ADTRAN's B2B store, built on Magento Commerce.
ADTRAN sells networking equipment and software subscriptions to businesses worldwide. Their sales process ran on manual work that slowed the team and left room for errors. IWD designed and built a B2B store on Adobe Commerce that automated pricing, subscriptions, and order processing from end to end.
ADTRAN
ADTRAN manufactures networking and broadband equipment and sells software subscriptions to businesses and service providers worldwide. Before this project, their B2B sales process depended on people. Renewals lived in spreadsheets. Orders were re-keyed into the ERP by hand. Pricing wasn't gated, so access was managed manually. Every step that relied on a person was a step where mistakes happened and deals stalled. ADTRAN needed a store that handled all of it automatically, and that's where our Adobe Commerce B2B team came in.
What we built 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.
Where every B2B order runs itself.
Making a complex B2B system run seamlessly.
Nine systems connected through one Magento Commerce store so nothing falls through the cracks.
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.
Each phase built on the one beneath it, from the design system out to subscriptions, operations, and self-serve.
- Phase 01Design on Magento
Custom ADTRAN style guide and Page Builder templates for homepage, category, and product-family pages. The team manages pages without a developer.
- Phase 02Gate it for B2B
Pricing and add-to-cart hidden until login. Account-approval workflow so only verified business buyers see prices and purchase.
- Phase 03Automate subscriptions
Configurable recurring software subscriptions (device and subscriber licensing, billing cadence, term discounts) with tokenized stored-card billing and e-signed order forms.
- Phase 04Connect operations & self-serve
Orders pushed into the back-office ERP via real-time EDI. Customer portal, extended warranties, and resource library for self-service.
Creating a predictable B2B machine.
The hard part isn't any single feature. It's wiring pricing gates, subscriptions, billing, e-signature, and EDI into one pipeline that works together on a store the team still edits 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 chasing.
- One pipeline to the back office. Real-time EDI carries orders into the ERP. No 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. Gated pricing, subscriptions, and the ERP and EDI integration work took those jobs over.
Get this for your storePrices only verified buyers see
No pricing, no add-to-cart until an account is approved. Only verified business buyers see prices or place orders.
The build ran from design through B2B, subscriptions, and operations.
Every module below earned its place. Expand any card to see what it does and why it mattered for ADTRAN's B2B operation.
PlatformMagento Commerce B2B Build
What it doesA Magento Commerce (Adobe) store for ADTRAN's networking hardware and software, built on Page Builder so the catalog, content, and B2B controls live on one platform.
Why it matteredADTRAN was moving off older platforms. One Magento Commerce store gave hardware, refurbished gear, and software subscriptions a single foundation to grow on.
DesignPage Builder Design System
What it doesA custom ADTRAN style guide on Magento with Page Builder templates for the homepage, category, and product-family pages. The marketing team builds and updates pages without a developer.
Why it matteredA B2B catalog changes constantly. Page Builder templates put day-to-day edits in the team's hands instead of the dev queue.
B2BGated B2B Pricing & Account Approval
What it doesPricing and add-to-cart hidden until login, with an account-approval workflow (including bulk approval) so only verified buyers see prices and purchase.
Why it matteredB2B pricing isn't public. Gating it behind approved accounts protects negotiated rates and limits the catalog to real buyers.
SubscriptionsConfigurable Software Subscriptions
What it doesRecurring subscription products with device- and subscriber-based licensing, selectable billing cadence (monthly, quarterly, annual), and term discounts.
Why it matteredSoftware renewals were manual and error-prone. Configurable subscriptions turned recurring revenue into something the store handles, not a person.
PaymentsStored-Card Subscription Billing
What it doesTokenized card-on-file payments (Authorize.net CIM) so subscriptions rebill securely and returning buyers check out faster with saved cards.
Why it matteredRecurring billing needs a card on file. 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 directly to the order.
Why it matteredSubscriptions came with contracts. Wiring e-signature into the order flow cut the back-and-forth 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. Data the operations team used to key by hand now arrives automatically.
Why it matteredRe-keying every order was a bottleneck. Real-time EDI made the store and the back office one continuous flow.
AccountCustomer Portal & My Account
What it doesA customer portal and reworked My Account area for self-service: orders, account details, subscription management, and warranty tracking.
Why it matteredB2B buyers expect to self-serve. A real portal cut support load and gave accounts one place to manage everything post-purchase.
CommerceExtended Warranties & Resource Library
What it doesExtended-warranty products attachable at purchase, plus a resource library and extended blog, all built as reusable Page Builder content.
Why it matteredWarranties add margin. Resources build trust. Making both first-class parts of the store rounded out the buying experience.
AccessSSO & Ongoing Maintenance
What it doesOAuth single sign-on so buyers sign in with their existing identity, plus ongoing security patching on supported, current releases.
Why it matteredEnterprise buyers expect SSO. A commerce platform has to stay patched. Both keep the store secure and accessible for the right people.
Selling B2B on a store that fights you?
If your team still tracks renewals in spreadsheets and re-keys orders by hand, the store is costing you time it should be earning back. We build B2B stores on Magento and Adobe Commerce where pricing, subscriptions, and fulfillment run as one system. Tell us what you're up against.