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Bifor is a small business of about ten employees based in Neuville-sur-Saône, France. It specializes in selling outdoor power equipment online (tillers, lawn mowers, riding mowers, hedge trimmers, chainsaws, and DIY tools) under the Tondeuse et Compagnie brand. In 2025, Bifor began overhauling its information system to support its growth and strengthen its competitiveness. In particular, the company wanted to replace its marketplace feed management tool, which no longer met its current needs and was holding back its growth. To make sure it chose the right solutions and to validate its planned architecture, Bifor turned to Synolia for expert advice.
Bifor, a specialist in outdoor power and landscaping equipment, sells its products online under the Tondeuse et Compagnie brand. To reach as many customers as possible, the company sells both on its e-commerce site and on numerous marketplaces. To manage its multichannel flows (products, orders, stock, invoicing), it used a dedicated tool. But this tool was showing its limits and holding back the company’s growth: recurring bugs and technical issues kept the teams from running operations smoothly. Examples included unstable product display, the inability to edit product pages, and slow stock updates. The result: lost revenue on products that were not displayed, orders canceled due to inaccurate stock, and ultimately a degraded customer experience.
“We are a multichannel seller. So we need a tool to centralize all our orders and stock, manage invoicing, and list our products on marketplaces. We had a tool that did that, but it had its limits and quite a few malfunctions.”
To improve performance and the quality of the customer experience, the Bifor teams decided to overhaul their e-commerce architecture and integrate two new feed and flow management solutions: Shoppingfeed (to manage marketplace feeds) and ShippingBo (to manage stock and logistics). They then asked Synolia to validate the architecture and confirm that these two solutions could be interfaced with the existing ecosystem.
Validate the choice of Shoppingfeed and ShippingBo and their interoperability with the existing ecosystem (PrestaShop e-commerce site, CRM, ERP).
For Bifor, the main goal of this collaboration was clear: get an expert view on how the various solutions in use or under consideration (notably Shoppingfeed and ShippingBo) would interconnect, in order to validate and secure its architecture decisions.
“Synolia’s support for Bifor was structured around a consulting engagement aimed at designing and implementing a scalable, reliable, modern, and future-proof information system.”
To overhaul their e-commerce feed and flow management tools, the Bifor teams quickly turned to Shoppingfeed and ShippingBo. The choice was no accident: the solutions’ reputation, technical reliability, and promised time savings convinced management to invest.
Shoppingfeed: a SaaS solution that lets online retailers centralize and automate the management of their product, order, and stock feeds across all their sales channels. Connected to more than 1,000 channels, including 200 marketplaces, the solution streamlines product catalog distribution, real-time stock synchronization, and order processing from a single interface. Its goal: simplify multichannel selling and optimize product visibility through differentiated pricing strategies, while saving e-commerce teams valuable time.
ShippingBo: an all-in-one SaaS solution that gives online retailers full control over their omnichannel logistics. It combines OMS (order management), WMS (warehouse management), and TMS (shipping management) to centralize orders from both the e-commerce site and marketplaces, sync stock in real time, automate parcel preparation and labeling, and manage deliveries and returns from a single platform. With ShippingBo, teams become more efficient, avoid stockouts and sales of unavailable products, shorten shipping times, and deliver a more reliable customer experience, all while reducing manual work.
However, despite the teams’ confidence in these solutions, several technical aspects needed to be checked, especially how the two solutions would integrate with the existing information system.
“Our goal was to improve the customer experience and choose two reliable, well-established solutions so we could focus on other tasks instead of constantly putting out fires.”
Martin Quéré found Synolia online and was quickly won over by its approach, centered on understanding the customer’s needs. The engagement was built around workshops and interviews to analyze Bifor’s operations in depth (product lifecycle, order and customer lifecycle) and produce an accurate technical diagnosis.
The entire Bifor team (about ten people) took part in this phase of understanding the context and the technical ecosystem.
At the end of the workshop phase, Synolia presented its strategic recommendations. These included validating Shoppingfeed as the syndication tool (catalog feed manager) to cover current and future marketplaces. The readout also validated the implementation of a complementary OMS (Order Management System) such as ShippingBo, along with a dedicated customer service solution such as eDesk to centralize after-sales support across all marketplaces.
“We needed to be sure these two solutions could connect natively with our CMS and easily with each other. And also with our various sales channels and our CRM.”
A second set of recommendations focused on modernizing the e-commerce platform. The goal: replace the old PrestaShop platform and catalog with a modern, intuitive, and scalable solution, to grow the company’s own e-commerce channel, increase visibility, and reduce dependence on marketplaces.
With Synolia’s support, Bifor validated its technical architecture and identified a CRM vendor (eDesk) able to connect to nearly all of its marketplaces.
“Synolia fully delivered on its consulting mission and helped us clear up the doubts we had about the technical architecture.”
Following this, the Bifor teams were able to kick off the operational phase of the project in-house. The team was expanded to handle the migration and integration of Shoppingfeed and ShippingBo. Both solutions were deployed in six months. Results after go-live of the two solutions:
Finally, as part of its engagement, Synolia advised Bifor on the evolution of its CMS and its organization. These recommendations have not yet been implemented for budget reasons, but according to Martin Quéré, they laid the groundwork for the future.
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