Challenge: Facing a competitive luxury leather-goods landscape, Zani Del Fra’ aimed to develop an original approach to the B2B luxury gifts market. They needed a B2B ready digital-commerce platform, product customisation options for final customers, and create a self service solution for B2B customers.

Our Approach: We collaborated with the brand to design a dual-track roadmap: site build for B2B catalog consultation and online estimate creation, customisation workflow integration (colour, logo, packaging), and training for internal staff to manage digital operations and B2B marketing. Additionally we integrated a business development process involving lead generations, CRM pipeline configuration and B2B marketing campaigns on Google Ads.

Results: Zani Del Fra’ now offers a seamless online customisation experience, efficient back-office operations for personalised orders, and a trained internal team that controls the entire e-commerce and customisation process.

Why it matters: This case illustrates how even a niche premium leather-goods company can multiply value with digital transformation — from custom product workflows to omni-channel execution.

Fashion Ecommerce is a technology driven business, which means that in order to succeed in fashion ecommerce you need to master and coordinate of technology solutions, to make them work together to satisfy your customer expectations.

The set of technologies that you need to link to each other or integrate, is usually called technology stack and this technology stack should suit the needs of your company and allow you to satisfy your customers’ expectations.

We discuss the Ecommerce Technology solutions in our course on Fashion Ecommerce Management and here below you have some insights from our course.

The starting point: the fashion ecommerce platform.

The starting point for launching a fashion ecommerce initiative is generally the selection of a fashion ecommerce platform. The selection of an ecommerce platform that will suit the needs of your company should start from the definition of the business requirrments. The process of selecting a platform should go through a competitive bidding process where you compare different platforms features and prices.

Ecommerce platforms, such as Adobe Commerce Cloud, Commerce Layer, Salesforce Commerce Cloud and Shopify meet different needs in terms of

• Costs
• Possibility of customisation
• Integration with other applications
• Ease of use
• Technical skills required

All fashion companies have a certain number of software applications that range from the basic office automation (Word Excel Powerpoint) to ERP (Enterprise Resource Planner) to complex ecommerce applications. The more digitally mature a company is the more applications they have, the process of increasing the number of application brings also the the mapping and design of processes. This change process goes under the definition of digital transformation.

In this article we start from the point of view of the fashion ecommerce technology to present an eco-system of applications that are most frequently adopted by fashion brands.

The map and the list of application has an illustrative and educational purpose, is based on the experience of the teachers and professionals who collaborate with the Digital Fashion Academy and doesn’t want to be comprehensive.

The purpose of this fashion tech map is to teach fashion professionals about the variety of applications that are necessary for running a successful fashion ecommerce and illustrate their purpose, their relation and why they are necessary.

This fashion tech map is a living document and was partly inspired by Scott Brinker’s Marketing Technology Landscape.

How is fashion technology evolving?

Although technology advances rapidly, certain fundamental aspects of fashion technology remain constant. Some applications have remained unchanged for decades, such as Enterprise Resource Planning (ERP), which is a crucial tool for fashion brands to perform essential functions.

The most important change is probably the migration towards ERP as a service rather than on premise. The “as a service” version of the ERP has the advantages of being accessible from anywhere and less technical maintenance needed.

The major changes we are seeing regard

• first party data and personal data treatment
• 3D Design
• Artificial Intelligence

• Buy fabrics and materials from suppliers
• Manage invoices and payment
• Manage clients
• Invoice clients
• Manage the financial situation

For a small fashion brand that only sells at wholesale level to a small number of B2B clients that’s all you need.

When fashion brands grow: scaling up technology

In a second stage of their life or even in the first for some D2C brands, it emerges the need for an ecommerce platform. The ecommerce platform is a software that allows to publish your products online and sell them directly to the customer via a check out page.

This particular area of fashion technology is undergoing significant change as the volumes and the importance of ecommerce for fashion brands profitability increases.

The importance of

• Website speed: core web vitals and conversion rate;
• New front-end features such as virtual fitting rooms, social media integration, reviews
• Need for more flexibility for large fashion brands: multiple languages, multiple currencies and so on

Pushed the fashion technology market to a specialization of the offer with new tech companies launching new software on the market that respond to a specific need of the fashion brads:

• Virtual Fitting Rooms
• Site speed accelerators
• Website SEO optimisation
• AI powered site search
• Customer reviews
• Live chat and chatbots
• Customer feedback collection
• Lead generation forms
• Personalization engines

How do we manage this complexity?

The standard way to manage this expansion is to add plug-in or extensions to our ecommerce platform, however adding several external resources to our platform could cause a degradation on the speed of the platform.

Ona tag to rule them all

If you work in digital marketing you may have experienced this situation when you had to integrate several tracking tags from different advertising platforms, e.g. Google Ads, Meta, Retargeting platforms, Affiliates. Then one day the Tag management solution was introduced: one tag to rule them all. So after you installed the tag manager solution on your platform, you could easily add additional tags without touching the code of your platform.

The fashion technology ecosystem

The fashion technology ecosystem varies from small medium enterprises (SMEs) to large corporations and its complexity increases with time as the company reaches a higher digital maturity.

Early stage map

Digitally mature stage

In the fashion technology lesson with Mauro Lorenzutti, specialising in ecommerce integrations @ Webformat, we have explored the main applications that fashion brands generally adopt in their technology stack.

The technological stack represented in the picture above is actually an advanced stage of integration for fashion companies, generally they start with just a few applications such as ERP and Ecommerce Platform.

When fashion brands or retailers approach ecommerce, they start small with just a few applications in their stack, but when the ecommerce business volume grows, companies need to add more features and as a consequence more applications.

The applications can be added on both front-end or back-end side:

Fashion Ecommerce Technology solutions

Ecommerce platforms generally allow companies to sell products online which means that they allow to present the users with web application or interface where the users can browse the products (the listing page), read the details of each product such as product description, colors available, sizes available and see the product pictures, and finally the users can add the products to cart and pay (check out).

The ecommerce platforms ability to manage stock data, product information (including price and images), orders, returns and payments, makes them a preferred solution for running an ecommerce business.

Fashion Ecommerce platforms constraints

However ecommerce platforms present several limitations when the ecommerce business is scaling up, for example, a brand may want to include more images for each product, for example because they need to use them on B2B channel, but the ecommerce platform only allows for uploading the images to be used in the product page.

In this example we show you the reason why in an ecommerce architecture (or ecommerce ecosystem) you may want to integrate a Product Information Management System (PIM) or a Digital Asset Management System (DAM)

Another constraint is that the ecommerce platform may not be suitable to manage multiple stock location in an efficient way, for example an ecommerce platform may not be able to decide whether a product should be shipped from the central warehouse or from a local store.

In this second example we illustrate one reason why fashion businesses decide to implement an Order Management System (OMS).

All-in-one and Multi-purpose platforms

Many software brands offer solutions that include a number of features already integrated with each other. An example is Salesforce which offers an Ecommerce Platform, Marketing Platform and CRM all integrated into one ecosystem.

Another example is SAP which integrates an ecommerce solution within its ERP. These multi-purpose platforms have their advantages, for example you can work with a single vendor for different purposes. However it doesn’t mean the complexity to manage the platform is less.

For the majority of these platforms brands we have indicated in our map and guide just the major features.

Fashion ecommerce platforms B2C

• Adobe Commerce Cloud (Magento)
• BigCommerce
• Commerce Layer (Composable)
• Commerce Tools (Composable)
• PrestaShop
• Salesforce Commerce Cloud
• SAP Commerce
• Shopify
• VTEX

Adobe Commerce (Magento) – A highly customizable and scalable eCommerce platform, ideal for fashion brands looking for flexibility. It offers AI-powered personalization, advanced merchandising, and seamless omnichannel experiences. Brands examples: Helly Hansen, Paul Smith, Christian Louboutin

BigCommerce – A SaaS-based eCommerce platform with strong B2C and B2B capabilities. It provides built-in SEO tools, flexible APIs, and excellent scalability, making it suitable for growing fashion brands. Martha Stewart, Ted Baker. Brands examples: Martha Stewart, Ted Baker

Commerce Layer (Composable) – A headless commerce platform designed for global brands. It enables seamless integration with existing systems, allowing fashion businesses to create personalized shopping experiences across multiple channels. Brioni, Viu, Lampoo, Rapha

Commerce Tools (Composable) – A cloud-native, API-first commerce platform offering high flexibility. It’s ideal for fashion brands looking to build custom eCommerce experiences with modern, modular architecture. Brands examples: Bang & Olufsen, Just Eat, Selfridges

PrestaShop – A free, open-source platform with a large marketplace of themes and modules. It’s a good choice for small to mid-sized fashion retailers looking for cost-effective eCommerce solutions. Brands examples: Kaporal, Le Slip Français

Salesforce Commerce Cloud – A powerful, AI-driven eCommerce platform used by many luxury and global fashion brands. It provides deep customer insights, personalized shopping experiences, and strong omnichannel capabilities. Brands examples: Lacoste, Puma, Ralph Lauren, Burberry

SAP Commerce – An enterprise-grade solution with robust B2B and B2C functionalities. It’s known for its scalability, powerful product management, and AI-driven personalization, making it ideal for large fashion businesses. Brands examples: Versace, Adidas, Hugo Boss

Shopify – A user-friendly and scalable eCommerce platform, widely used by fashion brands of all sizes. It offers a vast ecosystem of apps, built-in marketing tools, and excellent design flexibility. Brands examples: Gymshark, Alo Yoga, Kith

VTEX – A multi-tenant SaaS platform with native marketplace and omnichannel capabilities. It’s a strong choice for fashion brands looking for a unified commerce experience across digital and physical stores. Brands examples: Levi’s, Under Armour, Victoria’s Secret

Fashion Ecommerce Platforms B2B Wholesale

B2B E-commerce Platforms: A Brief Overview

• Centra
• Joor
• NuOrder
• Shopify

• Centra
  • Centra is a B2B e-commerce platform designed to streamline the wholesale ordering process. It offers features such as product catalogs, order management, and inventory tracking. Centra is particularly well-suited for brands with large product catalogs and a need for efficient order fulfillment.
  • Strengths:
    • Robust product catalog management: Handles complex product hierarchies and variations.
  • Streamlined ordering process: Reduces manual data entry and errors.
  • Inventory management: Ensures accurate stock levels and availability.
• Joor
  • Joor is a global B2B marketplace that connects brands with retailers. It provides a platform for brands to showcase their collections, manage orders, and track sales. Joor is particularly valuable for brands looking to expand their reach and connect with a wider network of retailers.
  • Strengths:
    • Global reach: Connects brands with retailers worldwide.
    • Visual merchandising tools: Helps brands create engaging product presentations.
    • Analytics and insights: Provides data on sales performance and customer behavior.
• NuOrder
  • NuOrder is a B2B wholesale platform that offers features such as order management, inventory tracking, and sales analytics. NuOrder is known for its user-friendly interface and focus on mobile accessibility. It’s a good choice for brands looking for a modern and intuitive platform.
  • Strengths:
    • User-friendly interface: Easy to navigate and use, even for non-tech-savvy users.
    • Mobile accessibility: Allows for on-the-go order management and sales.
    • Analytics and reporting: Provides insights into sales performance and customer trends.
• Shopify
  • While primarily known for its B2C e-commerce platform, Shopify also offers a B2B solution. Shopify’s B2B features include wholesale pricing, customer accounts, and order management. While not as specialized as other B2B platforms, Shopify can be a good option for brands that already use its platform for their B2C operations.
  • Strengths:
    • Integration with existing Shopify infrastructure: Reduces the need for multiple platforms.
    • Wide range of features: Offers a variety of tools for B2B e-commerce.
    • Large ecosystem of apps and themes: Provides customization options.

Content Management Systems

• Adobe Experience Cloud
• WordPress
• Contentful

Front-end applications

• Site accelerators: akamai
• SEO optimization: kleecks

Marketplaces connector and enablers

• Mirakl
• Tradebyte
• Channel Engine
• Neteven (by Lectra)
• Channel advisor

Feed generators

• Highstreet
• Lengow

Order Management System

• Fluent (Aldo, Balmain Paris, Carrera eyewear)
• Keros Digital (Benetton, Twinset, Cisalfa Sport)
• Manhattan (Gucci)

Analytics and Business Intelligence

• Google Analytics
• Qlick
• Content Square
• Competitoor > Price monitoring – analysis
• Google trends, Google Ads > Market analysis

Advertising Platforms

• Google Ads
• Meta Business Suite
• CJ Connection Junnction > affiliate network
• Trade Tracker > Affiliation platform

Identity Management

• Gigya
• Amazon Cognito

Product Lifecycle Management (PLM)

• Lectra
• Centric Software

Product Information Management (PIM) and Digital Asset Management DAM

The PIM and the DAM systems are the single “source of truth” for the product data and brand images. They are repositories for product data such as descriptions, translations, ecommerce photos and lookbook photos. The PIM and the DAM may export the product data to external systems such as Marketplaces and Google Merchant Center.

• Akeneo – Product information management
• Dressipi – AI for product data enrichment
• Hyphen – Digital Asset Management – Digital Supply Chain solution
• Pimcore – Product information management open
• Plytix – Product Information Management and Digital Asset Managment

Dressipi’s product data enrichment features

Product data enrichment or attribution for fashion and apparel retailers is the process of enhancing and expanding the information associated with clothing and accessory items to describe the item in the language of the customer and to show exactly what they are purchasing. Done well, product enrichment will improve the efficiency of marketing budgets, improve the digital shopping experience, and deliver more accurate demand forecasting.

Physical Attributes

• Style details (neckline, sleeve length, hem style, etc.)
• Fit details (tight, standard, loose)
• Colour, pattern variations
• Details or special features
• Material and fabric composition (with care instructions)
• Size information (measurements, fit guides, model’s details)

Enterprise Resource Planning (ERP)

• SAP
• Oracle Netsuite
• Stealth
• Microsoft Dynamics

Customer Relationship Management

• Salesforce Marketing Cloud
• Mailchimp
• Hubspot
• Microsoft Dynamics

Middleware

• Mulesoft
• Adobe I/O

Social Media

• Hootsuite
• Meta Business Suite
• TikTok

Customer Care

• Zendesk
• Microsoft
• Salesforce

Virtual fitting rooms

• Truefit
• Measmerize

Site search

• Algolia
• Miros

AI

• GPT-4
• Gemini
• Contents.com

Payments

• Stripe
• Adyen
• Avalara (Tax Calculation)
• Checkout.com
• Klarna (Buy Now Pay Later)
• Paypal

Retail software

• Oracle X-store
• Cegid
• Netlify
• Shopify POS

Search Engine Optimisation (SEO)

• Google Search Console
• Semrush
• Kleecks

How is ecommerce technology evolving?

64% of the B2B orders still require a human interaction, while 70%-80% of B2B decision makers prefer remote human interaction of digital self service.

Wholesale reps are still involved in a number of manual activities such as taking orders, inventory management and fulfilment. Technology will become a competitive advantage for brands that are able to scale up and streamline processes as this will enable them to preserve or increase their profit margins.

B2B clients are expecting a wholesale shopping digital experience that is more and more similar to the B2C online experience. B2B customers expects to see more product high quality images, product information, shipping information and so on. The benchmark for the B2B customers are Amazon but can be also Alibaba.

What does “Digital Fashion Wholesale” Mean?

Digital fashion wholesale refers to the process of buying and selling fashion items in bulk between brands and retailers entirely online. It’s a shift from the traditional method that involved physical trade shows, sales reps, and paper catalogs.

Here are some key features of digital fashion wholesale:

• Online platforms: These platforms connect brands and retailers, allowing them to browse collections, place orders, and manage inventory electronically. Some popular examples include JOOR, Fashion Cloud, and Centra.
• Efficiency: Digital wholesale streamlines the ordering process, saving time and money for both brands and retailers.
• Transparency: Platforms often provide detailed product information, pricing, and order tracking, making the buying process more transparent.
• Data-driven decisions: Digital tools can provide valuable data on sales trends and customer preferences, which can help brands and retailers make better decisions.

Overall, digital fashion wholesale is a growing trend that is making the fashion industry more efficient and data-driven.

A Short History of Digital Fashion Wholesale

Digital fashion wholesale is a relatively young concept, emerging alongside the rise of e-commerce in the early 2000s. While the traditional model relied on physical trade shows and catalogs, digital solutions began offering a more efficient and data-driven alternative.

Here’s a timeline of some key milestones:

• Early 2000s: Growth of e-commerce platforms lays the groundwork for online business-to-business (B2B) solutions.
• Mid-2000s: Pioneering B2B platforms emerge, focusing on streamlining communication and order processing between brands and retailers.
• Late 2000s – Early 2010s: Adoption grows as the benefits of digital tools become evident, including faster turnaround times and wider product reach.
• Mid-2010s: Mobile adoption allows for on-the-go ordering and inventory management, further increasing convenience.
• Late 2010s: Platforms like JOOR and Fashion Cloud introduce features like virtual showrooms, enhancing the buying experience.
• 2020s: The COVID-19 pandemic accelerates the shift towards digital solutions as travel and in-person meetings become restricted.

Today, digital fashion wholesale is a dominant force in the industry. Platforms continue to evolve, offering advanced data analytics and tools to optimize inventory management, pricing strategies, and brand-retailer communication. The future likely holds even greater integration with artificial intelligence and virtual reality, further transforming the way fashion businesses operate.

What are you looking for in a B2B Ecommerce Platform

A fashion wholesale ecommerce platforms looks similar to a B2C ecommerce website, but presents different features for the buyer: curated catalogs, custom pricing, personalised storefronts, flexible payment terms, and a self-serve portal

Joor, Centra and Fashion Cloud

• JOOR: A leading fashion marketplace for wholesale buying. It offers features like virtual showrooms, advanced payment solutions, robust order management, and global support making it ideal for brands looking for an immersive and feature-rich experience. [JOOR]
• Fashion Cloud: This platform focuses on content management and streamlining product data exchange. It’s a good fit for brands who prioritize clear product information and easy data sharing. [Fashion Cloud]
• Centra: Known for its strong focus on the fashion industry, Centra offers seamless integration between direct-to-consumer (DTC) and wholesale channels. It allows brands to create a cohesive experience for both types of customers. [Centra]

What are the main benefits of using Digital Wholesale Platforms like Joor?

Here are some of the main benefits of using a platform like JOOR for fashion brands:

• Enhanced Brand Presentation: JOOR allows you to create virtual showrooms, showcasing your collections with high-quality images, videos, and even 360-degree views. This creates a more immersive and engaging experience for buyers compared to traditional catalogs.
• Streamlined Ordering Process: JOOR automates order processing, reducing errors and saving time for both brands and retailers. Buyers can easily browse collections, place orders, and track their status electronically.
• Global Reach: JOOR connects you with a vast network of retailers worldwide, expanding your potential customer base beyond geographical limitations. This can be particularly beneficial for smaller brands looking to reach a wider audience.
• Data-driven Insights: The platform provides valuable sales data and analytics, allowing you to track buying trends and make informed decisions about your collections, pricing, and marketing strategies.
• Improved Efficiency: JOOR centralizes communication and order management, freeing up your team to focus on other aspects of your business.
• Advanced Payment Solutions: JOOR offers various payment options to ensure smooth and secure transactions for both parties.
• Mobile App Convenience: The platform also has a mobile app, allowing brands to manage their presence and orders on the go.
• Industry Expertise: JOOR caters specifically to the fashion industry, understanding your unique needs and challenges.

Overall, by using a platform like JOOR, fashion brands can gain a competitive edge through improved efficiency, wider reach, and valuable data insights.

What is the difference between “marketplace” and “digital wholesale”?

Digital fashion wholesale and marketplaces are closely linked concepts, but with some key distinctions:

Digital Fashion Wholesale:

• Focus: Refers specifically to the business-to-business (B2B) online sales channel for fashion products in bulk.
• Parties involved: Brands selling to retailers and distributors.
• Platforms: Often use specialized B2B platforms like JOOR or Fashion Cloud, designed for the fashion industry’s specific needs (e.g., large order quantities, detailed product information).

Marketplaces:

• Broader Scope: Can encompass B2B and also business-to-consumer (B2C) sales.
• Variety of Products: May include fashion items alongside other categories like electronics or home goods.
• Platforms: Can include general online marketplaces like Amazon or dedicated fashion marketplaces like Farfetch.

Here’s an analogy:

Imagine a shopping mall. Digital fashion wholesale represents the wholesale section on the upper floors, where stores buy clothes in bulk from brands. Marketplaces are like the entire mall, encompassing both wholesale sections and stores selling directly to consumers.

The Connection:

• Overlap: Some digital fashion wholesale platforms might also have a B2C component, blurring the lines a bit.
• Benefits: Marketplaces can offer advantages for digital fashion wholesale by providing a wider audience reach for brands and potentially more efficient order fulfillment for retailers.

Overall, digital fashion wholesale leverages the concept of online marketplaces but tailors it specifically to the B2B fashion industry’s needs.

What are the main differences between NuOrder and Joor?

The main difference between JOOR and NuORDER lies in their target audience and core functionalities:

• Focus:
  • JOOR: Specializes in the fashion industry, catering to a global network of fashion brands and high-end retailers.
  • NuORDER: Offers a broader range of B2B functionalities applicable to various industries, including fashion.
• Features:
  • JOOR: Emphasizes features like virtual showrooms, advanced payment solutions, and a robust user experience ideal for showcasing fashion collections.
  • NuORDER: Leans towards order management, inventory management, and product catalog tools useful for managing B2B transactions across various industries.

Here’s a table summarizing the key differences:

Choosing the right platform:

• JOOR: Ideal for fashion brands seeking a feature-rich platform to showcase collections and reach a global audience of high-end retailers.
• NuORDER: A good fit for businesses in various industries needing a comprehensive B2B platform for order and inventory management, including fashion brands with a strong focus on those functionalities.

Is Joor a Marketplace?

JOOR is currently transitioning into a marketplace, but it has its roots as a B2B platform connecting brands and retailers. Here’s a breakdown:

JOOR’s Past and Present:

• Primarily functioned as a B2B platform. Brands and retailers connected to directly interact, browse collections, and place wholesale orders.
• Offered features like virtual showrooms, order management tools, and data analytics to streamline the wholesale process.

JOOR’s Upcoming Marketplace:

• They are launching a dedicated marketplace section within the platform.
• This marketplace will allow retailers to browse and purchase from a wider selection of brands, potentially including those not already connected on the B2B side.
• JOOR will leverage its existing features like AI-powered search to enhance the discovery of brands and products within the marketplace.

So, is it a marketplace today?

There’s a little nuance. While JOOR doesn’t fully function as a traditional marketplace yet (where retailers can browse all brands freely), they are actively building and promoting this marketplace functionality. For now, it’s best to consider JOOR as a B2B platform with an evolving marketplace component.

Can I use Shopify to manage Digital Fashion Wholesale?

Shopify offers a variety of features specifically designed for B2B businesses. Here are some of the main ones:

• Company Accounts: Create profiles for your wholesale customers, including multiple locations, contact information, payment terms, and order history. This allows for segmented customer experiences and efficient order management.
• Custom Catalogs and Pricing: Tailor product offerings and pricing to specific customer groups. You can set fixed prices, percentage discounts, or volume-based pricing rules for different companies or locations.
• Password-Protected Storefront: Restrict access to your store to authorized B2B customers only. This ensures sensitive pricing and product information remains hidden from the public.
• Flexible Payment Options: Offer various payment options preferred by B2B customers, such as net terms, account credit, and purchase orders. Shopify also integrates with payment gateways that support B2B transactions.
• Streamlined Checkout: Simplify the checkout process for B2B customers. Features like allowing purchase order (PO) numbers and draft orders can improve efficiency for both parties.
• B2B Customer Management: Manage your B2B customer relationships effectively. You can track order history, communication history, and specific customer details within the platform.
• Integration with Existing Systems: Connect Shopify with your existing accounting, CRM, or ERP systems for seamless data exchange and streamlined operations.
• Scalability: Shopify can accommodate businesses of various sizes. As your B2B operation grows, Shopify can scale to meet your needs.

Additional benefits:

• Reduced reliance on third-party apps: Many B2B functionalities are built directly into Shopify, eliminating the need for additional apps and simplifying your tech stack.
• Inventory Management: Shopify’s inventory management tools allow you to track stock levels, set reorder points, and manage backorders efficiently, crucial for B2B operations.
• Professional Storefront: Create a professional and branded online store that reflects your B2B image.

Overall, Shopify’s B2B features make it a strong contender for businesses looking to establish or expand their online wholesale presence.