B2B online store with a field sales system for the dental industry

Kaniedenta Dental Medical Products GmbH & Co. KG

Kaniedenta is a supplier of dental products with a focus on impression and disinfection materials for dental practices and dental laboratories. The company works closely with various stakeholders in the dental industry and combines specialized product solutions with sales-oriented processes and personal support.

In addition to dental practices and dental laboratories, the customer base also includes commercial agents who support sales and ordering processes in day-to-day operations.

CLIENT
KANIEDENTA

TECHNOLOGIES
SHOPWARE

INDUSTRY
MEDICINE

TARGET GROUP
B2B

With the increasing digitalisation of B2B sales, the demands on centralised processes, connected systems and a consistent data basis are also rising. Especially when multiple sales channels are involved and inside and field sales work closely together, complex workflows emerge that need to be organised efficiently.

At Kaniedenta, sales, ordering and customer processes ran across different channels and systems, which meant that information was only partially available in a centralised way. Customer management, order histories and sales-relevant data had to be reconciled and maintained manually in some cases.

Additional administrative effort arose in particular from the interaction between the B2B shop, the field sales team and the ERP system.

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Our services

Implementation of a central B2B online shop based on Shopware 6
Integration of the XAL ERP system into sales and ordering processes
Development of a bespoke field sales system (AuA)
Central management of customer, order and sales data
Mapping of individual B2B processes and pricing logics
Consolidation of all ordering channels on a shared data basis
Integration of external platforms such as AERA and Wawibox
Creation of a scalable system architecture for future sales processes

Übersicht des Webdesigns von der Artikelübersichtsseite und Product Detail Page des Kaniedenta Onlineshops

STRATEGIC SYSTEM INTEGRATION & DIGITAL SALES PROCESSES

Our solution approach: Central platform for sales, shop and ERP

To digitise the sales processes, a central system solution based on Shopware 6 was developed that connects the B2B shop, field sales and ERP system. The goal was to consolidate existing processes in a structured way, make information centrally available and organise collaboration between inside and field sales more efficiently.

The result is not an isolated shop solution, but an integrated platform that maps sales-relevant processes across channels and consolidates them on a shared data basis.

Central processes and shared data foundation

The focus was on linking order processing, customer management and sales control. By directly connecting the shop, field sales system and ERP, information can now be managed centrally, processes organised more efficiently and different sales channels technically integrated.

The new system architecture streamlines day-to-day operations while creating a solid foundation for future digital sales processes.

Shopware-6 B2B-Shop

ERP integration

Central data foundation

Digital sales processes

Field sales system (AuA)

Flexible system foundation for digital sales processes

The technical foundation of the platform was designed so that existing systems and processes can be connected flexibly.

The focus was on a stable and scalable system architecture that integrates current processes while allowing for future extensions with maximum flexibility.

Shopware architecture & technical implementation

The platform was developed on the basis of Shopware 6 and extended with custom features for B2B commerce and field sales processes.

In addition, external platforms such as AERA and Wawibox were integrated directly into the system architecture.

Shared data foundation & connected processes

By connecting the shop, field sales system and ERP, information can be consolidated and managed across all channels.

Orders are routed through a shared system architecture, remaining transparent and traceable for all relevant areas.

Scalable processes & central data foundation

The integration of different systems creates a shared data foundation for both inside and field sales.

Customer information, orders and sales-relevant data are available in a structured form and can be used efficiently in day-to-day operations.

Checkout-Prozess und Produktsuche mit der Shopware 6 Systembasis von Kaniedenta

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Digital sales management & field sales integration

Custom field sales system (AuA)

In addition to the B2B shop, a custom field sales system was developed to support core sales and customer processes.

Sales representatives can manage customers across channels, record orders, and process open items, order details and sales-relevant processes directly within the system.

Structured sales management in day-to-day business

The field sales system extends the existing platform with features for structured sales and customer management.

This enables faster data capture, simplifies coordination and makes day-to-day sales processes more efficient.

Structured B2B processes & improved user guidance

Custom B2B processes in the shop

The shop was developed specifically for the requirements of dental sales and digitally supports industry-specific B2B processes. These include, among others:

custom pricing logic,
tiered prices,
and structured B2B registration processes.

Structured workflows & clear user guidance

The system and page structure were designed to present relevant information and processes in a clear and accessible way.

This enables different user groups to be guided efficiently through ordering and administration workflows and to access relevant products and information in a structured manner.