Rebuilding Trust and Unlocking Growth with a Unified B2B eCommerce Platform

Ciranda supplies organic, non-GMO, and Fair Trade ingredients to food manufacturers and brands throughout North America. To give its long-tail customers a better online experience and take pressure off its sales and customer service teams, Ciranda rebuilt its digital channel on OroCommerce.

Live Website

ciranda b2b ecommerce case study FMCG distribution

Customer Success by the Numbers

150%

Online Revenue Growth

80%

Increase in AOV

45%

Increase in Online Buyers

The Challenge

When Ciranda launched its first eCommerce portal on Shopify, it took less than a year to realize the platform was fundamentally mismatched to the company’s needs. Adoption was so poor, it triggered doubts at the leadership level about whether eCommerce made sense for Ciranda at all.

The reasons for failure were straightforward and deeply B2B:

Missing core B2B features: Customers couldn’t see order history or invoices, had no choice in payment or shipping methods, and couldn’t place or track orders the way they needed.
Two disconnected websites: Ciranda ran separate sites for marketing and for transactions. Customers didn’t know where to go for what, registration was confusing, and even basic product data had to be managed in two places, wasting internal resources and damaging SEO.
Limited ERP integration: Shopify could only push orders into NetSuite, with no sync for customer data or order history.
Understaffed for scale: A small sales and customer service team was fielding orders from over a thousand of B2B buyers, often by email or phone, and then re-entering everything by hand.

The mandate became clear: Ciranda needed to replace fragmented, consumer-grade tools with a unified B2B-focused platform that could support self-service for long-tail accounts, automate manual processes, and integrate cleanly with NetSuite. Anything less would keep eCommerce as a liability instead of an asset.

Taylor Simpson

eCommerce & Digital Marketing Manager, Ciranda

I did extensive research, but once I found Oro, the decision was quick. There just aren’t many platforms honing in on B2B so precisely. We made a really good long-term decision with Oro, knowing we might not use every feature right away, but we have a foundation we can scale and customize for years to come.

The Solution

Determined to fix the situation, Ciranda brought in their first dedicated eCommerce strategist, Taylor Simpson, to run a ground-up diagnostic: surveying buyers, benchmarking competitors, and mapping out the root causes of low adoption.

It quickly became clear that no amount of customization would turn Shopify into the B2B platform Ciranda needed, so the team began searching for a better fit. After comparing several options, including Adobe Commerce, they chose OroCommerce for its purpose-built B2B features and ability to scale.

With Americaneagle.com as their implementation partner, Ciranda brought marketing and customer self-service together on a single unified site, finally giving customers (and their own team) the experience they’d been missing.

The project focused on:

Deep ERP integration: Product data, customer records, and complete order history pulled directly from NetSuite into the portal.
Personalized experiences by segment: Larger customers see contract pricing, payment terms, and their full order history. Long-tail accounts can self-register, place orders, request samples or quotes, and pay invoices directly online.
Automation of routine work: Orders, quote requests, and sample orders now flow directly from the site to the back office.
All documentation in one place: Buyers can download product specs, certificates, invoices, and shipment details straight from their portal dashboard.
Clear, visible account management: Every customer sees their dedicated sales rep and can get in touch directly, solving the “anonymous eCommerce” problem from Ciranda’s first attempt.

Sales and customer service teams also make heavy use of OroCommerce’s “log in on behalf of a customer” feature. It lets them step into a buyer’s view to help with first orders, walk through registration, or troubleshoot issues. This hands-on support has become part of Ciranda’s onboarding process, helping new customers get comfortable with the portal faster.

What Ciranda achieved six months after launch:

Online revenue grew 150% in the first nine months.
Average order value increased by 80%.
60% of long-tail customers moved to the new self-service portal, with 80% targeted by year-end.

Sales and customer service teams now spend far less time on manual order entry and routine requests, which means they can focus more on higher-value work and genuine customer support.

Just as important, the old skepticism around eCommerce is gone. With OroCommerce, Ciranda has a practical foundation to launch features like recurring payments, expanded payment terms, and eventually bring its largest enterprise customers fully online.

Rebuilding Trust and Unlocking Growth with a Unified B2B eCommerce Platform