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How Leading FMCG, Beverage, and Foodservice Brands Modernize B2B Commerce
How Leading FMCG, Beverage, and Foodservice Brands Modernize B2B Commerce
Modernizing B2B commerce in FMCG is rarely about a new website. It is about keeping high-frequency ordering running while the business adds markets, channels, and customer models. This playbook shows how three brands did exactly that, and gives you a way to see whether you are next.
What’s Inside (12 Pages)
✔ Three Real Transformation Stories: How HEINEKEN modernized across 25 operating companies and cut upgrade time from about 20 weeks to 10, De Klok Dranken grew online-order adoption to roughly 80%, and Lavazza by Bluespresso ran B2B and B2C from one store.
✔ A Pattern You Can Apply: Two buying situations and five activation forces that explain when a platform limit becomes a funded decision, not a standing complaint.
✔ A 10-Minute Self-Diagnosis: A short set of questions to test whether your platform, not your strategy or your team, has become the real constraint.
✔ Four Views for the Buying Committee: The same three stories retold for IT, sales, operations, and the CIO, so you can carry the case to everyone who has to say yes.
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