Sehi Computer Products
How a Michigan-based IT VAR eliminated manual catalog operations, automated multiple (40+) pricing tiers, and freed its team to focus on work that moves the business forward.
How a Michigan-based IT VAR eliminated manual catalog operations, automated multiple (40+) pricing tiers, and freed its team to focus on work that moves the business forward.
Founded in 1983 by Chuck Sehi, Sehi Computer Products began as ProComp Computer Products in a family home in Madison Heights, Michigan. As demand grew, the company expanded to larger facilities and later opened a second location in San Clemente, California. Over four decades, it grew from a bootstrapped family operation into one of the nation's largest independent IT solution providers, still family-owned and operated, with offices in Rochester Hills, MI, and San Clemente, CA.
Sehi delivers end-to-end IT solutions, from hardware and software to networking and accessories, serving organizations in education, government, healthcare, and business. Its product mix spans desktop computers, mobile computing, servers, printers and supplies, networking equipment, and data storage systems, carrying over 8,000 technology brands. The company has been ranked on CRN's Solution Provider 500 list, a reflection of its scale and standing in the channel.
The B2B storefront, BuySehi.com, handles a significant share of that business. But the operation running behind it carries real complexity: a large and growing base of institutional customers, each with their own pricing model, sourcing catalog data from multiple distributors, and serving enterprise buyers who procure exclusively through PunchOut systems. Managing that at scale, while keeping pricing accurate and the team focused on growth rather than maintenance, is what brought Sehi to VARStreet.
The team began working with VARStreet in 2023, with a 2024 go-live.
Sehi’s eCommerce operation involved real complexity. A large number of (40+) customer price levels, high catalog volume across multiple distributors, and institutional buyers procuring through PunchOut systems.
With their previous platform, catalog and pricing had to be loaded manually with no distributor feeds in place, and maintaining pricing accuracy across all customer tiers required significant ongoing oversight.
Product content management, including specifications, imaging, and descriptions, was not handled at the platform level; that work was left to the team. Order tracking did not flow back to the storefront, so buyers had to reach out directly to check the shipment status. Beyond that, the platform’s quoting, account management, and order-handling capabilities needed greater depth to match how the business operated, and support response times added uncertainty to day-to-day operations.
Taken together, these gaps made a stronger case for a platform built specifically for IT resellers.
Sehi needed a platform that could absorb the operational complexity already in the business and stop pushing it back onto the team. Specifically:
VARStreet is built for IT resellers. That is not positioning. It is an architecture. The platform does not need workarounds for distributor feeds, multi-tier pricing, or PunchOut. These are core capabilities.
VARStreet pulls product data from the distributor and product content from Etilize, then merges them into a single, comprehensive catalog file. This file, covering pricing, specs, and imaging, was sourced directly from the distributor’s files. The manual loading process that had defined Sehi’s previous operation was removed at the platform level.
VARStreet’s pricing engine handles complex, customer-specific pricing as standard functionality. Every price level is applied automatically to the correct buyer. The team can see every customer price on any product instantly, which means the quoting process moves significantly faster.
When Sehi places orders with distributors, VARStreet automatically pulls all tracking information into the BackOffice. That data is then visible to end customers through the storefront. This is standard VARStreet functionality.
eCommerce and PunchOut operate natively from a unified BackOffice. No parallel systems to maintain.
VARStreet’s design team listened to Sehi’s vision and implemented it. The result is a storefront that matches the look, feel, and functionality the business needed.
Guaranteed response times, fast resolution, and sharp focus on the issues raised. A measurable improvement over the previous provider.
VARStreet absorbed the complexity Sehi's previous platform pushed back onto the team.
VARStreet has greatly helped us in just about every aspect of our business. Our customers are able to gather all the information they need for their end-of-things. We can easily quote and manage our CRM data via the BackOffice. The reporting provided to us in the BackOffice, and our customers on the front end, makes things very easy to follow up, track, and manage.
The shift was immediate and practical. Catalog upkeep came off the team’s plate. Pricing accuracy became a system-level guarantee. Content management, including product specs, imaging, and descriptions, was handled at the platform level through distributor feeds. Quoting accelerated because the data is now at the team’s fingertips: no research, no cross-referencing across systems. Buyers gained self-service access to account profiles, reporting, and order tracking, making their purchasing process more efficient on their end, too.
The BackOffice became the single operational hub for quoting, CRM, customer management, and reporting. Running eCommerce and PunchOut from one platform removed the overhead of parallel systems. And the storefront matched the vision Sehi had for the business, delivered by a design team that listened and implemented accordingly.
VARStreet is a purpose-built quoting and eCommerce platform designed specifically for IT VARs and MSPs. Unlike generic eCommerce or CRM platforms adapted for the channel, VARStreet is architected from the ground up around the way IT resellers operate, with native support for distributor integrations, multi-tier pricing, PunchOut procurement, and complex quoting workflows.
The platform brings together quoting, eCommerce, CRM, catalog management, and procurement into a single, unified BackOffice — giving resellers the tools to run their entire business from one place. With deep integrations across major distributors and a track record spanning over two decades, VARStreet serves IT resellers of all sizes, from solo operators to multi-location enterprises.