marketplaces to integrate with.
Do you build new platforms or modernise existing ones?
Both. We build new stores and portals, and we take over, migrate and develop existing ones, for example moving a catalogue from Magento to a new platform with 301 redirects for old URLs.
How much does an online store cost?
The platform, the integrations with ERP, CRM and PIM, the number of products and the quality of product data decide the price. A store on a ready platform costs far less than a customised B2B platform. We give an estimate after the discovery stage; the cost factors are the same as in how much a PIM implementation costs.
Do you maintain and develop stores after launch?
Yes: regular system and security updates, technical support, performance work and new features or integrations as your business grows. See maintenance and infrastructure.
Start with your sales model
Let's see what limits your e-commerce today.
In a free 30-minute call we look at your customers, catalogue and systems and suggest the first stage: a platform choice, an integration or a migration.
A 30-minute call with Olgierd Mrozik, CEO of LemonMind.
Book a 30-minute consultation30 minutes. Google Calendar opens in a new tab.Tell us how we can help.
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