From Slipway to Self-Service: How One Marine Distributor Rebuilt B2B for the Next Generation

In a sector known for faxes, phone calls, and legacy systems, All Marine Spares decided to chart a very different course.

After more than 50 years in marine distribution, the team at All Marine Spares set out to build something bold: a digital channel that could match the knowledge and service of their most experienced counter staff, accessible 24/7, for every trade customer across Australia and New Zealand.

By early 2025, that vision became a reality. The launch of Allmar.com.au didn’t just deliver a better website. It marked a complete operational and cultural shift, with digital now responsible for 15% of total revenue in its first year alone.

But the real headline isn’t the number. It’s the model.

This wasn’t a brochure site with a shopping cart. Using BigCommerce as the B2B eCommerce platform, it was a deeply integrated, purpose-built trade portal, designed for professionals in the field, with every detail tailored around their job.

Here’s what made it work:

They Made Product Data a Competitive Advantage

In the marine industry, part numbers alone don’t cut it. Allmar knew that if they wanted to replicate their in-branch experience online, product intelligence had to go further.

So they photographed over 15,000 SKUs in-house, embedded OEM references, dimensional data, and even installation videos, all categorized by engine model, brand, and fuel type. It’s the kind of experience automotive has had for years, but it’s brand new in marine.

This level of specificity didn’t just reduce returns. It made online ordering faster than calling in.

They Automated Everything but Kept It Human

Using SAP Business One and APPSeCONNECT, Allmar built what many mid-market distributors still consider a future state:

• Web orders drop into SAP in under 30 seconds
• Inventory syncs every two minutes across three warehouses
• Shipping labels and tracking are instantly surfaced in the customer portal

That’s not theory. That’s quote-to-cash in action, with zero manual rekeying.

And the result? Same-day dispatch is now the norm. And 25% of portal orders come in after hours, when traditional reps are offline.

They Focused on the Customer’s Workflow

For Allmar, the benchmark wasn’t a consumer-like checkout. It was: Can a marine technician place a bulk order from a remote dock with no Wi-Fi?

The answer turned out to be yes, thanks to quick-order tools, CSV uploads, personalized pricing, and a Progressive Web App that works offline and syncs when reconnected.

In short, they built tools that respected their customers’ time. And the customers responded.
Order frequency is up. Product breadth is up. And returns? Down to 0.3% for web orders.

The Bigger Lesson for the Industry

Allmar’s success shows what’s possible when a distributor stops thinking about “having a website” and starts building a digital experience, one that supports the full customer journey from discovery to repeat purchase.

The company also proves something we talk about often inside the B2B eCommerce Association:

You don’t need to look like a tech company to operate like one.

Their agile delivery model, with continuous releases and tight cross-functional collaboration, enabled them to double project scope midstream, without missing timelines or budgets.

Even more impressive? They now have full-time portal managers and digital support staff in roles that didn’t exist two years ago.

The Bottom Line

Digital transformation isn’t about launching a storefront. It’s about enabling customers to work on their schedule, in their way, with fewer clicks, fewer calls, and more confidence.

All Marine Spares didn’t win by mimicking retail. They won by being radically useful to the trade. And in doing so, they’ve raised the bar, not just for marine distribution, but for what’s possible in B2B.