Full eCommerce Transformation for Malta's Leading Beverage Distributor
Client: Farsons Direct
Farsons Direct needed to move from a manual ordering process to a modern, headless eCommerce platform capable of serving both B2B wholesale accounts and direct-to-consumer customers from a single commerce engine.
The Challenge
Farsons Direct, part of the Simonds Farsons Cisk group, is Malta's largest beverage distributor with a portfolio spanning hundreds of SKUs across beer, wine, spirits, soft drinks, and water. For years, ordering was handled through phone calls, emails, and physical order forms -- a process that was slow, error-prone, and impossible to scale.
The business operated two distinct customer segments: B2B wholesale accounts (hotels, restaurants, bars) requiring volume pricing, credit terms, and recurring orders, and direct-to-consumer customers wanting single-bottle purchases with home delivery. The existing website had no eCommerce capability and the two segments had completely separate workflows.
Product data was scattered across ERP systems, spreadsheets, and supplier catalogues with no single source of truth. Search was non-existent, making it difficult for customers to find products across a large and frequently changing catalogue.
The Solution
We built a headless commerce platform on MedusaJS with a Next.js storefront, giving Farsons complete ownership of their commerce stack with zero vendor lock-in. The headless architecture allowed us to serve both B2B and D2C customers from the same backend while presenting tailored shopping experiences on the frontend.
B2B accounts get custom pricing tiers, credit terms, and a reorder dashboard that surfaces their most frequently purchased products. D2C customers enjoy a fast, mobile-first shopping experience with Algolia-powered instant search across the full catalogue, filtering by category, brand, region, and flavour profile.
We integrated the platform directly with Farsons' existing ERP system for real-time inventory sync, automated invoicing, and delivery scheduling. Stripe handles consumer payments while B2B accounts use invoice-based billing with automated reconciliation. The entire platform is deployed on Cloudflare for sub-second load times across Malta and Europe.
The Results
Online Revenue
Year over year
Higher AOV
Average order value
B2B Adoption
Moved to platform
Page Load
Global average
Within the first year of launch, Farsons Direct saw a 3x increase in online revenue, with 65% of B2B accounts migrating to the platform voluntarily -- eliminating thousands of manual order processing hours. The D2C channel exceeded forecasts, with the Algolia-powered search driving a 40% higher average order value compared to direct navigation. The unified platform reduced operational overhead by consolidating two separate ordering workflows into one system, and real-time ERP integration eliminated the data entry errors that had plagued the previous process.
Technology Stack
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