Case Study: Axel Johnson International launches global B2B eCommerce and shortens the purchase path with Pimcore

Transforming Pimcore CMS into a global B2B eCommerce platform

Axel Johnson International — a Sweden‑based industrial group with 140+ years of history and 110 companies, including the Lifting Solutions division (Certex) — needed to make complex lifting products available online instead of only through salespeople. The goal was to enable B2B purchasing across two webshops, simplify the purchase path for partners, and integrate eCommerce with the existing ERP while preserving customer‑specific pricing, stock visibility and configurability for non‑standard products.

Pimcore partner Divante expanded the existing Pimcore CMS using the CoreShop extension and, in under five months, delivered a full B2B commerce flow: user accounts, advanced product models, configurator, checkout, shipments, and customizable delivery/payment options. The launch shortened time‑to‑market and the purchase path, increased product discovery and website traffic, and made ordering complex lifting equipment easier and safer; further ERP and Azure integrations are underway.

Axel Johnson International

Erik Lissola

Marketing Director