Masters247
Europe's leading golf accessories distributor operates a unified B2B commerce platform across UK and EU. SHOPLINE, Business Central, Pimberly and n8n, connected in real time, the layer any AI transformation is built on top of.
What they were up against.
Masters247 had the ambition of a modern AI-first commerce business but their stack was five generations of tools layered on each other: SHOPLINE, an ERP on a separate island, a PIM nobody could access, and spreadsheets filling the gaps.
Before any AI layer was even a conversation, the fundamentals had to work: orders syncing in real time, pricing driven by live data, product information flowing to every touchpoint, and trade customers getting VAT, currency and credit right the first time, across two regions.
How we built it.
Chose a platform with storefront, checkout, promotions and multi-language support built in, so engineering effort could go into the integration rather than re-implementing commerce primitives.
Orders, inventory, pricing and credit limits all bidirectional with the ERP. The operations team works in one system of record, not eight.
Thousands of SKUs, enriched once in the PIM, flow cleanly to both regional storefronts. One source of truth, two beautiful catalogues.
The layer that makes it all scalable: data transformation, retry logic, error handling, observability. The same layer that will carry tomorrow's AI agent traffic.
How the systems connect
Pimberly enriches product data once. n8n orchestrates flows between systems. Business Central is the system of record for orders, inventory and credit. SHOPLINE powers the two regional B2B storefronts.
What it unlocked.
Stock levels identical across SHOPLINE and Business Central at every moment.
Region-specific pricing, tax and shipping rules across UK and EU storefronts, run from one place.
The systems now talk to each other cleanly enough that AI agents can be layered on top.
This launch solves things we've wrestled with for years. From VAT handling to product onboarding, STRATAGEMS helped us tackle each challenge head-on, and the end result is something we're proud of.