When the right thing was not selling more technology. It was selling better, with less.
ODF Shop is the Italian leader in pizza boxes, part of a group with more than 50 years in corrugated board. The site was selling, but every change was a project and the costs were climbing. The easy answer would have been “more platform”. We advised the opposite: migrate from Magento to PrestaShop — lighter, −60% running costs — and reposition the brand from price to value. Because in a mature market you do not need to sell more, you need to sell better.
WHO ODF IS
Who ODF is.
Ondulati e Imballaggi del Friuli S.p.A. (Udine) has been producing corrugated board packaging for more than 50 years: part of the European Packaging Team, it is one of the largest suppliers of corrugated board in Europe. Its ecommerce, ODF Shop, is the Italian leader in pizza boxes, with more than 5,000 technical products and typically professional logic: pallet orders, minimum purchases, logo customization. We have worked with them since 2016.
A genuinely excellent company, but with a subtle problem: it was struggling to make its value felt online.
THE CHALLENGE
“The site was selling. But every change felt like a project.”
The client’s sentence captures the first knot: “and when a B2B customer reorders, you cannot afford to be slow: you have to be reliable.” On Magento every customization took a long time and cost a lot: a price list to change, a quantity discount rule, a category to reorganize all became burdensome, and the platform turned from accelerator into brake — even while sales continued.
But there was a second, more strategic knot: against steady orders, revenue and average order value were contracting. The market, full of competitors aggressive on price, was pushing ODF towards pure commodity, eroding the margins and making the brand indistinguishable.
WHAT WE DID
The data first: where the value was hiding.
We applied an evidence-based method. A Pareto analysis revealed a decisive figure: 10% of the customers generated 73% of the revenue — so the priority was not only acquisition, but protecting the high-spending base. A UX/CRO audit mapped the site’s gaps (no reviews on the homepage, no buying guides, weak volume discounts) that were stopping traffic from turning into qualified customers.
And a competitive benchmark placed the players in a clear framework — low cost vs sweet spot vs premium — confirming that ODF should hold the “sweet spot”: high quality, excellent service, fair price. From there, not a cosmetic restyling, but a strategy.
ADAM phase: Analyze
Pareto analysis
UX/CRO audit
Competitive benchmark
HONEST CRITICISM
We advised lightening the load, not spending more.
Here is the choice we are proudest of, and we say it frankly: the easy road would have been to propose more development on Magento. But the cost-benefit analysis said otherwise. Magento was powerful but demanding in maintenance and updates; ODF needed agility, not unused power. So we migrated to PrestaShop: a lighter, performance-oriented architecture, a more intuitive admin interface, contained costs, day-to-day management less dependent on constant technical work.
A migration planned in detail — data analysis, feature mapping, a gradual plan, pre go-live testing — to protect what in B2B is the relationship, not just the records: order history, customer profiles, personalized prices, product configurations. Advising a client to spend less, when it suits them, is how we work.
ADAM phase: Design
Magento → PrestaShop migration
Critical data preserved
ERP integration
THE TECHNICAL PART
A platform built around the habits of people who buy for a living.
We rebuilt the experience around the typical actions of a professional customer: searching, comparing, reordering, handling price lists and documents. Dedicated B2B features — a customer dashboard, fast reorder from history, advanced price list management, an integrated quotation system, multiple order handling, tracking — because someone ordering boxes every day wants certainty on quantities, formats and terms, not casual browsing.
And a real-time ERP integration for stock and order automation: so a reorder stops depending on phone calls and manual checks. In B2B what is at stake is not only the sale, but the customer’s operational continuity. When technology becomes part of the company’s culture, you stop noticing it: you only notice that everything flows.
FROM PRODUCT TO ADVICE
Then the repositioning: from cardboard to consultancy.
With the machine sorted, we changed the narrative. From a defensive approach (“we produce cardboard”) to a proactive one (“there is a right box for every kind of pizza”). Cardboard no longer just a container, but preservation technology: managing steam, crispness, aroma — technical concepts turned into concrete advantages for the pizza chef. And the “50 years of experience” crystallized as a pillar of trust, to set ODF apart from competitors born digital but with no production history.
On that logic we built a new front door for organic traffic: a “Which box should you choose?” landing page, a mobile-first selection quiz that guides a restaurateur to the right line in 30 seconds (Standard, PET, PET Black, ECO-QUI), and a “Sample Kit” — 5 trial boxes with a simulated logo — to turn the site into an engine for qualified B2B leads.
ADAM phase: Design + Amplify
Narrative repositioning
Advisory landing page
Selection quiz
Sample Kit (lead gen)
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THE RESULTS
SELLING BETTER, NOT MORE
A lighter machine, a higher position.
Running costs
−60%
a leaner platform, less demanding in maintenance: resources freed up to improve service and catalog.
Migration
Zero disruption
no data lost, no interruption, no complaints from regular customers.
B2B repeat purchase
Growing
better load times and fast reorder from history raise the repeat purchase rate.
Positioning
From price to value
focus moved to the benefit (a hotter pizza, a perfect delivery) and protection of the top segment (the Pareto 10%).