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9-System Enterprise Integration for a National Sporting Goods Leader

Client: Concourse Team Express LLC

February 12, 2026

About the Client

Concourse Team Express LLC (Team Express) is a major sporting goods retailer and distributor serving both direct-to-consumer customers and B2B accounts including teams, leagues, and institutional buyers. Their product catalog spans equipment, apparel, and accessories across multiple sports — requiring a commerce platform capable of handling both high-volume consumer transactions and complex B2B ordering workflows.

The Challenge

Team Express needed a modern e-commerce platform that could serve two fundamentally different buying audiences through a unified system. Their enterprise technology stack included nearly a dozen systems that all needed to communicate seamlessly — from ERP and PIM to CRM, tax compliance, and marketing automation.

Key challenges included:

  • Hybrid B2B + DTC commerce: Consumer shoppers and institutional buyers require completely different pricing, checkout, and account management experiences
  • ERP integration depth: NetSuite serves as the financial and inventory backbone, requiring bi-directional data flow for orders, inventory, pricing, and customer accounts
  • Product information scale: Thousands of SKUs across multiple sports categories, each requiring rich attributes managed through a dedicated PIM
  • Tax compliance complexity: Multi-state sales with sporting goods tax exemptions and varying rules across jurisdictions
  • CRM connectivity: Sales team needs real-time visibility into customer activity and order history through Salesforce
  • Marketing automation: Segmented campaigns across consumer and B2B audiences via Dotdigital

Our Solution

Creatuity delivered a comprehensive Adobe Commerce implementation with nine enterprise system integrations — one of the most connected platforms in our portfolio.

NetSuite ERP Integration

The core of the architecture is a deep bi-directional integration with NetSuite, handling real-time inventory sync, order export, customer account synchronization, and financial data flow. This ensures the e-commerce storefront always reflects accurate stock levels and pricing.

Akeneo PIM Implementation

Product information is centralized in Akeneo, providing a single source of truth for product data across all channels. Rich sporting goods attributes — sport type, size charts, material specifications, and compatibility data — flow automatically from PIM to storefront.

Salesforce CRM Integration

Customer interactions, order history, and account data sync to Salesforce, giving the sales team full visibility into B2B account activity and enabling proactive outreach and relationship management.

B2B Commerce Features

We implemented dedicated B2B functionality including customer-specific pricing tiers, account hierarchies, bulk ordering capabilities, and custom quote workflows — all synced back to NetSuite for seamless fulfillment.

Tax & Payment Processing

Avalara handles automated tax calculation and compliance across all jurisdictions, while Authorize.Net and PayPal provide flexible payment options for both consumer and business transactions.

Search, Marketing & Analytics

Elasticsearch powers fast product discovery across the extensive catalog. Dotdigital delivers segmented marketing automation for distinct B2B and DTC audiences. Comprehensive analytics track performance across both channels.

The Results

With 332 issues delivered and integrations spanning 9 enterprise systems, Team Express now operates on one of the most deeply connected Adobe Commerce platforms Creatuity has built:

  • Unified platform: B2B and DTC commerce served from a single Adobe Commerce instance
  • 9 connected systems: ERP, PIM, CRM, tax, payments, search, email, and analytics all working in concert
  • Real-time inventory: NetSuite-synced stock levels prevent overselling and enable accurate fulfillment
  • Scalable product management: Akeneo PIM handles catalog complexity across thousands of sporting goods SKUs
  • Sales team enablement: Salesforce integration keeps the B2B sales team informed and effective

Key Takeaway

Enterprise e-commerce isn’t just about the storefront — it’s about orchestrating an entire ecosystem of business systems. With 9 integrations working together, Creatuity demonstrated that even the most complex enterprise requirements can be met with a well-architected Adobe Commerce implementation. For Concourse Team Express, this means a platform that serves both consumers and business buyers while keeping every system in sync.

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