Gedimat Genappe — B2B/B2C e-commerce for building materials

Gedimat Genappe is a family-run building materials supplier based in Walloon Brabant. Concrete blocks, insulation, roofing, tools, landscaping: its range covers everything a building site needs, from structural work to finishing. Its customers fall into two groups: building professionals who buy in volume on negotiated terms, and private customers who are renovating or building their own home.

When Gedimat Genappe decided to launch its online shop, the aim was not to replace the trade counter. It was to extend it: letting customers prepare their orders online, check stock, work out what they need and save time on site.

The challenge

Selling building materials online means serving two very different realities:

On the B2C side, private customers want a simple journey: find the right product, understand how much they need, see the price, then have it delivered or reserve it for in-store collection. They need guidance.

On the B2B side, professionals want efficiency: their negotiated prices, their usual product references, the ability to order quickly and the certainty that their order will be ready at the agreed time. They have no time to waste browsing.

The challenge: one platform for both audiences, with no compromise for either.

ERP integration — Adsolut

WiMakeIT developed a custom connector between Magento and Adsolut, the management software Gedimat Genappe uses to run its stock, pricing and orders.

• Real-time stock levels synchronised between the shop and the website
• Customer-specific B2B pricing, imported from Adsolut
• Web orders synchronised automatically into the management system
• Product pages enriched with technical data from the ERP
• Purchase history available online for trade accounts

Quantity calculators built for the trade

The aggregates calculator lets customers enter the dimensions of their surface (length, width, thickness) and instantly get the quantity of sand, gravel or concrete they need. No more guesswork on volumes: customers order exactly what is required, avoiding waste and extra trips.

The ceiling calculator works on the same principle: customers enter the dimensions of the room and the system works out how many boards, rails and screws are needed. A considerable time-saver for homeowners and professionals alike when preparing a job.

B2B / B2C architecture

The platform runs on a Magento architecture with dual segmentation. Visitors who are not logged in see the public catalogue with standard prices. Logged-in professionals get their negotiated prices, their order history and dedicated features.

This approach avoids maintaining two separate sites while giving each segment an experience that suits it. Professionals are not distracted by clutter; private customers are not lost in an interface designed for seasoned buyers.

“Professionalism, responsiveness and a commitment to customer satisfaction are the reasons I recommend WiMakeIT.”
— Anne-Sophie Van Damme, Director

Tangible results

1. A single, fully operational B2B/B2C platform, with no duplicated maintenance.
2. The quantity calculators reduce ordering errors and product returns.
3. Adsolut synchronisation eliminates manual re-keying and keeps displayed stock levels reliable.
4. Professionals order online on their negotiated terms, 24/7.
5. Click & collect takes pressure off the counter and speeds up in-store pick-ups.