Case Study: AF Group achieves unified B2B and D2C commerce growth with Netcel and Optimizely Configured Commerce

ÅF Group boosts digital revenue 6% with Netcel

ÅF Group, the UK’s largest agricultural buying co-operative, partnered with Netcel to modernize its offline operations. The challenge was to manage a complex product catalogue for two distinct audiences—co-op members and domestic fuel buyers—while unlocking new revenue streams and reducing operational load without duplicating systems.

Netcel implemented a unified Optimizely Configured Commerce platform with an integrated CMS, creating tailored B2B and D2C experiences. The solution enabled 24/7 self-service ordering and blended editorial content with transactions. The results for Netcel's client included selling 2 million litres of heating oil via the new D2C platform, a 6% increase in digital revenue, and a conversion rate jump to 42%, with 20% of orders now placed outside of office hours.

ÅF Group