ADTRAN's B2B store, built on Magento Commerce.
ADTRAN builds networking and broadband equipment and sells hardware and software subscriptions to businesses. IWD handled the Adobe Commerce B2B development end to end: a Magento Commerce store with gated pricing and account approval, configurable software subscriptions, real-time EDI to the ERP, a customer portal, and a Page Builder design system.
ADTRAN
ADTRAN is a networking and broadband equipment manufacturer, selling hardware, refurbished gear, and software subscriptions to businesses and service providers. Before this build, the subscription side ran on people: renewals tracked in spreadsheets and chased over email, orders re-keyed into the ERP by hand. Moving off older platforms, ADTRAN needed a single store that could gate B2B pricing, sell and renew software on its own, and feed every order to the back office, the kind of build our Adobe Commerce B2B team is built for.
A consumer storefront won't run a B2B business.
So we built one on Magento Commerce.
Magento Commerce + Page Builder
A B2B store on Adobe Commerce with a custom style guide and template-driven pages the team edits itself.
Gated pricing & approval
No prices or add-to-cart for non-logged-in visitors; accounts approved before they can see pricing or buy.
Configurable subscriptions
Recurring software by device or subscriber, with billing cadence and term discounts, replacing manual renewals.
Stored-card billing & e-sign
Tokenized card-on-file rebilling and e-signed order forms generated from the subscription configuration.
EDI to the ERP
Orders pushed into the back-office system in real time, taking sales operations out of manual entry.
Portal, warranties & resources
A customer portal, extended warranties, and a resource library, all built in Page Builder.
This store was engineered,
not assembled.
A consumer cart can't gate B2B pricing, automate software renewals, or feed a back-office ERP. So we built the system that does.
Many systems run as one B2B store.
Payments, e-signature, EDI, identity, subscriptions, and B2B account control, wired around one Magento Commerce store and the back-office ERP, so selling and renewing run as one pipeline.
PlatformMagento CommerceThe Adobe Commerce store it all runs on
OperationsEDI / ERPReal-time order push to the back office
RecurringSubscriptionsDevice- and subscriber-based licensing
WorkflowE-SignatureSigned subscription order forms
SearchElasticsearchOn-site catalog search and relevance
IdentityOAuth SSOSign in with an existing identity- B2BAccount ApprovalVerified buyers only, prices behind login
CMSPage BuilderTemplate-driven pages the team edits
PaymentsAuthorize.netTokenized card-on-file for recurring billing
Built in phases.
ADTRAN's store came together in stages: design on Magento, gate it for B2B, automate subscriptions, then connect operations and self-serve, each phase building on the one beneath it.
- Phase 01Design on Magento
Building an ADTRAN style guide and Page Builder templates on Magento Commerce for the homepage, category, and product-family pages, so the team can manage and change pages without a developer in the loop.
- Phase 02Gate it for B2B
Hiding pricing and add-to-cart from non-logged-in visitors and adding an account-approval workflow, so only verified business buyers see prices and can purchase across the catalog.
- Phase 03Automate subscriptions
Building configurable recurring software subscriptions (device and subscriber licensing, billing cadence, term discounts) with tokenized stored-card billing and e-signed order forms, replacing a manual renewal process.
- Phase 04Connect operations & self-serve
Pushing orders into the back-office ERP via real-time EDI, and shipping a customer portal, extended warranties, and a resource library so accounts can serve themselves.
A catalog lists products. A B2B machine sells and renews them.
The hard part isn't any single feature. It is making gated pricing, configurable subscriptions, recurring billing, e-signed contracts, and EDI to the back office work as one pipeline, on a store the team can still edit themselves in Page Builder.
- Gated for B2B. Prices and add-to-cart stay behind approved, verified accounts.
- Renewals on autopilot. Configurable subscriptions and stored-card billing replace manual renewal work.
- One pipeline to the back office. Real-time EDI carries orders into the ERP without re-keying.
A store that
sells and renews itself.
The build is never the point. The point is what ADTRAN's team stopped doing by hand: chasing renewals through spreadsheets, re-keying orders into the ERP, queuing page edits behind developers. Gated pricing, subscriptions, and the ERP and EDI integration work took those jobs over.
Get this for your storePrices only verified buyers see
Non-logged-in visitors see no pricing and no add-to-cart. Accounts go through an approval workflow, so only verified business buyers can see prices and place orders.
The build ran from design through B2B, subscriptions, and operations.
ADTRAN's store is a Page Builder design system, gated B2B pricing and approval, configurable subscriptions with stored-card billing and e-signed forms, real-time EDI to the ERP, a customer portal, warranties, and a resource library. This is the design and engineering the engagement covered.
PlatformMagento Commerce B2B Build
What it doesA Magento Commerce (Adobe) store for ADTRAN's networking hardware and software, built on a Page Builder-driven design system so the catalog, content, and B2B controls live on one modern platform.
Why it matteredADTRAN was moving off older platforms. A single Magento Commerce store gave the hardware, refurbished gear, and software-subscription business one foundation to grow on.
DesignPage Builder Design System
What it doesA custom ADTRAN style guide applied to Magento, with Page Builder templates for the homepage, category, and product-family pages, so the marketing team can build and change pages without a developer.
Why it matteredA B2B catalog changes constantly. Page Builder templates put day-to-day page edits in the team's hands instead of the development queue.
B2BGated B2B Pricing & Account Approval
What it doesPricing and add-to-cart hidden from non-logged-in visitors, paired with an account-approval workflow (with bulk approval) so only verified business buyers can see prices and purchase.
Why it matteredB2B pricing isn't public. Gating prices behind approved accounts protects negotiated pricing and keeps the catalog to real, verified buyers.
SubscriptionsConfigurable Software Subscriptions
What it doesRecurring subscription products with device- and subscriber-based licensing, a selectable billing cadence (monthly, quarterly, annual), and term discounts, replacing a renewal process run by hand.
Why it matteredSoftware renewals were manual, slow, and error-prone. Productized, configurable subscriptions made recurring revenue something the store handles, not a person.
PaymentsStored-Card Subscription Billing
What it doesA tokenized card-on-file payment integration (Authorize.net CIM) so subscriptions can rebill securely and returning buyers check out faster with saved cards.
Why it matteredRecurring billing needs a card on file, safely. Tokenized storage keeps card data out of the store while enabling automatic renewals.
WorkflowE-Signed Order Forms
What it doesSubscription order forms generated from the chosen configuration and sent for e-signature, tying the signed agreement to the order rather than to a separate manual contracts step.
Why it matteredSubscriptions came with contracts. Wiring e-signature into the order flow removed a back-and-forth handoff between sales and the contracts team.
IntegrationEDI Order Integration
What it doesOrders captured at checkout and pushed via EDI into ADTRAN's back-office ERP in real time, so the data the operations team used to key in by hand arrives automatically.
Why it matteredRe-keying every order into the ERP was a bottleneck. Real-time EDI made the store and the back office one continuous pipeline.
AccountCustomer Portal & My Account
What it doesA customer portal and a reworked My Account area for self-service: orders, account details, and the management surface for subscriptions and warranties.
Why it matteredB2B buyers expect to self-serve. A real portal cut support load and gave accounts one place to manage everything they'd bought.
CommerceExtended Warranties & Resource Library
What it doesExtended-warranty products attachable at purchase, plus a resource/document library and an extended blog, all built as reusable Page Builder content.
Why it matteredWarranties add margin and resources build trust. Making both first-class parts of the store rounded out the B2B buying experience.
AccessSSO & Ongoing Maintenance
What it doesOAuth single sign-on so buyers sign in with their existing identity, plus ongoing security patching to keep the platform on supported, current releases.
Why it matteredEnterprise buyers expect SSO, and a commerce platform has to stay patched. Both keep the store secure and easy to get into for the right people.
Selling B2B on a store that fights you?
If your team still tracks renewals in spreadsheets and re-keys orders into the ERP, the store is costing you hours it should be earning back. We design, build, and integrate B2B Magento and Adobe Commerce stores where gated pricing, subscriptions, and EDI run as one pipeline. Tell us what you're up against.