An industrial ecommerce that does not take your time. It gives it back.
Eins is the European hub of a leader in robotic automation with roots in Japanese engineering: components for robotic grippers and EOAT (End-of-Arm Tooling) systems of the highest precision. It had a technical ecommerce full of useful logic, but extremely heavy to run on Magento 2. We migrated it to a lighter platform without watering down the complexity. Because in a B2B like this, digital precision and product precision have to be the same thing.
WHO EINS IS
Who Eins is.
Eins is the division of the Star Automation Europe group specializing in components for robotic grippers and EOAT systems, crucial parts for cartesian and anthropomorphic robots, where accuracy and repeatability of movement are everything. Roots in the Japanese engineering tradition, a European hub in Italy running operations for Europe, the Middle East and Africa. We have been working with them since 2013.
Translated: very technical know-how, high expectations, little room for smoke. An agency here does not have to put on a show: it has to make things work.
THE CHALLENGE
“Our products are absolutely precise. Online you could not see it.”
The team’s frustration was clear: “we have robotic components of absolute precision, the fruit of the most advanced Japanese engineering, but our European customers struggle to find us online and the buying process is still too traditional.” EOAT systems are not bought on impulse: they need technical evaluation, configuration, compatibility, documentation.
The challenge was keeping all the depth of industrial B2B while removing friction, for the people buying and the people running it. Because on Magento 2 every change (variants, availability, documents) risked turning into a technical request, turning the digital side from a tool into a bottleneck.
TECHNOLOGICAL HONESTY
The right technology, not the fashionable one.
Although we also specialize in Shopify, here we chose differently: for Eins the answer was WordPress and WooCommerce. Not a random choice, but the result of a strategic analysis of what industrial B2B needs. The stated objective: optimize running costs while keeping performance high and, above all, give the Eins team real autonomy, the ability to update content and catalog without advanced technical skills.
We migrated the whole site while preserving the SEO positioning built up over the years and protecting the critical data. The migration was not a new suit of clothes: it was a choice to make the complexity operational without trivializing it. Data, UX, price lists, documentation: all of it had to stay serious. Only much lighter.
ADAM phase: Design
Magento 2 → WooCommerce migration
SEO preserved
Team autonomy
THE EXPERIENCE
Navigation built for the people who design.
We rebuilt the experience around the way an engineer works: an intelligent mega menu and advanced filters by specification, with instant previews, so that whoever arrives does not have to decipher the catalog but can narrow the field straight away by compatibility, performance and the right component, without depending on remembering a product code.
Product pages optimized around specifications and compatibility; technical documentation structured with dynamic data sheets, certifications, digital manuals and notifications when documents are updated, because in industrial B2B information does not “support” the purchase, it often decides it. And a rethought customer area, with checkout for multiple orders, personalized prices visible immediately and fast access to the documents.
THE TECHNICAL PART
Complex price lists, finally inside the platform.
In industrial B2B the commercial side often lives in email and spreadsheets. We brought it inside the ecommerce: a multi-level price management system with price lists personalized by customer and by group, automated quantity discounts, quotes with an approval workflow and price history. The commercial agreements typical of the sector become manageable directly in the platform, cutting exceptions and manual steps, and keeping what was agreed and what the site actually does consistent over time.
And we treated UX and back office as two sides of the same coin: if the team enters data and documents in an orderly way, the customer finds that same order in the navigation. At that point trust does not have to be talked about: you feel it.
ADAM phase: Design + Measure
Multi-level pricing
Quote workflow
Document management
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THE NUMBERS
DEPTH WITHOUT WEIGHT
More markets reached, less time lost.
Commercial presence
22 countries
expansion across Europe through the B2B ecommerce.
Sales growing
30+ countries
Google Ads campaigns aimed at leads and conversions.
SEO
At the top
positioning protected through the migration and improved on the sector’s keywords.
Running it
Less weight, more autonomy
management and maintenance times cut; the team updates on its own.