How Aeskins Pharmaceuticals adapted Magento for e-commerce and external sales reps

Aeskins Pharmaceuticals needed a commercial platform that could support two routines at the same time: the digital purchase experience and the work of external sales reps. In pharmaceutical companies, e-commerce cannot be only a standard online store. It needs to respect commercial rules, order flows, customer profiles, payment terms, and integration with the billing operation.

The foundation was Magento, chosen for its flexibility to customize catalog, cart, checkout, commercial rules, and permissions. The challenge was to modify the platform around a specific Aeskins need: allowing external sales reps to access the system and place orders on behalf of customers, without turning that process into a parallel manual operation.

Magento adapted to the commercial routine

Magento was adjusted to work as a commercial tool, not only as a storefront. The journey had to accommodate the external sales rep, the customer, the products, the commercial conditions, and the order submission for later validation. This required treating the platform as the entry point for the sales operation, connected to the company's actual process.

This adaptation changed the role of e-commerce. Instead of depending on orders through spreadsheets, phone calls, or scattered messages, Aeskins gained a more structured base to register demand, organize carts, and standardize order entry. Sales reps could operate with more autonomy, while the company kept more control over data, history, and process stages.

Experience design and friction reduction

There was also experience work to make the flow simpler. External sales reps need speed: find products, build the order, review data, and move forward without fighting confusing screens. The interface and flow architecture were designed to reduce friction, prevent input errors, and bring the system closer to the real commercial routine.

This type of customization matters because a generic e-commerce platform rarely understands the complexity of a pharmaceutical B2B operation. Price, terms, customer, credit, approval, and billing are part of the sale. For that reason, Magento had to be shaped around Aeskins' process, not the other way around.

The result was a digital operation closer to the reality of the commercial team. The platform started centralizing orders and giving more predictability to demand entry, preparing the foundation for ERP integrations, commercial approval, and billing.