Digital Transformation in Two Tracks: E-commerce & Employee Tools
With over 140 years of experience, Betafence is a global leader in fencing systems. But even the most established companies must evolve. To maintain leadership in a highly competitive industry, Betafence set out to modernize two critical aspects of its operations:
The customer-facing e-commerce store, to simplify online fence configuration and increase B2C sales
The internal sales support tools, to make the day-to-day work of employees easier and more efficient
In both cases, outdated systems and limited platform flexibility were blocking progress. A digital overhaul was needed—one that prioritized usability, performance, and scalability.
Country
England
Timeline
2018-present
Industry
Perimeter systems, service, and integration
Our Solution
We partnered with Betafence to lead both transformation efforts: one for external users, one for internal teams.
1. New E-commerce Platform (B2C)
The original Presta-based store couldn’t support advanced sales tools like a fence calculator or product configuration. We rebuilt the entire platform using Sylius, creating a fully customized and manageable online store.
Key features included:
A dedicated fence configurator, helping users choose matching components with real-time suggestions
A Google Maps-based fence designer to visualize layouts, calculate dimensions, and estimate costs
A modular CMS, allowing flexible content, product, and variant relationships
Payment gateway and invoicing system integration
A smart delivery module with rules for weight-based shipping, free delivery thresholds, and postal code filtering
Facebook Messenger chat widget for improved customer support
"After 10 months of working with Primotly, our monthly sales have increased by 10%—and the trend continues."
Ramsudharsan Manoharan, Project Manager, Betafence
The result? A seamless shopping experience that made fence buying easier and more engaging for customers—and delivered measurable business growth.
2. Internal Configurator Tool (B2B)
Meanwhile, Betafence’s internal teams were dealing with complex, time-consuming order preparation. We built a custom configurator app to help employees create detailed fencing offers quickly and accurately.
The tool allows:
Building full configurations from the entire product catalog
Defining logic dependencies (e.g. 2 posts required per gate), which are applied automatically
Navigating through parameters via a streamlined UI
Exporting detailed PDF files to finalize quotes or share with clients
This significantly reduced time and errors in the offer preparation process, giving employees more control and peace of mind.
World-class technologies
Results & Business Value
- +10% monthly sales increase within 10 months
- Full control over product data and store content
- Configurators tailored to each audience: customers & staff
- Simplified internal workflows and fewer manual errors
- Better UX, better conversion, better team satisfaction
- Ready for future growth and expansion
Lessons Learned
A single platform can’t serve all needs—modular, tailored tools are often the better path
User experience is just as important for internal tools as for customer-facing ones
Interactive visual tools (like the Google Maps fence planner) offer real business value
Empowering employees through better software boosts both morale and performance
Opportunities for Future Development
Add secure login methods and permissions for internal tools
Expand the configurator to handle more product categories
Create mobile-friendly versions of key features
Integrate customer-side and employee-side systems for shared data flows
Introduce analytics dashboards to track configuration trends and improve upselling
"As part of our company's development, we decided to look for ways to sell B2C rather than just through our existing B2B channels. bPol (now Primotly) provided us with development expertise. Their recommendations, as well as the presentation of very good reference projects, prompted us to move to the Sylius platform. We were impressed by the flexibility of the team, as well as the readiness to face new challenges. We liked very much the friendly and open approach to working with both us and external teams. Weekly reviews and clear communication throughout the project allowed for smooth work progress. Our online store has already been launched. Now we are analyzing the progress and traffic on the website together, but we are already very pleased with the cooperation."
