Enabling B2B and B2C eCommerce for the First Time
IdentiSys is one of North America's largest full-service providers of identification, security and tracking solutions - including ID card printers, software, access control and consumables - serving over 100,000 customers across government, education, healthcare and corporate sectors since 1999.
Their decade-old Sitefinity website had no eCommerce capability, no online account management, and zero funnel visibility. Every order ran through a fully manual process - and B2B Key Account customers had no way to see their negotiated pricing online.
Spinbox was engaged to replace it with a modern, scalable platform that could serve two very different buyer types without compromise.
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A Dual-Platform Architecture Built Around the Buyer
To meet IdentiSys's complex B2B and B2C requirements, Spinbox delivered a dual-platform solution - Umbraco handling all CMS and marketing content, and nopCommerce powering the eCommerce engine - unified by a proprietary BFF connector layer that Spinbox built and now offers as a reusable product.
Three distinct customer personas drove every decision: Public buyers purchasing at MSRP, B2B Leads discovering the brand, and Key Accounts with pre-negotiated pricing. A purpose-built pricing engine supports accountā€“SKU custom pricing, category discounts, volume breaks and promo codes - with a strict precedence matrix enforced end-to-end across the product page, basket and checkout.
For customers not ready to pay online, a quote workflow lets them submit their cart to a sales rep, who can adjust pricing and return it for direct checkout - modernising the process without removing sales from complex deals.
Stripe handles payments, Avalara manages US multi-jurisdiction tax, and GA4 with enhanced eCommerce tracking delivers full funnel visibility for the first time.
Transformation with eCommerce
The new platform replaces a fragmented, manual operation with a self-service experience fit for both B2C and B2B buyers.
- Key Account customers can now see their negotiated pricing at every touchpoint - without contacting the sales team
- B2C customers can browse, purchase and pay independently, opening a direct revenue channel for the first time
- The order entry team's manual workload is significantly reduced, freeing capacity for higher-value work
- Full funnel visibility via GA4 - abandoned carts, product intent, quote conversion - live from day one
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