Case Study | Movora: Global B2B eCommerce Expansion — B2BEA

Case Study Overview

Creating a scalable and integrated digital ecosystem

Key Results at-a-glance

Unified 20+ Fragmented Websites into one scalable platform driving 40% revenue growth acceleration
Lightning-Fast System Integration – Successfully deployed Coupa procurement with minimal disruption thanks to modular architecture
Global Market Domination – Reduced new market entry costs while achieving 20% YoY revenue growth across multiple regions
Award-Winning Transformation – BigCommerce B2B Excellence Customer Award winner

The Client

Leading provider of veterinary medical technology creates scalable and integrated digital ecosystem

Movora is a leading provider of veterinary medical technology and orthopedic solutions, dedicated to advancing pet health through innovative surgical tools and comprehensive educational opportunities. With over 30 years of experience serving veterinary professionals across 51 countries and six continents, Movora offers one of the broadest product portfolios in companion animal orthopedics, ranging from fracture plates to complete hip replacement systems. The company’s key brands include BioMedtrix, KYON, Veterinary Orthopedic Implants, Everost, and Spectrum. Through successful dual ERP migrations and rapid integration of new systems like Coupa procurement, Movora has demonstrated exceptional scalability and operational excellence while supporting practitioners with continuing education programs to deliver optimal outcomes for companion animals.

The Challenge

Movora faced significant challenges with a fragmented digital presence across 20+ disparate regional websites, creating operational inefficiencies and inconsistent customer experiences. The company’s reliance on spreadsheets for product information management (PIM) led to inconsistencies, limited governance, and inefficiencies across their global operations.

Additionally, Movora’s lack of integrated systems hindered scalability and multilingual capabilities, restricting the company’s ability to effectively serve their global audience of veterinary professionals. The fragmented infrastructure made it difficult to maintain consistent product information, pricing, and availability across different markets, while also limiting their ability to rapidly integrate new acquisitions or expand into new regions.

The Solution

We adopted a staged approach to digitally transform Movora’s operations and streamline their ecommerce ecosystem:

Implementation of Akeneo for Global Product Information Management

Movora transitioned from spreadsheets to a centralised PIM system using Akeneo. This transformation introduced proper governance, improved collaboration across teams, and enabled efficient management of product data for global audiences, creating a single source of truth for all product information.

Headless Architecture with Next.js and Builder.io

The company implemented a cutting-edge headless commerce architecture powered by Next.js and Builder.io, replacing their fragmented website infrastructure. This flexible, scalable frontend solution supports multiple languages and offers robust customisation capabilities for regional requirements while maintaining consistent brand experience across all markets.

iPaaS Integration Using Jitterbit

To streamline operations, we integrated Jitterbit to seamlessly connect Akeneo, BigCommerce, and Microsoft Business Central (ERP). This powerful integration setup enables automated data flows, ensuring consistent and enriched product information across all ecommerce and ERP systems while eliminating manual data entry and reducing operational errors.

Modular Website Rollouts

The corporate website was successfully launched in September 2024, followed by the European ecommerce site in January 2025. Built with a modular, composable architecture using dedicated instances of BigCommerce, this approach accommodates regional needs while enabling rapid deployment of new market websites.

Searchspring (now Athos Commerce) for Enhanced User Experience

Advanced search capabilities powered by Searchspring (now Athos Commerce) enable personalised product recommendations and streamlined product discovery experiences specifically designed for Movora’s B2B veterinary customers, improving conversion rates and customer satisfaction.

Scalability for Global Expansion

The new modular architecture and comprehensive integrations provide the foundation for launching additional regional sites, including the US and Canada, at significantly reduced cost and timeline while supporting future acquisitions and market expansions.

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Movora’s Global B2B Transformation

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The RESULT

For the first time, Movora can provide real-time product availability, enhancing their customer experience and operational efficiency. Veterinary clinics could quickly access and order the necessary implants, knowing exactly when they would be delivered.

Improved Operational Efficiency The centralised PIM and integrated ERP systems have dramatically streamlined operations, reducing redundancies and manual errors while enabling real-time inventory management and automated workflows across all global markets.

Enhanced Customer Experience

Real-time product availability, seamless multilingual ordering processes, and advanced self-service capabilities have significantly improved customer satisfaction. The unified brand experience across all touchpoints has strengthened Movora’s market position while comprehensive educational integration provides veterinary professionals with easy access to training and resources.

Scalability

The integrated digital ecosystem now allows Movora to easily incorporate new acquisitions, expand into new markets at reduced cost and timeline, and adapt to changing requirements. The modular, composable architecture enables rapid deployment of new regional websites and seamless integration of additional systems like CRM and learning management solutions.

Key Stats – September 2025

US Market Success:

15% increase in orders year-over-year
20% revenue growth year-over-year
80% of previous year’s revenue achieved by mid-year
7% average order value (AOV) improvement
Recent accelerated performance showing >20% order growth and >40% revenue growth

Canada Market Success:

10% order growth year-over-year
Strong recent momentum with 8% order growth and >20% revenue growth
12% AOV improvement in recent performance
60% of previous year’s volume achieved in first half of the year

Visit Movora’s Website here:

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Industry Leadership and Recognition

Movora has established itself as a digital transformation leader in the veterinary medical technology sector, featuring in multiple B2B ecommerce podcasts and webinars, including BigCommerce’s B2B Bites podcast. The company won the BigCommerce B2B Excellence Customer Award and continues to share their transformation insights through educational content and thought leadership initiatives.

The unified platform has successfully consolidated 20+ disparate websites under a centralised system, aligning with corporate identity and dramatically improving user experience. Automated data flows between Akeneo, BigCommerce, and Microsoft Business Central have eliminated manual errors and inefficiencies while the advanced search functionalities and multilingual capabilities have enhanced customer satisfaction and global accessibility.

Movora is now equipped to operate as a digitally mature global business, capable of scaling efficiently while maintaining the highest standards of quality and service. Their transformation exemplifies the potential of a well-executed digital strategy to drive significant growth, operational excellence, and market leadership in the B2B space.

Region

North America

Industry

Health & Medical

Technology

(https://www.b2bea.org/directory/technology/bigcommerce),

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