B2B commerce · Case study

Complex casing sales, made self-service.

A Salesforce B2B Commerce quick start implementation that helped P2 Energy Services digitize product discovery, quotations, bidding and customer-led ordering.

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B2B Commerce Quick Start
Self-Service Storefront
Complex Product Ordering
Quote & Bid Workflows
Digital Revenue Expansion
B2B Commerce Quick Start
Self-Service Storefront
Complex Product Ordering
Quote & Bid Workflows
Digital Revenue Expansion
01

From sales-dependent product enquiries to a scalable digital B2B buying channel.

Engagement overview

A complex industrial catalogue needed a buying experience that could handle more than a conventional cart.

P2 Energy Services wanted to expand its business lines and reach a broader customer base. The company distributes casing for the oil and gas industry, where product requirements can depend on size, casing type, location, volume and other product-specific factors.

AFA Technologies implemented a B2B Commerce Cloud quick start solution that supported both straightforward storefront purchases and more complex sales-assisted workflows, including product enquiries, quotations and offers for larger casing and pipe volumes.

B2B Commerce Quick Start Salesforce Commerce Cloud Product Detail Customization Quote & Bid Experience Responsive Storefront

The challenge

Every product decision created another manual hand-off.

The existing buying process relied heavily on interaction between customers, sales representatives and customer service teams. That dependency created delays, increased workload and limited the company’s ability to serve larger customer volumes efficiently.

Manual workflow diagnostic

Select a pressure point to see how complexity moved through the original sales process.

Pre-transformation state
Issue 01 / Product selection

Products could not be represented as a simple one-size-fits-all SKU.

Size, casing type, location, volume and product-specific variables often needed interpretation before a customer could proceed.

STEP 01Customer describes the requirement
STEP 02Sales team clarifies product variables
STEP 03Availability and commercial route are reviewed
STEP 04Quote, order or negotiation begins
The digital experience had to support multiple buying paths without removing the option for expert sales assistance.

The solution

A storefront that routes each requirement into the right commercial journey.

A dynamic product-detail experience was created to support traditional purchases while directing more complex requirements into contact, quotation or bid-based workflows.

Illustrative B2B order configurator

Configure a buying scenario

Illustrative range for demonstrating configuration logic.

ComplexityStandard
Commercial routeStorefront
Recommended buying path
↗

Proceed through the self-service storefront.

The customer can review the configured product, confirm quantity and continue through a standard digital order journey.

01Browse and configure
02Confirm commercial details
03Submit the order

This interactive widget visualizes the routing logic described in the project. Values are illustrative and are not a live P2 Energy Services product catalogue.

⌁

Self-service discovery

Customers can browse casing products through a structured digital storefront.

⚙

Dynamic product detail

The interface supports product variables and routes complex requirements appropriately.

↔

Quote and bid flows

Larger-volume opportunities can move into offer and negotiation workflows.

↗

Digital revenue channel

The implementation created a scalable new path for B2B customer acquisition and sales.

Buying journeys

One commerce foundation, three ways to move a deal forward.

The solution balanced convenience with sales support, allowing the digital channel to handle routine orders while preserving assisted workflows for complex or high-value requirements.

Self-service route

A direct digital journey for suitable products.

Customers can discover products, review details and progress through a conventional storefront purchase where the requirement is sufficiently defined.

  • Reduced need for routine sales assistance
  • Clearer product discovery and selection
  • Convenient customer-led ordering
01

Discover

Browse the structured product catalogue

Customer
02

Configure

Review relevant product details

Storefront
03

Order

Complete the customer-led purchase

Commerce

A B2B Commerce Cloud foundation connecting product complexity with commercial action.

The storefront became the central layer through which customers could discover products and enter the right purchasing, enquiry or bid process.

InputProduct inventory and details
InputCustomer configuration variables
InputLocation and volume requirements
Salesforce
B2B CommerceQuick start foundation
RouteStandard storefront order
RouteContact and quotation workflow
RouteOffer and volume bid workflow
“B2B commerce for complex industries is not just about taking orders online. It is about simplifying selection, automating sales workflows and creating new digital revenue channels.”
AFA Technologies · Project principle

Our process

A quick-start implementation shaped around real industrial buying behaviour.

The delivery approach focused on getting the B2B commerce foundation live while accommodating the product and commercial complexity that made the original process sales-intensive.

01

Map product and ordering complexity

Understand how size, casing type, location, volume and other variables affect the customer journey.

Discovery
02

Define the B2B quick-start model

Establish the Salesforce Commerce Cloud foundation and identify the workflows required for launch.

Architecture
03

Design the self-service storefront

Create a responsive commerce experience for product discovery and customer-led ordering.

Experience
04

Customize the product detail journey

Support straightforward purchases while routing complex requirements into an assisted enquiry path.

Customization
05

Enable quotation and bidding workflows

Give customers a digital way to request quotes and make offers on larger casing and pipe volumes.

Commerce flow
06

Launch the new digital channel

Provide a scalable foundation for broader customer reach, operational efficiency and future B2B growth.

Growth

Key outcomes

A practical self-service foundation for new revenue and more scalable B2B operations.

The implementation digitized product engagement that had previously depended on manual sales conversations, while giving customers clearer options for standard orders, enquiries and larger-volume offers.

Operational shift

A qualitative view of how the new commerce channel changed the buying model.

Customer self-serviceExpanded
Digital product visibilityStructured
Quote and offer accessibilityEnabled online
Dependence on routine manual handlingReduced
Future B2B growth readinessStrengthened
The bars communicate directional change described in the case study and do not represent audited numerical performance data.
OUTCOME 01

Self-service storefront launched

Customers can browse and engage with scrap and remnant casing products through a digital buying journey.

OUTCOME 02

Manual workload reduced

Routine ordering and product engagement no longer require the same level of sales and service involvement.

OUTCOME 03

Volume offers enabled

Customers gained a digital route to make offers on larger casing and pipe opportunities.

OUTCOME 04

Complex selection simplified

Product discovery, configuration and enquiry workflows were organized into a clearer commerce experience.

OUTCOME 05

New revenue stream created

The storefront opened an additional digital channel for engaging and converting B2B customers.

OUTCOME 06

Customer reach diversified

Online B2B commerce provided a stronger foundation for reaching a broader customer base.

Digitize complex B2B sales

Your catalogue can be complex without making the buying journey complicated.

AFA Technologies builds scalable B2B commerce experiences for configurable products, quotations, sales-assisted journeys and high-value purchasing workflows.

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