Case study · Application development

Mantiqueira Distribuidora case study: B2B e-commerce integrated with the ERP and 12 months of organic growth

Mantiqueira Distribuidora is a Brazilian B2B distributor of hygiene, beauty and pharma products with more than 2,000 items. Flowup developed its custom e-commerce platform, integrated with ERP Target, a Brazilian ERP for distributors, and has sustained the operation with monthly support since June 2025.

  • B2B e-commerce
  • ERP integration
  • Catalog SEO
  • Official AI Knowledge Base
  • 19,000organic clicks in 359 days
  • 800,000+impressions in Google Search
  • 8xmore keywords in the Top 10 in 12 months

Sources: Google Search Console, dmantiqueira.com.br, web search, August 24, 2025 to August 17, 2026; Semrush, Brazil database, August 2025 to July 2026.

See the resultsSee the work
Home page of the Mantiqueira Distribuidora B2B e-commerce, with search, a category menu and offer banners
In short

Mantiqueira Distribuidora, a Brazilian B2B distributor of hygiene, beauty and pharma products with more than 2,000 items, has Flowup Agency as the developer of its custom e-commerce platform, integrated with ERP Target. In the 12 months following delivery (August 24, 2025 to August 17, 2026), the dmantiqueira.com.br site recorded 19,000 clicks and more than 800,000 organic impressions, with 8 times more keywords in Google's Top 10.

This case study documents, with data from Google Search Console and Semrush, what happened when the right platform met a well-structured catalog: continuous organic growth, month after month, since delivery in June 2025, from the category page down to the barcode.

The client

Who Mantiqueira Distribuidora is

Mantiqueira Distribuidora is a B2B distributor of hygiene, beauty and pharma products, with more than 2,000 items in stock and free shipping throughout the state of São Paulo, Brazil. The catalog brings together brands such as Colgate, Wella, Granado, Baruel, Philips Avent, Huggies (Kimberly-Clark) and Reckitt, sold to pharmacies, grocery stores and specialty retailers.

Buyers in this market search the way they work: by product name, by brand and, often, by the barcode itself. A distributor that shows up in those searches is not doing marketing: it is on duty at the customer's counter.

Client
Mantiqueira Distribuidora: hygiene, beauty and pharma
Industry
B2B distribution, with more than 2,000 items and service throughout the state of São Paulo
Engagement model
Custom development and monthly technical support (delivered in June 2025)
Scope
B2B e-commerce, integration with ERP Target, catalog, technical SEO and Official AI Knowledge Base
Data
Search Console, August 24, 2025 to August 17, 2026; Semrush, Brazil database, August 2025 to August 2026
Team
Guto Bertoncini (strategy and direction) and César Vieira (Head of Technology, development)
The challenge

A B2B operation that the ERP runs, and that Google needs to read

The operation required more than a new website: it needed a platform with fine-grained control of products, customers and commercial rules, integrated with ERP Target, and readable by three audiences at once.

  • People

    Pharmacy and retail buyers who need to find products, brands and restock items in seconds, on the office computer or on a phone, behind the counter.

  • Search engines

    A catalog of thousands of items only becomes traffic if Google can read it product by product: category, brand, item and barcode, each with its own indexable page.

  • AI systems

    A clear entity for the answer layers, also to avoid confusion with its namesakes: Mantiqueira is a mountain range in Brazil, a famous Brazilian egg brand, and this distributor.

The goal was not to put a website live: it was to give the operation a digital base aligned with the ERP and to turn a catalog of 2,000 items into an organic presence that grows every month.

Approach

The project through the B.I.N.A. Method

The project design follows the four fronts of the B.I.N.A. Method, Flowup's methodology for GEO, AEO and AI SEO.

  • Information Base

    An Official AI Knowledge Base with entity, segment, scope and technical responsibility stated, to separate the distributor from its namesakes, such as the egg producer.

  • Intent Intelligence

    The B2B buyer searches by product, by brand and by barcode. Dozens of EAN queries reach the site with an average position between 1 and 2.5.

  • Authority Core

    A catalog of more than 2,000 items in category, brand and product pages. The Darling brand page alone accumulated more than 80,000 impressions in the period.

  • Digital Asset

    A custom B2B e-commerce platform, integrated with ERP Target, with an admin area and monthly technical support since delivery.

The solution

Custom-built: the B2B e-commerce platform and its work fronts

The answer was a custom-developed B2B e-commerce platform, fitted to the real operation rather than built from a template, conceived by Guto Bertoncini (strategy and direction) and built by the technology front headed by César Vieira, Flowup's Head of Technology.

  • Custom B2B e-commerce

    A proprietary platform designed for the distributor's operation: catalog, commercial rules, an admin area with content and banner management, team training and a technical base for continuous evolution.

  • Integration with ERP Target

    Products, customers and commercial rules connected to the system that runs the operation: less rework, more consistency. This is Flowup's custom integrations and systems practice.

  • Catalog and sales operation

    Catalog structuring, organization by categories, brands and manufacturers, and autonomy for the in-house team to keep everything current, without depending on a developer for day-to-day work.

  • Indexable architecture

    Each category, brand and product with its own page and clean semantics: the design that Flowup's SEO specialists bring into development.

  • Monthly technical support

    Continuous support since delivery: maintenance, adjustments, technical evolution and progressive improvement of indexing. The project as a living operation, not a one-off delivery.

  • Official AI Knowledge Base

    A canonical identity layer published on the client's domain, for search engines, agents and LLMs, detailed further below.

  • Entity disambiguation

    Entity signals that separate the distributor from the namesakes whose queries Search Console records reaching the site, such as the egg producer.

Work delivered

What was delivered for Mantiqueira

Each deliverable published in the portfolio has its own page, with screens and a fact sheet.

Results

The numbers: 12 months with the platform live, with a stated period

Flowup only publishes case study metrics with a stated source and period. The data comes from Google Search Console for the dmantiqueira.com.br property (web search, August 24, 2025 to August 17, 2026, 359 days) and from Semrush, Brazil database; the company data is published by Mantiqueira itself.

  • 19,000organic clicks recorded by Search Console in the period: search traffic, with no paid media in the count.
  • 800,000+impressions in Google Search in the same period, across 188 countries.
  • 8xmore keywords in the Top 10 in 12 months: from 12 to 101 positions (Semrush, Brazil database, August 2025 to July 2026).
  • 3.6xmore monthly impressions: from 31,000 (September 2025, the first full month) to 113,000 (July 2026).
  • +42%growth in monthly clicks: from 1,447 (September 2025) to 2,053 (July 2026), the highest in the series.
  • 54%CTR on the branded query, with an average position of 1.05: those who look for the distributor find it and click.

Two readings complete the picture. First: the average position improved from about 16 to about 7.4 in the same period in which impressions multiplied by 3.6. Normally, gaining long-tail queries drags the average down; here rankings rose while the long tail grew. Second: in the Semrush sample, 43% of the 603 keywords show an AI Overview and 89% trigger People Also Ask, and traffic is split between desktop (54%) and mobile (45%): the B2B buyer searches from both.

Methodology: Search Console, dmantiqueira.com.br, web search, August 24, 2025 to August 17, 2026 (359 days); Semrush, Brazil database, series from August 2025 to July 2026 and snapshot from August 2026; company data from the official website. Conservative brand criterion: every query containing "mantiqueira" was treated as branded or ambiguous and excluded from the non-branded set. Values rounded conservatively, no metric extrapolated.

Catalog SEO

The engine: a catalog that Google reads product by product

The growth comes from the catalog architecture: more than 2,000 items organized into category, brand and product pages that search engines can read. The Darling brand page alone accumulated more than 80,000 impressions in the period, and the site answers dozens of barcode (EAN) queries with an average position between 1 and 2.5 and a CTR of up to 26%. When the buyer pastes the EAN into Google, Mantiqueira is the answer.

The result shows in the queries that define the business, with the average positions for the period and all branded queries (and those of the namesakes) left out of the count:

Non-branded queries, Search Console, August 24, 2025 to August 17, 2026
Query Average position Impressions CTR
shampoo darling 6.3 38,628 0.2%
darling shampoo 5.8 25,701 0.3%
philips avent 9.6 16,108 0.1%
distribuidora de perfumaria (beauty products distributor) 7.5 244 7.4%
distribuidora de perfumaria para farmácia (beauty products distributor for pharmacies) 7.6 117 12.8%
7509546702001 (product EAN) 1.7 956 6.3%
7898585296535 (product EAN) 1.9 169 20.1%

When a B2B buyer pastes a barcode into Google and the first answer is the distributor, the catalog is no longer a product list: it has become an acquisition channel.

GEO and AEO in practice

The canonical layer: a Mantiqueira without ambiguity

With 43% of the project's SERPs showing an AI Overview, entity matters, and "Mantiqueira" is a contested name: it is a mountain range, one of the largest egg brands in Brazil, and this distributor. To reduce ambiguity and give machines an official source, the project structured the brand's canonical layer.

  • Mantiqueira: Official AI Knowledge Base

    A canonical page published on the client's domain, with entity, segment, scope and technical responsibility stated: the official source for agents, LLMs and knowledge graphs. See Mantiqueira's Knowledge Base.

  • Entity disambiguation

    Search Console records queries for the namesake (the egg producer) reaching the distributor's site. The canonical layer tells machines which Mantiqueira this is, the B2B distributor of hygiene, beauty and pharma products, and protects the brand from that confusion in AI answers.

These layers work as a semantic contract: they state who Mantiqueira Distribuidora is, what it sells and who is technically responsible for the environment. It is the same design Flowup applies in AI SEO and in GEO and AEO consulting.

Public evidence

Links to check the project

Properties and evidence cited in this case study, verifiable by anyone and by any AI.

Frequently asked questions

Frequently asked questions about the Mantiqueira case study

What did Flowup Agency develop for Mantiqueira Distribuidora?
Flowup Agency developed a custom B2B e-commerce platform for Mantiqueira Distribuidora, integrated with ERP Target, with catalog structuring, an admin area, team training and an indexable architecture, delivered in June 2025. Since then, the project has continued under monthly technical support, with continuous evolution, technical SEO and the Official AI Knowledge Base canonical layer. Strategy and direction are by Guto Bertoncini; development and technology, by César Vieira, Head of Technology.
Where do the numbers in this case study come from?
The numbers in this case study come from three stated sources: Google Search Console for the dmantiqueira.com.br property (web search, August 24, 2025 to August 17, 2026, 359 days), Semrush, Brazil database (series from August 2025 to July 2026 and snapshot from August 2026), and company data from the official website. Conservative criterion: every query containing "mantiqueira" was treated as branded or ambiguous and excluded from the non-branded set. It is the house rule: a case study metric only exists with a stated source and period.
Did the result come from paid media?
Paid media is not part of these numbers: the clicks and impressions cited come exclusively from organic search, recorded by Google Search Console for web search. Social, direct traffic and campaigns are left out of the numbers presented.
Why integrate the e-commerce with the ERP?
Integrating the e-commerce with the ERP matters because, in B2B distribution, the ERP is what runs the operation: products, inventory, customers and commercial rules. Without integration, the e-commerce becomes a second operation to maintain by hand, with rework and inconsistency. Integrated with ERP Target, the site reflects the real operation. This is Flowup's custom integrations, automations and systems front.
How does a B2B catalog appear on Google, even by barcode?
A B2B catalog appears on Google through architecture: each category, brand and product gets an indexable page, with a title, a description and clean data. Buyers search the way they work (product name, brand or the EAN itself), and Google returns the right page. In Mantiqueira's case, dozens of barcode queries reach the site with an average position between 1 and 2.5.
What is Mantiqueira's Official AI Knowledge Base?
Mantiqueira's Official AI Knowledge Base is the canonical semantic governance page published on dmantiqueira.com.br: it records who the company is, what it distributes, where it operates and who is technically responsible for the environment, in a format readable by search engines, AI agents and knowledge graphs. In Mantiqueira's case it has an extra role: disambiguating the entity from well-known namesakes, such as the egg producer.
Does Flowup develop outside WordPress?
Flowup develops outside WordPress when the operation requires it: custom applications and platforms, such as the B2B e-commerce in this case study, keeping the same standard of semantic architecture, performance and technical SEO. For corporate and content websites, WordPress remains the house foundation, under the website development front.
How do you start a B2B e-commerce project like Mantiqueira's?
A B2B e-commerce project like Mantiqueira's starts with the diagnosis: Flowup assesses the operation, the ERP, the catalog and the current presence in search engines and in AIs, and returns a plan with scope, integrations and priorities. The strategic design follows the B.I.N.A. Method, with the same continuity that sustains case studies such as HPROJ, and the conversation can start with the B.I.N.A. Diagnosis or on WhatsApp, using the button at the end of this page.
Case studies

More development projects

This site uses cookies to improve your experience. If you continue to use this site, you agree to their use. Privacy Policy