Scaling B2B with Adobe Commerce.
Discover how OSE delivered a scalable Adobe Commerce B2B platform for 4,000+ customer accounts.
Unique Health Products (UHP) is an Australian wholesale distributor of natural health, wellness and eco-oriented products, representing more than 230 Australian and global brands with 4,200+ SKUs across categories like supplements, snacks, beauty, and home care. It supplies pharmacies, grocers, and major grocery chains nationwide.
The B2B portal (built on Adobe Commerce) serves as a primary digital ordering channel enabling retailers and field sales reps to place both new and repeat orders, access tailored pricing, view industry insights and content, download invoices and POS materials, and more. Our website is a central operational tool, supporting retailers 24/7 and underpinning a large portion of UHP’s sales.
Before migrating to Adobe Commerce, UHP experienced significant limitations with its previous ordering and web systems. Promotions and website updates required IT involvement, which created manual operational friction and slowed marketing campaigns and responsiveness.
The legacy platform also struggled to scale, offering limited UI flexibility and difficulty managing a large, complex product catalogue with real-time content updates. As a result, the customer experience was constrained, with retailers unable to easily self-serve or access up-to-date promotions, detailed product information, and rich content without assistance.
Overall, the older system limited agility, hindered efficient promotion management, and fell short of delivering a modern B2B self-service experience.
52%
total online sales via the B2B website
230+
supported retail brands
~ 4.4%
increase in average order value
4,200+
SKU’s across various categories
Managing more than 230 brands, thousands of SKUs, and complex pricing structures (including tiered pricing by customer group, quantity thresholds, and promotional rules) presented significant challenges for UHP.
Consolidating a highly diverse product catalogue, complete with varied metadata and attributes, into a single platform integrated with the company’s ERP was a major undertaking. At the same time, UHP’s sophisticated pricing requirements, such as account-specific agreements, key account pricing, and category-based promotions, demanded flexible and robust pricing logic within the commerce platform. Given the scale of the portfolio, it was also essential to deliver intuitive search, filtering, and repeat-order functionality to enable customers to quickly and efficiently place orders.
Integration between MYOB EXO and Adobe Commerce was critical to the success of the project.
While MYOB EXO is a legacy ERP system, it is deeply embedded in UHP’s operations and supports core business processes, meaning there was no desire or need to replace it. Instead, the priority was to implement a modern commerce platform that could seamlessly integrate with and enhance the existing system. The integration enabled accurate, real-time synchronisation of inventory, promotions, pricing, customer records and order data between the two platforms, ensuring data consistency, operational efficiency and a smooth customer experience.
Post-launch, the platform has performed strongly:
- Online orders now constitute ~69% of all orders.
- The system supports 400 promotions monthly, configured in minutes versus days previously.
- Average order values increased by ~4.4%, a strong sign of platform responsiveness and improved customer experience.
These figures suggest the platform is effectively handling high transaction volumes and frequency, with strong operational performance enabling rapid updates and efficient order processing
The B2B portal now supports a substantial share of company revenue, with 52% of total sales processed online, underscoring its importance as a core sales channel.
Since going live with Adobe Commerce, UHP has streamlined its order processing and internal workflows, significantly reducing manual effort and improving overall data accuracy.
Increased agility in managing marketing campaigns and promotions has contributed to stronger commercial performance, including higher average order values and improved retailer engagement.
Increased agility in managing marketing campaigns and promotions has contributed to stronger commercial performance, including higher average order values and improved retailer engagement. In addition, content publishing has become far more efficient for marketing teams, enabling the delivery of thought leadership and detailed product insights that help customers make informed purchasing decisions. Overall, the transition has strengthened UHP’s digital sales capability and positioned the business for sustained B2B growth.
The UHP project was delivered through a highly collaborative engagement between OSE and Unique Health Products’ specialist in-house IT team. Given UHP’s strong internal systems capability, the engagement required close alignment between platform architecture and existing operational frameworks.
UHP contributed deep technical knowledge of its internal systems and business processes, while OSE provided Adobe Commerce expertise and structured implementation experience across complex B2B environments. This collaborative approach ensured that integration design, pricing logic and promotional mechanics were aligned with both operational requirements and long-term scalability objectives.
By combining UHP’s internal systems understanding with OSE’s platform and integration capability, the project delivered an efficient and extensible commerce solution designed to support ongoing growth and refinement.