• Delivering over £23 Million in Revenue

    PureNet designed and developed powerful Magento B2B solution for Specflue, the UKs No.1 supplier of flue and chimney products.

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120 Employees

£23m+ Annual Turnover

Over 6,000 Products in stock


The Challenge

Specflue was seeing increased trade and business via its website. However, the site itself was difficult to use and unresponsive to tablet and mobile devices therefore Specflue required a B2B ecommerce solution to cater for its increasing, diverse online audience.


The UX, look and feel of the new solution had to appeal to Specflue's B2B market and focus on conversion and maximing revenue.


The new solution required integration into SAP to surface unique customer pricing and customer specific information.


Specflue has a large range of products and client base, the company wanted to utilise the power of Magento to deliver a B2B ecommerce solution that was scalable and would continue to grow with the business for many years.

How PureNet Helped

The Project

The Specflue solution highlights Magento’s capability to support extended solutions with seamless integrations, in this case into SAP to surface unique customer pricing and customer specific information. SAP is the heart of Specflue’s business. Magento has provided a feature rich, engaging ‘shop window’ for all of Specflue’s back office systems and processes from orders to warehousing to fulfilment. The complex Magento/SAP integration provides the following features:

  • Order delivery calculations based on customer variables.
  • Stock notifications.
  • Customer specific pricing & price break discount rules.
  • Multiple customer types including account customers with advanced credit settings.
  • Product rules to only present certain products if a customer has the correct level of training.

Aesthetically, the project had a particular focus on conversion optimisation and usability. The design process was informed by industry best practice, guiding the customer through the purchasing process. Specflue were able to utilise Magento’s flexibility to deliver an innovative and modern look and feel.

seamless sap integration

The Results

The solution result is a high-performing, B2B, conversion focussed website with a robust Magento/SAP integration. Specflue is delighted with the results the website has produced:

“With the continued growth of our business we wanted to ensure the system we invested in was robust and scalable whilst meeting all of the modern-day B2B customer demands. We are genuinely delighted with our new Magento solution. The platform has exceeded our expectations both in ease-of-use and rich functionality. The integration with SAP means that our whole business is now not only joined-up, but highly intelligent and efficient. Our new ecommerce solution is now the core of our business, something that we know will support our continued growth and expansion for years to come.” 

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The Statistics


Overall Conversion Rate

The website now achieves an impressive 23% overall conversion rate.


Peak Conversion Rate

The site's conversion rate during peak times increases to a whopping 57%.


Bounce Rate

The website’s bounce rate is now below industry average at 20%.


Cart Abandonments

Cart abandonments have also been reduced drastically to 6%.

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