Case Study: Danone manages shortages and expands D2C commerce with commercetools

Danone scales D2C across 120 markets with commercetools

Danone, a global food and beverage company, faced challenges in connecting directly with consumers due to its reliance on local distributors. This became critical during product shortages, such as a baby formula shortage in Europe and the COVID-19 pandemic. To build loyalty and manage these shortages, Danone needed a digital direct-to-consumer (D2C) strategy powered by a modular, cloud-native solution. They turned to commercetools to implement this new approach.

Using commercetools on Google Cloud, Danone deployed a MACH-based eCommerce solution that could quickly adapt to supply chain changes. The solution included functions to limit purchases during shortages and add cart features to brand websites, ensuring consumers could access essential products. This implementation allowed Danone to scale without online crashes and successfully manage shortages. As a result, Danone has expanded its D2C strategy into new markets and streamlined B2B sales processes for its healthcare division.

Danone