AMA Medical Products

AMA Medical Products supplies medical equipment to retail and professional customers across Australia. Cultivated Commerce redesigned their Shopify Plus ecosystem with tailored retail and wholesale stores, fully integrated with Microsoft Business Central.

Services

Shopify Plus Strategy & Re-theme
Wholesale Expansion Store
Microsoft Business Central Integration
B2B Access Control & Pricing Logic
Ongoing Support & Iteration

Challenge

AMA Medical faced several challenges across their ecommerce channels. Their original Shopify store struggled to deliver the required level of customer experience. The design lacked clarity, performance, and scalability. For wholesale customers, the business needed a secure and efficient ordering platform, complete with customer-specific pricing, product visibility restrictions, and purchase order support ]all deeply integrated with Business Central.

Solution

Tailored Shopify Experience

We began by rethinking the retail store experience at amamedicalproducts.com.au, applying a modern Shopify 2.0 theme with improved navigation, GST-inclusive/exclusive price toggling, better content hierarchy, and mobile-first design enhancements. The restructured store made it easier for retail customers to find and purchase products, while improving site speed and managing large product volumes more efficiently.

Secure B2B Channel with Shopify Plus

To serve healthcare professionals and wholesale buyers, we developed a second Shopify Plus store. This expansion store supports account-only access, tiered pricing, restricted product visibility, and order submission using Purchase Order numbers. Customers are synced from Business Central and assigned to pricing groups that determine what they see and how they buy.

ERP Integration with Microsoft Business Central

Integration with Business Central was central to both sites. Working collaboratively with AMA’s BC partner, we built a system that syncs customer profiles, pricing tiers, and product restrictions between platforms. For wholesale customers, dashboards were enhanced with live data pulled from BC, including:

Account Statements
Invoice History & Payment Status
Fulfilment Status
Backorder Details
Trading Terms
Credit Limits and Balances

This integration reduced manual order management, improved visibility for customers, and enabled a more efficient wholesale process at scale.

Results

Improved Retail Experience

Enhanced customer journey and conversion pathways
Faster performance and improved mobile usability
GST visibility and improved buyer trust

Wholesale Transformed

Dedicated wholesale platform tailored to healthcare professional
Customer-specific pricing, product control, and PO-based ordering
Business Central integration for account dashboards and order tracking

Operational Efficiency

Eliminated redundant data entry across platforms
Centralised order, customer, and product logic via Business Central
Foundation for growth across multiple customer types and channels