Three OroCommerce customers — Interstate Batteries, Braskem (NYSE: BAK), and Ciranda — were named finalists in the B2B eCommerce Industry Awards Americas 2025, hosted by the B2B eCommerce Association.
Each started with a complex challenge and built a scalable digital foundation on OroCommerce. Here’s how those transformations took shape.
Interstate Batteries — Finalist: Enterprise B2B eCommerce Distributor of the Year
Interstate Batteries, one of North America’s largest automotive battery distributors, re-engineered how its 30,000+ dealers order and restock.
Working with OroCommerce certified partner AAXIS, the team replaced decades of phone and fax ordering with a digital platform that manages fulfillment nationwide and now connects wholesale operations with a growing direct-to-consumer channel. What started as modernization has become the backbone of a unified B2B2C model capable of handling today’s volume and tomorrow’s scale.
Braskem — Finalist: Best B2B User Experience (UX) Design
Braskem (NYSE: BAK), the largest petrochemical company in the Americas, supplies industrial customers across more than 70 countries, with transactions that range from small specialty orders to large, contract-driven shipments. Until recently, nearly all of that business was handled manually through emails, spreadsheets, and phone calls.
Working with OroCommerce and AAXIS, Braskem reimagined that experience through Bridge, a digital portal shaped by extensive customer workshops and journey-mapping sessions. Buyers helped define how navigation, approvals, and ordering should align with real procurement workflows.
The result is a platform that feels native to how industrial buyers operate. Bridge now manages over 10,000 orders each month, saves 22,000+ internal work hours annually, and has become Braskem’s global benchmark for customer experience.
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Ciranda — Finalist: Best Customer Adoption Strategy
Ciranda is a leading North American supplier of organic, non-GMO, and Fair Trade food ingredients, serving some of the world’s best-known food and beverage manufacturers. Like many growing producers, Ciranda wanted to give its smaller, independent customers the same level of access and visibility as its enterprise accounts.
With Americaneagle.com as its implementation partner, the company replaced two disconnected websites – one for marketing and one for ordering – with a unified B2B platform designed for usability and trust. Product discovery, pricing, and reordering now live in one place, supported by account-specific views and transparent inventory data.
To ensure adoption, Ciranda invested heavily in onboarding, offering step-by-step walkthroughs, guided account setup, and direct support for first-time online buyers. Those early efforts paid off: within months, customers grew comfortable navigating the platform, placing larger orders, and using self-service tools regularly.
Within nine months, Ciranda saw 150% growth in online revenue, an 80% increase in average order value, and 45% more customers ordering online – evidence that adoption follows when the experience fits the customer.
A Recent Win Worth Noting: Lactalis
The success stories don’t end in the Americas. Earlier this year, Lactalis, the world’s largest dairy group, was named Enterprise Manufacturer of the Year at the 2025 B2B eCommerce Awards UK & Europe – and for good reason.
Running more than 90 brands across 50 countries, Lactalis had built up a patchwork of local systems over the years. Every region ran its own tools, processes, and rules. Launching in a new market meant starting from scratch each time.
With OroCommerce, Lactalis adopted an agile rollout. It began with three pilot markets, fixed what didn’t work, and scaled up only when ready. Two years later, the platform was live in 12 markets, serving 15,000 customers. Digital orders climbed 230%, manual work dropped 44%, and every team now runs on the same digital backbone.
Lessons in B2B Transformation
Across industries, the most successful transformations we’ve seen share more than a technology choice — they share a strategy.
Each of these companies started with a clear business problem and a willingness to rethink how teams, processes, and customers connect. They treated digital not as a one-time launch, but as a series of pilots that evolved with feedback. They aligned leadership early, brought operations and sales to the same table, and defined success by adoption and measurable outcomes rather than project timelines.
That’s the pattern behind every finalist — a practical, iterative approach that keeps people, not just technology, at the heart of transformation.
How OroCommerce Powers the Future of B2B eCommerce
Turning strategy into lasting change requires the right tools underneath. The projects that perform best usually share a few building blocks:
- The ability to manage large catalogs and complex pricing
- Support for multi-org/account structures
- Self-service with the ability to manage orders/quotes/invoices
- Shared visibility for buyers and customer-facing teams through a unified sales enablement layer
- Strong integrations with systems like ERP, CRM, and PIM
In many cases, teams also streamline routine steps (approvals, reorders, PO handling) with workflow automation and AI, and connect commercial teams around consistent account data.
Those foundations don’t look identical at every company, but they tend to produce the same outcomes: simpler buying, better transparency, and results that scale.
