MUSTAD: dealer portals for 13 global entities
Explore how a 194-year-old global manufacturer rebuilt its ecommerce foundation with Virto Commerce, connecting structured product data, localized dealer portals, and scalable B2B ordering across 13 global entities.
In short
MUSTAD, a Norwegian family-owned manufacturer founded in 1832, sells through dealer order portals run by 13 global entities and serves customers in 160+ countries. Its product data sat on laptops and SharePoint, and upgrading its Sana storefronts would have cost about 60% of a full replatform while leaving the core limits in place. With implementation partner Innovadis, MUSTAD rolled out Inriver PIM and Virto Commerce together, so one structured product catalog now feeds localized dealer portals with their own look, language and pricing. The rollout is phased: internal training is done, the first two external customers are live, and expansion continues through 2026.
The look and feel per market is completely different… that flexibility per entity, per shop, works way better than we had before.
Challenge: scattered product data, separate shops
MUSTAD needed to modernize a fragmented digital landscape where product data was scattered across systems and teams, while regional ecommerce storefronts operated with limited coordination.
The 3 strategic priorities for the transformation were:
- Create a single source of truth for product data
- Replace disconnected storefronts with a unified commerce backbone
- Support localized B2B ordering across 13 global entities
Solution: PIM and commerce rolled out together
- Centralized product data: Inriver PIM became the structured source for product information, images, documentation, and supporting materials.
- Composable B2B commerce: Virto Commerce enabled localized storefronts, fast navigation, and scalable dealer ordering across entities.
- Partner-led implementation: Innovadis guided the transformation based on deep knowledge of MUSTAD’s ERP, PIM, and ecommerce requirements.
- Faster interface for large orders: the Virto Commerce storefront is noticeably faster than the previous Sana platform, which matters for large, complex dealer orders.
Result: one data foundation, phased rollout
MUSTAD’s rollout is ongoing, but the company has already established a stronger foundation for global ecommerce operations, product discovery, and dealer self-service. The new architecture allows MUSTAD to manage product data centrally, reuse it across markets, and support localized digital experiences without relying on disconnected systems.
Business Benefits
- Less operational friction across global entities
- Easier adaptation to local market needs
- More reliable dealer self-service
- Stronger foundation for data-led optimization
- Room to expand future digital models
