Retail & wholesaleOdoo scales B2B safety: 95% web shop automation.
How Prima Protección replaced a custom-built legacy system with Odoo and turned its B2B e-commerce into the company’s primary sales channel.
Sector
Retail, B2B distribution of high-visibility safety equipment.
Footprint
Spain.
Scale
95% of orders placed through the Odoo e-commerce channel.
Dynapps partner
Since 2024.
Before Dynapps stepped in.
Prima Protección has been importing, manufacturing and distributing high-visibility safety equipment to Spanish distributors since mid-2011. Its products end up on people working close to danger: emergency services on call-outs, crews cleaning highways, factory floors with vehicles and machinery in motion. From the start the company ran on a custom-built piece of software. It did its job for the first decade, but by the early 2020s it was clearly behind. For Andrés Castañeda, Prima's Managing Director, the question stopped being whether to replace it and became which platform, with which partner.
The challenge
Where the cracks showed.
The friction was concrete, not theoretical, and it showed up at the points where the business actually met its customers.
An order screen built for one item at a time
Prima sells almost exclusively through e-commerce, and almost exclusively B2B. A wholesale buyer typing in twenty different sizes and colours of a single high-visibility jacket, one at a time, through a shop interface built for consumer checkout, makes the channel slower than picking up the phone.
Every small web change required a call out
Even routine edits to the web shop meant booking external IT. Day-to-day changes piled up behind someone else’s calendar, and a small commercial team lost speed on its own storefront.
Decisions made without the data behind them
There was no real visibility into what customers did on the site. Visits, what stayed in the cart, which products kept coming up, none of it was available. Commercial decisions had to be taken on instinct.
Why the real decision was the partner, not the platform.
The trigger was not external pressure but an internal recognition that the custom system Prima had grown with had reached its limit, and the existing software provider was the one to flag it. The recommendation was a move to Odoo. Prima never seriously evaluated alternatives. What followed was a sequence of choices about the team carrying the platform, not the technology itself:
The recommendation from the existing provider
The provider that had built the custom system flagged its limits and pointed to Odoo. No ERP comparison followed.
Go-live with a first integrator
Prima went live on Odoo with a different integrator. The platform was settled. The question of who would carry it forward was not.
The handover to Dynapps
In Andrés Castañeda's framing, the reassurance came from how the Dynapps team behaved before the contract was signed: working sessions, not pitches, and a sense that the transition would not break operations. Prima have stayed with Dynapps since.
How the rollout really happened
How Prima Protección went live on Odoo in 34 weeks.
2024
Kickoff with Dynapps.
Early 2025
o-live on the consolidated Odoo platform, 34 weeks after kickoff.
End 2025
E-commerce redesign live, with the B2B bulk-order grid that now handles 95% of Prima’s orders.
What Prima Protección runs on Odoo: a B2B bulk-order grid on standard e-commerce.
The implementation ran 34 weeks from kickoff to go-live, with two consultants on the Dynapps side and three key users on the Prima side: the Managing Director, the Operational Director and the Accountant.
The biggest specific piece of work sat in the e-commerce module. Odoo’s standard ordering view is built for B2C: one product, one quantity, one click. Prima needed a B2B equivalent. The team adapted the order page into a grid layout, closer to a spreadsheet than a checkout, so a buyer can scan a product’s variant range, type quantities into the relevant rows, and add an entire order in a single action. The other modules sit around that core, and Email Marketing’s value comes from being inside the same stack as Contacts: segmentation by zone, by customer, by billing volume runs against live data rather than a pulled list.
Modules: Web, e-Commerce (B2B bulk-order grid), surveys, email Marketing, contacts.
The discipline throughout.
Logistics transparency first. The working principle was set on day one: meet Prima’s logistics-transparency requirements first, both internal visibility and the delivery promise customers see, and let module choices follow from there.
We are now completely self-sufficient, anyone with no prior knowledge can edit any part of the website.
Andrés Castañeda
Managing director at Prima ProtecciónThe numbers
By 2025, 95% of Prima’s orders ran through one Odoo web shop.
The custom legacy system is gone. Prima now runs on one Odoo platform where the B2B web shop is the primary sales channel, a bulk-order grid lets wholesale buyers add a full variant order in one action, and the commercial team edits the storefront, segments its audience and reads its own data without booking external IT.
95%
of orders now placed through the Odoo e-commerce channel.
34
weeks from kickoff to go-live on the consolidated Odoo platform.
From ‘who do we call to change the site?’ to ‘which signal do we act on?’
The shift is in the default question. Before Odoo, Prima Protección asked: who do we call to change the website this week, and is there budget for it. After Odoo, the question is: which segment do we want to send this campaign to, and which signal in customer behaviour is worth acting on first. The same small commercial team now runs its own storefront, segments its own audience and reads its own data, while 95% of orders arrive through that storefront without a phone call or a phone-call-shaped sales process behind them.
If this sounds familiar, let’s talk.
Wherever your business is heading and wherever it's getting stuck, an expert who has run this kind of work is the right person to start with, before you commit to a direction or a platform.
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Retail & wholesale
Brick, click, and warehouse. One stock. One view.
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