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CASE STUDY

Advantia Business Supplies: Unifying Operations and Ecommerce to Power Reseller Growth

Advantia Business Supplies is a leading network of independent resellers. With Comgem, Advantia implemented an all-in-one platform that connects back-office operations, data management, and B2B ecommerce—helping members streamline workflows, improve customer self-service, and grow online sales with a modern digital experience.

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Trusted by 100+ UK B2B Businesses | 4.9 ★ Average Rating

The Challenge: Replace Siloed Systems with One Connected Platform

Advantia’s members needed a modern B2B ecommerce experience, but operational efficiency was being held back by fragmented data and outdated systems. The priority was to unify processes, enable customer self-service, and create a scalable digital foundation for growth.

Siloed Data

Product and customer data lived in different places, making updates slow and error-prone.

Outdated Processes

Manual workflows reduced productivity and limited the ability to scale efficiently.

Inconsistent Customer Experience

Members needed a modern, consistent ecommerce experience that encourages repeat ordering.

Limited Self-Service

Customers needed easier access to ordering, information, and personalised buying journeys.

Catalogue Complexity

Managing multiple data sources was a barrier to maintaining accurate, consistent catalogues.

Growth Enablement

Advantia wanted tools that help members compete digitally and win more business.

Cloud-based back office system for Advantia Business Supplies providing streamlined operations and real-time data insights

THE SOLUTION

An All-in-One Platform for Back Office, Data, and B2B Ecommerce

Comgem partnered with Advantia to deliver a unified solution that streamlines operations, centralises data, and provides a modern ecommerce experience for member resellers. The platform was designed to reduce manual work, improve customer self-service, and give members the tools they need to grow.

  • Cloud-based back office system to streamline workflows and automate tasks.
  • Flexible B2B ecommerce platform to support seamless online transactions and repeat ordering.
  • Centralised data management to import data from multiple sources into one catalogue.
  • Integrated marketing tools to support lead generation and campaign activity.

PERSONALISED PORTALS

A More Personal Buying Experience with Self-Service

Advantia members needed a way to stand out and serve different customer types effectively. Comgem enabled personalised portals and targeted experiences—so customers see the right products, content, and offers, while resellers maintain control over visibility and homepage merchandising.

  • Personalised portals that create a tailored experience for key customers.
  • Control over which products customers see, including targeted homepage content.
  • Self-service journeys that reduce admin while improving convenience for buyers.
  • Flexible merchandising to promote relevant products and drive online adoption.
Personalised customer portals and targeted homepage product visibility for Advantia members using Comgem

Better Data, Better Decisions, and Tools to Drive Demand

By centralising data from multiple sources, Advantia improved catalogue accuracy and consistency across the network. With integrated marketing tools, members can also run campaigns and generate leads with less effort and more control.

Centralised catalogue data management and integrated marketing tools for Advantia Business Supplies on Comgem

RESULTS

Higher Efficiency, Stronger Ecommerce Performance, and Member Growth

The Comgem platform helped Advantia streamline operations, improve catalogue management, and give members the digital tools required to compete and grow.

Increased Operational Efficiency

Streamlined workflows and automation saved time, improved productivity, and reduced costs.

Boosted Ecommerce Sales

A stronger online experience helped attract customers and increase online revenue.

Improved Data Management

Centralised data and simpler updates improved accuracy, consistency, and customer experience.

Better Decision-Making

Real-time insights supported faster, more confident operational and commercial decisions.

Empowered Member Growth

Members gained tools to win and retain customers with stronger digital experiences.

More Personalised Experiences

Targeted portals and controlled merchandising helped members stand out and drive loyalty.

WHAT OUR CUSTOMERS SAY

“Comgem has always been flexible and responsive to our business needs, and accommodated our ecommerce requirements. The personalised portals have been a great way for us to stand out amongst our competitors and given our key customers an extra special touch for a more personalised shopping experience. This has made targeting our wide variety of customers so much easier, as we can control what products they see, and what products are pushed to their homepage. We’re always excited to show off our modern ecommerce website by Comgem!”

Paul — Director, Advantia Member

READY FOR THE NEXT STEP?

Unify Your Operations and Ecommerce with an All-in-One Platform

If you need to centralise data, streamline back-office workflows, and deliver personalised B2B buying experiences, Comgem can help. Book a demo to see how our platform supports reseller networks and growing B2B businesses.

Book Your Demo No per-user fees UK-based Support
Trusted by 100+ UK B2B Businesses | 4.9 ★ Average Rating

Centralise Data

Bring multiple sources into one catalogue to keep information accurate and consistent.

Automate Workflows

Reduce admin with a cloud back office that streamlines operations and saves time.

Personalise Portals

Stand out with tailored customer experiences and targeted product visibility.

Built for Resellers

A proven platform that helps independent businesses compete and grow online.