Services & Technology
The Challenge
Oura sought a digital partner to design and develop a robust portal capable of handling bulk orders for its expanding Corporate Sales division. The company’s existing corporate sales portal, Order Hub, struggled to handle the demands of their rapidly expanding enterprise clientele. Designed for smaller, recurring orders, the platform lacked the necessary features for large-scale, complex transactions. This resulted in significant operational inefficiencies and even revenue loss.
More specifically, Order Hub’s major limitations included: not accurately managing international taxes and multi-currency transactions, a poor user experience that generated excessive support requests, and a lack of essential B2B functionalities like tiered discounting and precise tax-exempt quotes.
Consequently, Oura was forced to manually process orders in its existing cloud-based ERP—a time-consuming and error-prone process that contributed to an estimated $6.4 million in lost revenue in a single year, with projections indicating a rise to $8.4 million the next year. These challenges significantly impeded Oura's ability to scale their corporate sales and necessitated a more robust, efficient solution.
The Solution
Recognizing the urgency of these issues, Oura sought a digital partner with deep expertise in B2B eCommerce. Codal's proven track record across multiple platforms made us the ideal choice to design and develop a comprehensive solution that would streamline operations, enhance customer experience, and support Oura's ambitious growth objectives.
Oura engaged with Codal’s B2B eCommerce solutions team on an in-depth discovery project. We took the time to align on business goals, conduct stakeholder interviews, analyze the existing order management system, define requirements, and develop a roadmap that prioritized Oura’s exact business needs. Our team then provided recommendations on two different approaches: build the portal on a new eCommerce platform to expedite development and reduce costs, or leverage and enhance the existing custom commerce APIs for a more advanced, tailored solution.
Oura opted to enhance its existing platform and we were ready to rise to the challenge. We were tasked with designing an intuitive user interface, developing the frontend, integrating it seamlessly with their backend APIs, and ensuring a streamlined end-to-end purchasing experience. The process required us to gather and manage requirements, necessitating close collaboration between our frontend engineers and Oura’s internal development and program management teams. This ensured clear communication of business needs and that the APIs under development or revision directly supported those requirements.
Key Features of the New B2B Portal
Our primary objective was to design and develop a user-friendly B2B ordering portal that would streamline Oura's corporate sales process. To achieve this, we prioritized several key enhancements:
Intuitive user interface: We designed a clean, efficient interface that simplifies the complex process of bulk order management to ensure Oura staff could easily navigate and manage orders.
CSV upload functionality: Integrating Flatfile enables users to upload CSV files containing order details with built-in validations to ensure data accuracy and completeness. This significantly reduces manual data entry and potential errors.
Address validation: We gathered requirements and designed the UI for an address validation service to prevent shipping errors, ensuring all delivery addresses are accurate before ordering placement. The API was then built on Postgrid by Oura’s team.
Regional and currency logic: We implemented sophisticated regional and currency logic to ensure orders were billed in the appropriate currency and that complex tax calculations, including tax exemptions based on company and region with multiple tax rates in a single order, were accurately applied. Both were aligned with client and NetSuite requirements. Future milestones will include calculating tax based on the target country, even if the end address is not yet known, with logic to refund the difference once Oura receives the final address.
Streamlined order review and payment: A “magic link” system enables the company’s representatives to review orders before proceeding to checkout. The functionality also allows for orders going to different countries to be split into different payment methods to assist with billing charges to different offices using different currencies. Payment processing is handled securely through Braintree.
Order management dashboard: An intuitive dashboard provides Oura staff with real-time visibility into the status of bulk orders and their associated child orders. This includes total amounts paid and invoiced for orders billed upon receipt of end-user ring preferences; tracking which end users have “claimed” their rings by entering size and preferred finish; fulfillment tracking; and the ability to send reminders to users who have not claimed their rings.
The Result
Custom eCommerce Solutions for a Scalable Future
The creation of Oura's new B2B bulk order portal was a strategic collaboration that delivered tangible results. While an initial pause allowed Oura to re-evaluate and refine their business priorities, this period ultimately strengthened our partnership and ensured a unified project vision. This alignment proved critical for the project's success.
Given the division of development responsibilities—Oura's team handling the backend and Codal the frontend—seamless, real-time communication was critical. This close coordination facilitated efficient problem-solving and ensured consistent alignment between both systems. Furthermore, our bi-weekly build deliveries, accompanied by detailed demonstrations of new functionalities, fostered transparency and kept Oura's stakeholders actively engaged throughout the development process.
The outcome of these collaborative efforts was a customized, user-centric solution that directly addressed Oura's core operational challenges. By streamlining the bulk order process, automating key tasks, and significantly enhancing the user experience, we empowered Oura to achieve measurable improvements. The new portal has already resulted in increased sales velocity and reduced time-to-close, while also significantly improving operational efficiency and alleviating the workload on cross-functional teams.
Looking ahead, Oura plans to introduce further enhancements to its B2B portal, including self-service capabilities that will enable corporate customers to place and manage recurring orders independently. These updates will continue to reduce the need for manual intervention, improving efficiency and scalability.
With a scalable and future-proof solution in place, Oura is now strategically positioned to expand its corporate sales, capitalize on future commercial opportunities, and achieve sustained growth.
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