Edge Endo

Edge Endo makes endodontic instruments and supplies, including files, obturation products, sealers and irrigation, for dentists and endodontists. Their online store serves professional customers, many with their own negotiated pricing.

The challenge

Edge Endo’s store had grown untidy. The category structure no longer matched their product line, product images were inconsistent, and the team couldn’t trust its e-commerce reporting. They needed a partner who knew their platform, Nexternal, inside and out.

Our approach

We started in late 2024 with a detailed scope and contract, then kicked off with their commercial, marketing and design teams in early 2025. We worked in a staging environment so the live store kept selling while we redesigned and restructured it.

What we delivered

• A rebuilt category tree that matches how dentists actually shop, from hand files and rotary files to sealers and irrigation
• Brand-consistent design: category and product headers that follow Edge Endo’s brand guide, plus custom category icons
• Product images: a new standard (900×900, named by SKU), with images matched and replaced across the catalog
• Smarter product data: a field showing which competitor products each item can replace, and an overstock sale section
• Tracking: Google Tag Manager and GA4 ecommerce events so revenue reporting is accurate
• Support links: a cart and footer that point customers to Edge Endo’s new Customer Support Center, to cut inbound calls

Results

A cleaner, faster store that’s easier to shop, with reporting the team can rely on.

Services

e-commerce strategy · Nexternal development · category architecture · product data and images · analytics and tag management · B2B pricing

Platforms

Nexternal (TrueCommerce) · Google Tag Manager · GA4

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