Australia's leading DTC manufacturer, wholesaler and retailer of cabling, server racks and IT management and electrical accessories delivers a superior B2B customer experience


Convert Digital’s long-term client, 4Cabling, is Australia's leading direct-to-consumer manufacturer, wholesaler and retailer of cabling, server racks and IT management and electrical accessories. They specialise in cables, server racks, data, fibre, and other electrical cabling products. The company first started in 2006 with the aim to remove the middle-man and offer quality products at the best price to consumers, retailers, and tradies alike. 

The project

Challenges and goals

The 4Cabling team identified an opportunity to enhance the superior customer experience they are known for by migrating their site from Magento 2 Community to Magento 2 Commerce, harnessing Magento B2B functionalities. They worked with the Convert Digital team on this project, including a full re-design and streamlined user experience.

The migration also allowed them to alleviate long-term problems experienced with their ERP, including moving from a limited flat file integration to a full API integration including orders, stock levels, quote and two-way companies/users sync, allowing 4Cabling customers to manage on-line and off-line orders from their online account.


The resulting site, launched in November 2021, provided a more appropriate offer and functionality for their wholesale customers, while featuring: 

• Complete re-design and development of their B2B website on Magento 2 Commerce

• Click and Collect functionality

• Full Jim2 ERP integration, including: stock level, companies and users (2 ways), orders (XML file), live orders, shipments

• Reviews powered by Trustpilot

• Dotdigital marketing automation integration

• Hosting through MageMojo


Revenue Per User


Avg. Order Value

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