Industrial B2B simplified: Eagle Crusher’s scalable digital portal

Purpose-Built B2B Commerce for Industrial Buyers 

Eagle Crusher is a trusted US-based manufacturer and distributor of heavy-duty crushing and screening equipment. For decades, the company has supported industrial operations across construction, mining, and recycling with machinery built for performance and durability.

As their customer base evolved, Eagle Crusher identified a growing demand for digital tools that could match the efficiency of their offline relationships. Many of their clients place recurring orders for parts and equipment within tightly managed procurement systems. What Eagle Crusher needed was not a flashy storefront, but a reliable and secure ecommerce portal explicitly designed for B2B buyers.

The goal was to create a gated platform that allows each customer to manage their orders, pricing, and internal workflows. The company envisioned a system where clients could assign team members different permissions, quickly access up-to-date pricing, and check availability without needing manual quotes or calls.

Working with implementation partner Above the Fray, Eagle Crusher set out to build a private ecommerce experience that reflected its industrial focus, respected its customers’ operational needs, and laid the groundwork for future integrations.

The Challenge: Private, Practical, and Built for Growth

Eagle Crusher outlined a clear set of goals for its first phase of ecommerce:

• All pages must be gated and require login
• Customer accounts should allow multiple sub-users with different permissions
• Pricing and inventory data must be synced from an external source
• Orders should be paid by invoice, with no credit card integration in this phase
• The system must be easy to manage and prepared for future ERP connectivity

The company partnered with Above The Fray to meet these goals while keeping the build focused and efficient.

The Solution: Shopware's Strength in Simplicity

Shopware 6 was selected for its clean architecture, flexibility, and user-friendly backend. Hosted on Upsun, the site was built to be lightweight, reliable, and ready for future growth.

Above the Fray used Shopware's native Flow Builder to create a custom workflow that pulls pricing and inventory data from an external CSV file. This replaced what would have been a custom module in other platforms and saved significant development time.

Discount logic based on shipping address was also handled through Shopware's rule system, eliminating the need for custom code. The My Account area has been streamlined to include only the features that matter most to B2B buyers, featuring a simplified navigation for quotes and orders.

The result was a live site that provided customers with exactly what they needed, without unnecessary complexity.

"Shopware’s backend was easy to work with and easy to explain to the client. Thanks to this ease of use, plus the leadership of experienced architects and prior team training, even our Senior developers from other platforms were productive almost immediately." — Attila Naghi, Technical Architect, Above The Fray

The Results: A Solid Phase-One Launch with Room to Grow

• Live B2B portal with secure login and role-based account access
• CSV-driven product data and pricing updated automatically
• Precise and efficient backend training for client teams
• Minimal infrastructure requirements, no Elasticsearch needed
• ERP system integration underway as part of phase two
• Positive developer feedback and fast onboarding for new team members

Project Highlights

• Secure Login-Only Access: Only approved customers can view the storefront, ensuring controlled access to sensitive pricing and parts information. Role-based sub-accounts give buyers more control over internal workflows.

• Automated Product and Pricing Updates: The development team configured automated CSV imports using Shopware's Flow Builder. Pricing and inventory updates now run smoothly without the need for custom-built import tools.

• Fast Frontend Development: The design was intentionally simple, with a focus on banners and basic layout elements. This allowed the team to move quickly and keep the focus on backend functionality.

• Developer Experience and Efficiency: Compared to platforms like Magento, Shopware requires fewer server dependencies and less setup overhead. Developers appreciated the Symfony foundation and flexibility. Two team members earned Shopware certifications during the project.

What’s Next? 

With the foundation in place, Phase Two will include ERP integration, customer data synchronization, and expanded payment options, such as credit cards. The Shopware build is already proving adaptable to new requirements as the project grows.