Case Study: B&S achieves sustainable omnichannel growth and business digitization with commercetools

Balancing simplicity and complexity for higher digital commerce standards

B&S International B.V. (B&S), a global FMCG wholesaler, faced outdated, fragmented brand web shops that held back omnichannel growth and divided internal opinion. To modernize and create a flexible, experience-first commerce stack, B&S partnered with commercetools and Bloomreach, adopting commercetools’ headless, API-first commerce platform alongside Bloomreach Experience (brX) for content, search, merchandising and AI-driven personalization.

By implementing commercetools’ headless architecture with Bloomreach on top, B&S built a scalable digital commerce ecosystem that simplified workflows, enabled personalized customer experiences and made it easier for business units to adopt digital channels. The solution from commercetools has laid the foundation for sustainable sales growth, accelerated company-wide digitization and even prompted at least two business units to change their brand identity — clear signs of measurable internal adoption and readiness for omnichannel expansion.

B&S

Rene Van Gelderen

Corporate IT Director