American Orthodontics has launched a new B2B ecommerce platform to sell their complex and customized orthodontic equipment and accessories in over 100 countries worldwide. The company has over 25,000 clients across 110 countries and required a solution that would allow customers to order their regulated products through various channels effectively and accurately. To meet this need, American Orthodontics has relaunched its B2B ecommerce site, AO Direct.

Peter Drozda, the business operations manager at American Orthodontics, emphasized the importance of efficiency in supporting their growth. He stated that their customers have high demands and require complex products, so it is crucial to ensure that every order is accurate without the need for manual review.

The AO Direct B2B launch involved the creation of a new ecommerce site that ensures accurate product configuration, pricing, and ordering through multiple channels, including self-service e-commerce, punch-out programs, and electronic data interchange. The platform also offers tools to help American Orthodontics' sales and customer care representative's onboard new clients and facilitate the purchasing process.

According to Drozda, "Our new website ensures that these criteria are met regardless of whether the customer is served by the ecommerce solution, punch-out, or EDI." American Orthodontics' new ecommerce platform, AO Direct, is powered by Optimizely Inc.'s ecommerce and content management platforms and integrates with the manufacturer's Microsoft Dynamics enterprise resource planning (ERP) system. The digital agency Avensia assisted American Orthodontics in implementing the new ecommerce platform.

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