Pricing by account. Catalogs by segment. Zero manual work. See how Notions Marketing did it.
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Notions Marketing

Discover how Notions Marketing, a leading international arts and crafts supplies distributor, replaced a rigid legacy ecommerce platform with a composable Virto Commerce B2B self-service portal.

 

90%+
existing features preserved
20+
Virto module extensions built
5+
order time (down from 2–4 hours)
24/7
self-service ordering

Key Achievement

Notions Marketing replaced its legacy B2B ecommerce platform with a composable Virto Commerce portal — delivering automated self-registration, contract-based pricing applied at catalog level, real-time ERP inventory sync, and full one-step online checkout.
“
Virto wasn’t just a technology vendor for us, they were a true partner throughout the entire transformation. Many platforms say they value customer feedback, but Virto genuinely listened and acted on it.
Paula Patterson
Paula PattersonStrategic Projects Manager, Notions Marketing

Challenge 

Notions Marketing’s legacy platform was built for a simpler era of B2B wholesale. As the business grew in catalog size, customer base, and operational complexity, four structural gaps became blockers:
  • Rigid legacy architecture: the platform couldn’t support multi-site expansion, dynamic catalog personalization, or modern integrations
  • Manual order processing: customers placed orders online, but pricing confirmation, payment processing, and ERP entry all required manual intervention from the Notions team
  • Poor search and discovery: basic keyword matching failed to surface relevant products
  • Complex restrictions without dynamic enforcement: none of the catalog rules (e.g., country-based product restrictions, user group access levels, account-level catalog views) were visible on the storefront; sales teams communicated them manually

Solution

Notions Marketing selected Virto Commerce, implemented by Luminos Labs, for four specific reasons:  

  • Modular architecture for targeted extensions without monolithic rebuilds 

  • Out-of-the-box coverage of 90%+ of existing features 

  • Composable architecture ready for future B2C and multi-site expansion 

  • Dedicated hands-on Virto support throughout evaluation and build 

The solution includes 20+ targeted module extensions across Orders, Search, Pricing, Customer, and Inventory domains — isolated from Virto’s core so platform updates don’t break customizations. 

Key third-party integrations include: 

  • inRiver PIM (nightly product + restriction sync via file share) 

  • Klaviyo (email campaigns and registration confirmations) 

  • UPS (real-time address validation) 

  • Authorize.net (PCI-compliant saved payment cards) 

  • Azure AD SSO for the ‘My Notions’ portal 

Result

Key outcomes include: 

  • Order time reduced from 2–4 hours to approximately 5 minutes
  • 90%+ of legacy features preserved through migration
  • Contract-based pricing auto-applied at catalog level, eliminating manual pricing errors
  • Seasonal restocking reduced to minutes via ‘purchased before’ filters and saved lists
Notions-marketing results
Auto-applied contract-based pricing 
Phone/email ordering fully replaced by self-service 
Ready for B2C, multi-site without replatforming 
Public catalog = SEO + new buyers 

Business Benefits

  • Bulk ordering tools (CSV import, barcode scanning, SKU quick-add) are built for how wholesale buyers actually work — not adapted from B2C patterns — materially reducing the time to place large, complex orders.
  • Public storefront without login enables search engine indexing for the first time, converting the catalog into an organic discovery channel for prospective buyers.
  • inRiver PIM integration with nightly file-share sync keeps product content and restriction rules current without requiring manual catalog management in the ecommerce platform.
  • Authorize.net tokenization enables saved payment cards for repeat bulk orders — critical for wholesale buyers who reorder regularly — without storing sensitive card data.

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