Case Study: Directo captures 54% of the Australian pharmacy market with OroCommerce

Directo captures 54% of Australian pharmacies with OroCommerce

Directo, Australia's leading B2B pharmacy marketplace, faced the challenge of digitizing a highly fragmented and inefficient supply chain. Their early platform could not handle the extreme complexity of thousands of products, massive orders, and the need for real-time, customer-specific pricing. They needed a robust solution to centralize this chaos and turned to OroCommerce to build their digital marketplace.

Using OroCommerce, Directo created a central operating engine that managed a complex master catalog, enforced granular customer visibility rules, and ran thousands of concurrent promotions. The open and flexible platform allowed them to build custom workflows without accumulating technical debt. As a result, Directo captured 54% of the Australian pharmacy market, processing over 53,000 orders and driving $46 million in GMV by 2025, all without needing to expand their three-person IT team. OroCommerce also enabled them to efficiently launch a separate business entity, Pharmlink, reusing the same powerful infrastructure.

Directo