E-Business Plattform

A Case Study on International Sales

The challenge

Replacing the analog in-house ordering system with a B2B online platform - with potential for international networking.


Before the introduction of the e-business platform, dealers could only order goods by phone, fax or via the PUMA field service. The subsequent manual transfer into the ERP system was time-consuming and error-prone. In addition, orders could only be placed during regular business hours. PUMA wanted to close this gap in the support of its dealers with a B2B e-business platform.


The goal was to significantly increase the service level and thus strengthen the bond between PUMA and its dealers. The platform also had to have the potential to gradually integrate additional countries and regions. In order to retain retailers in the long term, the ordering system was to function as efficiently and conveniently as possible for all retailers.

The solution

Development and implementation of an e-commerce platform for exclusive PUMA retailer purchasing.


The ICONPARC project team analyzed in detail the purchasing process of PUMA retailers. As a result, they are developing a new e-commerce platform that will enable retailers to place orders conveniently, quickly and at any time of day.


To ensure the highest performance and availability, several servers are used in a cluster network. Individual assortments, prices and availabilities are immediately determined and displayed here - and this in interaction with several different ERP systems.


In the future, online sales will be expanded to more than 40 countries. The aim is to take into account country-specific product ranges, complex individual pricing systems, and cultural and linguistic peculiarities.

The result

A high-performance, internationally networked B2B e-business platform for PUMA retailers.


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

More and more retailers are taking advantage of the online ordering option. The B2B e-business solution has been designed from the outset to be multilingual and multicurrency-capable.


The international roll-out in more than 40 countries was realized smoothly, including the connection of the platform to various ERP systems for automated data exchange.


In the following years, the digital B2B solution was gradually expanded.