Digitalizing Farbos with a B2B e-commerce platform connected to its ERP

The client challenge

Farbos is a family-owned business specializing in steel bars—a product that seems simple but involves significant commercial and logistical complexity, including variable lengths, half-bars, cutting, weight, truck transport, and subtle variations between references.

Historically, customers placed orders via fax, phone, or email, with some still using fax until recently. With the rise of digital and increased competition (e.g., ArcelorMittal, which is already well-advanced in e-commerce), Farbos needed to modernize its customer journey without disrupting existing internal workflows, all while preserving the close-knit commercial relationships that define its success. Their added value lies in deep product expertise, which is essential for guiding customers and advising them on variations, formats, and logistical needs. Digitalization therefore had to strengthen this competitive advantage, not replace it.

The major challenges were:

• Accelerating the digital transformation of a customer base that was still largely offline and accustomed to fax, phone, and email.
• Structuring and securing commercial exchanges to reduce errors, improve traceability, and limit manual tasks.
• Providing a modern, competitive customer experience that meets the standards already set by major industry players.
• Laying the foundation for a sustainable and scalable digital infrastructure capable of supporting future features (online payment, automation, full-service ordering).

Farbos wanted a simple, reliable platform tailored to a customer base still in the early stages of digital adoption, while establishing a foundation for long-term digital growth.

The DJUST solution

DJUST deployed a B2B e-commerce platform designed to simplify the purchasing experience, support customer digital adoption, and integrate Farbos' specific business requirements. The solution offers clear navigation, advanced product variation management, and a comprehensive order process, all while remaining seamlessly connected to internal tools.

It also serves as a sales enablement tool, allowing representatives to use the platform to show real-time pricing, quickly access product information, and guide customers through their choices, thereby strengthening commercial relationships and field credibility.

Key features

Customer experience & navigation

• Implementation of high-level navigation by product family to facilitate catalog access and reduce information overload.
• Design of an optimized product page, dedicated to variations and aligned with Farbos' operational logic.
• Highlighting personalized pricing and availability, accessible 24/7 for self-service.

Order placement preparation

• Integration of tiered pricing for each customer
• Management of full and half-bars with specific quantity processing.
• Preparation for online payment, gradually replacing physical card terminals.

Workflow & internal management

• Full connection to the sales administration tool (JOS) to centralize order processing and quote creation, including discounts, logistics optimization, and inventory clearance.
• Granular management of customer pricing, with line-item discounts and business rules synchronized from the ERP.

The results

Customer onboarding is currently underway: DJUST is supporting Farbos in upskilling its teams and customers with a phased approach tailored to small and medium-sized businesses. The goal is to facilitate digital adoption through personalized support, simplified mobile usage, and training tools that will evolve alongside the platform.

Conclusion: A successful, phased digital strategy

Farbos has successfully digitized a traditional business through a pragmatic approach: a simple, robust B2B e-commerce platform aligned with real-world operations.

The DJUST solution modernizes customer relationships, optimizes internal workflows, and prepares the company to develop new digital capabilities (online payment, full order management, advanced automation).

This gradual transformation, designed in collaboration with internal teams and the IT integrator, ensures smooth adoption by both customers and Farbos staff.

“The DJUST platform finally allows us to offer our customers clear access to pricing, inventory, and product stock. They can easily browse, request quotes, or prepare their orders while maintaining a direct connection with our teams. It’s a real step forward in our digitalization.”

Laurent Audoubert, Branch Director, PROLIANS

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