Case Study: BRITA achieves rapid international expansion and scalable B2C/B2B subscription commerce with commercetools

International B2C and B2B commerce platform for water filtration products and subscription services

BRITA, the Germany-based water filtration company, needed a reliable, scalable commerce solution to sell directly online, expand quickly into new international markets, and support both B2B/B2C models plus subscription services. BRITA chose the commercetools API-first commerce platform to enable direct customer relationships, third‑party integrations, and faster market launches.

commercetools delivered a flexible SaaS platform with a centralized PIM (covering 25+ international markets), external CRM, business intelligence, media/WCM integrations, and customized subscription/order/payment flows. The implementation let BRITA launch multiple country-specific shops rapidly, offer subscriptions and direct sales across more than 60 countries, gain market-level performance insights, increase customer loyalty, and reduce time-to-market and overall TCO.

Brita

Andreas Bernt-Bärtl

Senior eMarketing Manager