Rad Power Bikes adds Shopify B2B and EDI with full NetSuite automations

Why B2B ecommerce needs more than just a storefront

B2B commerce is transforming. Once dominated by sales-led processes and EDI, it’s now being reshaped by buyers who expect digital, self-service experiences similar to B2C. By 2027, B2B ecommerce is projected to surpass $3 trillion in transactions, outpacing EDI-driven sales.

This creates exciting opportunities. Manufacturers, wholesalers, and distributors, that relied on traditional B2B sales, can modernize by offering self-service buying  to cut costs and grow revenue. 

B2C brands and retailers can open new revenue streams by expanding into B2B through their existing ecommerce platform, like Shopify.  But here’s the challenge – a storefront alone is not enough to meet customer expectations. 

Personalization is key in B2B ecommerce. Buyer-specific pricing, payment terms, catalogs, and fulfillment rules help drive adoption and cut sales friction. These can be pre-negotiated, or tailored by industry or past purchases. This data lives in the storefront, ERP and CRM, and if these systems aren’t connected and workflows automated, it’s impossible to deliver the smooth, B2C-like experience customers expect.

How can you quickly capture this opportunity without months of costly development projects? 

Connect every part of the business with scalable automation

For companies using NetSuite as the hub of their B2B operations, integrating Shopify B2B with the ERP creates that vital connection. While a native platform integration may seem like a quick and inexpensive choice, these types of integrations are often limited, covering only basic use cases while providing poor support for customization, error handling, and visibility.

What’s needed is a better path: a solution that delivers fast time-to-value while remaining flexible enough to scale with evolving B2B needs. That’s why one of America’s largest e-bike brands, Rad Power Bikes, is using Celigo for their automations.

“With Celigo, I can build what we need, from multi-subsidiary payouts to auto-resolve error handling, without hitting roadblocks. That flexibility is critical.”
– Vinay Shirish, Solutions Architect, Rad Power Bikes

Rad Power Bikes accelerates B2B move with Celigo

Originally selling through a direct-to-consumer business model, Rad expanded into B2B, by adding retail channels like Best Buy and 1,000+ independent bike shops.

With a lean IT team, Rad needed to unify its B2C, B2B, EDI and 3PL operations without adding headcount or complexity.  Celigo delivered the scalable integration foundation that made it possible.

With Celigo’s intelligent automation platform, Rad Power Bikes:

• Launched a Shopify B2B store in just 1.5 months by building  Shopify B2B and NetSuite automation from scratch
• Went live with EDI for Best Buy in 1.5 months with in-house Celigo B2B Manager implementation
• Consolidated fragmented processes into a single platform, ensuring efficiency and consistency across every channel.

“Celigo helps us keep everything under one roof. Instead of juggling multiple tools and manual fixes, we have a single platform that automates the flows and gives us the visibility we need.”
– David Sinclair, Director of IT, Rad Power Bikes

Celigo: Intelligent Automation for Shopify B2B and beyond

Celigo’s new Shopify B2B – NetSuite integration takes this a step further and streamlines implementation through prebuilt flows and configurations, eliminating the need to build from scratch.

Celigo’s prebuilt Shopify B2B – NetSuite integration

Customers can now launch their Shopify B2B store significantly faster, and fully automate their B2B processes for streamlined operations without compromise. Key benefits include:

• Rapid deployment through out-of-the-box support for common use cases and business logic based on proven industry best practices
• Future-proof flexibility through fully customizable and extensible workflows to meet evolving B2B requirements
• Real-time updates across systems that ensure the right data is at the right place at the right time, to enable seamless pre-sales and post-sales customer experiences
• AI-powered error resolution that automatically resolves up to 95% of integration errors, and keeps operations running without slowing the business

Built for the future – A unified approach to automation

Beyond this particular integration, Celigo provides a single, scalable platform to automate B2C and B2B commerce business processes across systems, departments, and partners. Customers can centralize enterprise-wide application integrations, and  EDI and API-based B2B integrations in one place. This creates a scalable and unified digital infrastructure for growth – reducing integration tool sprawl, increasing process visibility, and easing the burden on IT for ongoing management.

Whether you’re just starting with B2B or scaling into retail and wholesale, success depends on more than a storefront, it requires automation and scalable integration.Celigo helps you deploy faster, automate smarter, and grow with confidence – just like Rad Power Bikes, who launched their Shopify B2B store in under two months.

Take the next step

New to Celigo? Schedule a demo.

Already a Celigo customer? Get the Shopify B2B – NetSuite integration from the Celigo Marketplace or contact your account manager.

Whether B2C, B2B, or both, scale automation confidently with Celigo – combining fast deployment and enterprise-grade flexibility.