B2B Commerce With Adobe: How ATR Landhandel Sets New Standards In The Digital Agricultural Sector

Farming sounds like a lot of hard work and getting up damn early. But also after a lot of fresh air and a rich harvest. That’s true, but the agricultural sector has long been characterised by digital technologies such as smart farming, milking robots, or agrarian apps. And farming businesses, as B2B customers, now expect wholesalers to provide digital solutions for trading in animal feed, seeds, and other materials. ATR Landhandel GmbH has equipped itself with a new online shop and a modern multi-client platform for the digital future of the agricultural sector.

The ATR Landhandel Group supplies seed and individually composed compound feed to large agricultural businesses. The group of companies includes AgrarOnline GmbH with the online trade myAGRAR – a real e-commerce pioneer in the farming sector, which has relied on the expertise of dotSource for many years.

B2B Commerce With Adobe: Online Shop Via The Multi-Client Platform

After the Myanmar online shop went live, ATR wanted to benefit from the know-how of the e-commerce pioneer in its ranks. The company decided to become part of the multi-client platform based on Adobe Commerce (formerly Magento 2.4.) with its shop. This e-commerce system had already been selected for myAGRAR as being optimally scalable and future-proof.

Therefore, ATR’s existing digital customer portal had reached its limits and was to be replaced by a modern online shop. At the same time, the time frame for implementation was tight because the harvest year cannot be postponed for ATR’s agricultural customer base: seed, for example, must be available in good time so that the farms do not order it elsewhere.

B2B Commerce With Adobe: With Modern Features For An Improved Customer Journey

Thanks to the new online shop based on Adobe Commerce, the agricultural wholesaler is taking the digital customer journey of its contractual partners to a new level: Clear product presentation and targeted order processing offer a contemporary shopping experience that customers are used to in B2C retail.

dotSource developed a unique feature especially for the ATR shop: the live price calculation. This allows logged-in users to calculate their respective prices for the entered order quantities in real-time – an essential tool for an agricultural online shop that offers individually compiled feed.

B2B Commerce With Adobe: Content Management Using An E-Commerce System

Today, the best shop is of little value if visitors are not provided with engaging content that matches the offers. This is why e-commerce systems today often also have content management functions. The e-commerce system implemented by dotSource also offers pervasive CMS features. ATR Landhandel and myAGRAR now benefit equally: Thanks to Adobe Commerce, they can make their websites informative and visually appealing.

In the system architecture that has now been created, ATR is a client of the multi-client platform. This results in synergies: Proven solutions such as cloud hosting via Microsoft Azure, which Myanmar also uses, can be used within the group of companies. In addition, dotSource connected ATR’s enterprise resource planning tool to the multi-tenant platform, which is essential for both live price inquiries and order and invoice management.