Modernising Ecommerce Integrations in Under 6 Months Without Disrupting Peak Trading

Executive Summary

6 Months to Integrate a New eCommerce Platform Across 5 Systems

For more than 200 years, Denby Pottery has been crafting premium British ceramics.

Through global wars, economic crises, and more, Denby has endured a changing world while expanding across borders and oceans.

But as ecommerce reshaped how customers shop, Denby faced a new kind of threat: a rigid technology stack that couldn’t adapt to new online buying behavior or scale to meet peak-season demand.

Adding to the pressure, the team only had 6 months between peak periods to implement & integrate their new ecommerce platform, Shopline, with their 5 existing solutions.

Replatforming Denby on Shopline Whilst Maintaining Business as Usual

Denby’s transformation centred on launching Shopline as its new ecommerce platform...

...supported by NetSuite / E-Business Suite for ERP and Oracle Xstore for retail operations. The goal was clear: faster product launches, better stock visibility, and improved customer experiences across channels.

For Denby, this project wasn’t just about launching a new ecommerce site; it was about ensuring every order, promotion, and stock update continued to work harmoniously during peak trading, across legacy and modern systems.

Outdated Systems, Messy Data & Critical Workflows, All Integrated in 6 Months

The project presented three key challenges...

Some of Denby’s existing systems lacked modern API support, requiring file-based data transfers. Others needed real-time synchronisation across multiple markets, currencies, and channels.

On top of that, Denby relied on a critical Tesco voucher redemption flow, which required custom logic to validate promotions in real time at checkout.

Alongside its ecommerce transformation, Denby was also operating two ERP systems in parallel.

Oracle E-Business Suite supported UK operations, while NetSuite powered the US and Canadian business, each with different data models, integration patterns, and operational requirements.

This meant product, pricing, inventory, and order data needed to flow reliably across regions without fragmenting workflows or creating regional silos, which in practice meant building and maintaining integrations twice, once for each ERP.

Without the right integration layer, these dependencies risked slowing the project, introducing errors, or worse, putting revenue at risk during peak trading periods.

Choosing an Integration Platform Built for Complexity

The project was complex for many reasons, and failure would have delayed launch plans.

Denby needed more than point-to-point connectors. They needed a platform that could:

Versori provided a unified integration layer that supported multiple API protocols (REST, GraphQL, SOAP, webhooks) alongside secure file-based integrations using SFTP and Oracle Object Storage, allowing Denby to deploy modern ecommerce solutions without forcing changes onto legacy systems.

One Integration Layer. Fifteen Critical Workflows.

Versori was implemented as the middleware connecting Denby’s entire commerce ecosystem.

Over the course of the project, 15 custom workflows were built to synchronise data across systems, including:

Where APIs weren’t available, Versori handled secure file-based transfers via S3, ensuring data consistency without manual intervention. Crucially, these workflows weren’t built as one-off integrations. They were designed to be reusable, observable, and adaptable as Denby’s business continues to evolve.

Workflow Use Case Deep Dive

Use Case 1: Customer Places an Ecommerce Order Using a Tesco Voucher

When a customer applies a Tesco voucher during checkout, Versori triggers a near real-time validation workflow that checks the voucher’s eligibility and value before the order is placed.

This ensures discounts are applied correctly without slowing down the checkout experience. Once the order is confirmed, voucher and order data flow into Denby’s systems, protecting revenue while delivering a smooth, trusted customer experience.

Use Case 2: Ecommerce Order Processing & Fulfilment

When a customer places an order on a Denby website, Versori automatically routes it to the correct ERP system either on request for EBS or automatically in near real-time for Netsuite. Product codes, pricing, and, for Netsuite, tax, and approval logic, are handled behind the scenes, ensuring the order is created correctly in Oracle E-Business Suite or NetSuite without manual intervention.

At the same time, inventory levels are updated across ecommerce systems to prevent overselling, allowing Denby to process orders reliably even during peak trading periods. Finally, Versori handles payment capture once the product is ready to ship.

Faster delivery, without sacrificing reliability

Despite the complexity of the environment, the entire integration programme was delivered within six months...

...supporting Denby’s new ecommerce platform launch and wider transformation roadmap. In total:

With Versori in place, Denby now operates with confidence that its systems are aligned, whether that’s launching new products, running promotions, expanding internationally, or modernising further parts of the stack.

For Denby’s ecommerce and technology teams, Versori removed integration from the critical path. For a brand with over two centuries of history, Versori has helped lay the groundwork for the next phase of growth, without leaving legacy systems behind.