As Manamed continued to grow, the company needed more than an online ordering portal. It needed an ERP-first commerce solution that could support complex B2B purchasing while keeping Microsoft Business Central at the center of every customer interaction.

By implementing commercebuild alongside Microsoft Business Central, Plytix, Avalara, OSCO, ActiveCampaign, and UST Pay, Manamed created a connected commerce ecosystem that simplified operations, delivered highly personalized customer experiences, and provided the flexibility to support future growth.

About Manamed

Manamed is a manufacturer and distributor of orthopedic braces, durable medical equipment (DME), and medical devices serving hospitals, surgery centers, distributors, physician practices, and healthcare providers across North America.

As the company expanded its product portfolio, customer base, and inside sales organization, it invested in Microsoft Business Central to create a stronger operational foundation. With hundreds of products and every customer requiring unique pricing, payment terms, tax exemptions, and shipping rules, Manamed needed a B2B commerce platform built around its ERP, not separate from it.

The Challenge

Like many growing distributors, Manamed found that its previous customer portal introduced unnecessary complexity.

Customer information, pricing, products, and orders had to be synchronized across multiple systems, creating duplicate data, manual processes, and unnecessary complexity whenever changes or new integrations were required.

As the business continued to grow, Manamed wanted Microsoft Business Central to remain the single source of truth while delivering a modern, personalized buying experience for every customer.

"For us, Microsoft Business Central is the foundation of the business. Our eCommerce platform should extend the ERP, not replace it." — Erik Lorenz, CIO, Manamed

The Solution

Manamed selected commercebuild because of its ERP-first architecture.

Rather than duplicating business data in another platform, commercebuild extends Business Central, allowing customer pricing, account information, orders, invoices, payment terms, shipping details, and business rules to remain where they belong in the ERP.

To support its ERP-first eCommerce strategy, Manamed implemented commercebuild alongside Business Central, Plytix for product information management, Avalara for tax automation, OSCO for advanced shipping calculations, ActiveCampaign for marketing automation, and UST Pay for payment processing. Together, these solutions create a connected technology ecosystem that reduces manual work, delivers personalized customer experiences, and gives Manamed the flexibility to continue growing.

Delivering Personalized B2B Buying Experiences

Every Manamed customer has unique business requirements.

Many customers have negotiated pricing, custom payment terms, tax exemptions, shipping rules, and customer-specific product assortments. Rather than maintaining these configurations across multiple systems, commercebuild surfaces the information already managed within Business Central, allowing every customer to access the products, pricing, payment terms, shipping options, and account information specific to their business.

Customers receive a buying experience tailored specifically to their account, while internal teams manage everything from a single source of truth.

"Every customer has unique pricing, payment terms, shipping rules, and account requirements. Managing all of that through Business Central allows us to deliver the right buying experience for every customer."— Erik Lorenz, CIO, Manamed

Supporting Growth Through Simpler Operations

As Manamed rapidly expanded its inside sales organization, it needed processes that could scale alongside the business.

With commercebuild connected directly to Microsoft Business Central, pricing updates, customer information, and account changes can be managed in real-time, allowing sales representatives to respond faster while reducing manual administrative work.

Because Business Central remains at the center of the solution, Manamed has also been able to expand EDI capabilities, introduce AI-powered workflows, and automate additional business processes without redesigning its commerce platform.

The Results

Today, Manamed has an ERP-first commerce platform that supports its growing sales organization while delivering a personalized buying experience for every customer. Approximately 60% of customer orders are processed through commercebuild, with adoption expected to increase to 80% as new sales processes are deployed.

The implementation of UST Pay has also helped reduce payment processing costs while giving Manamed greater flexibility and control over its payment infrastructure. Combined with OSCO's advanced shipping calculations and commercebuild's ERP-first architecture, Manamed now has a commerce platform designed to support both today's operations and tomorrow's growth.

"commercebuild fits into our technology stack exactly where we need it. It extends Business Central without getting in the way of how we run our business."— Erik Lorenz, CIO, Manamed