HEINEKEN 

HEINEKEN needed to establish a customized B2B ecommerce solution capable of launching and managing multi-national Operating Companies (OpCos) across more than 15 countries, starting with the APAC region and specifically Singapore. 

The existing platform could not keep pace with implementation and development cycles, and it failed to handle the complexity of APAC’s fragmented retail landscape, providing no comprehensive insights into end-users such as small independent grocers. 

HEINEKEN identified three strategic priorities: 

1. Service every market, including regions with limited internet connectivity, with a mobile-first solution 
2. Prioritize localization and outstanding CX 
3. Get all-around customer data on end-users 

HEINEKEN selected Virto Commerce for its flexibility and modular architecture. The implementation followed an MVP-first approach, with the first Singapore OpCo going live in just 2 months. Malaysia and Indonesia followed, and the model was then scaled via a “Common Solution” — a unified order transfer platform enabling standardized rollouts across all OpCos. 

Key integrations and features: 

• Integration with distributor ERP systems via API for inventory, pricing, and order management 

• Integration with Loyalty Prime and Boomi AtomSphere platforms 

• Progressive Web App (PWA) for offline functionality 

• Offline order via SMS feature 

• SMS order notification feature 

The Virto Commerce solution launched in APAC in 2018 has grown to power 25+ countries with 370,000+ global users. The Common Solution architecture enables shared best practices and features across all OpCos, lowering rollout time and total cost of ownership. 

Key outcomes: 

• 30% of OpCo revenue achieved through the mobile-first B2B platform within two years 

• New OpCos and smaller markets can now launch at 35% of the original implementation cost 

• Real-time stock insights, 24/7 ordering, and account-level visibility previously unavailable to distributors