Case Study: Midway Dental Supply achieves 100% catalog growth and rapid channel launches with OroCommerce

Midway Dental Supply Provides Full-Service Distribution Services Online

Midway Dental Supply, an independent dental distributor serving Indiana, Michigan and Northeastern Illinois, was constrained by a legacy e‑commerce platform that was expensive to maintain, hard to update, and saw low internal adoption. Managing their extensive catalog (about 40,000 SKUs) was inconvenient, and the company needed a modern, cross‑browser responsive customer experience with advanced search and B2C‑style catalog browsing. To address these challenges they engaged OroCommerce.

OroCommerce, working with partner MindHarbor, built a middleware connector to Epicor P21 to migrate catalogs, customers, rewards and invoices and maintain real‑time ERP syncs. OroCommerce became Midway’s primary sales channel, enabling order placement, digital quoting/contract negotiation, agent portals, and B2C storefronts; Midway doubled its catalog from 40,000 to over 80,000 SKUs in a year, saw monthly traffic growth, completed the project in about 10 months, and even launched a PPE‑specific B2C site in under 48 hours during COVID.

Midway Dental Supply

Keith Cooper

Director of Marketing