Teleflora partnered with McFadyen Digital to build a powerful multi-site commerce architecture—enabling thousands of florists to run self-managed storefronts under a unified, upgradeable Oracle ATG system.
Client
Teleflora Scaled Across B2C, B2B, and B2B2C
Industry
Direct to Consumer & Retail
Website
https://www.teleflora.com/
Company Summary
Teleflora is a global floral delivery network, connecting local florists with online customers through a vast array of B2C, B2B, and white-label eCommerce storefronts. As a leader in floral ecommerce, Teleflora empowers both independent and multi-location florists with the tools to market, sell, and deliver custom arrangements while maintaining brand consistency and operational control.
Challenge
To serve its vast network of florists and customers, Teleflora Global needed a flexible, scalable ecommerce platform that could support B2C, B2B, and B2B2C use cases—all from one architecture. The biggest challenge: enabling each florist to manage their own storefront with personalized branding and local product catalogs, while keeping centralized control intact. Layered on top was the need to bypass ATG’s traditional release model for site changes, allowing real-time updates without sacrificing upgradability or stability.
Solution
McFadyen Digital engineered a multi-site architecture that supports complex hierarchies: from parent brand sites (Teleflora Global) to white-label brands, down to individually owned florist shops—each with editable site elements and catalog controls. Key innovations included:
- Real-time site publishing without triggering full project-based ATG deployments
- Inheritance-based architecture, enabling central control with local override flexibility
- Support for site-level product catalogs, including toggleable third-party catalogs by region
- Modular UI customization, letting florists control logos, colors, and common UI elements
- Self-service SEO, delivery options, store hours, and product ordering
Despite deep customization, McFadyen preserved ATG’s core architecture, keeping the platform fully upgradeable.
Business Impact
- Enabled thousands of fully customized florist sites under one scalable framework
- Made Teleflora the platform of choice for independent and chain florists alike
- Delivered a true self-serve model with brand control, product flexibility, and upgrade safety
- Positioned Teleflora as a category leader with unmatched scale and digital “stickiness”
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