Notions Marketing, an international distributor of arts and crafts supplies, has successfully launched a modern B2B self-service platform powered by Virto Commerce, cutting wholesale order processing time from 4 hours to just 5 minutes.
The Challenge
For years, Notions Marketing's legacy ecommerce platform couldn't keep up with demand. Customers had to call or email to place orders, contract pricing only appeared at checkout, catalog restrictions were communicated manually, and the site required a login to browse—meaning new buyers couldn't find it via search engines.
The Solution: A Platform Built for Wholesale
Delivered in partnership with systems integrator Luminos Labs, the new platform replaced the rigid legacy system without disrupting a single active customer. The team built 20+ targeted extensions across Virto's modular platform—spanning Orders, Search, Pricing, Customer, and Inventory—without touching the platform's core. Key integrations include:
- Real-time ERP connectivity for live pricing and inventory
- inRiver PIM for product data sync
- Authorize.net for PCI-compliant payment processing
- Klaviyo for automated email
- UPS for address validation
- Azure AD for single sign-on
Bulk ordering now supports CSV import, barcode scanning, quick order by SKU, and saved purchasing lists. What used to take 2 to 4 hours by phone or email now takes about 5 minutes online.
Zero Legacy Limits and New Customer Acquisition
The platform preserves over 90% of the legacy functionality while enabling new capabilities: customers can self-register, browse with contract-based pricing automatically applied, manage organizational accounts, and check out in one step. Seasonal restocking is handled in minutes using "purchased before" filters and saved lists.
Crucially, the storefront is now publicly accessible without a login—fully indexed by search engines and open to prospective buyers browsing organically for the first time, creating a new customer acquisition channel.
Ready for the Future
Virto's composable Commerce Innovation Platform fully supports expansion into B2C, multi-site operations, international storefronts, and multi-brand scenarios without requiring another replatforming project.
"Virto Commerce wasn't just a technology vendor for us, they were a true partner throughout the entire transformation." — Paula Patterson, Strategic Projects Manager, Notions Marketing
"Notions Marketing shows what's possible when composable architecture meets a team that knows its customers." — Alexander Siniouguine, Founder & CEO, Virto Commerce
About the Companies
- Virto Commerce (founded 2011) is a global leader in B2B ecommerce and marketplace solutions, trusted by HEINEKEN, Cadillac, and Bosch.
- Notions Marketing (founded 1930s) evolved from a basement distributor into a leading global arts and crafts supplier, operating a 1.2 million sq ft distribution center serving 10,000+ retailers.
- Luminos Labs is a digital commerce systems integrator specializing in composable B2B platforms.
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