Sep 24, 2025 | 9 minute read
written by Elastic Path
Digital transformation is no longer optional for manufacturers — it’s mission-critical. But modernizing complex operations across global channels, legacy systems, and indirect distribution networks is easier said than done.
So how can manufacturers move fast, stay agile, and still avoid the costly disruptions of a full replatform?
At IMI Norgren, a global engineering company focused on industrial automation, the answer was composable commerce. By launching fast with a minimum viable product (MVP), embracing backend complexity, and prioritizing customer experience, they’ve created a repeatable playbook for digital success in manufacturing.
We spoke with Jez Ashton, Head of Digital and Marketing at IMI, about how his team navigated this journey — and what lessons other manufacturers can take away.
IMI’s ecommerce modernization started with a focused MVP rollout. The goal was speed: get live quickly, gather feedback, and avoid prolonged dual-platform management. That speed helped generate early wins — but it also revealed a need for more intentional scaling.
One key lesson? Fast doesn’t mean careless. Manufacturers should start small, but build in time to analyze real customer behavior and usage before scaling globally. Jez noted that while the initial rollout worked, they would approach global expansion more gradually if they had the chance to do it again — to better catch usability issues and backend hiccups that only surface in real-world use.
Takeaway: MVPs are powerful, but only if paired with patience and an iterative mindset. Don’t rush past the feedback loop.
One of the most transformative aspects of IMI’s approach was the adoption of a composable commerce platform. This architecture allowed them to replace individual components — like search or the frontend UI — without replatforming or disrupting the full stack.
In a manufacturing environment with long product lifecycles and multi-system dependencies, that flexibility is a game-changer. IMI was able to modernize incrementally, selecting best-of-breed solutions as they went, without locking themselves into monolithic platforms.
Unlike traditional eCommerce replatforming, which often requires “rip and replace” projects, composable commerce enabled them to evolve over time. They replaced their search tool months after launch, upgraded frontend experiences independently, and optimized the checkout process without impacting pricing or inventory systems.
Takeaway: For global B2B brands, composable commerce isn’t just about future-proofing — it’s about creating breathing room for innovation without business interruption.
Many manufacturers struggle to deliver a modern ecommerce experience across multiple sales channels — especially when distributors, resellers, and end customers all expect different things.
IMI addressed this head-on by creating separate frontends for direct and indirect channels, while keeping the backend unified. This let them deliver tailored UX for different buyer groups, without duplicating backend effort or creating data silos.
It also helped them better analyze traffic and conversions. With dedicated experiences for each audience, their team could apply more accurate measurement, A/B testing, and content personalization — something that’s difficult when all traffic funnels through one shared platform.
Takeaway: Treat your indirect buyers like your direct customers. A flexible frontend layer makes it possible — and powerful.
Jez and his team faced a familiar challenge: how do you modernize eCommerce in a business that’s deeply complex behind the scenes?
Instead of waiting for perfect backend alignment, IMI leaned into the idea that frontend simplicity doesn’t require backend perfection. Their composable architecture allowed them to deliver a streamlined, consistent customer experience — even when backend systems varied by region, product line, or acquisition.
They focused on shielding customers from internal complexity, delivering fast, accurate product information, pricing, and availability regardless of what was happening under the hood. As Jez put it, customers aren’t looking for bells and whistles — they just want clarity, speed, and accuracy.
Takeaway: In B2B, simplicity is a differentiator. If you can deliver speed and accuracy without showing your operational chaos, you win.
With the foundation in place, IMI is now looking to AI to improve efficiency and customer satisfaction. But instead of chasing buzzwords, their team is laser-focused on using AI only where it solves a known customer problem or helps move a key KPI.
For example:
Jez warned that AI is so broad it can paralyze progress — so they’re applying it selectively, always anchored in measurable outcomes.
Takeaway: Use AI where it delivers real value. Search and support are smart starting points in B2B ecommerce.
One of the more surprising insights from IMI’s journey came not from a system overhaul, but a checkout audit. The team discovered a friction point — a confusing form field — that had persisted simply because no one had questioned it in years. It had always been there.
This moment reinforced a key theme: modernization isn’t just about adding new tools — it’s about rethinking assumptions, revisiting decisions, and constantly removing friction from the buyer experience.
Takeaway: The best improvements may come from questioning what you already have — not just what you’re planning to build.
Whether you're selling pneumatic valves, industrial automation tools, or anything in between, the lessons from IMI’s journey are clear: modernization doesn’t have to mean disruption. With the right approach, manufacturers can move fast, stay focused on the customer, and build an eCommerce experience that’s just as powerful as their products.
Schedule a demo to see how Elastic Path delivers unified commerce for leading global brands.