Optimising B2B order capture to unlock £2.95 million in additional revenue
- e-commerce platform
- Architecture
- Software development
Executive summary
Many growing B2B organisations are constrained by systems that were never designed to scale with them. Manual processes, fragmented ordering journeys and poor customer experience quietly limit growth, even when demand exists.
This case study shows how modernising core commercial workflows can unlock revenue, reduce operational drag and create the conditions for sustainable growth. The same principles apply across wholesale, distribution and complex B2B environments where efficiency and customer experience directly affect commercial performance.
The problem we solved
Ramsden International is a global wholesale exporter serving more than 500 customers across 123 countries, offering over 23,000 products across frozen, ambient and chilled categories.
As the business grew, its existing order capture system became increasingly difficult to operate and scale. Manual processes created administrative burden for internal teams and friction for customers placing and managing orders. This slowed turnaround times, reduced accuracy and limited the organisation’s ability to respond quickly to demand.
Ramsden needed a modernised approach that could simplify ordering, reduce manual effort and improve the experience for customers, while supporting the complexity of its global B2B model. Off-the-shelf ecommerce platforms were explored, but none could adequately support the nuances of Ramsden’s operations without significant compromise.
What we did
Answer Digital partnered with Ramsden International to design and deliver a bespoke order capture platform aligned to the realities of its business.
We worked closely with commercial and operational teams to understand how customers ordered, how internal teams managed fulfilment and where friction and delay were being introduced. The resulting platform enables customers to securely access product ranges, place and manage orders and track shipments through a single, intuitive interface.
The solution was integrated with Ramsden’s existing systems to ensure continuity of operations and data accuracy, reducing duplication and manual handling. Throughout delivery, the focus remained on speed, usability and reliability, creating a platform that supported growth rather than adding complexity.
The long-term impact
The new order capture platform significantly reduced administrative effort across the business, freeing internal teams to focus on customer service and commercial activity.
Order accuracy and processing speed improved, driving higher customer satisfaction and repeat business. Within 12 months of launch, the platform helped generate £2.95 million in additional revenue, directly supporting Ramsden’s growth ambitions.
The foundations are now in place for continued improvement, with the platform designed to evolve alongside the business. By modernising a core commercial workflow, Ramsden has created a scalable, customer-centric capability that supports ongoing revenue growth and operational efficiency.
How we can help your business
If your organisation’s growth is constrained by manual processes or outdated customer journeys, we can help.
Answer Digital works with B2B and regulated organisations to modernise core systems that sit at the heart of commercial performance. We focus on practical solutions that reduce friction, unlock revenue and create platforms that scale with your business.