Industrial B2B supplier and maintenance company, Alas-Kuul, was born in Estonia in 1993 and currently serves Estonia and Latvia. The wide product range includes everything from electric motors and welding gear, to compressed air equipment and vacuum pumps. The company cooperates with the world’s leading manufacturers of industrial equipment and components: SKF, Atlas Copco, ESAB, SEW Eurodrive, Sandvik Coromant, Gates, Contitech, Hiwin, Busch, Lesjöfors, Henkel, KTR, VEM, Lapua, Pramet, and Interroll. The Alas-Kuul web shop currently supports 150,000 products.

The Challenge

Alas-Kuul’s first online solution was a customised platform, which soon proved ineffectual in the long run, as a B2B business needs a platform with support and updates. Alas-Kuul then switched to WordPress to power their online store, but the enormous amount of products weighed down the platform. The web store lacked speed and exhibited issues with the search function. The B2B company needed a fast, efficient solution, and a partner with the capacity to deliver the requested functionality in the agreed-upon time frame and budget. The project began with Vaimo in August 2016.


Vaimo launched Alas-Kuul’s new B2B/B2C web presence in April 2017 on the Magento platform with customised features fit for a B2B giant and the user experience of a B2C shop, with the first-time possibility for B2C customers to shop. Vaimo implemented Consignment Stock, a feature that allows customers to stockpile a personal supply of products. The login, search, and payment features all ensure that B2B customers can easily locate products, order them, and choose specific delivery methods. In the future, Alas-Kuul plans to scale the business to include the other Baltic countries.


Increase in number of users


Increase in new users


Increase in page views


Increase in revenue


Increase in number of transactions

(Comparing  01.09.2017 – 14.12.2017 to 04.04.2017 – 04.05.2017)


Increase in mobile traffic

“Vaimo has been nothing but professional, and has kept every promise they made to us. Our relationship consists of constructive dialogue, and we feel very satisfied. We’re also very happy with the results; when we need something it’s always solved, and always in the time frame and budget that we are promised.”

Indrek Orro, Owner of Alas-Kuul


• Consignment Stock

• B2C Sales

• User Hierarchy

• Multi Shipment Consolidation

• Multiple Requisition List

• Multi Option Filter

• Integration with Maksekeskus (payment service provider

• Integration with ERP ERPLY

• Navigation / Store Locator

• Quote Inquiry


Because Alas-Kuul customers purchase an abundance of spare components that they constantly need on hand, Vaimo implemented the fully customised Consignment Stock feature, which allows a customer to keep a personal backup supply of products on their own premises that they can utilise at their disposal. Once they “withdraw” from their stockpile, they login and notify Alas-Kuul, who bills them for the products used and keeps tabs via their ERP system to ensure the stock is replenished. It’s a great system, because the products are always available for the customer in their personal warehouse, the customer only needs to pay for the items used, and the customer doesn’t need to worry about stock replenishment. This business model makes it very difficult for competition to get a leg in the door!

“Alas-Kuul is our dream client, as they are great to work with, very down-to-earth, hands-on with the project, and their word is gold. They know their business inside out, and what they needed from their web shop. It made creating a solution for them easier than it should have been.”

Märt Aab

Solution Architect, Vaimo

The Alas-Kuul B2B web shop allows for User Hierarchy, which means that for one company, there is a main user who is able to add sub accounts. Every sub user can place orders on behalf of the main company account, which is sent to the ERP system in the company name. In the future, Vaimo will implement the possibility to create different restrictions on sub accounts.

Multi Shipment Consolidation allows customers to choose whether they want their order as soon as possible (meaning products on back order will arrive at a later time), or that they can choose to receive the order altogether, and choose the date of delivery.

Vaimo implemented two different payment methods for Alas-Kuul: prepayment with Maksekesus payment gateway (that allows multiple bank links and card payments) and purchase order / credited payment method.

The responsive web shop is mobile friendly, with clickable photos of the customer’s account manager and maintenance manager that allows the customer to quickly place a phone call to them. A separate widget for Alas-Kuul employees includes contact information, and the products and accounts they specialise in.

The Quote Inquiry feature allows customers to send a query with a price request from their account, which is sent straight to the Alas-Kuul ERP system.

Vaimo built all of the integrations around Alas-Kuul’s ERP system, which we were given full access to, which in turn, saved an immense amount of money and time.

As Alas-Kuul’s previous online presence lacked an online payment feature, it was impossible to target the B2C market. With their new solution, Alas-Kuul is able to drive their thriving B2C business alongside their B2B customers.

The Multiple Requisition List allows customers to create their own “favorites” list they can re-order from in the future.

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Explore Alas-Kuul, a B2B/B2C industrial supplier and maintenance company that serves its customers with a user-friendly experience that puts the customers’ needs first.

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