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International, Multi-channel, B2B Ecommerce Case Study

Westcoast logo

Enterprise class B2B ecommerce solution for the UK's leading Hardware & IT distributor using the tradeit ecommerce platform. Westcoast Ltd was founded in 1984 and has grown to become the number one UK hardware distributor for many vendors. Westcoast's evolution has led them to become a leader in services and support for the IT and hardware supplies industry with a turnover in excess of £2.2 billion. Consistently ranked in the Sunday Times Top Track of the 100 largest, privately-owned companies in the UK, they have also been ranked 10th in a list of the fastest-growing private companies in Europe according to Europe 500.

“The main benefit of the site over our previous site is speed. As an additional benefit, when we migrate the rest of the group over to tradeit, we will have a single platform on which to manage our sites. We've been working with Red for a few years now launching a couple of sites, they've been good to work with and always delivered to meet our requirements.”
Senior Developer, Westcoast

Project Highlights

Complex integration with primary business systems (8 flat file integrations, 21 API integrations, 4 specialist configurators and pricing tool integrations & 6 external system integrations).

Management of over 500,000 SKUs with over 5 million price variations.

Enhanced customer 'My Account' area with rich B2B functionality.

International B2B ecommerce supporting multiple currencies.

Sophisticated faceted navigation.

International sites for the UK & France

Responsive design with 4 breakpoints

Project Overview

Working with Westcoast, leading ecommerce and content management system provider, Red Technology, has defined and delivered an end-to-end B2B ecommerce solution based on Red's own ecommerce software, tradeit, integrated with their primary AS400 based ERP system and a number of internal and external specialist systems to facilitate a fast moving and complex business and client base in a highly competitive arena. Integration with their primary business systems includes; 8 flat file integrations, 21 APIs, 4 specialist configurators and pricing tool integrations, and 6 external system integrations.

Management of extensive catalogue of over 500,000 SKUs

The tradeit ecommerce platform provides Westcoast with a centralised suite of management tools, including the integrated PIM, to administer their rapidly growing catalogue of 500,000+ products and over 5 million price variations.

Integrations cover everything from product, stock, pricing, orders, returns, invoices/payments of invoices, user specialist reports, quotes/estimates, user multi-account management and more.

With sites for both the UK and France running from a single installation of tradeit, content can be shared whilst still allowing for unique requirements such as translations to easily be catered for.

Advanced B2B My Account

One of the main benefits for Westcoast has been providing their customers with a sophisticated 'My Account' area to enhance their own ordering and order management capabilities. This rich functionality includes:

  • Master and sub account management (so central offices can control purchasing of branch/regional offices on an individual basis).
  • Setting credit limits.
  • Managing orders (including previous orders, back orders, saved orders, approving orders and invoices).
  • Managing accounts, members, their access rights and permissions.
  • Addresses management.
  • Complex reporting and more.


It also gives them access to a host of configuration tools and selectors they can use to help them spec out their new equipment.

See more at

Learn more about our work for Westcoast

Westcoast News


Multiple Ecommerce Award nominations for Westcoast

Leading IT Distributor shortlisted for three separate awards... read more


Westcoast included in the International Track 200

Westcoast have been ranked number 63 in the Sunday Times International Track 200 2018... read more


Westcoast rebrand and go responsive

UK's leading IT distributor launch new responsive design on tradeit... read more


Westcoast expands international ecommerce channels

Leading IT distributor moves into France with the tradeit ecommerce platform... read more

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