B2B Group: Digital Platform Ecosystem

The Challenge

B2B Group operates six business areas serving very different customer types — sports clubs, professional organizations, business buyers, and distributors — and continuously onboards new partner types with their own requirements and branding. The goal was to build a unified platform architecture where new customer types can be introduced quickly without dedicated development effort per integration, and where all products — internal and customer-facing — can draw on the same data foundation and deliver a consistent experience.

Our Solution

BUSY has built a complete digital ecosystem on top of a central Master API (.NET 8, EF Core, SQL Server) serving as the source of truth for products, customers, orders, HR, and partner agreements. On top of the API runs a set of specialized applications: a modern e-commerce platform with partner-shop mode that lets clubs and organizations run branded shops from the same codebase; a partner portal where clubs manage orders, teams, and agreements; an internal CRM/HR dashboard consolidating sales, order flow, staff planning, and data integration; plus supporting tools like an Outlook integration and LED banner service. The frontend stack is consistent across the board: Next.js 15, React 19, Tailwind CSS v4, and shadcn/ui as a shared design system.

Results

• • 10+ interconnected applications on one shared API foundation.
• • White-label e-commerce engine that can spin up new partner shops without separate infrastructure.
• • Generic partner architecture covering sports clubs, professional organizations, and business customers in the same codebase.
• • Live in production with major B2B and organizational customers.
• • Unified CRM/HR dashboard bringing sales, order flow, and staff planning into one tool.