Make a bigger impact with Salesforce. Learn how →

Close this search box.

Improving a B2B Commerce Experience for Higher Conversion

"The folks at Coastal are truly top tier. They tackled this large Salesforce B2B Commerce project with experience, professionalism, and a great work ethic. They’re a great team to work with, and we trust them to deliver the best Salesforce solution available."

Steve Harris, Director of Customer Experience Operations


Pure Fishing, one of the world's largest makers of fishing tackle, wanted to improve their ordering experience, as well as streamline sales & order management processes.

With more than 15,000 retailers in 20 countries, and a catalog of more than 30,000 types of bait, fishing lures, rods, reels, and lines, an upgraded B2B commerce deployment was a major priority for the organization’s marketing department.

They set out to introduce quick order/reorder capabilities with bespoke pricing and product selection for their customers, while providing PF’s in-house sales teams with insights into inventory, a simplified order entry system, and integration with downstream systems to automate order fulfillment.

At the same time, they wanted to be sure that the new platform was able to provide the teams with comprehensive data and insights about their B2B customers.



Coastal replaced Pure Fishing’s legacy commerce system with Salesforce B2B Commerce for their US, Canada, and Europe-based customers. This provided a simpler experience for customers.

In the future, Pure Fishing has plans to expand the solution to their APAC clients. On top of that, Coastal introduced MuleSoft to Pure Fishing to streamline order integration, allowing for a unified order management system with access to real-time pricing and inventory, tax information, freight calculations, and more.


Pure Fishing customers now enjoy a more user-friendly ordering experience entirely online via Salesforce B2B Commerce. Salesforce’s unified platform allows substantial data to come together into a single, all-encompassing view across all clients.

Additionally, the ordering platform for Pure Fishing’s in-house sales team is now separated from that of their customers, allowing for customized views that segment out additional high-value data and insights.

From system design to development and deployment, Coastal launched a fully functioning North American site in 4 months and continues to receive productive feedback from Pure Fishing to iterate new versions of the solution.

Clouds and Products

  • Service Cloud
  • B2B Commerce
  • Mulesoft
  • Sales Cloud