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Case Study
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B2B and B2C
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TECHPOINT DISTRIBUTION
Case Study
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B2B and B2C
Techpoint Distribution is a leading UK distributor of smartphone accessories and parts, serving both trade and retail customers. Originally operating through Cin7’s B2B portal, Techpoint partnered with Symphony Commerce in May 2023 to create a more flexible ecommerce ecosystem that would complement Cin7’s inventory management capabilities. Since then, the business has expanded into B2C, introduced automation across fulfillment, and significantly enhanced its B2B customer journey. The result? A streamlined commerce engine built for scale, efficiency, and long-term growth.
The challenge
As the business evolved, Techpoint saw an opportunity to modernise its digital operations - creating a more seamless experience for its customers while future-proofing for growth.
Limited B2B Functionality
Cin7’s out-of-the-box B2B portal offered strong inventory control but lacked ecommerce flexibility - Techpoint needed customer-specific pricing, bulk ordering, and tailored delivery options.
Restricted Design & UX
The previous platform didn’t reflect Techpoint’s professional brand or offer the frictionless experience customers expect.
No Guest Checkout
Techpoint couldn’t capture direct-to-consumer sales, limiting their ability to explore B2C opportunities.
Manual Fulfilment Processes
Limited integration between ecommerce and back-end systems meant order processing required significant manual input.
Scalability Limits
Without a more adaptable frontend, growth into new channels and revenue models was out of reach.
On working with Symphony Commerce and the ecommerce platform:
Ricky Shah - Managing Director at Techpoint Distribution Ltd
Ricky Shah - Managing Director at Techpoint Distribution Ltd
The solution
By partnering with Symphony, Techpoint Distribution created a unified ecommerce experience that works seamlessly with their existing Cin7 system - bridging powerful inventory management with a scalable digital storefront.
Advanced B2B Tools
Secure logins with account-level pricing, bulk ordering, and bespoke delivery rules ensure trade customers enjoy a smooth, personalised experience.
New B2C Capabilities
With guest checkout enabled, Techpoint now welcomes retail customers into the same system - maximising reach without doubling operational complexity.
Integrated Systems
Symphony integrates directly with Cin7 and Techpoint’s warehouse solution, automating key processes from inventory to order fulfilment.
Modern UX & Design
A clean, responsive website elevates the customer experience and reinforces Techpoint’s brand.
Growth-Focused Features
Symphony is now supporting Techpoint on additional initiatives, including:
A reseller storefront model for select partners
Auto-replenishment workflows for high-frequency B2B customers
On Symphony Commerce’s integration with Cin7:
Ricky Shah - Managing Director at Techpoint Distribution Ltd
The results / impact
Since migrating to Symphony, Techpoint Distribution have had a stronger B2B and B2C ecommerce performance, powered by integration.
Expanded into B2C with ease
Enhanced B2B workflows and customer experiences
Automated fulfilment with Cin7 integration
Built the digital foundation for white-label resellers and auto-replenishment
With a flexible, scalable commerce ecosystem in place, Techpoint Distribution is now positioned to grow through customer-led innovation and efficient operations.
Partnerships that power ecommerce without compromise.
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