How HENDI transitioned from an informative website to a successful B2B commerce platform
Many B2B websites still function as digital brochures rather than effective sales channels. While the organization grows, enters new markets and pursues ambitious revenue targets, orders are still processed via email, phone and Excel sheets. This was also the case at HENDI. The informative website and manual order process had become a serious bottleneck, limiting the company’s growth. Time for a change.
Challenge: growth ambitions collide with manual order processing
HENDI supplies professional kitchen equipment to the hospitality industry. With its Tools for Chefs assortment, the company serves dealers, wholesalers and hospitality webshops in more than 50 countries.
Despite strong international growth, HENDI’s website remained purely informative, without ordering functionality. A large share of orders came in via email and phone and had to be manually entered and checked by the sales team. This took time. A lot of time. Time that could not be spent on customer advice, relationship management or proactive sales. In 2020, 69% of all orders were still processed this way.
Solution: a modern B2B ecommerce platform
Therefore HENDI chose a fundamental modernization: a fully featured B2B ecommerce platform built on Adobe Commerce.
Where B2C webshops focus on conversion optimization and brand experience, B2B commerce is about process support and reliability. Customer specific pricing, tailored catalogs, high order volumes and multiple users per account are not exceptions but the standard. Together, we delivered a B2B commerce platform fully aligned with HENDI’s operational reality and the needs of its business customers.
B2B portal aligned with customer needs
HENDI’s business customers now have access to an environment where they can independently place orders, manage company accounts and gain real time insight into assortment, pricing and availability. Functionalities such as Quick Order by SKU, CSV upload for bulk orders and a B2B optimized checkout seamlessly match the purchasing behavior of dealers and resellers.
At the same time, the portal serves as an information and service channel where detailed order information, product documentation and new product launches are easily shared.
Large online resellers can also submit orders directly from their own systems to HENDI via an API integration, eliminating the need to order manually through the B2B portal.
Ready for further international expansion
HENDI’s growth ambitions required more than ecommerce alone. XSARUS therefore implemented Inriver PIM as the central source for product data. Thanks to the integration between the PIM system and the webshop, HENDI can automatically publish new products across multiple languages and channels. This delivers tangible benefits:
- The webshop remains up to date with less manual effort
- New products go live faster, reducing time to market
- Content and product information are consistent across all countries and languages
This approach supports continued international expansion. In 2025, HENDI successfully expanded into the Nordics.
From informative product catalog to professional B2B commerce platform
The result: operational efficiency and commercial growth
The B2B webshop has become an integral part of how customers order from HENDI. In 2025, all orders were received digitally. As customers place orders independently through the webshop, the sales team now has more time to support customers instead of handling administrative tasks. In 2020, 69% of orders were processed entirely manually by the sales team. By 2025, only 35% of orders require even minimal manual handling.
At the same time, the webshop fully aligns with the expectations of resellers, dealers and other business customers. Improved product information, clearer ordering flows and greater ease of use have contributed to a 41% increase in average order value, from 484.75 euros in 2023 to 683.31 euros in 2025. HENDI benefits from both improved efficiency and commercial growth. A true win win.
Are HENDI’s challenges familiar to you?
Do you work for a brand manufacturer or wholesaler and recognize this situation?
- Your website or B2B platform feels like a limitation rather than an accelerator
- Customer specific agreements require manual workarounds
- Internal teams spend significant time on order entry and corrections
- The organization is growing, but the digital foundation is lagging behind
Then it is time for a mature B2B commerce approach. We help you achieve results like HENDI in processes, customer experience and revenue.