B2B E-Business Platform for PUMA
A case study on international sales
The challenge

The first step was to develop a B2B solution for PUMA Germany in order to close a gap in dealer support: Before the introduction of the e-business or e-business platform, orders could only be placed via telephone, fax or PUMA sales representatives. The subsequent manual transfer to the ERP system was time-consuming and error-prone. In addition, orders could only be accepted during regular business hours.
PUMA intended to tie its dealers more closely to itself by significantly increasing the service level through the planned B2B e-business platform. Right from the start, it was important that the selected solution had the potential to gradually cover additional countries or regions.

In order to convince the retail trade in the long term, ordering must be as efficient and convenient as possible, especially when the

The result

The ICONPARC project team examined in great detail how purchases are made by PUMA dealers. We developed optimised purchasing processes that make ordering extremely convenient and fast.

To ensure the highest performance and availability at all times, several servers are used in a cluster network.


Individual assortments, prices and availabilities are immediately determined and displayed. And all this in interaction with several different ERP systems.

The effect

The online platform is available 24/7 and offers outstanding performance. Efficient ordering from your own specific product range and with individual prices is possible at any time, even with hundreds of order items.


More and more retailers prefer direct online ordering to ordering by phone or fax. The international roll-out in around 40 countries has been handled with ease, including the connection to several ERP systems for automated data exchange. The B2B e-business solution was a matter of course for PUMA.


More and more dealers prefer the direct online ordering of the variant via phone or fax. The international roll-out in about 40 countries was handled with ease, including the connection to several ERP systems for automated data exchange. It goes without saying that the B2B e-business solution for PUMA was designed from the very beginning to be multilingual and multi-currency capable. In the course of time numerous expansion stages of the B2B solution have been realized.

Case Studies
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