Case study

How AGU accelerated their E-commerce Business

Growing B2C and B2B digital commerce at full speed

AGU is a leading company that is largely active in the cycling sector. As a popular wholesaler, the AGU company name is simply greater than the brand itself. With products being sold worldwide, AGU takes care of all the distribution processes for its products, often based on exclusivity. The group employs over 160 individuals in all sectors which act as the backbone of their company. Having their central warehouse in Alkmaar, the Netherlands, they provide 25,000 differing products which are distributed between warehouses in Alkmaar and Benelux. As they run paperless warehouses, their customer service and delivery are at a global industry standard, which has contributed them to becoming nominated as “Supplier of the year” throughout the Netherlands and further afield.

AGU opted to integrate with Alumio as they needed a feasible solution that quickly connected the systems in their B2C and B2B landscape, reducing manual labor. By integrating with Alumio, AGU was able to synchronize data that was impossible to do through their existing connecting, which optimized their B2B commerce landscape whilst streamlining internal and external workflows across the board for future-proofed success and digital scalability.

By connecting Centric (ERP) to Adobe Magento Commerce (e-commerce) data such as stock, prices, and order shipments are transformed which gave AGU instant access to all information, which streamlined their business processes for both themselves and their customers. Additionally, Centric was connected to Akeneo (PIM) which allows for data available in Akeneo, such as products, categories, attributes, and product models to be connected to the Centric ERP. Thus, creating an environment for future growth that normalizes data entities so that they can connect to any tool at any time.


Adobe Commerce (Magento)

Adobe Magento Commerce is an e-commerce platform built on open source technology which provides online merchants with a flexible shopping cart system, as well as control over the look, content, and functionality of their online store. Adobe Commerce offers powerful marketing, search engine optimization, and catalog-management tools.


Centric’s custom software will fit your business needs exactly. Generally, the flexibility and customization of standard solutions is limited to the available functionality. This means that business processes must adapt to the software's capabilities. Customization, on the other hand, is completely tailored for your business and supports your operations to the full. Furthermore, customized solutions from Centric is so flexible that it is always ready for your next business challenge, albeit functional or technical.


Akeneo is a technology company that develops product data intelligence software and product information management (PIM) systems to improve customer experience.



By connecting Centric (ERP) to Adobe Magento Commerce (e-commerce) data such as stock, prices and order shipments are transformed which gave AGU instant access to all information, that streamlined their business processes for both themselves and their customers.


Integration Partner


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“Integrating with Alumio allowed us to synchronize data that was impossible with our existing connection. Our initial integration with Alumio built a foundation of trust that has inspired us to continue integrating for all our B2B desires”

Future-proofed solutions

Preventing data silos

Alumio iPaaS ensures AGU is ready for the future. We are in control of our first integrations and are ready to extend integrations to more software without creating data silos.   

Alumio’s robust and flexible infrastructure paves the way to easily to connect new platforms.

Optimal B2B e-commerce

Automated financial reporting

After the initial integration, Alumio helped AGU to automate their financial reporting in Centric in regard to marketplace transactions. Orders fulfilled by a given marketplace (fulfillment by Amazon and logistics from Bol) are now automatically being imported into the ERP, as well as importing any information on returns. 

The initial information helped to build trust in Alumio and opened the door to use Alumio for integrating their new commerce platform. 

Ready for the future

Building a future-proof infrastructure

The new infrastructure is robust and flexible. Many of the essential data streams already run through the Alumio platform. In the meantime, the ecosystem is becoming increasingly connected and expanding. The foundation is built to introduce new platforms via Alumio. It is this flexible adaptability of Alumio that makes Obelink's IT ecosystem future-proof. Because whatever digital trends you look at: from chatbots to new social platforms and markets, from big data to social media to omnichannel andInternet of Things, everything revolves around data. Everything starts with connecting your data and applications in a smart way with new applications. Data is one of the most valuable assets of a modern company. It deserves a dedicated platform. Having the power to effectively connect new platforms is a huge competitive advantage. Alumio gives Obelink that possibility, so that we connect not only with today's applications, but also with the many that are yet to come.

Why AGU chose Alumio

A summary of reasons and benefits

Reliable and proven integration solutions

Optimal e-commerce at a global standard

Increased stock and product control

Increased customer satisfaction