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Adobe Commerce
Creative, Data, Digital Transformation, Marketing, Platform Implementation, Search, Strategy, Systems Architecture, Technology
GlobeWest is an Australian owned company based in Melbourne, Victoria. From small beginnings, they have become a leading supplier to the Australian Interiors industry.

GlobeWest co-founders, brothers Alan and Stephen Mendel still fully own and actively run GlobeWest, supported by an ever growing contingent of expert staff across various departments from design and product development to logistics. Under the GlobeWest brand, they design, develop, distribute and market a covetable range of attainable furniture and homewares.

The Overdose. Australia team embarked on a mission to revitalise GlobeWest's digital presence, resulting in the creation of a dynamic Adobe Commerce Magento 2 website, with refreshed functionality. This transformation not only enhances the B2B arm of their business with a revitalised user experience and enhanced features but also marks an exciting expansion into B2B2C offerings. Our primary objective was to create a seamless bridge between end-users and GlobeWest's trade clientele, setting the stage for direct-to-consumer engagement while prioritising an exceptional experience for their loyal trade partners.


As part of this project, Overdose. integrated the Adobe Commerce platform with GlobeWest's ERP (NetSuite). This allows the GlobeWest team to seamlessly sync their product, customer, order, quote and invoice data. This integration afforded us the option to show offline orders, quotes and live product stock information to customers on the front end of the website. Other integrations in the project included Dotdigital (Marketing Automation), YotPo (UGC and reviews), Algolia (Live Search) and Timify (Showroom bookings).
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Balancing Growth: Expanding GlobeWest's B2C Reach While Nurturing Trade Customer Loyalty

Transform the business model within GlobeWest to continue to serve highly valued B2B customers whilst capturing a new B2C market through B2B customers.


The new website was launched alongside an attribution program for existing and loyal trade customers. This also opened up a channel for B2C customers to purchase directly from GlobeWest for the first time via a designer or stockist. Overdose. and GlobeWest worked together to design a solution that nurtures the customer journey from start to finish. This includes bespoke "Find a Designer" and "Find a Stockist" tools, shared mood boards and quoting functionality.

Integration Stability

Create a stable, flexible and scalable integration between Netsuite, Adobe Commerce's Magento and other relevant platforms.


Overdose. Australia and GlobeWest implemented an integration between Adobe Commerce and NetSuite using Celigo middleware. With a primary objective to be scalable, we leveraged Celigo middleware and a blended team approach to the integration, meaning ongoing changes or improvements can largely be managed by the GlobeWest team internally.

Freight Calculations

Design an elegant solution for handling freight challenges online through the use of a freight calculator.


With the complexities of furniture logistics and freight, a significant part of the project was to design and build a custom freight calculation tool. This took into account the various freight carriers and zones managed by GlobeWest as well as product availability and weight. The customer is presented with flexibility at checkout in their freight selection, including opting for split shipments and selecting from available delivery dates.

Email Automation

Implement best practice marketing automation practices to create better engagement and further personalise the GlobeWest experience.


Alongside the Adobe Commerce Magento build, we embarked on a project to implement marketing automation using DotDigital for both trade and the new B2C audiences for GlobeWest. This project spanned from customer journey mapping and design, through to implementation.

Michelle Lucas
"We embarked on an ambitious project to transition our Magento 1 website to the new Magento platform, a substantial time investment with numerous integrations. Our overarching objective was to establish GlobeWest as a frontrunner in the online wholesale furniture category, delivering a seamless customer experience.

Working closely with Overdose. our digital transformation journey has redefined our digital landscape, allowing us unique experience for our valued B2B clientele whilst simultaneously captivating a fresh B2C audience via our B2B clients."
Michelle Lucas
Senior Digital Platforms Marketing Manager


We worked closely with the GlobeWest team during the design and discovery phase of the project to solve customer challenges. This covered the unique B2B and B2B2C offerings as well as ensuring we created an experience to inspire the user upfront to capitulate their attention and desire to explore.

With various core journeys on the site, we focussed on the customer experience as a whole, honing in on engaging the user at various touchpoints, including:

Product Detail Page:

  • The design includes different PDP experiences depending on the product type.
  • One challenge presented during the design phase was the ability to sell and display modular sofa products online. This led to a customised PDP for modular products, allowing the user to select from popular configurations and custom quantities.
  • Second to this, we focussed on ensuring the customer was presented with all required information on the PDP – everything from stock quantities through to measurements, delivery details and product care – all the while heroing the product and avoiding a cluttered experience.


Showroom Bookings:

  • Showroom bookings are available to both B2C and B2B customers. We utilised Timify Bookings to create a custom integration with Adobe Commerce’s Magento.
  • The showroom bookings journey starts on the PDP where showroom stock is displayed and extends through to the showroom bookings form allowing a customer to select their closest showroom and book from available timeslots.
  • Timify is used by the GlobeWest showroom staff to manage their resources and store customer information on bookings.


My Account:

  • We designed a custom My Account experience for the two main customer groups – B2C and Trade.
  • The My Account for Trade includes functionality to allow the customer to view and create quotes, view and pay invoices, lodge claims, create and share mood boards with B2C clients, as well as view and manage showroom bookings.
  • The My Account for B2C includes functionality to view quotes and mood boards shared by Trade customers, view all orders, view showroom bookings and create and manage wishlists.


Find a Designer & Find a Stockist:

  • The “Find a Designer” and “Find a Stockist” tools were created to enhance the B2B2C attribution progress.
  • Via a directory of GlobeWest designers and Stockists end users can search for designers and stockists near to them with design capabilities relevant to their needs.
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