• Industry: Healthcare and retail
  • Platform: Magento 2
  • Client since : 2002

The client and the challenge

OrthoCanada is the largest healthcare equipment provider in Canada that caters to the needs of physiotherapists, chiropractors, massage therapists and more. OrthoCanada mandated Axial for its B2B e-commerce migration from NopCommerce to Magento 1 and from Magento 1 to Magento 2. The company’s goal was to foster more online sales and expand the company’s digital presence.

The Objectives

  1. Develop a new e-commerce site that respected OrthoCanada’s brand
  2. Consolidate sites from recent acquisitions
  3. Create a high-performance search engine and shopping experience for over 5000 SKUs
  4. Create a stellar customer experience



The solution

Axial originally had to consolidate three e-commerce platforms that had all separate product catalogues. The team worked with OrthoCanada to interview various customer segments to gain a better understanding of the buyer’s journey for healthcare equipment. Several strategies were put in place to generate better leads for the company’s clinic setup service and key product categories. Axial integrated their Microsoft Dynamics Business Central ERP with Magento. A sophisticated search tool was also developed to deliver more relevant search results for an optimized buyer experience.

The results

*Data compared between 2018 and 2020




Increase in revenues *
increase in site visits

What the project team had to say

Axial has been a stable and reliable partner with us for many years. They are always there to help us achieve our goals and move the business forward. Their dedicated team of friendly professionals is refreshing. We trust them.
Tim Hansen - Marketing Director
I will say, you have an incredible team, and the cohesion and work ethic is fantastic! It's been a real pleasure working with all of you, and you never know, I may come knocking on your door in the future with new work!
Oliver Bishop - E-Commerce & IT Manager 2017-2021
Since 2006, I have had the pleasure to work with OrthoCanada. We have overcome many strategic and technology hurdles over the years. Our business relationship is based on mutual trust, transparency and teamwork. What impresses me the most, even after all these years, is OrthoCanada’s ability to innovate, all while maintaining the company’s mission: “to improve the health, wellness and mobility of all Canadians.
Claudine Humbert - Account Manager

Key takeaways

  1. For a B2B website with over 5000 SKUs, a high-performance search engine is critical to enhancing the buyer’s journey and boosting conversion rates.
  2. Consistent training is key so that OrthoCanada can continue to grow and spearhead its own digital marketing and e–commerce efforts.

Work's extent

  • Analytics
  • User research
  • Competitor and market benchmarking
  • Technical, content and SEO audits
  • Conversion optimization strategy
  • User experience design
  • User interface design
  • *Creative Direction by MGD Branding + Design
  • E-commerce development
  • Systems integration and automation
  • ERPs, CRMs, Accounting software, Shipping solutions & APIs
  • Quality assurance
  • Performance optimization
  • Infrastructure and hosting
  • Custom development
  • Conversion rate optimization
  • Search engine marketing & optimization
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