How Peintagone unified B2B and B2C with Shopify and Odoo
Peintagone is the new-generation paint brand of Belgian manufacturer Établissements Guilmin, a family business with more than 80 years of expertise in premium paint production.
Built by brothers Benoit and Baptiste Piessevaux, alongside Nicolas Guilmin, Peintagone brings a fresh and modern approach to the Belgian paint market, combining high-quality Belgian-made paint, a carefully curated colour palette and a strong B2B distribution network with direct-to-consumer sales.
The challenge
Before working with us, Peintagone was operating in a fragmented setup. Their back-office ran across two separate Odoo databases, while their online sales relied on a standard Odoo webshop that no longer matched their ambitions.
The two databases made sense at first: resellers and consumers buy paint completely differently. Resellers want technical specs, like spread rate, drying time, product codes, pricing structure.
People buying paint for their home want to know what colours exist, which ones go together, what the paint looks like on a wall, and how much they need. They care about feeling, not the technical details.
It seemed like there was no way to serve both audiences at once, but this way of working created several challenges:
- fragmented data across systems
- duplicate admin work
- limited reporting visibility
- an e-commerce experience that lacked flexibility and conversion power
- no scalable way to support both B2B and B2C growth simultaneously
If Peintagone wanted to continue growing, they needed the best of both worlds: a premium e-commerce experience on the front end, the operational strength of Odoo in the back end.
All while having a Single Source of Truth where inventory, product data and orders would stay perfectly aligned across every sales channel.
Our approach
Before building anything new, we first took over Peintagone’s existing Odoo environment and cleaned up the architecture. Two older databases were merged into a single Odoo v19 environment. This meant product data, pricing, stock and workflows could all live in one place, giving the Peintagone team a much clearer overview of their operations.
But this wasn't a typical integration. The team had built a lot of tools in Javascript, such as a paint calculator and a colour-matching tool. The problem was it was all hardcoded, meaning the logic lived in code, not connected to real product data. That can quickly become a trap.
Our recommendation was to keep it simple: use proven apps, validate the idea works, then customise later if needed.
The best of both worlds: Shopify + Odoo
Instead of forcing one system to do everything, we chose a best-of-breed approach.
Odoo became the operational powerhouse in the back, managing inventory, pricing, stock management, order processing and more.
Shopify became the premium front-end experience: a fast and modern UX, better conversion flows
We choose to let the homepage start with colour, not specs. Peintagone runs new colour collections every year: the homepage lets people pick a collection and explore.
Product cards are clean: colour, price, and a handful of icons that tell you what matters. Such as indoor/outdoor use, plant-based ingredient or Ecolabel status.
The two were connected through our advanced Odoo-Shopify integration, allowing Odoo to act as the Single Source of Truth while Shopify delivered the customer-facing experience.
Building for discovery, not just transactions
Paint is a product category where customers often need guidance before buying. So we built several features to make product discovery easier and more intuitive.
The colour pages are custom. These aren't normal product pages, they're colour pages. You can favourite a colour. You can create a "color book" and add multiple colours to compare them side by side to see how they work together. You can even add colours by code if you know the product number.
Product pages show everything. If a paint comes in multiple dyes, you pick the colour right there. You see reviews, technical properties, related products, compatible accessories (brushes, rollers, primers specifically matched to their paints).
An example of a product page
The tools menu gathers everything in one place: paint calculator, flooring calculator (same concept for their wood floors), product finder, colour association tool, and "see this in your room" (a third-party visualizer that lets you upload a photo of your space and see the colour on your actual walls).
This included:
- interactive paint and floor calculators
- colour tinting selection directly on the product page
- colour swatches and specification comparisons
- wishlists for saved colours
- a buy-and-try sample flow with automated refund discounts
An example of the colour library
These features helped turn Peintagone’s webshop into more than a digital catalogue. It became an interactive buying tool, guiding customers and assisting them in their colour picking process.
The result
Finally, Peintagone has one Single Source of Truth across B2B and B2C: Odoo. Inventory and pricing sync automatically between systems, shipping and VAT verification are automated and web orders instantly trigger backend workflows. The hassle of manual double entry has been eliminated.
The result is more than a beautiful webshop. Peintagone now has a digital setup that combines conversion on the front end with operational power in the back, giving them the foundation to keep scaling without adding unnecessary complexity.
With the new platform live, the focus now shifts from implementation to continuous optimisation. Together, we’ll continue supporting Peintagone as they scale, improve workflows and build on top of the foundation now in place!
