Modernizing B2B Commerce for a Beverage Equipment Distributor

Where Groove Came In

Groove began with a joint platform and ERP assessment. We reviewed how pricing tiers, customer segmentation, and payment terms were structured inside NetSuite. We mapped how orders needed to flow from the website into NetSuite for fulfillment and financial posting.

At the same time, we evaluated Magento’s infrastructure costs, hosting burden, and maintenance requirements.

The goal was not simply to migrate platforms. It was to:

• Remove infrastructure overhead
• Preserve ERP integrity
• Strengthen B2B pricing controls
• Align commerce with marketing systems

BigCommerce was selected as the SaaS foundation due to its native B2B capabilities and flexibility in integrating with NetSuite and other core systems. Groove led the migration strategy, implementation, and integration sequencing to ensure stability during transition.

What We Built

The new solution centered on BigCommerce integrated with NetSuite ERP. Core capabilities included:

• Structured customer groups and automated pricing segmentation
• Tiered B2B pricing aligned with NetSuite customer records
• Support for Net 30 and account-based payment terms
• Custom shipping rate logic by product class
• Multi-brand management within a unified platform

Order data now flows cleanly into NetSuite, preserving ERP workflows for fulfillment, accounting, and reporting. Search and discovery were enhanced through a personalization-driven search implementation, improving navigation across thousands of SKUs.

To strengthen marketing alignment, Groove deployed a custom HubSpot–BigCommerce integration. This connected transactional data with automation workflows and reporting dashboards, enabling:

• Automated abandoned cart follow-up
• Structured post-purchase communication
• Behavioral segmentation based on order history
• Centralized reporting visibility

Commerce, ERP, and marketing systems now operate as a coordinated environment rather than isolated tools.

What Changed

Operational simplification was immediate. Server maintenance and platform patching were eliminated. Infrastructure responsibility shifted away from the internal team.

B2B pricing management became more structured. Customer groups and segmentation aligned with NetSuite records, reducing manual oversight. Orders entered through BigCommerce now move cleanly into NetSuite without reconciliation work. Marketing teams gained clearer visibility into purchasing behavior through connected data systems.

The business can now support core operations and premium sub-brands within a single platform framework, without duplicating effort or fragmenting systems. Internal focus shifted from maintaining infrastructure to supporting growth.

Why This Worked

This project succeeded because sequence was prioritized over speed.

First, infrastructure complexity was reduced. Second, B2B pricing and ERP alignment were stabilized. Third, integrations were layered in to support marketing automation and reporting.

By treating NetSuite as the operational foundation and selecting a SaaS commerce platform designed to integrate cleanly with it, the company reduced technical strain while preserving ERP integrity. The result is a scalable, multi-brand B2B eCommerce environment — aligned with NetSuite and structured for long-term growth without increasing operational burden.

Operational Impact

Within months of launch, the most meaningful shift was internal alignment. Server maintenance and security patching were eliminated, reducing technical overhead and freeing internal resources. The eCommerce platform no longer required constant infrastructure oversight.

Orders placed online now flow cleanly into NetSuite ERP, preserving fulfillment and accounting workflows without manual reconciliation. Pricing structures in BigCommerce align with NetSuite customer records, reducing overrides and post-order adjustments.

B2B account management became more structured. Customer groups, tiered pricing, and Net 30 terms are managed with greater consistency, lowering administrative effort. Marketing and commerce systems now share transactional data, enabling automated follow-up and clearer reporting.

As a result, the business can support increased order volume, multiple sub-brands, and expanded B2B programs without adding operational strain. The platform now supports growth instead of consuming internal capacity.