Beeztees is a leading B-to-B supplier of pet supplies, with 96 employees and customers in 45 countries worldwide. For over 35 years, the wholesaler procured its products from the Far East, to resell them here. However, Beeztees realized in time that the traditional wholesalers' revenue model would come under pressure. In recent years, it therefore transformed into a flexible and marketing-driven organization that designs and develops everything they sell today itself. Job van Riel, Managing Director, and Germa Zijlmans, IT Manager at Beeztees, explain how an automation project of the ordering process turned into a project involving a completely new omni-channel e-commerce platform for retailers, developed in cooperation with technology partner B-Synergy. It has led to Beeztees now being known in the market as a trend setting and innovative player.