International E-Business & E-Commerce B2B Solution

In 40 countries

in use

12,000 employees

Since 2010

Customer of ICONPARC

PUMA is a leading global sports lifestyle company that designs, develops and sells footwear, textiles and accessories. PUMA is distributed in more than 120 countries by several thousand specialist dealers. PUMA employs around 12,000 people.

Project goals
  • Centralization & optimization of sales processes through the introduction of a new e-Commerce platform that only PUMA dealers can use for their purchases.

  • Provision of seasonal B2B catalogues in more than 40 countries with individual assortments and validity periods. For each country or region, pre- and post-orders are processed in parallel with separate catalogs.

  • Automation and acceleration of order processing in interaction with several ERP systems

  • Offer the PUMA dealers a comfortable shopping experience in order to bind them to the company in the long term.

  • Increased efficiency in content maintenance through the marketing department

  • Introduction of a sustainable solution, in which system maintenance and updates are carried out gently in the background, so that everyday business continues "normally

  • Introduction of a sustainable solution in which system maintenance and updates are carried out gently in the background so that day-to-day business continues without interruption.


Together with ICONPARC, PUMA has introduced a new cross-country and cross-regional purchasing platform for its dealers that meets all the needs of B2B purchasing. Today, the internal sales force is relieved of manual repetitive tasks. In this way, employees have more time for high-quality service and individual discussions with customers. Content maintenance on the sales portal is now much more automated and therefore more efficient, so that marketing resources can be invested even more specifically in sales-relevant activities.

Functional highlights
  • Pre- and repeat orders with individual specifications for each customer

  • Automated ordering and delivery process

  • Country-specific and regional catalogues

  • Seasonal overlaps

  • Connection of several enterprise resource planning systems via a uniform set of interfaces

  • Convenient quick search and filter options

  • Comprehensive, consolidated article information from various sources

  • Complex customer-specific price determination in real time

  • Availability information online in real time (also about "floating goods")

  • Order 24x7 or around the clock

  • Documents (invoices, credit notes) can be retrieved at any time

  • Detailed shipment tracking

  • Reports for the analysis of orders, sales, registrations, search entries, visitors and much more.

  • Support for any number of languages and currencies for the countries and regions covered, including character sets such as Cyrillic, Arabic or Chinese.

  • Marketing area for downloading current product images, banners, brochures, flyers and promotions

  • Newsletter tool for sending out product offers - including display of customer-specific prices and consideration of customer-specific assortment restrictions

  • Configurator for easy creation of marketing flyers (as value-added service for dealers)

  • Order 24x7 or around the clock: Best performance and reliability through the use of a server cluster, connected to the load balancer of the data center (for load balancing)

Our services

Strategy and digital consulting

Together with the PUMA project management we developed an implementation concept including a design study on the basis of PUMA-internal preliminary considerations and wishes.

Design study

We presented various design drafts to the decision makers. These were first created in Photoshop and later implemented as HTML/CSS/JS prototypes, which were accessible on the extranet.

Software & Customization

We have been continuously developing the ICONPARC B2B E-Commerce Suite for 22 years. Always up to date with the latest technologies. This is the basis for the realization of all our solutions.


The implementation with all interfaces took place within one year. After a two-month test phase in the STAGING environment, the B2B platform went live in 2010.


Since then, enhancements and optimizations have been incorporated on a permanent basis. Step by step, numerous countries and regions were connected, partly with different ERP systems. The international B2B solution for PUMA now covers 40 countries. To be continued...

Maintenance & Updates

Every month, more than 500 software changes are migrated to the LIVE system.

Success Stories


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