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Case Study: Shenhua Group Corporation achieves multibuyer, multiseller e-commerce and personalized customer experiences with Oracle ATG Web Commerce
A Oracle Case Study
Shenhua Group Gains Multibuyer, Multiseller Transaction Support; Enables Personalized Services; and Improves the Customer Experience
Shenhua Group Corporation Ltd., China’s largest and most modernized coal enterprise and a Fortune Global 500 company, needed to transform its traditional sales channel into a flexible B2B e-commerce model. The company required a scalable platform to support multibuyer/multiseller transactions and online bulk trading, integrate billing, payments, logistics and supply‑chain financing, and deliver a more customer‑oriented, transparent experience in a volatile coal market.
By deploying Oracle ATG Web Commerce (with Accenture), Shenhua built a centralized customer profile and enabled multibuyer/multiseller transactions, online price bidding, standardized procurement rules, and self‑service knowledge and search capabilities. The platform supports advanced segmentation and personalized offers, diversified payment methods, and online/offline collaboration, was launched in five months (vs. a typical 15 months), improved transaction transparency and customer experience, and expanded Shenhua’s market influence at lower cost.
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