About Gutters Online
Gutters Online forms part of The Alumasc Group’s Water Management Division and plays a critical role in supplying trade and wholesale customers with a wide range of guttering, downpipes, roofline, and rainwater management products. As demand increased and the business expanded through acquisition, the existing digital platform became a limiting factor, restricting performance, scalability, and the ability to support more complex B2B purchasing journeys.
As part of a wider digital transformation programme led by The Alumasc Group, Gutters Online was prioritised as a standalone B2B platform to establish a modern, high-performing foundation that could support both current trade customers and future operational growth across the division.
Partners Used
Technologies
To meet Gutters Online’s B2B-first requirements and long-term growth plans, the platform was rebuilt as a standalone Magento 2 instance, using the Hyvä frontend and Hyvä Checkout to deliver a fast, modern, and maintainable eCommerce experience.
This approach ensured Gutters Online benefited from enterprise-grade flexibility and performance while aligning with Alumasc’s broader platform strategy across multiple brands and channels.
Services We Offered:
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Discovery & Technical Definition
We worked closely with stakeholders to understand Gutters Online’s commercial goals, B2B requirements, and position within Alumasc’s wider digital transformation. This was formalised through a detailed Functional Specification Document (FSD), ensuring absolute clarity on scope, functionality, integrations, and delivery before development began.
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B2B eCommerce Platform Architecture
We designed and delivered a standalone Magento 2 architecture tailored specifically for B2B trade customers. This approach provided the flexibility to support complex pricing, customer groups, and trade workflows, while aligning with Alumasc’s broader multi-brand platform strategy.
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Frontend & User Experience Delivery
Using the Hyvä frontend and Hyvä Checkout, we built a fast, modern, and intuitive user experience optimised for high-frequency B2B purchasing. Performance, usability, and simplicity were prioritised to reduce friction for repeat trade customers and improve conversion across key journeys.
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Third-Party Integrations & Platform Enablement
We integrated a suite of best-in-class third-party tools to enhance B2B functionality, payments, delivery management, analytics, and marketing automation. These integrations streamlined internal operations, improved customer transparency, and provided a scalable foundation for future optimisation and system integrations.
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Technical Integration for Gutters Online
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Amasty B2B Company Account & Customer Group Catalogue
Trade account approval, company hierarchies, and personalised pricing
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Amasty Quick Order
Bulk ordering via SKU input or CSV upload for repeat customers
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Amasty Add to Quote
Enables customers to request quotes for large or negotiated orders
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Wyomind Estimated Delivery Date
Displays dynamic delivery dates across product and checkout journeys
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Mollie Payment Gateway
Secure payments including card, PayPal, and bank transfer
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Mailchimp
Customer and order syncing for email marketing and automation
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WeltPixel GA4 & Google Tag Manager
Advanced analytics and eCommerce event tracking
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Usercentrics
GDPR-compliant cookie consent management
These integrations collectively support operational efficiency, improved customer experience, and data-driven decision-making.
Process of Gutters Online
Requirements
Gutters Online required more than a like-for-like platform migration. As part of Alumasc’s wider digital transformation, the business needed a future-ready B2B eCommerce foundation that could scale, support complex trade workflows, and deliver a significantly improved user experience. The platform had to accommodate trade account management, bulk purchasing, tiered pricing, and quoting, while also providing the performance, flexibility, and integration readiness needed to support long-term growth across the Water Management Division.
Solutions
Chilliapple delivered a fully rebuilt, standalone Magento 2 platform designed specifically for B2B commerce. The solution combined a high-performance Hyvä-powered frontend with advanced trade account functionality, bulk ordering tools, and a streamlined checkout experience optimised for repeat, high-frequency purchasing. By implementing Gutters Online as its own Magento instance, the platform retains the flexibility to evolve independently, while remaining aligned with the wider Superstore ecosystem and future Microsoft Dynamics integration.
Results
Gutters Online now operates on a scalable, high-performance B2B eCommerce platform that significantly improves the experience for trade customers and reduces operational friction internally. The new foundation provides Alumasc with a robust, future-proof digital asset, supporting ongoing optimisation, easier platform management, and a clear path for continued digital growth and transformation.
What Gutter Online has to say
Throughout every phase of this project, ChilliApple were transparent, responsive and a pleasure to work with. Even when challenges came up, the team ensured these were addressed promptly and efficiently to keep the build moving forward.
