B2B and wholesale
Your buyer knows what they need. Your webshop shows them a product code.
So they call sales instead of ordering online. Cernel turns every ERP and supplier line into product data buyers can search and order from.
Your ERPMUG PORC WHT 340ML 6/CT
One line as your ERP holds it, and the name and pack a buyer reads once Cernel has filled the fields. Example values.
Trusted by B2B teams at
Why buyers call instead
They would rather order online. Your product data won't let them.
67% of B2B buyers prefer a rep-free buying experience (Gartner sales survey, March 2026). They come to your webshop with a spec in mind and leave with a phone number.
The record reads like a code
GLV NIT BLK XL 100/BX made sense on the phone. A buyer searching your webshop for black nitrile gloves finds nothing, so they call your sales team.
A glossary of your own terms turns every abbreviation into a name buyers search for.
Per piece, per box or per carton?
One supplier sells per sleeve, the next per carton. When the unit hides in the name, buyers order the wrong quantity and you write a credit note.
Pack size and order unit become fields of their own on every line.
Too many lines to check by hand
Hundreds of thousands of lines, hundreds of suppliers, fixed value lists in several languages. Nobody has the people to check every one, and a wrong standard is a liability.
Review steps check every value against your rules, and a person sees only what fails.
Supplier data in every layout
Five suppliers write 27 cm five ways. Your filter finds one of them.
Follow five suppliers' plates from their files to one filter in your shop. Pick any step to see it again.
Five suppliers write the same 27 cm plate five ways: 27CM, Ø270MM, D 27, 270 MM. Your shop's filter finds only the one that says 27CM.
Your shop's filterDiameter 27 cmPack 6 plates1 of 5 plates found
Stoneware plateSupplier APLT STW SAGE 27CM 6/CT27 cm, in the textEmptyStoneware plateSupplier BDinner plate stoneware Ø270MM PK6EmptyEmptyStoneware plateSupplier CSTONEWARE PLATE D 27 SAGE BOX/6EmptyEmptyStoneware plateSupplier DPlate flat 21CM stoneware 6/CTEmptyEmptyStoneware plateSupplier EPLATE 270 MM MATT 6 PCSEmptyEmptyPack size and order unit
Per sleeve, per box, per carton. Is that price per cup or per pack?
Follow one paper cup from three suppliers, from your ERP to the price a buyer reads in your shop.
The same paper cup from three suppliers, at €3.90, €69 and €74. What one price buys hides in the line: SLV, box, CT. Is that per cup or per pack?
Paper cup, kraft, 240 mlSupplier ACUP PPR KRFT 240ML 50/SLV€3.90EmptyEmptyPaper cup, kraft, 240 mlSupplier BKraft paper cup 240 ml, box of 1000€69.00EmptyEmptyPaper cup, kraft, 240 mlSupplier CPAPER CUP KRAFT 240 CT 20X50€74.00EmptyEmptyHow it works
From an ERP line to a product a buyer can order. What happens to one line.
Cernel works next to the systems you already have. Blue is an agent at work, yellow is your team deciding, green is done.
01Comes in
Lines come in from your ERP
Send them as a file, or push them over the API with your own identifiers and fields. PIM systems we integrate with connect both ways.
02An agent works
Your words, not ours
Your glossary, naming rules and brand voice are stored once in Cernel. Every agent reads them, so NIT becomes nitrile the way your team writes it.
03An agent works
One agent per field
Name, pack size, order unit, material and size each get their own agent, picking from your value lists. Agents can read the supplier's page on sites you allow; a standard no source states stays empty.
04Your team decides
Checked before it goes live
You choose which values go live automatically and which get a review step; review steps check every value and only ask a person when something fails or needs a decision.
05Done
Back to your systems
Approved values go back to the shop and PIM systems we integrate with by themselves. Your ERP picks them up over the API, and partner catalogues get a file in their own columns.
What changes
Every line reads the way buyers search. Your team decides what goes live.
Fields of their own
- Product nameNitrile disposable gloves, black, XL
- Pack size100 pieces
- Order unitBox
- Minimum order quantity10 boxes
- MaterialNitrile
- SizeXL
- StandardEN ISO 374-1
- ApplicationCleaning, food handling
Example values. You define the fields and the lists they pick from.
You stay in control
- You define the fields and the value lists agents pick from, in every language.
- Price, stock and customer terms stay in your ERP. Cernel works on product content.
- Every AI-written value shows its inputs, its reasoning and the prompt behind it.
- Every value keeps its history: manual edits show who made them, and earlier versions can be restored.
In and out
- Your ERPFiles or the API: lines in, approved values out
- PIM systems and your B2B shopTwo-way with the systems we integrate with: products in, approved values back
- The APIFor any other system, with your own identifiers
- Punch-out and partner cataloguesA file in each partner's own columns, or the API
Firtal Group
Firtal Group added a thousand extra hands without adding headcount
- products enriched
- +25K
- organic traffic to product pages
- +20%
- faster time to market
- +80%
FAQ
Questions B2B distributors ask us.
Do we need a PIM for distributors, or is our ERP enough?
The ERP is enough to start, and that is common. Send the lines as a file, or push them in over the API with your own fields and identifiers, and your ERP picks up the approved values the same way. If you run a PIM, Cernel works with it: PIM systems we integrate with connect both ways, and any other through the API or files.
What happens to our prices, stock and customer terms?
They stay in the systems that own them. Cernel works on product content: names, specs, pack size and order unit, so every price your shop shows next to them reads clearly.
Can our customers' procurement platforms use the data?
Yes. Punch-out catalogues and partner portals take the approved product data as a file in their own columns, saved as a template you reuse, or over the API.
We sell half a million lines. Can Cernel handle that?
Yes. You run it category by category, in runs of tens of thousands of products, starting where search traffic and reorders are. Each run shows its size before it starts, and later passes can fill only what is still empty.
Who can change an agent, and can we see what happened?
Everyone on your team can build and change agents, run enrichment and review values. Admins also manage integrations, users, platform settings and API keys. Every value shows how it was made (enriched, manual or imported), manual edits show who made them, and earlier versions can be restored.
Where to next