Customer-Specific Commerce Experience

B2B commerce is not one-to-many. A distributor and a reseller buying from the same platform should see different products, prices, checkout workflows, and content. Enforcing these differences manually—through workarounds, separate sites, or account-level overrides—creates operational overhead that compounds with every new customer segment added.

Virto's customer-specific commerce layer enforces account-level rules at the data layer, the pricing engine, and the catalog simultaneously. The result is a fully personalized buying experience per customer—not a shared experience with exceptions slapped on.

• Catalog: Virtual catalogs scope product visibility per account, role, contract, or channel. Each buyer group sees only their authorized assortment—category branches exposed or suppressed, individual SKUs restricted, facet ordering controlled per context. No product duplication in the backend.
• Pricing: Contract price lists bind specific rates to individual accounts or agreements. Volume thresholds, customer-group pricing, and price list layering (channel → account → contract → cart) resolve automatically at runtime as buyers build their orders. The same pricing logic applies whether the buyer is on the storefront, a partner portal, or an ERP integration.
• Workflows: Approval chains, purchasing limits, delegated purchasing rights, and quote management are configurable per account without code changes. A regulated buyer's procurement process is enforced without affecting other accounts on the same platform.
• Content: Product pages, filter ordering, rich media, and promotional content adapt to the catalog context each buyer operates in—controlled by merchandisers, not developers.

• Virtual catalogs scoped per account, role, or contract: Each buyer sees only their authorized assortment.
• Contract price lists with real-time cart recalculation: Prices update as quantities change.
• Price list layering: Channel → account → contract → cart evaluated in precedence order.
• Business-driven facet ordering: Control which filter options appear first per catalog context.
• B2B workflow configurability: Approval workflows, PO processing, and delegated purchasing configured per account without code changes.
• Vimeo and YouTube video support: Rich media embedded per catalog context API-accessible—the same account-specific rules apply when partner systems or ERPs query via API.
• Zero backend duplication: All virtual catalogs draw from one master product record

• Distributor and reseller on the same platform: A distributor sees full catalog with distributor pricing. A reseller on the same instance sees only their authorized SKUs at their contracted rates—with no visibility into distributor-level pricing or restricted product categories.
• Regional branch network: A manufacturer's regional branches each see market-specific assortments with locally relevant content, facet ordering, and pricing—from a single platform instance, without separate deployments per region.
• Regulated buyer: A pharmaceutical distributor's institutional buyers see a clean, compliant assortment with procurement workflows that enforce approval chains and purchasing limits—while other customer segments on the same platform experience standard checkout.