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Case Study Industry: Wholesale & Distribution

Custom B2B Wholesale Distribution Portal

Key Business Outcomes

8% to 0.2%

Reduction in order entry errors by forcing retailers and reps to select from digital catalogs.

65% Shift to Self-Service

Of all wholesale orders moved from phone calls to the B2B portal within 6 months, drastically reducing call center overhead.

Enforced Credit Limits

Automated credit locks reduced outstanding Accounts Receivable (past due invoices) by 22%.

The Challenge

A large FMCG (Fast-Moving Consumer Goods) wholesale distributor supplying 5,000+ retail stores was operating on a highly manual sales model.

Retailers would call or WhatsApp their orders to a call center, or a field sales rep would visit the store with a clipboard. This resulted in a massive 8% order error rate (wrong SKUs shipped). The biggest bottleneck, however, was pricing. The distributor had complex, negotiated pricing tiers (e.g., Store A gets 5% off beverages, Store B gets 12% off snacks). Call center staff constantly quoted the wrong prices, leading to disputes, delayed payments, and frustrated retailers.

Our Technical Solution

Vanavya Tech digitized their entire sales channel by building a unified B2B E-Commerce Portal and a field Sales Force Automation (SFA) app.

We built a powerful custom backend that acts as a "Pricing Matrix Engine." When a retailer logs into the B2B web portal (or mobile app), the backend cross-references their specific Account ID with the central database. The retailer only sees their specific, negotiated net prices—not the generic wholesale catalog.

We also built a custom React Native app for the distributor's field sales reps. When a rep visits a store, they use the app to instantly see the store's past order history, check live warehouse inventory, and place an order on the spot. If a store has an unpaid invoice overdue by 30 days, the app hard-blocks the rep from taking a new order, enforcing strict credit limits automatically.

System Architecture

graph TD; A[Retailer (Web Portal)] -->|Login Request| B{Laravel API Gateway}; C[Sales Rep (Mobile App)] -->|Login Request| B; B -->|Fetch Profile| D[(PostgreSQL Customer DB)]; B -->|Calculate Price Matrix| E[Pricing Engine]; B -.->|Check Stock| F[(Redis Inventory Cache)]; E -->|Return Custom Prices| A; E -->|Return Custom Prices| C; A -->|Submit Order| G[ERP / Warehouse WMS]; C -->|Submit Order| G;

Technical FAQs

Can retailers reorder their past shipments easily?

Yes. B2B ordering is highly repetitive. We built a "Quick Order / 1-Click Reorder" feature. A retailer can simply view their invoice from last Tuesday, click one button, and add all 150 SKUs to their current cart instantly, completely bypassing the need to browse the catalog.

How does the portal handle out-of-stock items?

We integrated the B2B portal directly with the warehouse WMS using Redis for fast caching. If an item drops below a critical threshold in the warehouse, the portal instantly labels it "Low Stock." If it hits zero, it grays out the "Add to Cart" button and offers an automated "Notify Me When Available" or suggests a similar substitute SKU.