How BIC is writing a new chapter in digital transformation with commercetools

For its digital commerce strategy, BIC formerly relied on other eCommerce systems that were difficult to scale and lacked flexibility. This platform, primarily used for its B2B operations, was cumbersome and relied heavily on additional manual processes, including the use of spreadsheets for order processing.

BIC's evolution and the specific needs of its diverse regional markets made it challenging to respond quickly to the ever-evolving business requirements. To address these challenges, BIC worked on modernizing its sales channels by adopting a more streamlined approach. The company aimed to accelerate its time-to-market and deploy new commercial propositions consistently across different regions. Unfortunately, the existing system lacked key components and functionalities to achieve this level of adaptability, leading to unnecessary workload and duplication.

It was at this point that BIC turned to composable architecture as a solution. By adopting this approach, the company could better support its distributed business model and efficiently roll out initiatives tailored to local markets.

BIC turned to commercetools Platform to modernize its digital commerce platform and build a future-proof solution that would keep them agile in an increasingly competitive market. Recognizing the urgent need to accelerate its digital strategy, BIC carefully scoped its requirements by aggregating insights from various business units (BUs). This collaborative approach allowed them to develop a modular solution that could address a wide range of challenges across different regions.

With commercetools' MACH® architecture, BIC gained the flexibility to decouple its frontend and backend systems. This architecture allowed them to deliver customized experiences to customers without being constrained by a one-size-fits-all platform. The API-first approach facilitated seamless integration of third-party services, enabling BIC to implement region-specific catalogs and promotions while improving site performance and reducing downtime.

BIC, in collaboration with its systems integrator Clever Age, leveraged commercetools Composable Commerce for B2B and commercetools Frontend to develop a new B2B portal. This portal empowers BIC's sales representatives to efficiently create orders for distributors while also allowing B2B clients to submit orders directly.

Notably, the new website features a "quick order" function, enabling clients to place orders in mere seconds, significantly enhancing the purchasing experience. A volume calculator has also been integrated, allowing customers to estimate shipping costs and taxes in the MEA region. This game-changing feature enables clients to self-service their needs and plan container shipments for the year based on their purchasing budgets.

With a single storefront supporting six currencies and operations in over 100 countries, the platform caters to over 150 B2B customers, with hundreds of business units (BUs) acting as separate ordering entities. BIC successfully went live in March 2024 in the MEA region, which accounts for approximately 7% of their revenue, and plans to launch in the US — its largest market — sometime next year.

By embracing the modular architecture of commercetools, BIC not only improved its digital agility but also established a foundational eCommerce strategy that serves as the core for all its digital initiatives. This hub-and-spoke approach allows BIC to rapidly adapt to changing customer needs and market conditions while maintaining high standards of service and quality. By reusing existing components instead of reinventing them from scratch for each new initiative, BIC has significantly reduced its time-to-market for launching new products and services from months to just days.

The innovation doesn't stop there. A standout feature is the volumetric calculation tool, specifically designed to address the price-sensitive nature of the MEA region. This tool enables clients to optimize their shipping costs and plan their purchases more effectively, enhancing the overall customer experience.

The switch to commercetools has empowered BIC to streamline its digital operations, improve customer engagement and open new revenue streams — all while staying true to its legacy of quality and innovation. As David aptly put it, “Composable commerce is our light in the tunnel. It allows us to dream, to create without being held back by the limitations of legacy systems.”

As a result, BIC has not only strengthened its online presence but also laid the groundwork for continued success in the years to come. In the world of eCommerce, BIC is now able to write its own story — one that’s filled with innovation, flexibility and, most importantly, growth.