///Commercial Hospitality - Kitchen appliances

The Essential Utensil
A Magento solution with extensive scale

A customised online shopfront that showcases over 25,000 SKU’s & categories from leading global brands including ScanPan, Global, KitchenAid, essteele.




  • 14 weeks


  • Commercial hospitality

Business Case

The Essential Utensils wanted to expand from Albury to sell Australia wide. They were looking for a robust eCommerce solution that can cater both their B2B and B2C customers that also integrates with their existing POS and inventory management software.


  • A fast and scalable eCommerce solution.
  • Conversion focused design and architecture.
  • API connection with Bizflex to provide real-time inventory, pricing & product updates.
  • Speed optimised eCommerce storefront.
  • Vendor portal ready.

Solution design

The Essential Utensil needed an eCommerce experience that showcases an extensive number of products, brands and categories. As a conversion strategy, they wanted to show 2 prices for each product: Our Price & RRP (Recommended retail price).

We designed a UX that provides a seamless experience for users to shop by brands or by category, which highlights their marketing leading pricing.

Magento 2 open source was chosen as the eCommerce platform, due to its favourable design framework allowing us to use a mega menu to frame and showcase Essential Utensils extensive product range and categories. AWS was chosen as the hosting infrastructure as its scalability and speed is required to manage a continuous data sync between their POS system and the site.


Magento eCommerce solution Australia

POS integration

Maintaining a near real time update of 25,000 SKU's both online & in store was a challenge we identified.

Integrating their Bizflex POS solution with the Magento instance allowed Essential Utensil to manage and update their inventory, imagery and product information from a single back end. The two-way API facilities real-time product updates and order syncing.

Work was undertaken to plan for phase 2 where we will create a wholesale vendor portal for B2B clients. With this, vendors can get real time quotations, check stock availability and order online.


Magento2 case study


Due to the scale of the website and planned roadmap, we recognised utilising AWS EC2 was the best fit. Amazon's scalability enables the site infrastructure to grow with business needs while keeping the costs low.

To optimism the site speed, we execute number of configuration strategies including;

PHP configuration

OP cache optimisation

Image optimisation


Magento Bizflex integration case study


The following conversion friendly features were added to Magento:

Additional payment methods such as ZipPay & PayPal.

Click and collect user experience.

Pricing tire for free shipping.

Our price vs Recommended Retail Price comparison and many other conversion strategies to our solution.

Additionally, we ran a pilot test with a selected customer group to identify and fix any gaps in the user experience.Maytech has been able to play a small but a vital role in allowing The Essential Utensil to open new markets.


Bizflex integration example