Rickman B2B Portal
For years, B2B ordering in many industries followed the same exhausting routine:
Emails. Excel sheets. Manual confirmations. Repetitive ordering. Slow communication. Endless back-and-forth between resellers and internal teams.
It worked.
But it wasted enormous amounts of time.
Rickman Trade, known for bringing brands like JURA and Blendtec into the Northern European market, wanted something fundamentally better.
The company envisioned a modern B2B marketplace capable of replacing outdated operational workflows with a faster, cleaner, and far more scalable digital system.
To bring that vision to life, Xfiner designed and helped shape a custom B2B eCommerce marketplace focused on operational efficiency, reseller usability, and deep ERP integration.
The challenge
The existing reseller ordering process relied heavily on manual work.
Transactions often moved through fragmented systems involving:
- Emails
- Excel files
- Manual approvals
- Repetitive product searches
- Slow ordering workflows
As reseller networks grow, these operational inefficiencies scale with them.
The challenge was not simply to create an online store.
The objective was to build a purpose-driven B2B operational environment that could simplify and accelerate the daily workflow for both Rickman’s internal team and its reseller network.
The platform needed to support:
- Fast reordering
- Smart product search
- Express checkout
- Financial visibility
- ERP-connected workflows
- Scalable operations
All while remaining intuitive and easy to use.
Reimagining the reseller experience
Xfiner approached the marketplace from a usability-first perspective.
B2B systems often become overloaded with functionality while neglecting user experience entirely.
The goal here was different:
Make operational complexity feel simple.
The marketplace introduced features specifically designed to reduce friction in everyday purchasing workflows, including:
- Order templates
- Smart search functionality
- Express checkout flows
- Faster product access
- Simplified repeat ordering
The result was a system designed around how resellers actually work in practice rather than how legacy enterprise software traditionally behaves.
Integrating operational intelligence
One of the platform’s most important additions was a built-in financial dashboard designed to provide both Rickman and its reseller partners with clearer operational visibility.
The dashboard helped centralize:
- Purchasing information
- Sales metrics
- Financial overview data
- Order-related insights
This allowed users to make faster and more informed decisions without constantly moving between disconnected systems.
Built on headless architecture
To support operational flexibility and future scalability, the platform was developed using a headless eCommerce architecture connected to Microsoft Business Central through complex API integrations.
Business Central remained the operational source of truth, while the marketplace introduced its own dedicated frontend experience and workflow logic optimized specifically for day-to-day reseller operations.
This architecture created several advantages:
- Greater flexibility
- Faster feature expansion
- Improved API scalability
- Cleaner operational separation
- More adaptable user experiences
The result was not just an eCommerce platform, but a connected operational ecosystem.
Replacing friction with operational flow
One of the most important outcomes of the project was operational simplification.
Processes that previously required repetitive manual coordination could now move through a significantly faster and more structured digital workflow.
The impact extended beyond convenience alone.
The new marketplace improved:
- Workflow efficiency
- Ordering speed
- User satisfaction
- Internal operational clarity
- Scalability for reseller growth
For both Rickman’s internal teams and reseller partners, the difference was immediately tangible.
The outcome
The launch of the marketplace marked a major operational shift for Rickman Trade.
The platform replaced slow, fragmented ordering processes with a dedicated B2B environment designed specifically around reseller needs and operational efficiency.
More importantly, it demonstrated how thoughtful UX/UI design, ERP integration, and operational architecture can transform complex B2B systems into experiences people genuinely prefer using.
Designing systems people actually want to use
Many enterprise systems are technically functional but operationally frustrating.
This project became another example of Xfiner’s belief that internal systems deserve the same level of design thinking traditionally reserved for consumer products.
Because when operational tools become easier to use, businesses move faster.
Services involved
- UX/UI Design
- B2B Marketplace Design
- Internal Tools
- Automation
- API Integrations
- ERP Integration
- Operational Interface Design
Related links
For related context, see Talk to us, jura.ee, European Design Award Silver, rickman.eu, www.blendtec.com, AI-powered internal tools and automation, contact us, ICP-led web design, Xfiner showcase, showcase ux ui design, and Xfiner.
