Case Study: American Paper & Twine achieves $2M+ revenue gain and 2x online growth with Optimizely B2B Commerce Cloud

American Paper & Twine - Customer Case Study

American Paper & Twine (APT) is a nearly century-old wholesale supplier and distributor of janitorial, packaging, disposable food service, safety and office products based in Nashville, serving the Southeastern U.S. With over 300 employees and seven distribution centers, APT needed to modernize its online experience to compete with big-box retailers — its legacy ERP storefront was limited and lacked essential B2B features like budgeting, order approvals and robust list management.

APT implemented Optimizely B2B Commerce Cloud (with Nish Tech) to deliver procurement tools, real-time pricing and inventory, detailed data for 80,000+ SKUs, punchout capability, analytics and improved marketing. The platform reduced customer service call volume, let reps focus on higher-value sales, and drove tangible growth — more than $2M in incremental revenue within two years and online year-over-year revenue growth twice as high for customers who ordered online.

American Paper & Twine

Karen Shaffer

Vice President