Case Study · Wholesale B2B
From ERP Chaos to Organic B2B Orders
Suman Brothers had decades of wholesale revenue in Sage — but only a fraction of their catalogue was discoverable online. We reconciled 13,599 ERP SKUs against their trade site, rebuilt search and structured data for every live product, and built the pipeline so 4,500+ high-demand lines ship next with SEO, AEO, and GEO-ready copy. Result: consistent organic orders and enquiries without paying for every click.
June 2026 · 12 min read · Live at sumanbros.com
13,599
Sage SKUs mapped
ERP ↔ Bluepark reconciliation
2,291
Live web products
Structured for search & AI
Weekly
Organic orders
Trade buyers via search
The challenge
Suman Brothers Wholesale has supplied UK trade customers since 1967. Revenue lived in Sage 50 — 13,599 stock lines, hundreds of suppliers, and invoice history going back years. The public site ran on Bluepark with roughly 2,300 listings, while more than 4,500 products that still sell every month had never been published online.
Product records had drift: prices out of sync with Sage, missing barcodes and suppliers, and in some cases JSON-LD fragments pasted into SKU fields by mistake. Search engines and AI assistants could not reliably understand what they sold. Trade buyers who found them by phone or habit were not the same as buyers discovering them on Google — and the gap was costing organic orders.
What we delivered
Sage ↔ Bluepark reconciliation at scale
We built Python pipelines that match every Sage STOCK_CODE to Bluepark by SKU, barcode, part number, and stock code — the same logic their team uses day to day. The dashboard surfaces 6,297 products sold in the last three years, 1,780 already on the web, and 4,518 still missing. Each gap is scored by revenue, order frequency, and customer count so listing work starts where it pays back.
JSON & structured data — site-wide and per product
We deployed Organization, LocalBusiness, and WebSite JSON-LD with GeoCoordinates for local discovery (GEO), plus Open Graph and Twitter cards for social previews. A dedicated FAQ block carries FAQPage schema for answer engines (AEO). On the catalogue side, we cleaned corrupted JSON from product fields and standardised how live SKUs expose title, description, and category context to crawlers — not templates, field-by-field work on the trade range.
SEO, AEO & GEO product copy
Homepage and category messaging were rewritten for wholesale search intent: stationery, packaging, mailing supplies, and bulk trade pricing. Product descriptions target the phrases B2B buyers type when they are ready to order — not consumer fluff. For the 1,928 priority SKUs flagged for web expansion, copy and listing recommendations are tied to invoice proof (e.g. parcel tape, till rolls, peel-and-seal envelopes) so SEO effort lands on repeat sellers, not one-off lines.
Organic orders without a paid acquisition tax
With technical SEO, schema, and a trustworthy B2B storefront, trade accounts place orders through organic search and direct discovery — weekly rhythm the client reports, with £0 reliance on paid ads for the core channel. Phone and account-manager relationships continue; the site now captures demand that used to go only to competitors who showed up first in search.
Operations dashboard their team actually uses
Beyond the public site, we delivered a Sage-connected internal dashboard (Streamlit locally, Vercel snapshot in the cloud) so leadership sees YTD revenue, order volume, price mismatches, and which products to add next. Thirteen report views — from “all Sage” to “add to Bluepark” — mean merchandising and SEO decisions are data-led, not guesswork.
Technical deliverables
- Bluepark B2B theme (conversion-focused UI, quantity steppers, mobile trade flows)
- head-seo.html — Organization / LocalBusiness / WebSite JSON-LD, OG, Twitter, GEO coordinates
- faq.html — FAQPage schema block for Google and AI answer surfaces (AEO)
- Sage ↔ Bluepark sync scripts and 4,518-product expansion workbook by category
- Price integrity audit (1,085 mismatches flagged across matched SKUs)
- Internal ops dashboard — live Sage ODBC + cloud snapshot on Vercel
- Delivery & pricing content, redirects, and technical fixes (H1 hierarchy, alt text, security headers)
Stack
Bluepark (B2B commerce) · Sage 50 (ERP) · Python / pandas · JSON-LD & schema.org · Vercel (cloud reporting)
Outcomes
- Catalogue visibility: 2,291 products live with search-ready structure; 4,518 sold-but-missing lines prioritised (1,928 marked priority for web + SEO)
- Organic commerce: Consistent weekly orders from organic search and direct discovery — no paid ads on the primary acquisition channel
- Data quality: ERP ↔ web reconciliation across 13,599 SKUs; JSON-LD corruption removed from product records; 1,085 price mismatches identified
- Search & AI readiness: Site-wide schema plus FAQPage AEO block; product copy aligned to wholesale intent for Google, Bing, and AI summaries
- Operational control: Dashboard tracking £577k+ YTD revenue context, 806 orders in period, and merchandising queues their team can action
“Our website and Sage data finally speak the same language. We get organic orders every week — trade buyers find us on search, and every product we publish is structured properly for Google and AI.”
This is the kind of wholesale engagement we take on end to end: ERP truth, web catalogue, structured data, and copy that earns trust from both search engines and trade buyers. If your catalogue lives in Sage, SAP, or spreadsheets while your site shows a fraction of what you sell — we have done this before, with metrics you can verify on a live domain.