Case Study: B&S (international B2B distributor) introduces experience-first eCommerce and boosts customer engagement with Bloomreach

Introducing eCommerce to B2B with an experience-first approach

B&S is a Netherlands-based international B2B trade and wholesale distributor serving niche and remote markets in 100+ countries with 40,000+ products across FMCG, electronics, luxury goods and more. After years of mainly offline sales and a limited, inflexible eCommerce presence, Corporate IT Director Rene van Gelderen set out to reintroduce eCommerce with an experience-first approach to address diverse customer needs and three core challenges: company-wide adoption, balancing simplicity versus complexity, and technological flexibility.

B&S implemented a headless architecture—Commercetools for backend commerce and Bloomreach Experience (brX) for the frontend—giving business users easy content control and enabling AI-powered search, personalization and in-context editing. The new platform sped up front-end creation, improved customer findability and ease of doing business, grew online orders and broader outcomes like better category management and loyalty, and drove strong internal adoption that even prompted business-unit rebrands.

B&S

Rene Van Gelderen

Corporate IT Director