Key takeaways:
Amid the rapid evolution of B2B digital commerce, companies are moving beyond simple eCommerce portals to create omnichannel and B2C-like experiences. These next-gen platforms help enterprises expand into new markets, increase customer acquisition and retention, and maximize long-term revenue.
With B2B digital commerce projected to exceed $61.9 trillion by 2030, organizations must modernize their eCommerce infrastructure to remain competitive — and tap into emerging technologies, such as agentic commerce.
How are B2B practitioners turning their composable investments into new revenue streams with commercetools B2B Commerce? Let’s explore four customer success stories to get you inspired.
Adelco increased eCommerce sales by 400% with omnichannel strategies
The Chilean B2B distributor Adelco created an omnichannel strategy that seamlessly connected four core channels: A primary eCommerce site, an in-person sales app, a customer app (Mi Adelco, available on Google Play) and an app for carriers managing fulfillment.
This digital transformation marked Adelco’s shift from a fully in-person sales approach to a comprehensive omnichannel model. Clients now have a range of options, including self-service, phone assistance and in-person sales. This way, Adelco was able to future-proof its sales approach to meet evolving customer expectations, generational trends and new market conditions.
The results:
400% increase in eCommerce sales.
20% lift in conversion rates.
25% boost in SKUs per order for self-service customers.
Cargo Crew increased online revenue by 34% with B2C-like experiences
B2B buyers today expect personalized experiences similar to those in B2C commerce. Australia’s largest fashion workwear company, Cargo Crew, recognized this shift.
Using commercetools B2B Commerce, Cargo Crew built custom B2B websites for strategic clients, enabling easy 24/7 ordering of curated uniform ranges. Clients can personalize uniforms with embroidery, monograms, emojis, and logos, mimicking a B2C shopping experience.
Cargo Crew has experienced the following results:
34% increase in online revenue.
10% increase in transactions.
19% increase in the number of ordered items.
Online shopping now accounts for 73% of transactions and 38% of revenue, while the platform has saved an estimated 2,000 hours in client service and administration.
Dawn Foods doubled sales orders
Today’s B2B buyers are increasingly drawn to content that brings products to life, showcasing practical applications and industry-specific insights through the powerful combination of education and entertainment. This “inspiration through content” approach transforms traditional B2B purchasing into a more engaging, consultative experience, helping buyers envision how these products can fuel their own success.
A standout example is Dawn Foods, an American wholesale manufacturer and distributor of breads and baked goods, which developed innovative ways for customers to explore and purchase new combinations of bakery ingredients and recipes. This approach lets buyers see ingredients in action and imagine how these products can elevate their offerings, sparking ideas for menu enhancements and seasonal specials.
This strategy has resonated with Dawn’s customers:
2x increase in sales orders.
25% of buyers order online.
LabelVie generated $60,000 €/day with rapid eCommerce launch
Moroccan distributor, LabelVie Group, transformed its B2B brand, Atacadão, with an eCommerce platform designed for traditional retailers. In just five months, the company launched a mobile-first web shop, offering 1,600 curated SKUs from its offline assortment and real-time inventory updates. By aligning ordering processes with local buying patterns and leveraging dynamic promotions, LabelVie quickly captured untapped demand.
The results speak volumes:
€60,000 daily revenue in the first month
A Net Promoter Score of 71
A mobile app rating of 4.3/5.
With eCommerce driving rapid adoption among traditional retailers, LabelVie is poised for sustained revenue growth as it continues its ambitious expansion across Morocco.
Turbocharging revenue growth with commercetools
There’s no denying the correlation between a high level of digital maturity with revenue and growth: The more digitally agile B2B enterprises are, the more likely they are to capture opportunities and maximize ROI presented by eCommerce.
As the success stories show, the key to meeting customer expectations is providing B2C-like, personalized and intuitive experiences. Achieving such a bliss state can only be achieved with a flexible, scalable and agile technology under the hood, such as composable commerce.
Crucially, a composable commerce foundation also positions B2B enterprises to capitalize on the next wave of growth-enabling capabilities. With modular, API-first architectures, organizations are better equipped to adopt emerging innovations such as agentic AI —intelligent systems that can autonomously support decision-making, personalization and optimization across the commerce lifecycle — without disrupting existing operations.
A growing number of B2B enterprises view composable commerce as a catalyst for sustained growth, enabling faster innovation today and readiness for AI-driven capabilities tomorrow.
To get all the insights on the evolution of the B2B commerce market and uncover priorities and ideas for your digital journey, read our guide on Pivotal Trends and Predictions in B2B Digital Commerce in 2026.
Manuela leads content strategy at commercetools. With over 20 years of experience in B2B SaaS, she writes about all things commerce by day and turns to fiction by night. She loves long walks, traveling, and, unsurprisingly, reading books.
