Case Study: Univar achieves seamless self‑serve commerce and boosted online revenue with Salesforce Marketing Cloud

Univar creates chemistry with a self-serve, convenient buying experience

Univar, a global distributor of commodity and specialty chemicals, needed to modernize its buying experience as customers demanded B2C‑style convenience and self‑service. Frustration with ordering and reordering risked market share (especially with Amazon Business emerging), and Univar sought to boost gross profit per order, improve order accuracy, reduce manual errors, and streamline subscription and renewal management.

Using Salesforce (B2B Commerce, Community, Sales, Service and Marketing Clouds), Univar launched the MyUnivar storefront in eight weeks — a mobile‑friendly portal offering order history, invoices/quotes, and two‑click reordering plus a 360° customer view. The solution scaled personalization and operational efficiency, producing higher customer satisfaction, increased average order value and annual contract value, improved customer visibility, lower cost per transaction, and reduced manual effort and errors.

Univar

Ian Gresham

Chief Marketing Officer