VirtualExpo: Evolving a Legacy B2B Model into E-Commerce

For more than 20 years, VirtualExpo has been a global leader in online B2B exhibitions.

Yet, buyer expectations have shifted. E-commerce has become the new standard—even in industries traditionally resistant to digitalization. How could VirtualExpo deliver all the features of a modern B2B marketplace without disrupting its existing IT infrastructure?

The challenge: deliver a true e-commerce experience without compromising its core technology.

Goal: transition from a lead generation model to a fully operational B2B marketplace—without replatforming.

The Challenges: Continuity, Scalability, SEO Performance

VirtualExpo faced several key challenges in its journey from lead generation to e-commerce:

• Maintaining Business Continuity
  With over 4,500 active customers relying on its lead generation platform, service continuity was non-negotiable—even during a deep structural transformation.
  
  
• Managing Technical Debt
  With legacy systems and high-volume traffic, technical debt was a critical issue. VirtualExpo needed to modernize its infrastructure while minimizing IT complexity. To achieve this, it sought third-party solutions that could reduce time-to-market while validating both technical and business proofs of concept.
  
  
• Ensuring a Seamless Customer Experience
  Beyond technical considerations, the top priority was delivering a smooth and consistent user experience. Traditional monolithic solutions coupling back and front ends would have created rigid constraints. Instead, integration needed to be fully transparent for end users.
  

“We had to guarantee service continuity while driving a real internal revolution.”
VirtualExpo Project Team

The DJUST Solution: Headless Architecture and Native Mirakl Integration

DJUST emerged as the ideal solution—agile, API-first, and fully compatible with VirtualExpo’s ecosystem. With its native Mirakl integration and headless architecture, DJUST allowed VirtualExpo to retain control over its front-end.

The company’s key priorities were:

• Building a highly scalable tech stack
  
• Retaining full ownership of front-end for UX and SEO optimization

Key Capabilities

1. Scalability

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VirtualExpo needed to launch multiple vertical marketplaces across several countries from day one. This required a platform capable of handling:

• Large product catalogs with complex taxonomies
  
• Multiple store views (by language, country, or vertical)
  
  

2. Front-End Control
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The Tech team required a 100% API-driven architecture to deeply embed data into existing user journeys. This flexibility was also essential for SEO strategy: enriching content, meeting buyer expectations, and adapting to the rise of AI-driven search.

Results: Adoption and Measurable Impact

Two years after launch:

• 2 active marketplaces (DirectIndustry, MedicalExpo) live in 4 European countries: France, Italy, Spain, and Germany
  
• 300,000+ products available for direct online purchase
  
• 10 new sellers onboarded every month—many expanding their sales channels or entering digital commerce for the first time
  
  

“DJUST’s headless approach has been a catalyst for transforming our business model—without sacrificing our digital legacy.”
_{VirtualExpo Project Team}

Conclusion

VirtualExpo successfully combined business continuity with digital transformation. By integrating DJUST without replatforming, the company laid the foundation for a scalable, modular B2B e-commerce model—ready to expand across new verticals.

“The headless approach provided by DJUST, combined with its Mirakl compatibility, enabled us to integrate e-commerce seamlessly into our existing ecosystem. This was not just a technical enhancement but a true evolution of our business model. Today, we can deliver a modern B2B e-commerce experience while leveraging our strong digital DNA and historic platforms.”
_{VirtualExpo Project Team}

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