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B2B ECOMMERCE WITH SHOPWARE

KINSEY'S MODERNIZES B2B COMMERCE WITH SHOPWARE

Kinsey's migrated from Sana Commerce to Shopware, replacing an ERP-driven ecommerce system with a flexible, high-performance architecture designed for complex B2B operations.
 
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BENEFITS OF SHOPWARE

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High-performance commerce at scale
Shopware enabled Kinsey's to dramatically improve site speed, delivering sub-second performance even with complex pricing and product logic.
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Flexibility beyond ERP constraints
By decoupling ecommerce from the ERP, Kinsey's gained the ability to customize workflows, user experience, and business logic without system limitations.
Advanced B2B functionality out of the box
Company accounts, customer-specific pricing, approval workflows, and rule-based controls support complex dealer relationships.
Composable, future-ready architecture
Shopware's modular approach allows seamless integration with ERP, PIM, and third-party systems while supporting long-term scalability.
Improved merchandising and campaign management
Kinsey's can now manage promotions, product visibility, and category experiences directly within the ecommerce platform.
SHOPWARE 

FEATURES

  • Customer-specific pricing and account-based access
  • B2B account hierarchies and buyer roles
  • Regulatory-aware checkout logic (including FFL validation and Prop 65 compliance)
  • Sales rep tools with price visibility toggles and account impersonation
  • Campaign and promotion management
  • Advanced search and product discovery

TECHNICAL FEATURES
ERP: Microsoft Dynamics 365 Business Central
PIM: Perfion
Payments: ZeBuS Pay, EBizCharge
Hosting: JetRails
Partner: NETFORMIC

SOLUTION

Rebuilding Commerce for a Specialized Industry
Kinsey's, a leading distributor in the hunting and archery industry, manages over 30,000 products and 2 million customer-specific price points. Their legacy Sana Commerce platform, tightly coupled to Microsoft Dynamics 365 Business Central, limited performance, flexibility, and growth.
From ERP Dependency to Commerce Agility
As ecommerce requirements evolved, the ERP-centric architecture became a bottleneck. Slow page loads, complex maintenance, and limited merchandising capabilities prompted Kinsey's to rethink its approach and choose Shopware over alternatives like BigCommerce and Shopify Plus.
A Modern, Composable Foundation with Shopware
With Shopware, Perfion PIM, and JetRails hosting, Kinsey's implemented a composable architecture that separates ecommerce from backend systems while maintaining critical integrations. Product data is centrally managed, and pricing and inventory remain synchronized through a scalable mix of real-time and asynchronous processes.
Built for Complex B2B Commerce
The new platform supports:
  • Customer-specific pricing and account hierarchies
  • Approval workflows and credit management
  • Compliance requirements for firearms sales
  • Advanced shipping and business rules
  • Sales tools such as account impersonation
 
Performance That Drives Efficiency
By decoupling ecommerce from the ERP, page load times dropped from over 5 seconds to under 1 second. The new infrastructure also provides greater resilience against heavy bot traffic and data scraping common in the industry.
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Enabling Growth
Kinsey's can now manage promotions, merchandising, search, and workflows directly within Shopware, reducing development dependency while improving dealer experience and lowering operational costs.
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