Primeline Group, Ireland’s largest independent logistics and route to market provider, operates across diverse sectors including FMCG, retail, pharmacy, media, automotive, and technology. With a growing portfolio of exclusive distribution agreements such as branded tobacco products and e cigarettes Primeline sought to modernize its B2B ordering experience to better serve its grocery, supermarket, and pharmacy clients.
To support its digital transformation and streamline operations, Primeline selected Cloudfy to deliver a scalable, user friendly B2B webstore. The goal was to simplify customer ordering through intuitive self service logins and automate sales workflows by integrating seamlessly with their Microsoft Dynamics AX ERP system. Cloudfy’s rapid deployment capabilities and pre built connectors enabled Primeline to accelerate its transition from manual processes to a fully digital commerce experience, enhancing efficiency and customer satisfaction across its supply chain.
Products
Solution: B2B ecommerce replatforming
Integration: Microsoft Dynamics AX
Features: Support for restricted products, including compliance workflows for tobacco and pharmaceuticals
The Challenge
Primeline Group relied on an outdated in house retailer portal to manage B2B orders from grocery, pharmacy, and retail clients. The system lacked scalability, was difficult to maintain, and offered limited flexibility for handling restricted products like tobacco and pharmaceuticals. As the company expanded into new sectors and brands, the need for a modern, secure, and integrated eCommerce platform became urgent.
Primeline required a solution that could:
- Simplify the ordering experience for diverse customer segments.
- Support compliance workflows for restricted products.
- Integrate seamlessly with Microsoft Dynamics AX.
- We deployed rapidly to align with their broader digital transformation initiatives.
Our Approach
While Cloudfy typically manages ERP integrations for its B2B eCommerce clients, Primeline’s experienced IT team took the lead in this project to ensure strict data governance and access controls. They developed a custom API to securely share customer records, product data, and order information with Cloudfy, maintaining full control over sensitive business logic and compliance requirements.
Each Primeline customer has access to a unique catalog based on their wholesale contract. Cloudfy made it easy to enforce these restrictions, ensuring that clients could only view and purchase products they were authorized to order especially important for regulated items like tobacco and pharmaceuticals.
To accommodate different ordering preferences:
- Offline customers can log in to download stock sheets, print them, and manually submit orders.
- Online customers benefit from self service features like favorites lists, reusable order templates, and fast reordering tools.
Additionally, Cloudfy’s built in document store allows customers to view their contracts and account documents at any time, reducing the need for customer service intervention and improving transparency.
ERP Integration Overview
Microsoft Dynamics AX, now rebranded as Dynamics 365 Finance and Operations (F&O), serves as Primeline’s central ERP system, managing core business data across finance, inventory, and sales. Integration with Cloudfy’s B2B eCommerce platform was a critical requirement to automate workflows and ensure real time data accuracy.
By connecting Cloudfy with Dynamics AX, Primeline achieved:
- Near real time synchronization of customer records, product data, pricing, inventory levels, and order status.
- Online self service capabilities, allowing customers to check stock, place orders, and pay invoices anytime.
- Reduced manual data entry, faster order processing, and fewer errors leading to improved customer satisfaction and operational efficiency.
Primeline’s internal IT team took ownership of the integration, building a custom API to maintain strict data access controls while enabling seamless communication between systems.
Results
Primeline Group successfully launched a modern B2B eCommerce portal using Cloudfy, transforming its ordering experience for grocery, pharmacy, and retail clients. The new platform delivered measurable improvements across operational efficiency, customer satisfaction, and digital scalability.
Key outcomes include:
- Faster order processing through real time integration with Microsoft Dynamics AX, reducing manual data entry and errors.
- Improved customer experience with intuitive self service features, personalized product catalogs, and downloadable stock sheets.
- Enhanced compliance for restricted products like tobacco and pharmaceuticals, with secure access controls and contract based product visibility.
- Reduced customer service enquiries thanks to the built in document store, allowing clients to access contracts and account information independently.
- Scalable foundation for future expansion across Primeline’s divisions and brands, supporting their broader digital transformation goals.
The replatforming project positioned Primeline to move beyond traditional logistics into a fully digital supply chain and commerce model, reinforcing its leadership in the Irish and UK distribution market.
