East N West Cash & Carry Ltd

East N West is a wholesaler based in Barking in Essex. It supplies retailers and catering customers with a broad range of FMCG products through a combination of cash and carry, and deliveries.

East N West partnered with b2b.store as part of its national growth plans to double turnover and expand beyond its London base, with digital transformation a core pillar of its five-year expansion roadmap.

This included investing in advanced ordering, communication and payments technology to strengthen customer engagement and scale operations across the UK, with b2b.store’s ProConnect platform identified as the best way to deliver this and future-proof the business.

East N West is an Aptean ERP customer, so b2b.store worked with the wholesaler to integrate ProConnect with their existing systems – a task that required a migration process managed by our technical teams.

With customer buying behaviour shifting rapidly, East N West has already seen approximately 50% of delivered sales move to online ordering, which is a clear signal that wholesale purchasing is becoming increasingly digital.

Recognising this shift, the company has implemented a multi-channel ordering platform, integrated WhatsApp Business communication and introduced AI-powered payment processing to streamline bank transfers and improve customer experience.

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Growth ambition in numbers

of delivered sales coming through online ordering

year ambition to double turnover

ProConnect capabilities: ordering, WhatsApp and payments

Building a platform to stay ahead

Why did East N West approach b2b.store?

East N West wanted a technology partner that would help them modernise how customers order and pay, so they could grow faster, keep up with market shifts and avoid being outpaced by other wholesalers investing in digital tools.

As Director Jateen Lakhani explains, “We want to double our turnover and increase our coverage nationwide. To achieve that, we have to evolve faster than the market and stay ahead of competitors who are investing in technology.”

How did the ERP integration happen?

As an Aptean ERP customer, East N West needed to ensure their existing systems worked in unison with b2b.store, while also migrating its online-ordering platform to ProConnect. This took a multi-month process managed by b2b.store’s technical team to move and test data before going live.

What’s next for the partnership?

East N West was keen to partner with b2b.store to future-proof against tech developments, making sure they’re at the front of the queue and not falling behind competitors. The wholesaler wants to adopt emerging technologies, including automated messaging and AI-driven sales support tools, as part of its broader commitment to operational efficiency and scalable growth.