Background
Primex is a Dutch wholesaler in promotional textiles with a catalogue of over 4,000 products. Each product is available in a wide range of variations, including colour, size and configuration, resulting in more than 100,000 individual variants.
This high variant density created a significant challenge for ecommerce. The platform needed to handle complex product structures and large volumes of SKU-level data, without compromising performance or usability.
At the same time, Primex operates in a B2B context with:
customer-specific pricing
tiered volume discounts
multi-warehouse fulfilment
multiple users per account with different roles and permissions
The existing setup could not support this level of complexity in a scalable and performant way. Product logic, pricing and order flows needed to function reliably under heavy data loads.
In addition, Primex wanted to give customers more control by enabling them to reuse product data and generate their own promotional catalogues.
The challenge was clear: build a high-performance B2B commerce platform capable of handling complex product configurations at scale, while remaining fast, flexible and easy to use.
Solution
We designed and built a tailor-made commerce platform using Umbraco Commerce, with performance and data architecture as core principles from the start.
Despite handling over 100,000 product variants, the platform delivers fast loading times and a smooth user experience, even when processing complex product selections and large orders.
A key part of the solution is the API layer, which we designed and developed as part of the platform architecture. This API acts as the central integration layer between the webshop and external systems.
Through this architecture:
product data, pricing and inventory are synchronised in real time
customer-specific price lists and discounts are dynamically applied
orders are split and routed across multiple internal and external warehouses
status updates are continuously fed back into the customer environment
The platform also supports advanced B2B account structures. Each customer organisation can manage multiple users with different roles, allowing clear separation between purchasing, administration and viewing rights.
A distinctive feature is the fully automated catalogue generator. Customers can select products and generate their own promotional catalogues, available in both high and low resolution formats for print and digital use. This removes manual work for Primex while giving customers direct control over their marketing materials.
Impact
The new Primex platform combines performance, flexibility and complex product handling in one cohesive solution. Customers can efficiently navigate and order from a highly configurable product range, while Primex maintains full control over pricing, logistics and data flows.
By centralising commerce logic in a scalable platform and API layer, the solution supports not only ecommerce, but also broader operational processes across sales, marketing and fulfilment.
“The way of working (scrum) enables us as customer, to keep overview on the project at any time. This is important and provides us very good insights regarding tasks and deadlines along the way. The communication and issue solving abilities of the team is just what we need. Therefore, our long-lasting cooperation with ipsis and the development of our webshop and its expanded structure, is really an added value to our company!”
