Use case Meet customers where they order

Meet customers where they already order.

Your biggest customers won’t change how they buy because you launched a portal. Turis captures every order — storefront, EDI, email, PDF, Excel — and turns all of it into structured sales orders. The storefront stays central; the rest stops being manual work.

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01 / Today

You launched the portal. Your biggest customers still email PDFs.

The webshop strategy makes sense on paper. Build a portal, give customers login access, automate ordering. And it works — for the customers who’ll use it. The problem is your biggest accounts often won’t. Procurement systems are embedded. Approval chains are baked in. Buyers send the same Excel sheet they’ve sent for five years. Smaller customers move to the portal; large strategic accounts keep ordering manually — and your sales team becomes the integration layer between their inbox and your ERP.

30% of orders arrive outside the webshop in the smoothest setups.
50% is typical — half your orders never reach the portal.
80%+ in companies with large procurement-led accounts.

You don’t have a webshop problem. You have an order intake problem.

02 / The Turis approach

Storefront, AI capture, and EDI — one ordering layer.

The storefront is still the best channel for the customers who’ll adopt it — self-serve, customer-specific pricing, fewer support calls. But you don’t have to force every customer through it. Turis runs three intake channels side by side, all writing into the same structured sales order, all flowing into your ERP. You meet customers where they already order — and the order desk doesn’t grow to match.

  1. 1

    Storefront. Self-serve portal for the customers who want it — customer-specific pricing, MOQs, repeat orders, payment terms. The channel of choice for most small and mid accounts.

  2. 2

    Vision. AI captures PDF, email and spreadsheet orders. No templates, no retyping — Vision reads what the customer sent and produces a structured sales order ready for review.

  3. 3

    EDI. Native EDI for the large customers whose procurement systems aren’t going anywhere. We run it in-house — no partner queue, no per-transaction surprises.

03 / What changes

From chasing portal adoption to accepting reality.

Forcing behaviour change across a large B2B customer base rarely works — and the customers with the most buying power are usually the least likely to change. The shift is to stop fighting that, and start capturing every order regardless of channel.

Force webshop adoption

  • Goal: get every customer onto the webshop.
  • Large accounts still send PDFs, Excel, EDI anyway.
  • Sales team retypes the orders that bypass the portal.
  • 30–80%+ of orders never enter the structured pipeline.
  • Hybrid mess hidden behind a "modern B2B portal".

Meet customers where they order

  • Goal: capture every order, whatever channel it arrives on.
  • Storefront stays central for the customers who want it.
  • Vision turns email, PDF and Excel orders into structured ones.
  • EDI runs natively for the large procurement-led accounts.
  • Every order becomes the same clean sales order in your ERP.

04 / What you get

Every order, structured. Every customer, accommodated.

The storefront keeps doing its job.

For the customers who'll use it, the portal is still the best channel — self-serve, fewer calls, faster reordering. Turis just stops the conversation ending there.

Large accounts stay on their terms.

EDI runs natively. Email PDFs go through Vision. The customer doesn't change how they buy — and you stop losing the order to manual entry.

Sales team out of order entry.

The orders that used to land in a sales rep's inbox become structured sales orders the moment they arrive. Reps spend their day on customers, not on data entry.

Scale without growing the order desk.

When new orders mean new channels, the team doesn't have to grow with them. Add Vision, add EDI, add another region — same order pipeline.

05 / From Turis customers

Different channels. Different customers. One ordering layer.

The customers who get the most out of Turis aren’t running one channel — they’re running all of them. Storefront for the self-serve buyers, Vision for the PDF and email hold-outs, EDI for the procurement-driven accounts.

“Turis has been instrumental to our ability to grow without adding headcount. Sales is a relationship game — our reps need to be out there, not wasting their time on data entry. We’ve saved on administration to the capacity of at least one full-time sales role.”

Eric Gilham Chief Digital Officer · To Øl
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“One order desk, one pipeline — instead of an inbox full of PDFs.”

Buddy Petfoods team Order operations · Buddy Petfoods

“By introducing Turis, our customers placed more orders simply because it was much easier for them.”

Mette Antonsen Founder · AYA&IDA

“We chose Turis because they could take it on without it becoming a big internal project. Within a couple of weeks, nearly all functionalities from our previous system were live.”

Anne Kalmutzki Senior Digital Project Manager · Ortlieb

Ready?

Tell us your channel mix. We’ll show you how Turis covers it.

30 minutes. Walk us through how your customers actually order today — webshop, email, PDF, Excel, EDI, phone — and we’ll map it onto Turis on the call. No deck.

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