The B2B online shop for craftsmen in the wood industry

Logo ZEG

“With our new Oxid B2B online store, we have become the most customer-friendly B2B online store in the industry. Together with NETFORMIC, we have been steadily developing our online B2B business since 2016!”

Key Facts


  • B2B
  • Customers: 4,500
  • > 40,000 products
  • 12 branches
  • 900 employees
  • Largest cooperative in the timber trade


  • ZEG (Zentraleinkauf Holz + Kunststoff eG) is the B2B online shop for craftsmen and thus the online service provider in the wood industry.
  • Customer Self-Service Portal incl. Invoices, orders, individual price lists, authorization management and much more.
  • Lead generation through quotation requests, direct line to internal sales via online shop
  • Expansion of product range through integration of suppliers via dropshipping
  • Integration of different configurators (e.g. an interior studio and an edge search)
  • Live queries to the ERP (Microsoft Dynamics AX) regarding customer-specific price and quantity scales
  • Mobile on the construction site the easiest ordering process in the industry


OXID eSales



The aim of ZEG (Zentraleinkauf Holz + Kunststoff eG) was to become the wholesaler with the most comprehensive range of products and online services for craftsmen in the timber industry. For this purpose, the outdated in-house developed online shop was to be replaced by a standard solution. This was not only to represent the B2B online shop, but also to make the content of the previously technologically separate website available to all visitors. The design of the website content and the B2B online shop should convince interested parties and customers with an attractive, homogeneous and clear customer experience. The wholesaler attaches great importance to customer friendliness and wanted to offer its target group products and various configurators also as a “mobile service”.



As technology for the implementation we relied on the standard solution OXID eSales in the Enterprise Edition. This enabled ZEG Holz to implement simple to complex B2B ordering functions. We used FACT-Finder as the search engine, which enabled us to further optimize conversions through new search and filter functions. The integration of various product configurators was also no problem.

The authorisation concept provides for guest visitors to see the entire range of products in the online shop – however, stocks, delivery times, prices and shopping basket functions are only displayed to logged-in and authorised B2B customers. After logging in, the customer is shown his individual assortment; in the case of ZEG Holz, this is based on the region to which the customer is assigned. However, any other definition for the creation of customer-specific assortments is also possible. The logged-in user sees his current prices by real-time price query to the ERP system. The individual prices in the ZEG B2B shop allow the necessary personalisation, as it is common in the B2B business customer environment that customers have different price agreements with the dealer. By capturing real-time inventory data, the current delivery status can be accurately determined and displayed, thus enabling a high degree of process optimization. The conversion of quantity units such as square meters e.g. in packaging units taking into account minimum order quantities, the quick order form, the upload of CSVs or the reordering from past orders offer the wholesaler’s customers efficient tools that facilitate their daily work.

In addition, a comprehensive self-service portal is available to the customer. There he is not only able to manage invoices and orders, but also to define individual rights and roles. This way, in addition to the main account, he can also set up accounts for his employees so that they can only view their orders and not those of the entire company. By means of the individual call-back service, he can reach his personal contact person at ZEG.

With this, ZEG more than meets the objective of a “customer-friendly B2B online shop”.

Our services in the project

B2B Großhandel
Shop Relaunch
Customer Experience
ZEG B2B Onlineshop Screenshots

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