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Scaling B2B Commerce with Shopify

SUNEX Tools

Datmos helped SUNEX Tools modernize their B2C and B2B commerce infrastructure by migrating from WooCommerce to Shopify, integrating Akeneo PIM for scalable product data management, and activating Shopify B2B capabilities, delivering a future-ready platform that supports direct-to-consumer and distributor-led growth. The engagement solved a core challenge in industrial tools commerce: complex, fragmented product data that blocked SEO performance and hindered both internal teams and customers. The result was a unified information architecture, measurable improvements in organic search visibility, and operational autonomy for SUNEX's marketing and merchandising teams.

Services

  • Platform Selection & Assessment
  • Platform solutions B2B | B2C | DTC
  • System Integrations
  • Product Experience Management (PXM)
  • Search Visibility SEO | AEO | GEO
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Automotive tools industry

The Client

SUNEX Tools is a recognized leader in automotive and industrial tools, serving both professional mechanics and distributors with a broad, technically rich product catalog across North America.

The Challenge

Managing Complexity Across B2B & B2C
Datmos identified the root challenge at SUNEX Tools as information complexity at scale: a highly technical product catalog spanning thousands of SKUs, overlapping specifications, and fragmented content sources that no single system was built to handle. For a brand serving both B2C end-users and B2B distributors simultaneously, this created compounding problems, shoppers couldn't efficiently find the right product, internal teams couldn't maintain data quality or SEO performance, and the existing WooCommerce architecture had no clear path to support direct-to-consumer growth without destabilizing the distributor-first model already in place. Datmos was brought in to untangle this complexity and architect a foundation that could serve both audiences without compromise. 

Solution Architecture

Datmos evaluated multiple platforms based on SUNEX's operational, B2B, and content needs. Shopify was selected as the optimal solution for its flexibility, performance, and native B2B capabilities. We led a full migration from WooCommerce to Shopify and integrated Akeneo as the central Product Information Management (PIM) system. This architecture unified product data, improved governance, and created a clean, scalable foundation designed to support SEO, distributor workflows, and future ecommerce expansion.

Datmos x Akeneo Gold Partner

Akeneo PIM Implementation: Structuring a Complex Product Catalog at Scale

Product information complexity was addressed through the integration of Akeneo PIM. Datmos structured SUNEX’s rich product data into a clean, centralized system that feeds Shopify seamlessly. This enabled faster product discovery, consistent information across channels, and improved SEO performance. SUNEX teams can now create optimized landing pages independently by leveraging PIM data, reducing reliance on developers. Most importantly, the foundation supports future direct online sales, ensuring SUNEX Tools is technically and strategically ready when they choose to activate ecommerce.

Where to buy component SUNEX tools

Shopify B2B Activation: Building a Distributor-First Commerce Experience

For B2B, Datmos leveraged Shopify B2B features to support SUNEX’s distributor-first strategy. Instead of direct checkout, products use a “Where to Buy” experience, allowing customers to locate authorized partners such as Amazon, Northern Tool, or Summit Racing based on stock availability and location. This is powered by Shopify B2B Central, ERP integration with MS AX 2009, and the SUNEXCHANGE connector for pricing and order data. This approach maximizes channel alignment while showcasing advanced Shopify B2B capabilities.

Automotive business

Distributor Enablement with Shopify: From Fragmented Data to a Scalable B2B Channel

Datmos also delivered a dedicated distributor platform that centralizes product information, dealer locations, and performance data. Distributors can access accurate product content, pricing structures, and “Where to Buy” listings for both online and physical stores. For SUNEX, this platform provides visibility into demand generation showing how many leads and quantities are driven to each dealer. These insights empower SUNEX to strengthen partnerships, support sales conversations, and reinforce distributor loyalty with data-backed performance metrics.

Ready to turn complex product data into scalable commerce growth? Let’s build your future-ready ecosystem together.

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