New Penta, a company committed to digital transformation in life sciences and healthcare distribution, has redefined its order handling operations through the AOM (Advanced Order Management) project. Powered by Vaadin, AOM centralizes and automates the entire lifecycle of B2B and consumer orders—bringing ERP, CRM, and ecommerce data together in one modern, unified interface.
By adopting Vaadin and a microservice-based architecture, New Penta future‑proofed its customer operations while increasing service speed, accuracy, and visibility.
The challenge
Before the launch of AOM, order processing at New Penta was a highly fragmented experience. Customer service operators had to navigate across multiple disconnected systems, from CRM tools like Hubspot to ERP software like ARCA, just to process and verify an order. Not only was this time-consuming, but it introduced frequent human errors, long wait times, and inefficiencies across teams.
Additionally, the lack of a centralised system made it difficult to:
- Track real-time order statuses from creation to fulfilment.
- Ensure data consistency between CRM, ERP, and ecommerce platforms.
- Scale operations efficiently during peak demand.
- Capture and analyse sales and operational data for strategic insights.
We were relying on human stitching to complete tasks that should have been automated and trackable in real time. We needed a centralised, intelligent layer to orchestrate it all.
— Michele Sonnessa, Project Architect, AOM Initiative
Dashboard overview of New Penta's Advanced Order Management system.
The solution
To solve this, New Penta initiated the AOM project, a modern order management solution designed and built from the ground up using Vaadin 24 on a Java EE application stack. The architecture follows service-oriented principles introduced with New Penta’s Data Integration Hub (DIH), enabling smooth, scalable, and secure communication between business systems.
Technology highlights:
- Full-stack Java with Vaadin: One codebase for frontend and backend, allowing for responsive, enterprise-grade UIs built 100% in Java with no need for separate frontend stacks.
- PostgreSQL: Handles transactional order data with full support for complex relationships and integrity constraints.
- API Gateway integration: Connects to CRM, ERP, and the Rewix ecommerce platform via DIH’s secure and scalable gateway architecture.
- Modular microservices: Enables the automation of key order lifecycle steps like entry, validation, inventory check, and synchronisation with ERP.
This approach let New Penta move faster, reduce complexity, and focus on delivering features instead of managing separate frontend technologies.
Architecture of New Penta's AOM system.
Backend architecture and integration
At the core of New Penta’s modernization is the Data Integration Hub (DIH), a microservices-based integration layer that connects ecommerce, CRM, ERP, and logistics systems.
New Penta’s ecommerce store is built on Rewix, a modern SaaS B2B ecommerce platform also built with Vaadin. Rewix acts as the order capture layer, allowing end users (patients, doctors, resellers) to place orders via web interfaces, which are then routed to AOM and backend systems via DIH.
This layered approach allows New Penta to run ecommerce and order workflows independently but synchronously, providing full traceability, data normalisation, and security governance across the entire business.
Unified Java-based order management dashboard built with Vaadin, showing patient data, workflow steps, and real-time business metrics.
Why Vaadin?
Vaadin helped New Penta move faster by keeping everything in Java. With AOM built entirely on Vaadin, the development team didn’t need to split their focus between backend and frontend technologies. That meant less complexity, fewer moving parts, and more time spent on building features that matter.
By choosing Vaadin, New Penta was able to:
- Build modern, consistent UIs without a separate frontend stack
- Reuse components to speed up delivery and ensure UI consistency
- Onboard new developers quickly, thanks to a shared Java skillset
- Maintain a secure, scalable foundation that’s easy to extend
Together with their microservice architecture, Vaadin gave the team the tools to modernize order management—without slowing down.
Vaadin’s seamless integration into the Java ecosystem allowed the team to focus on delivering business value instead of handling frontend complexity. Combined with DIH, it became the enabler of a robust, secure, and intelligent order management infrastructure—scalable for years to come.
Key milestones
| Phase |
Milestone |
| Phase 1 |
Designed and developed the MVP using Vaadin and PostgreSQL |
| Phase 2 |
Integrated API Gateway for two-way sync with ERP and CRM systems |
| Phase 3 (Ongoing) |
Extended UI with Vaadin to support advanced workflows and closer link to warehouse management system |
| Phase 4 (Planned) |
AI/ML modules to improve operators repetitive tasks and help their day to day tasks |
Order creation step in New Penta’s AOM system showing billing document selection, customer details, and workflow progress.
The result
The AOM system is now the central hub for customer service reps managing all order types handled by New Penta, from standard B2B purchases to web orders and specialized customer formats. Built entirely with Vaadin, it provides a unified interface to track, manage, and analyze the full order lifecycle.
Results achieved:
- 80% reduction in manual order handling steps
- Real-time product availability checks with instant operator feedback
- Full synchronisation with ARCA ERP and Hubspot CRM
- Support for all key order types (B2B, B2C, managed, and ecommerce)
- Order and revenue visibility across departments via DIH
- Standardised authentication and authorisation with Keycloak
- Responsive dashboards and data exports via integrated services
What’s next
New Penta’s digital ecosystem is just getting started. With Vaadin and DIH as its foundation, the roadmap includes:
- Expansion of returns management with linked logistics workflows
- Introduction of AI agents for order anomaly detection and forecast-driven stock control
- Continuous extension of frontend automation for Rewix and AOM
- Enhanced mobile access and PWA capabilities using Vaadin Flow
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