Introduction

A global leader in scientific and industrial technology, with more than six decades of innovation across pharmaceuticals, healthcare, materials science, and food and beverage, set out to modernize how they serve their customers online.

But their advantage in the B2B space isn’t just in what they produce, it’s in how they deliver it. Since 2019, this organization has reimagined its eCommerce integration strategy, shifting from reactive, one-off efforts to a scalable, customer-first program that improves the buying experience and fuels business growth.

The Shift: From Reactive to Strategic

“In the early days, it was: ‘Certain customers demand it, so I guess we’d better do it,’” recalls the organization’s Digital Commercial Operations Leader. “It wasn’t seen as a true benefit to the organization.”

That perspective changed when the team realized that disconnected processes were creating friction for buyers, causing dead ends, abandoned carts, and unnecessary manual work. A major opportunity emerged to reduce friction, elevate service, and differentiate in an increasingly competitive landscape.

Rather than wait for integration requests to trickle in, the team took a proactive approach.

They asked:

How can we make purchasing easier? And how can integration become a competitive advantage instead of a technical chore?

The Strategy: Start With Value, Scale With Focus

The company built a B2B commerce strategy centered on where integration would drive the greatest impact for customers and the business.

Instead of trying to integrate every buyer at once, they focused on high-potential customers, those with mature eProcurement processes, significant digital order volume, and a clear appetite for automation. But the strategy remained flexible.

“We’re always watching trends in the rest of our customer base,” the operations leader explains. “This isn’t a set-it-and-forget-it program.”

Customer needs evolve, procurement capabilities shift, and readiness can change quickly. By continuously monitoring their customer base, they can identify new integration opportunities early and expand their impact over time. This keeps the program dynamic, relevant, and aligned with customer expectations.

To support adoption, the company created clear messaging, educational materials, and a cross-functional process that united sales, marketing, IT, and procurement stakeholders.

They also partnered with an integration provider specializing in B2B commerce integration. “We didn’t just need a platform, we needed a guide,” says the operations leader.

Internally, the team moved to a two-week agile sprint model tied to an annual roadmap. This ensured measurable progress every cycle, quick wins for stakeholders, and scalability for the long term.

The Results: 3X Integrations in One Year

• This proactive, customer-first approach produced measurable transformation:
• Scaled from 15 to more than 50 integrations in one year
• Accelerated onboarding and clearer ROI tracking through agile delivery
• Improved customer experience and retention
• Stronger internal alignment around integration as a strategic value driver

By turning integration from a tactical, one-off request into a repeatable, customer-driven growth engine, this global company demonstrates what’s possible when B2B commerce aligns with how buyers actually want to purchase, and consistently delivers on those expectations.

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