B2B Commerce

Global Robot Sales. Localized. Simplified.

ABB Robotics launched a fully localized B2B commerce platform—live in 25+ markets, MVP in just 12 weeks—with Adobe Commerce and Comwrap Reply.

The Challenge

Launch a robot commerce platform—fast. Localized, scalable, consultative, and integrated with BASF’s enterprise backbone.

The Scenario

ABB Robotics needed more than a storefront. They needed a guided, localized commerce platform to help global customers—from system integrators to factory leads—find, configure, and buy the right ABB robots. The site needed to support deep product education, configuration flexibility, and a consultative buying experience. All while integrating tightly with enterprise systems—SAP Order Management for fulfillment, Salesforce CRM for RFQs and lead handling, and a central PIM for product data. Speed to market was non-negotiable: the MVP had to go live within 12 weeks. The solution had to scale across 25+ countries, support local pricing and tax rules, and simplify the complexity of robot product configurations, subscriptions, and services.

The Solution

From Browse to Build: 25 Markets, One Scalable Platform

Comwrap Reply delivered a global, multi-storefront solution powered by Adobe Commerce as a Cloud Service. Visitors can explore and configure robot bundles by use case, payload, or industry.

ABB’s most common robot setups were packaged into ready-to-sell products—with modular add-ons including software, accessories, and services. Clients can request quotes or move to checkout with full visibility of their Bill of Materials.

The platform integrates with SAP Order Management and Salesforce CRM, creating a seamless workflow from product discovery to order fulfillment. Education was also core: knowledgebase articles and videos help clients make informed choices—reducing friction and enabling self-service at scale.

How we did it

Adobe Commerce as a Cloud Service served as the backbone for a modular, cloud-native commerce setup. We designed a flexible, multi-market architecture that supports regional storefronts, currencies, tax settings, and content. The product configuration logic was built around ABB’s robot bundles, with guided selling flows that simplify complex decisions.

Customers can compare options, add software and services, and view complete configurations before submitting RFQs or proceeding to order. We connected the platform to SAP for order processing and Salesforce for lead and quote tracking, while ensuring clean integration with the client’s PIM for always-current product data. Video learning and knowledge content were embedded natively to drive confident buying decisions.

The Results

The MVP launched just 12 weeks after project kickoff. Within a year, the platform reached ROI. Customers across EMEA, the Americas, and APAC can now find, customize, and request industrial robots 24/7 through a guided, localized experience.

Internal teams benefit from a platform that integrates with core systems—reducing manual work and enabling end-to-end visibility. From sales enablement to customer autonomy, ABB Robotics now operates with digital speed.

ABB Robotics

ABB Robotics is one of the world’s leading robotics and machine automation suppliers and the only company with a comprehensive and integrated portfolio covering robots, Autonomous Mobile Robots and machine automation solutions, designed and orchestrated by our value-creating software. We help companies of all sizes and sectors - from automotive to electronics and logistics – to outperform by becoming more resilient, flexible and efficient. We support customers in the transition towards the connected and collaborative factory of the future, operating leaner and cleaner for a better future. ABB Robotics employs approximately 11,000 people at over 100 locations in approximately 53 countries.

Need to Scale B2B Commerce—Fast?

From MVP to ROI in record time—let’s build a guided, localized commerce experience that sells complex products simply.

Contact us