How Sea Port Launched a Self-Service B2B Customer Portal Integrated with Business Central ERP
At-a-Glance
Sea Port - premier US importer and wholesale distributor of top-tier, sustainably sourced seafood serving supermarket chains and food service distributors.
CHALLENGE:
B2B wholesale buyers lacked centralized digital access to historical invoices, settlement balances, real-time cold-chain inventory availability, and freight tracking. Customer service desks spent hours manually answering balance queries and emailing export files.
SOLUTION:
Intelegain engineered an enterprise Power Pages customer portal integrated directly with Dynamics 365 Business Central ERP, enabling self-service order creation, invoice management, live tracking, and 1-click PDF/Excel data exports.
RESULTS:
Reduced routine customer service inquiries by 60%, accelerated wholesale re-ordering cycles, and provided buyers with 24/7 self-service access to certified seafood supply chain data.
The Challenge: Scaling B2B Customer Service in Perishable Wholesale
In high-volume wholesale seafood distribution, product freshness, cold-chain logistics, and accurate inventory counts are mission-critical. Sea Port supplies major supermarket chains, seafood distributors, and hospitality groups across the United States with sustainably harvested seafood.
As order volumes grew, Sea Port’s customer support team faced an unsustainable operational burden. B2B buyers frequently phoned or emailed requesting copies of past invoices, payment settlement records, updated credit terms, and live bill-of-lading tracking numbers.
Customer service representatives had to manually log into Dynamics 365 Business Central, search records, generate PDF reports or Excel sheets, and email them back to customers. This manual friction delayed order confirmations and distracted staff from active account management and sales growth.
Wholesale buyers lacking a centralized self-service portal to create and monitor purchase orders.
Customer service desks overwhelmed with manual requests for invoice archives, payment receipts, and tracking.
Inability for buyers to independently export account histories and order line items into standard PDF and Excel formats.
Absence of real-time visibility into available cold-storage warehouse inventory across regional distribution centers.
Why Intelegain Was Chosen
Sea Port chose Intelegain due to our proven expertise in food and beverage distribution, enterprise Microsoft Business Central integration, and Power Pages architecture.
Implementation: The Intelegain Approach
The B2B customer portal was delivered across three agile phases:
Phase 1: Business Central Schema Integration & Security
Intelegain mapped Sea Port’s Business Central customer master, SKU catalog, catch certificates, pricing tiers, and open invoices to Microsoft Dataverse with rigorous entity security.
Phase 2: Self-Service Power Pages Portal Development
We built the responsive customer portal. Buyers can browse certified seafood inventories, submit bulk purchase orders against approved credit lines, inspect payment statuses, and review live delivery schedules.
Phase 3: Automated Export Engines, Pilot & Launch
We engineered custom PDF and Excel export microservices. Following a 3-week pilot with key grocery accounts, the portal was rolled out to all wholesale customers nationwide.
Measurable Results & Business Impact
Reduction in routine customer service calls and status email inquiries
Real-time visibility into warehouse inventory and live shipment ETAs
Instant customer export capability for invoices, statements, and receipts
Faster re-order placement turnaround for high-volume grocery accounts
The Power Pages customer portal revolutionized Sea Port’s commercial operations. B2B buyers now manage their entire account relationship online - checking cold-storage inventory, booking repeat truckload orders, tracking freight, and exporting financial reconciliation spreadsheets with a single click. Sea Port enhanced buyer satisfaction while scaling distribution volume without adding customer support overhead.
Project Details
Sea Port
USA
Food & Beverage
Microsoft Power Pages | Dynamics 365 Business Central | Azure AD B2C | PDF/Excel Export Engine
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