Web Development
WAV, LLC is a leading Value-Added Distributor specializing in world-class wireless networking technology, delivering comprehensive solutions and top-notch support. Their extensive product lineup powers critical connectivity solutions for businesses across North America.
The Challenge
WAV partnered with Marcel Digital to modernize an ecommerce platform that had not been updated in nearly six years. The existing site lacked critical ecommerce functionality and could no longer support the company’s growth, complex inventory needs, or vendor-driven business model. Beyond a visual refresh, WAV needed a scalable, integrated solution that could support real-time commerce and a more intuitive buying experience.
Outdated Ecommerce Platform & ERP Limitations
The legacy site lacked modern ecommerce capabilities and required a custom shopping cart that could integrate seamlessly with NetSuite. WAV needed real-time synchronization for products, pricing, and inventory across both U.S. and Canadian markets.
Complex Product Discovery & Vendor Visibility Needs
Vendor partnerships are central to WAV’s business. The site needed to highlight key brands and products, support seasonal promotions, and make it easier for users to discover and purchase the right solutions, reducing friction and improving conversions.
Multiple Sites, Brands, and Stakeholders
WAV’s digital ecosystem included three separate sites, WAV, MBSI WAV, and Last Mile Gear, each with different structures and requirements. The challenge was to unify these experiences under one platform while preserving distinct brand identities and aligning multiple internal teams.
The Analysis
Marcel Digital began with a deep discovery phase, working closely with WAV’s marketing and IT teams to fully understand the complexity of their ecommerce and ERP ecosystem. Through collaborative strategy workshops, we identified how the new platform needed to support sales enablement, streamline operations, and create a smoother buying experience for customers.
Understanding NetSuite Integration & Ecommerce Requirements
A primary focus of the analysis was untangling WAV’s NetSuite integration needs. We mapped how real-time product data, inventory availability, customer-specific pricing, brand segmentation, and region-based fees would need to function across the site. This ensured the ecommerce experience would remain accurate, scalable, and operationally efficient across both U.S. and Canadian markets.
Evaluating User Behavior & Purchase Paths
Using Google Analytics, we analyzed how users interacted with the existing site, where friction occurred, and how customers navigated product discovery. These insights informed decisions around site structure, navigation, and category organization, helping shape a clearer, more intuitive path to purchase.
Assessing SEO & Content Structure
SEO analysis played a critical role in the planning phase. Marcel Digital conducted a full audit to evaluate existing rankings, content performance, and technical health. This informed updates to page structure and content strategy, ensuring the new site would preserve search visibility while positioning WAV for improved organic performance post-launch.
The Solution
Marcel Digital delivered a fully modernized ecommerce platform built on Umbraco CMS, designed to support WAV’s complex business model, multiple brands, and ERP-driven workflows. The new site is mobile-optimized, brand-compliant, and built to scale - providing a stronger digital foundation for revenue growth and operational efficiency.
A Fully Integrated NetSuite Ecommerce Experience
Through early technical planning, Marcel Digital built a custom shopping cart and NetSuite integration that supports WAV, MBSI WAV, and Last Mile Gear within a single platform. Product data, inventory levels, customer-specific pricing, and promotions now update in real time. For MBSI WAV, we implemented an automated multi-currency and tariff-aware pricing system, ensuring accurate, transparent pricing for Canadian customers.
Optimized UX for Vendor Visibility & Product Discovery
The new site was designed to highlight WAV’s vendor partnerships while simplifying product discovery. Users can browse by category, brand, or model number, while dynamic merchandising allows WAV to promote priority brands and seasonal campaigns. A redesigned content resource library, featuring blogs, videos, webinars, and datasheets, supports lead nurturing, with tagging that aligns resources to specific brands and customer needs.
A Seamless Buying Journey & Enhanced Customer Portal
Advanced search and filtering tools reduce friction and help customers find products faster, improving conversion rates. A new customer portal further strengthens the experience by giving logged-in users access to order history, account details, and direct sales or support contacts. To enhance post-purchase support, Marcel Digital developed a custom NetSuite SuiteScript solution that enables real-time invoice retrieval, reducing manual requests and improving customer satisfaction.
The Results
The launch of WAV’s new ecommerce platform marked a major step forward in both performance and internal enablement. With improved tracking, stronger SEO foundations, and a scalable CMS in place, WAV gained greater visibility into customer behavior and a platform built for long-term growth.
Deeper Insights Through Advanced Analytics
Marcel Digital implemented enhanced Google Analytics tracking, giving WAV clear visibility into purchase behavior, engagement trends, and conversion paths. These insights now support smarter campaign optimization, stronger lead generation, and higher ROI across their martech stack.
SEO Stability and Post-Launch Optimization
Following launch, Marcel Digital conducted a comprehensive SEO audit to confirm that all legacy content was properly migrated and optimized. This ensured search visibility was preserved and positioned the site for continued organic growth.
Operational Confidence and Future-Ready Growth
Hands-on Umbraco training empowered WAV’s internal teams to confidently manage and scale the new site. With a flexible ecommerce platform, integrated ERP workflows, and improved customer experience, WAV is now positioned for more efficient operations and sustained digital growth, reinforcing its leadership in the wireless networking distribution space.
