LogiCommerce is trusted by global enterprise brands and wholesalers, across industries
As part of LogiCommerce Connect 2025, a roundtable discussion led by Andrés Barreto explored how the B2B channel is evolving towards more digital and efficient models.
With insights from Jordi Roy (Marketing Director at Viefe) and Lluís Campderrós (Marketing Director at Tres Grifería), the discussion revealed a clear conclusion: the new B2B is not only more technological and scalable—it is increasingly mirroring the B2C experience.
Contents
Tres Grifería is a family-owned company with more than 60 years of history, specialized in the in-house manufacturing of designer faucets. They control the entire production process—from raw materials to final finishing.
Viefe, based in Catalonia, designs and manufactures knobs, handles, and other decorative furniture accessories. The brand stands out for its commitment to contemporary design, functionality, and attention to detail.
Both companies started from a traditional setup: selling through distributors, printed catalogs, PDF price lists, and heavy reliance on email and phone interactions. However, market demands and the pressure of more agile competitors pushed them to adopt digital solutions.
For Tres Grifería, digitalization began over a decade ago, but it wasn’t until three years ago that they found in LogiCommerce a robust and scalable platform aligned with their B2B needs.
Viefe made the leap more recently—just a year ago—primarily driven by markets like North America, where a fully online, autonomous, and transparent purchasing process is not just preferred, but expected. Rapid growth and the need for flexibility also led them to digitalize their business through LogiCommerce.
One of the biggest challenges highlighted by both speakers was the cultural shift within their organizations. Many experienced sales teams initially felt they were losing control of the sales process. However, through clear communication and training, they managed to shift this perception: eCommerce doesn’t replace sales reps—it enhances them.
At Tres Grifería, every client is assigned to a sales representative, and any online order placed still counts toward that rep’s commission. The digital channel is thus positioned as a tool to extend reach and provide better service, without diminishing the human value. In addition, the platform includes a module for commercial agents, allowing them to place orders on behalf of their clients—further reinforcing their role and ensuring the eCommerce platform acts as a collaborative, not parallel, channel.
Tres Grifería has turned its website into a powerful sales tool, both for internal teams and distributors. LogiCommerce unifies the B2B experience by allowing logged-in distributors to access key data in real time: stock availability, estimated restock dates, custom pricing, and profit margins. This even allows them to use the site while speaking with the end customer, showing the recommended retail price (RRP) and—once products are added to the cart—their applied discount and margin. The result is a platform that not only simplifies ordering but becomes a true sales ally at the point of sale.
Viefe has also taken a pioneering step within its sector, moving from a WordPress setup to a much more agile platform focused on user experience. Since launch, the platform has had a positive impact not only on customers but also on distributors, who now request more detailed information and appreciate the platform's ease of use.
In just one year, Viefe has generated over 1,300 professional account registrations—a significant figure for its market size. The platform enables instant updates to product details and finishes, eliminating the need to wait for new printed catalog editions. This agility gives them a clear competitive advantage over brands still operating with slow, static catalogs.
Furthermore, Viefe has developed a multi-layered product visibility system: different user types see personalized catalog versions based on product type, region, language, and even display preferences. This allows them to deliver an experience that is intuitive, streamlined, and aligned with what today’s professional buyer expects.
Both brands agreed that the profile of the B2B buyer has evolved. A simple PDF price list is no longer enough. Professional users now expect the same agility, design, and usability they get when shopping at H&M. They want instant access to product specs, replacement part info, live inventory, and attractive, user-friendly interfaces.
As Jordi Roy put it, “If a purchasing manager spends eight hours in front of a screen buying knobs or handles, we need to make that experience easy.”
User experience needs to be flawless—because even in B2B, buying should be simple and enjoyable.
One of the most powerful advantages of the new digital B2B is the ability to scale globally with full control. Tres Grifería currently operates in more than 70 countries, across five currencies and eight languages. They manage two warehouses—one in Spain and another in Poland—to optimize shipping times based on destination.
This complexity is managed through their SAP ERP, which consolidates all client data, including pricing rules, discounts, bonuses, and regional tariffs. LogiCommerce integrates directly with SAP: when a product is added to the cart, the platform triggers a real-time call to SAP, which returns the exact final price with all client-specific conditions applied. Once the order is completed, all data is sent back to SAP to generate a detailed order confirmation showing every discount and condition line by line.
This API-based architecture ensures that the eCommerce platform remains fully synchronized with the ERP, providing a consistent, reliable, and localized customer experience.
Viefe, meanwhile, manages two separate instances: one for Europe and one for the U.S., each with distinct pricing structures, catalogs, and communications. They also tailor product display rules depending on the user’s role—some can view the purchase grid, others cannot. All this complexity, including different ERPs on each side of the Atlantic, is now seamlessly integrated and running smoothly.
The mindset shift has reached marketing, too. Both Viefe and Tres Grifería are applying B2C strategies in their B2B approach—annual collections, influencer campaigns, content strategies, social media, automated workflows, and personalized communications designed to build brand awareness and desire.
This focus allows them to support distributors from a different angle: by creating strong brands that customers already recognize and ask for before even entering the store. That way, the sale becomes a natural consequence of a well-designed strategy.
At the close of the session, both speakers shared advice for B2B companies that haven’t yet started their digital journey. The first step, they agreed, is to change the mindset: eCommerce should be seen as a tool that improves sales team efficiency—not a threat.
Secondly, they emphasized the importance of having a clear brand vision, pricing strategy, distribution plan, and business priorities before implementing any technology.
Finally, they recommended prioritizing a good CRM even before a PIM, to ensure customer data is properly organized and accessible across departments. And of course, choosing a platform like LogiCommerce that can support integration, scalability, and customization across global B2B markets.
Complete video of the session:
