AMA Medical
AMA Medical Products supplies medical equipment to retail and professional customers across Australia. Cultivated Commerce rebuilt their commerce operation as two connected Shopify Plus stores, retail and wholesale, with Microsoft Business Central as the source of truth behind both. The ERP they already ran on continued to do its job; what we built was the operational layer connecting it to the storefronts.
Services delivered
The Challenge
AMA Medical faced several ecommerce challenges:
- Shopify store lacked design clarity, performance, and scalability
- Inadequate retail user experience limited engagement
- No secure B2B solution for wholesale customers
- Needed support for customer-specific pricing, product restrictions, and PO-based ordering
- Required deep integration with Business Central for ERP-driven workflows
The Solution
Tailored Shopify Experience
We reimagined the retail store with a Shopify 2.0 theme
- Improved navigation and content hierarchy
- GST-inclusive/exclusive pricing toggle
- Mobile-first design and faster performance
- Enhanced product discovery and scalability for large catalogues
Secure B2B Channel with Shopify Plus
We built a second store to support healthcare professionals and wholesale buyers
- Account-only access with tiered pricing and product visibility restrictions
- Purchase Order submission support
- Customer sync and pricing group logic driven by Business Central
ERP Integration with Microsoft Business Central
We collaborated with AMA's BC partner to build a powerful integration
- Customer profiles, pricing tiers, and product rules synced across systems
- Wholesale dashboards populated with live ERP data
- Account statements, invoice and payment history
- Fulfilment status and backorder updates
- Trading terms, credit limits, and balances The wholesale operation now runs on real Business Central data, not on spreadsheet copies that go stale, and not on customer service answering questions the system should answer automatically.
The Outcome
Improved Retail Experience
- Enhanced conversion pathways and user journey
- Faster performance with a mobile-optimised storefront
- GST visibility increased trust with professional buyers
Wholesale Transformed
- Dedicated Shopify Plus store for healthcare professionals
- Customer-specific pricing, product restrictions, and PO-based ordering
- Real-time Business Central data powering wholesale dashboards
Operational Efficiency
- Removed manual data entry and duplication the team had been carrying daily
- Order, pricing, and inventory management now runs through Business Central as the single source of truth, no more competing copies in the storefront
- Built the operational backbone that lets retail and wholesale share infrastructure while serving very different customer types
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