Case Study: Obramax achieves omnichannel expansion in Brazil with Adobe Commerce (Adobe)

How Obramax built a Brazilian business with Adobe Commerce

Obramax, the Brazilian arm of Adeo Group (one of the world’s largest building-materials retailers), launched in 2017 to bring a unified omnichannel shopping experience to Brazilian consumers, small businesses, and mid-sized contractors. The challenge was to build a local e-commerce operation that integrated physical and online stores, supported complex B2B and B2C workflows, and connected multiple back-end systems to manage inventory, orders, pricing, and diverse local payment methods.

Working with Webjump and powered by Adobe Commerce, Obramax implemented three sales channels (e-commerce, assisted sales, and telesales) and integrated SAP, Salesforce, Akeneo and inventory and search extensions to deliver features like multiple wishlists, scheduled delivery, omnichannel credit, and secure tokenized payments. The platform now supports 20,000+ SKUs, has 21,000+ online customers, drove 30% of sales through Adobe Commerce, processed over 17,000 orders in nine months, and set the stage for further expansion in Brazil.

Obramax

Hubert Desmarest

Chief Information and Organization Officer