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
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.