Solution:
B2B E‑Commerce
Industry:
Production
Online sales launch in 3 months with an AI module for a producer in the agricultural industry
124%
increase in the conversion rate
<conversion.increased>
66%
increase in online revenue
<revenue.increased>
82%
increase in the number of online transactions
<transactions.increased>
The Challenge
The client is a manufacturer of agricultural production inputs, offering fertilizers, plant protection products, seeds, biostimulants, and crop-support products, among others. Until now, the company sold exclusively through its ERP system (Microsoft Dynamics 365) and the work of field sales representatives, without its own e-commerce channel.
Due to the client's market position and our obligations under a non-disclosure agreement (NDA), this case study does not reveal the company's name or any data that would allow it to be directly identified. Instead, we present the actual scope of the project, its objectives, and the solutions developed.
In response to these needs, the goals for implementing the upsaily.B2B platform were defined. The project was carried out in close cooperation with Univio, which was responsible for preparing the strategy, implementing the platform, and integrating it with the ERP and PIM systems.
- It was important to give customers easy access to the current product range, prices, and stock levels, at any time of day and without needing to contact a sales representative.
- Another challenge was organizing and making product data accessible, so that information about fertilizers, plant protection products, seeds, and biostimulants would be available through a single, consistent sales channel.
- At the same time, it was necessary to automate the process of placing and handling orders, which had previously been carried out mainly through sales representatives.
- The project also aimed to relieve the sales team and customer service department from handling simple, repetitive orders and inquiries about product prices and availability.
- An important element was creating a mechanism to support the sale of complementary products and help customers discover the company's broader product range.
- It was also necessary to ensure smooth integration of the platform with the company's ERP and PIM systems, so that data on products, prices, customers, orders, and availability could be exchanged between systems.
The Solution
- The project began with e-commerce strategy consulting. Univio worked with the client to develop a strategy for integrating e-commerce into the company’s sales operations and to establish KPIs for the sales team.
- In the first phase, the Upsaily.B2B e-commerce platform was launched with product data pulled directly from the ERP system (Microsoft Dynamics 365). This made it possible to quickly start online sales and validate how the solution worked in practice. In the next phase, the platform was integrated with the PIM system (Pimcore), covering a catalog of approximately 86,000 products.
- End customers gained full visibility into the product range, prices (list prices, individual prices, multi-level discount structures), stock levels and credit limits, document history, quick ordering (via Excel or pasted text), and shopping lists with predefined baskets for recurring orders.
- An open-source CRM solution was implemented, in which sales reps plan visits, log meetings, and manage contacts, while managers monitor the team's activity.
- The Sales Rep Panel was integrated with the platform. The sales rep prepares quotes at the customer's site, selecting products and discounts within their assigned permissions. Exceeding a threshold sends the quote for the manager's approval, and once approved, the quote automatically turns into an order and is sent to the ERP system.
- An AI module for basket recommendations (cross-selling and upselling) was introduced, based on an LLM model (Anthropic), integrated via API and hosted on Microsoft Azure.
- An analytical layer was built to detect declining basket value and silent customer churn, automatically generating verification tasks for sales reps.
The Result
124%
increase in conversion rate
The new B2B platform significantly increased the effectiveness of the online sales process.
<conversion.increased>
66%
increase in online revenue
Launching the e-commerce channel led to a clear increase in revenue generated online.
<revenue.increased>
82%
increase in the number of online transactions
Customers are more willing and more frequently completing purchases on their own, without a sales rep's involvement.
<transactions.increased>
13%
larger online basket
AI-based cross-selling and upselling mechanisms make the online basket noticeably larger than the offline basket within the same customer segment. This is confirmed by year-over-year comparisons made six months after implementation.
<basket.increased>
Relieving sales reps and customer service
Simple, repetitive orders are now handled by the platform, giving the sales team more time for quoting and more complex sales matters.
<team.relieved>
Fast MVP launch
A dedicated platform with a ready-made set of B2B features made it possible to launch the MVP in just three months.
<launch.accelerated>
Natural platform adoption
By using the panel during customer visits, sales reps teach customers how to use the platform, which speeds up the shift of purchasing from the offline to the online channel.
<adoption.increased>
Proactive customer service
Automatic tasks for sales reps triggered by a drop in basket value or less frequent orders make it possible to react before a customer actually ends the relationship.
<churn.prevented>
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