Multi-Tenant B2B2C Funeral Marketplace with 1,000+ Storefronts

Rapid Data operates a B2B2C marketplace in the funeral services industry, connecting funeral homes with local florists across Sweden, with expansion into Germany, Norway, Switzerland, and Austria. The platform enables funeral homes to offer floral arrangements from multiple local florists through a single, centralized storefront. Its clients include funeral homes seeking modern flower ordering capabilities, as well as families looking for funeral flowers from trusted local vendors.

Rapid Data’s vision for a modern commerce ecosystem couldn’t be achieved with standard eCommerce platforms. The existing manual processes increased operational risk, blocked expansion to new markets, and made the business more exposed to customer churn.

Manual Coordination

Flower orders, logistics, and vendor assignment were handled manually for each funeral via phone, email, and Excel. Each new funeral home or florist partnership added more manual integrations and exceptions, making the operational model unscalable for their commercial ambitions in DACH and Nordic markets.

The Business Model Breaks Standard Platforms

1. "1 Funeral = 1 Storefront" Architecture

The core business model requires thousands of short-lived, independent storefronts running in parallel – each with a carefully selected range of products, assigned florists, and specific delivery rules. Traditional commerce platforms are designed for 1-to-N brands or countries, not thousands of dynamically provisioned, event-based stores, making this model fundamentally incompatible with out-of-the-box solutions.

• ERP as the Source of Truth

Business logic, contracts, pricing, and financial reporting already live in Rapid Data’s ERP system – Bitnet. The eCommerce platform had to function as an extension of the ERP, not a standalone system that attempts to own the catalog and customer data, which is the standard solution for most boxed platforms.

• Marketplace Payout Readiness

The system required native logic to handle the complex B2B2C payout structure, including multi-vendor settlement, multi-currency operations (SEK, EUR), and country-specific payment and compliance rules.

​​The platform is built on a multi-tenant architecture, where all storefronts are accessible under a single URL. Each storefront is rendered based on a unique reference ID passed in the request. This mechanism allows the system to manage 1,000+ storefronts without multiplying store instances.

A single vendor (funeral home) can configure and manage multiple storefronts – typically one for each funeral they are assigned to. For every storefront, the vendor selects which suppliers (florists) will fulfill orders and defines available delivery options, such as delivery to the ceremony or to the family's home. This setup allows funeral homes to tailor offerings and logistics to each funeral, while keeping control centralized within their ERP workflow.

The solution supports:

Deep Integration with Bitnet ERP

We created a custom REST API integration that ensures real-time synchronization of products, stock levels, and orders. Each new funeral registered in the ERP automatically triggers the creation of a corresponding storefront in the commerce platform. Result: Customer service can launch a full storefront by ticking one box in the ERP.

Scalable Infrastructure on Azure

Due to the sensitive nature of the data processed by the platform, all infrastructure is hosted in-house under the client’s control. We deployed the system on a Microsoft Azure Kubernetes cluster. This setup includes containerized environments using Docker, managed databases, and CI/CD pipelines for fast and secure deployment. Infrastructure-level security is handled by Microsoft, while application-level access and data control remain fully managed by the client.

Payment Integration with Ping Payments

We developed a custom integration with Ping Payments, tailored to support the Swedish banking system and local compliance requirements. It supports multi-currency operations (SEK and EUR), enabling cross-border transactions and future expansion into other markets. The integration handles secure transactions, disbursements to vendors, and future readiness for multi-region rollout with localized payment flows.

Email Notifications with Mailgun

We used Mailgun to manage transactional email delivery across both customer-facing and internal communications. This setup gives the client full control over email content and branding.

Custom Add-ons Management System

We built a custom product enhancement system allowing funeral homes to offer personalized touches, including:

• Cards, ribbons, and decorative elements as add-on products,
• Multiple variants per add-on (sizes, colors, materials),
• Dynamic input fields for condolence messages and personalized text,
• Product type associations (specific add-ons for specific flowers).

This functionality was built as a standalone Medusa module. The module defines its own data models, stored in separate database tables, along with a dedicated service to handle business logic. These services are registered within Medusa’s dependency container and exposed where needed, for example, during cart operations or order creation. By encapsulating the system within a dedicated module, we were able to extend the core product logic while keeping the platform ready for future updates.

Custom Reporting and File Export Tools

To help the client monitor marketplace performance and simplify financial operations, we built reporting dashboards and CSV export tools. Admins can filter by time, vendor, or product category and quickly export the data for use in external accounting or logistics tools.

The system provides an extensible foundation for Rapid Data’s continued growth and is designed to scale to their high-volume, event-based commerce needs. We delivered a production-ready MVP within just 3 months of collaboration, delivering a solution aligned with both technical requirements and business workflows.

2-3x Lower Total Cost of Ownership
Up to €400k+ lower 3-year TCO compared to Magento or Shopify Plus for a comparable scope.

High-Volume Scale
Multi-tenant architecture supporting 1,000+ active storefronts at any given moment.

Partner Network
Connects 200+ funeral homes and 200+ florists within a single, unified system.

Immediate Expansion
The architecture is designed to add new markets (currencies, languages, payment methods) without touching the core system, allowing for a predictable and fast rollout across the DACH and Nordic regions.

Operational Efficiency & Automation‍

By integrating the commerce engine directly with the ERP system, the manual workflows that had previously limited growth were eliminated.