Propeller v2: The B2B Commerce Platform That Unifies Sales and Self-Service
B2B Commerce
A headless, API-first SaaS platform built for mid-market and enterprise manufacturers, distributors and wholesalers who manage recurring customer relationships across disconnected ERPs, CRMs and webshops.
What’s New in Propeller v2
Embedded AI Agents & Workflows automate sales processes like quote processing and opportunity prediction directly inside the Sales Hub.
Action Hub gives every sales rep a prioritized feed of tasks that need attention — no more hunting through dashboards.
Quote Editor rethinks B2B quoting as a complete sales workspace with real-time pricing, cross-sell indicators and full version history.
Built-in PIM ensures sales reps and customers both have direct access to rich, enriched product data across the AI Sales Hub and the storefront.
Centralized Order Management captures orders from every channel — portal, Sales Hub, EDI, OCI, cXML, API and ERP imports — in one place.
Events & Templates connect platform events directly to automated, localized email and PDF communications.
MCP Server exposes the full GraphQL API to any MCP-compatible AI tool — Claude, ChatGPT, Cursor and more.
The Problem Propeller v2 Solves
B2B sales teams lose hours every day to systems that were never designed to work together. A customer emails a purchase order. The rep checks stock in the ERP, pulls up contract pricing in a spreadsheet, builds a quote in the CRM and sends it back manually. If the customer wants to reorder, the whole cycle starts again.
Quotes take days instead of minutes. Order errors pile up because data is re-keyed across systems. Sales reps spend more time on admin than on selling. Customers who expect self-service end up waiting on email threads.
Most platforms solve one piece of this problem. Commerce platforms digitize the storefront but ignore the sales team. CRMs track pipelines but cannot process an order. ERP extensions handle back-office operations but offer no customer-facing experience. Propeller v2 is a commerce platform that takes a different approach: instead of bolting on a separate sales tool, it brings commerce and sales together in one system.
Embedded AI Agents & Workflows
In most platforms, automation and AI tooling exist as separate systems that reps have to switch to. Propeller v2 embeds AI Agents and workflow automation directly into the workspaces where sales reps and operations teams already operate.
AI Agents are webhook-driven and fully configurable through the GraphQL API. Each agent supports conversational multi-turn interactions or single-action operations triggered by a button click. A rep can ask an agent to check stock availability across warehouses or get a recommendation on the best discount strategy for a specific customer.
→ Proxy to any backend — agents connect to any automation platform or backend service via external webhooks.
→ Secure by default — HMAC-SHA256 signature verification and HTTP Basic Auth are built in.
→ Localized — every agent supports localized names, descriptions and welcome messages for international teams.
→ Workflows + Agents side by side — workflows follow a defined path with a predictable outcome; agents use multiple tools to arrive at a result where the path is not predefined. Both run in the same workspace and can trigger each other.
Consider a sales rep building a quote with international shipping. With an embedded workflow on the quote editor, incoterms validation happens right where the rep works — flagging restrictions and providing insight needed for accurate shipping costs without the rep ever leaving the screen.
Action Hub
Managing a growing customer base means things slip through the cracks. A quote expires without follow-up. A high-value customer stops ordering. A draft order converted from an emailed PDF sits unreviewed.
The Action Hub gives every sales rep a single starting point for their workday: a prioritized feed of open actions that need their attention. Instead of hunting through dashboards or waiting for someone to forward an email, reps see exactly what requires action the moment they log in.
→ Auto-generated actions — created by AI Agents, business rules and integrations, each with a clear title, context and a direct link to the relevant record.
→ Typed outcomes — every action maps to a specific outcome: view a contact, open an order, send an email, make a phone call or visit an external system.
→ Clear lifecycle — actions move from open → in progress → completed or archived.
→ Fully programmable — create actions from any external system through the GraphQL and REST APIs. Actions can also be generated by workflows and AI Agents. You control what surfaces in the Action Hub.
Quote Editor
B2B quoting is where deals are won or lost. In most platforms the quote editor is either a bare-bones line-item list or a clunky form buried three clicks deep. Propeller v2 rethinks the quote and order editor as a complete sales workspace.
→ Full visibility per line — real-time stock, list price, customer-specific price, cost price and adjustable sales discount in a single row.
→ Cross-sell & upsell indicators — the editor flags recommendations directly so a rep can add products in one click.
→ Explain Price — breaks down exactly how a customer-specific price was calculated, showing which rules, tiers or contract terms applied.
→ Fast product finding — category and attribute filters, direct SKU entry, and bulk product adding for larger orders.
→ View company orders — instant access to the customer’s order history without leaving the editor.
→ Full quote lifecycle — company details, remarks, shipping configuration, payment tracking, quote validity (7/14/30 days or custom) and version history with revision tracking.
→ Sales channel aware — quotes and PDFs are automatically branded for the relevant sales channel.
Built-in PIM
B2B product data is messy. Catalogs with thousands of SKUs, variant configurations, customer-specific pricing tiers, cross-sell relationships and multi-language descriptions all need to be accessible fast. In most setups, the ERP or a dedicated PIM holds the source of truth, but that data is slow to reach frontends and disconnected from the sales workflow.
Propeller v2 keeps product data in the platform so it can be served extremely fast to frontends and enriched with cross-sell and upsell relationships, customer-specific pricing and multi-language content. The result: sales reps in the AI Sales Hub and customers in the self-service portal always work with the same data.
→ Clustered variants — group related products under configurable dimensions like color, size, thickness or material with dropdown, radio, swatch or image selectors.
→ Independent pricing — each product has its own base price record. Pricesheets enable customer-specific pricing assigned to contacts, companies or customer groups with priority-based resolution.
→ Cross-sell & upsell relationships — five relationship types (accessories, alternatives, options, parts, related) power recommendations in the Quote Editor.
→ Flexible attributes — text, enum, color, datetime, integer and decimal types with searchable, public, system-only or hidden visibility controls.
→ Multiple data sources — manage through the back office UI, sync from ERP/PIM via GraphQL and REST APIs, or bulk import via CSV.
Centralized Order Management
In B2B, orders don’t come from one place. A buyer submits through the self-service portal. A rep creates a quote over the phone. A purchase order arrives as a PDF via email. An EDI integration pushes orders from a procurement system. Without a central system, nobody has the full picture.
Propeller v2 centralizes order management across every channel. Orders can enter through the customer portal, the AI Sales Hub, EDI, OCI, cXML, REST and GraphQL APIs or as imports from an ERP. Regardless of how an order was created, it shows up in the same place for reps, back-office teams and customers.
→ Quote-to-order workflow — customers submit quote requests through the portal, reps convert them into formal quotes with internal validation and approval routing, then quotes become orders on acceptance.
→ Rep-only data — cost prices, margin visibility, discount controls and pricing overrides are visible to reps but hidden from customers.
→ Export pipeline — two-step export flow sends orders to ERP, WMS or third-party suppliers with metadata tracking to prevent duplicate processing.
→ Real-time status sync — as orders move through fulfillment, status updates flow back into Propeller with shipment tracking and carrier details accessible from the customer portal.
Events & Templates
B2B transactions generate a constant stream of communication: order confirmations, quote proposals, password resets, welcome emails and shipping notifications. In most setups, these are either hardcoded with no flexibility or require a separate tool with no access to commerce data.
Propeller v2 ships with a built-in Event Action Manager and Template Module. When something happens in the system — an order is created, a quote is sent, a contact resets their password — the platform fires an event. You subscribe and define what happens next: send an email, post to a webhook, or both.
→ Handlebars templates — with full localization per language for international teams.
→ Data enrichment — custom GraphQL queries pull additional information at render time beyond what the event payload provides.
→ Email + PDF in one flow — DocumentTemplates generate branded PDFs that can be auto-attached to emails.
→ Dynamic routing — sender addresses, recipients, CC and BCC fields accept Handlebars variables to route based on event data.
→ Webhook actions — every event can post its payload to an ERP, BI tool, Slack channel or any HTTP endpoint, with HMAC-SHA256 and HTTP Basic Auth security.
MCP Server
Building on top of a commerce platform usually starts with reading API documentation, writing boilerplate and troubleshooting authentication. Propeller v2 introduces an MCP Server that exposes the full GraphQL API as a set of tools any MCP-compatible AI host can use natively.
MCP (Model Context Protocol) is an open standard that lets AI models interact with external systems. AI tools like Claude, ChatGPT, Cursor and other MCP-compatible hosts can read and write Propeller data directly — look up pricing, create draft orders, query inventory — without writing integration code first.
→ Faster development — developers explore the data model conversationally, prototype integrations and generate working code through their AI tool of choice.
→ AI-powered automation — any MCP-compatible agent can access Propeller data, enabling custom AI workflows across the entire stack.
→ Two-way connectivity — embedded agents pull external intelligence into Propeller; the MCP Server makes Propeller data available to AI tools running outside the platform.
What Comes Next
Propeller was founded in 2019 with a clear conviction: B2B sales performs better when all commercial operations live in one central workspace. Propeller v2 is the result of building on that foundation with embedded AI Agents, an Action Hub that turns data into action and an MCP Server that makes the platform natively accessible to AI tools.
The roadmap ahead reflects input from customers and partners. Upcoming areas of investment include team productivity analytics, expansion and retention intelligence, smart pricing strategies, advanced business rules and continued improvements to the developer experience through the API.
Propeller is an open platform. Tenants and partners build their own agents and workflows. AI operates within safe boundaries with human-in-the-loop validation before any customer-facing action. For B2B manufacturers, distributors and wholesalers looking to unify sales and commerce without adding headcount, Propeller v2 is ready.