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KELTEC designs, manufactures and distributes OEM-equivalent filtration and component solutions for industrial equipment, from air-oil separators to hydraulic filters and refrigerated air dryers. Its customers are entirely business buyers, many of whom arrive with an OEM part number in hand and need account-specific pricing and terms.
After a three-week outage of its custom ordering site pushed customers back to phone and email, KELTEC rebuilt its digital channel on Shopify B2B, connected to NetSuite and a product information system. The new storefront set all-time online sales records in its launch month and again in July and August, and the share of orders placed online roughly doubled from about 20% to 40%.
Founded in 1982 and headquartered in Hudson, Ohio, KELTEC began with air-oil separators and has since expanded into air-intake, oil and coalescing filters, hydraulic and desiccant filters, synthetic compressor lubricants, condensate management systems and maintenance kits. The company's range covers compressed-air, hydraulic, liquid and dust-collection filtration, and its earlier custom site introduced one of the first cross-reference search experiences in its market, helping buyers match OEM part numbers to KELTEC equivalents.
Over time, KELTEC's custom B2B ordering site became difficult to maintain and could not be extended to support the company's growth plans. The weakness became impossible to ignore when the site went down for three weeks. Customers switched to email and phone orders, and the internal team had to enter those orders by hand.
The requirements for a replacement were demanding. Buyers often search by OEM number, and some KELTEC products have 25 to 30 OEM cross-references. Each business account can have its own pricing, payment terms, freight preferences and labelling needs, and only approved customers should be able to access the portal and place orders.
KELTEC evaluated five B2B commerce platforms, narrowed the list to two and selected Shopify. The company first launched and stabilised NetSuite as its ERP, then connected Shopify and rolled out a new B2B storefront built with an implementation partner. The result is a connected stack in which each system has a clear job.
Shopify B2B presents the catalog to approved business accounts with account-specific pricing, payment terms, freight preferences and labelling. New customers are set up in NetSuite and approved by KELTEC before they receive portal access, and walkthroughs help them get started.
NetSuite supplies core product and customer data, with a Celigo connector linking the ERP and Shopify. Checkout uses Shopify's standard flow with targeted modifications to meet NetSuite-related shipping requirements.
Pimcore enriches product records with images, descriptions, resources and OEM cross-references, so buyers can search by OEM part number, KELTEC part number, product name or application characteristics.
Shopify Flow handles orders according to each customer's requirements, while Shopify Payments removes the secondary process that card payments used to require. HubSpot supports marketing, and Shopify Search & Discovery and Sidekick round out the toolset.
The rollout was deliberately sequenced. Rather than changing everything at once, KELTEC launched NetSuite first and allowed it to stabilise before connecting Shopify and switching on the new B2B storefront, an approach that keeps ERP issues away from customers. Access rules were defined up front so that only approved accounts could log in, and onboarding walkthroughs helped customers get started on the new portal. Once live, the team began testing promotions, including a Labor Day percentage-off offer, to learn how B2B buyers respond to online incentives.
The new channel quickly proved its value. KELTEC broke its all-time online sales record in the launch month and then broke it again in July and August. The share of orders placed online rose from about 20% to 40%, and website users increased by about 40%. During the Labor Day promotion, average order value was roughly 50% higher than normal. Operationally, card payments no longer need a secondary process, so orders reach fulfilment faster and payments are processed sooner, and sales representatives can spend more time solving application-specific problems and building customer relationships. Territory-based sales credit is unchanged regardless of the channel a customer uses. KELTEC now aims to move 50% to 60% of orders online, is experimenting with an on-site AI chatbot and plans to bring four more sites onto the platform.
Sequencing the ERP launch ahead of the commerce front end gave KELTEC a stable base to build on. Growing manufacturers can reduce risk by making sure the system of record is solid before exposing it to customers.
Industrial buyers often start with an OEM part number. Investing in cross-reference data and search turns that habit into an advantage rather than a reason to pick up the phone.
Keeping territory credit unchanged for online orders removes a common reason for representatives to resist a digital channel. Aligning incentives is often as important as the technology itself.
Shopify B2B, Shopify Payments, Shopify Flow, Shopify Search & Discovery, Shopify Sidekick, NetSuite, Pimcore, Celigo, HubSpot
This story is compiled by the ONEXT DIGITAL editorial team from public sources and is shared as an industry reference. KELTEC is not an ONEXT DIGITAL client.
Sources: https://www.shopify.com/case-studies/keltec , https://www.keltecinc.com/about
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