/ Case study /

Betafence

Dual-track digital transformation: E-commerce & Employee Tools

+10%

Monthly sales growth within ten months of the modernized B2C platform launch
2

Purpose-built applications: a custom Sylius B2C store and a B2B sales configurator
140+

Years of market leadership the new digital ecosystem was engineered to sustain

/ 01 / Executive summary

Executive Summary

Primotly orchestrated a comprehensive dual-track digital transformation for Betafence, a global leader in fencing systems with over 140 years of market presence. The initiative tackled parallel operational friction points: a rigid legacy B2C e-commerce system that suppressed sales tool flexibility, and manual, error-prone internal order preparation processes that slowed sales support teams. The deployment replaced a brittle Presta-based store with a highly scalable, custom Sylius platform, featuring a visual Google Maps fence planner and an algorithmic delivery framework that accelerated monthly sales by 10% within ten months. Simultaneously, Primotly engineered a specialized B2B internal configuration application that automated logical dependencies and offer exports. This balanced approach unlocked profound structural efficiencies, empowering internal sales teams and optimizing the end-to-end B2C customer journey.

/ 02 / About the Client

About the Client

Betafence is a premier global manufacturer and market leader in fencing systems, security netting, and perimeter protection infrastructure with a rich legacy spanning 140 years. Operating across international markets, the company serves dual audiences: high-volume B2B infrastructure clients and regional B2C homeowners. To preserve its market dominance in a digitizing manufacturing sector, Betafence prioritizes data optimization and integrated workflows across its public-facing storefronts and internal corporate operations.

Services

Custom Software Development
UX/UI Design
E-commerce Transformation

Industry

Manufacturing / Building Materials / Retail

Collaboration Model

Ongoing Product Development — Weekly Sprints

Team Size

4 people (1 Fullstack Developer, 1 UX Designer, 1 QA Specialist, 1 PM)

/ 03 / The challenge

The Challenge: Stagnant Architectures and Manual Offering Friction

Despite strong international product demand, Betafence's digital architecture presented rigid operational bottlenecks across two core revenue vectors:

01/

Rigid Public E-commerce Framework

The legacy Presta-based store layout completely lacked the platform flexibility required to embed advanced sales mechanisms like a unified fence calculator or parameter-driven product configuration. This technological cap limited web performance, hurt conversion rates, and restricted regional market scaling.
02/

High-Overhead Internal Offering Flow

Internal sales support teams prepared complex client fencing quotes manually using dense catalogs. The lack of logic validation frequently led to configuration discrepancies (such as missing structural posts per gate ratio), causing operational delay, pricing risks, and elevated cognitive loads across the workforce. No ready-made off-the-shelf software could accommodate the structural relationships between Betafence's complex product catalog and localized delivery logic — the company required an engineering partner to architect an integrated custom ecosystem from scratch.

/ 04 / The Primotly solution

The Primotly Solution: Targeted Tools via Separated Engineering Streams

Rather than attempting to force mismatched client profiles into a singular web platform, Primotly implemented a dual-track development framework that split user workflows into distinct, tailored applications.

The Tailored Sylius B2C Platform: Primotly rebuilt the front-facing retail channel around a modular Sylius architecture, transforming the application into a highly interactive, custom sales asset built to parse nested catalog variations effortlessly.

The Dedicated B2B Internal Configurator: Concurrently, the team crafted a sandboxed sales application optimized exclusively for employees, replacing heavy, traditional corporate entry forms with a clean, responsive UI centered on speed and validation rules.

The entire lifecycle was run via an agile, iterative model using weekly sprints. This allowed Primotly to maintain continuous feedback loops with technical and business stakeholders, launching both applications smoothly without stopping active operations.

Key Features

Interactive Google Maps Fence Planner

An advanced frontend designer module mapped to Google Maps APIs, allowing B2C shoppers to trace layouts visually on satellite imagery, compute dimensions, and estimate installation costs instantly.
Modular Sylius E-commerce & CMS Engine

A clean, adaptable architecture that supports advanced multi-variant relationships, localized payment gateways, and automated invoicing tasks.
Smart Algorithmic Delivery Module

A custom rule engine that calculates real-time weight-based shipping rates, sets thresholds for free delivery, and applies precise postal code filters.
Automated B2B Logic Configuration App

A lightweight business application for internal sales staff that translates product catalog constraints into dynamic validation dependencies (e.g., automatic matching post allocations).
One-Click Standardized Offer Exporter

A clean data compilation layer that converts complex active configurations into detailed, client-ready PDF offers instantaneously.

/ 05 / Technical deep dive

Technical Deep Dive

01/
Overcoming Legacy Performance Limits to Support Complex B2C Calculators
- The Problem: The client's original Presta-based web platform could not handle heavy, nested calculations or real-time variant matching without causing long loading states that threatened user retention.
- The Solution: Primotly migrated the core store logic to Sylius, utilizing an optimized database schema for nested parameters and decoupling computation tasks from the main display loop via asynchronous client-side script execution.
- The Result: stable page loading states and zero system drop-offs during high-volume configuration sessions, providing a reliable platform for advanced visual features.
02/
Enforcing Multi-Variable Engineering Rules Inside a Streamlined B2B UI
- The Problem: Translating dense corporate structural guidelines (such as gate-to-post ratios, spacing bounds, and structural fittings) into an error-free frontend without confusing sales employees or causing slow loading states.
- The Solution: Built a lightweight frontend constraint engine using a single-responsibility principle. Validation dependencies evaluate conditions locally in the browser layout before generating structural object payloads.
- The Result: sales support teams can navigate through catalog options in seconds, with accidental, incomplete, or invalid quotes prevented automatically at the point of choice.

/ 06 / Business impact & results

Business Impact & Results

The dual-track transformation delivered measurable gains across sales growth, content autonomy, operational efficiency, team satisfaction, and architectural scalability.

10% Monthly Sales Increase

Achieved an immediate 10% monthly sales increase within 10 months of launching the modernized B2C platform, establishing a sustainable upward growth trend.
Complete Content Autonomy

Empowered administrative managers with full backend data control, eliminating reliance on external engineering support for daily pricing and variant edits.
Operational Workflow Optimization

Drastically reduced quote-generation times and internal processing errors by replacing manual verification with automated B2B logic validation rules.
Elevated Corporate Satisfaction

Delivered noticeable upgrades in user experience, converting system friction into high team morale and improved consumer satisfaction marks.
Scalable Architectural Blueprint

Constructed a decoupled, high-performance tech ecosystem prepared for swift multi-region deployment and future market expansions.

Tech Stack

Frontend Layer: Twig, Tailwind CSS, Google Maps Platform
Core E-commerce Engine: Sylius, PHP, Symfony Framework
Database & Cache: MySQL, Redis Cache Integration
Integrations & Support: Payment Gateway APIs, Automated Invoicing Modules, Facebook Messenger Widget
DevOps & Workflow: Agile Sprints, Jira, Slack, GitHub, Figma Design Workspace