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Europe’s largest timber merchant, JAF Group, sells more than 83,000 products across 20+ countries. Over the course of 75 years, it has become Europe’s leading wholesaler of wood and wooden materials. …
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The JAF Group faced significant challenges in modernizing its B2B sales processes. Operating without a centralized product database or cohesive e-commerce strategy, the company struggled with an outdated and lengthy buying experience. This lack of digital infrastructure hindered efficiency and growth, particularly impacting their primary customers – carpenters – who required timber in specific sizes for their projects. The existing one-size-fits-all approach forced these customers to seek alternative suppliers, complicating their procurement process.
Additionally, designing and planning wooden terraces, a common task for both B2B and B2C customers, was overly time-consuming and inefficient. The company needed a solution that could streamline these processes, optimize material usage, and enhance the overall customer experience.
To address its challenges, the JAF Group collaborated with Salzburg-based digital agency elements to implement a centralized, multilingual B2B e-commerce platform. Key innovations included an AI-powered product configurator for custom timber cuts, a room acoustics calculator, a terrace designer and a 3D room studio. These tools substantially simplified complex buying processes for carpenters. Integration with Pimcore PIM and DAM streamlined operations – from product management to print automation. The platform now offers a seamless, efficient digital ecosystem for both the company and its customers.
Innovating further, several new functionalities were introduced in recent years – for instance, a comparison list feature. Multiple Pimcore instances for PIM and the shop were synchronized through DataSync to ensure seamless data transfer. For logged-in users, personalized product overviews are offered, and a special “employee mode” allows the simulation of staff perspectives.
The introduction of a centralized product database and a user-centric e-commerce platform resulted in significant improvements across the board. The JAF Group saw an influx of B2B orders, streamlined buying processes for carpenters, as well as a noticeable decrease in warehousing and transportation costs.
In short: The digital transformation undertaken by the JAF Group solidified its position as a leader in the industry and revolutionized the trade. Through a commitment to innovation and customer-centricity, JAF was able to drive revenue growth and expand its market reach, improve operational efficiency and enhance customer satisfaction all at once.
thousands of additional B2B orders
conversion rates
costs in warehousing & transport logistics
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