Fra tung specialløsning til skalerbar B2B-handel - AV CENTER på Shopify Plus

CASE: AV CENTER

From a Complex Custom Solution to Scalable B2B Commerce - AV CENTER on Shopify Plus

"We wanted to move away from complex, expensive custom solutions. Now, we can handle most of it ourselves, and our customers receive a faster and better experience."

– Henrik Krøyer, Digital Marketing Specialist, AV CENTER

AV CENTER faced a webshop built on Umbraco, which had become a digital bottleneck. Even minor changes required developers, took weeks to implement, and were costly. In addition, integrations were developed for very specific purposes, necessitating ongoing maintenance and were expensive to operate. This meant the technology largely became their own problem. At the same time, their B2B sales were characterized by manual processes, complex pricing agreements, and strict requirements from public customers. They needed a platform where integrations could be based much more on standard functionality, enabling them to manage content themselves, shorten time-to-market, and offer customers better self-service options—without compromising the advanced features their business requires.

"Only Close the Gaps in Shopify" - a Philosophy That Pays Off

By adhering to the philosophy of “only close the gaps in Shopify,” AV CENTER has gained a reliable, scalable solution that is easy to maintain and expand.

This means:

Faster time-to-market for new features
Less dependency on developers
A platform ready for further automation and AI
Better customer experience—especially for complex B2B purchases

Who is

AV CENTER

AV CENTER is one of Denmark's leading suppliers of audiovisual solutions for private businesses and public institutions. With five departments, over 175 employees, and approval on all relevant SKI agreements, they provide everything from projectors and video conferencing to sound systems and large screens – always with a focus on quality, consultancy, and customer needs.

shop.avcenter.dk

Shopify standard as the starting point

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The migration to Shopify Plus was driven by the desire to use as much standard functionality as possible. We started by mapping all customer types, pricing agreements, and public requirements.

Key Deliverables:

Integration with Business Central via standard BC connector (few extensions)
Customer-specific pricing via Shopify B2B + custom display
Setup of PunchOut app and EDI, enabling public customers to send orders directly between their ERP and Shopify
Custom SKI number handling (HTML cleaning, conversion to tags, searchability)
Filtering and product comparison using the theme's standard features
IcePim integration – with our guidance, the connector was updated to support Shopify B2B and ensure correct product data flow
Automatic hiding of empty collections for SKI customers

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SKI numbers and selling to the public sector

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Filtering and product comparison as a competitive advantage

To assist customers in selecting the right product—and avoiding incorrect purchases—filtering and comparing specifications is essential. The theme was chosen specifically for its built-in comparison table, enabling customers to make decisions easily. This feature is particularly valuable for public sector clients with strict requirements.

Discover more about AV CENTER's solution.

A SKI agreement (Statens og Kommunernes Indkøbsservice) allows public customers to purchase AV equipment through framework agreements instead of tendering each individual purchase. This means that municipalities, regions, schools, and other public organizations can shop quickly and securely while complying with procurement obligations. AV Center is an approved supplier on all relevant SKI agreements, making it crucial that the new webshop can handle SKI numbers accurately and seamlessly.

Shopify Plus allows you to assign specific prices and discounts to each individual customer through Shopify B2B. For AV Center, this means that a customer first sees their own prices when they log in—and they can trust that pricing agreements and discount models are enforced automatically.

PunchOut connects the customer's own ERP with AV Center's webshop. With the app we've set up, public customers can send orders back and forth directly—completely without manual intermediaries.

After many years with a heavy and costly custom setup, AV Center wanted to eliminate technical debt and slow deliveries. By closely adhering to Shopify standards, they can now turn features on and off, change content, and customize their webshop without undergoing extensive development. Custom solutions were only introduced when a standard feature was genuinely missing, such as when handling SKI numbers. This results in a solution that is scalable, easy to maintain, and ready for future expansions.