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commercetools fuels Orbia Building & Infrastructure (Wavin)’s B2B growth, global footprint with digital transformation

Orbia Building & Infrastructure (Wavin) scales global digital presence adding 35 new webshops with commercetools Composable Commerce for B2B

commercetools’ technology drives significant revenue growth for Orbia Wavin, with a 9-digit turnover in 2023

More than 60% of sales are expected to soon be digital thanks to enhanced online customer experiences

MUNICH, GERMANY – March 19, 2024 – commercetools, the global leader in composable commerce, today unveiled how its technology drove the digital transformation of plastic pipes manufacturer Orbia Building & Infrastructure (Wavin), resulting in significant revenue growth with more than 60 percent of sales soon expected to be digital.

Orbia Wavin, which specialises in products and solutions for safer drinking water supply, sanitation and urban water resilience, had long relied on personalised one-to-one relationships between field salespeople and long-term customers. By moving to a digital commerce platform, the manufacturer was able to significantly grow its online presence, meeting the growing demand of B2B merchants, with close to two webshops being set up per month for the past two years.

The company expects more than 60% of its global sales will soon be digital, thanks to the flexibility and scalability it now has with composable commerce.

“The success Orbia Wavin experienced with our composable commerce platform underscores the importance of why B2B companies should invest in their tech stack to meet the digital demands of today’s fast-paced market. Gartner predicts that 80% of sales interactions between suppliers and buyers will be in digital channels by 2025. Our solution enabled Orbia Wavin to transform complex product catalogs into a unified digital ecosystem, at speed and at scale,” said Neerav Shah, Head of EMEA at commercetools.

Orbia Wavin first created a pilot webshop for one of its core markets before launching 35 localised webshops across Europe, Latin America and APAC. This expansion was made easier with commercetools’ modular, easy-to-integrate and cloud-native composable technology. Today, Orbia Wavin has scaled across more than 80 countries.

“Once we got the core webshop in place, it was significantly easier to get them localised and ready to be used by our customers. We’ve grown from one webshop to 35 in a short period of time, especially considering that Orbia Wavin was a first-timer in eCommerce,” said Sam Brands, Global Product Manager for Digital Ordering at Orbia Building & Infrastructure (Wavin).

Orbia Wavin’s technology stack also incorporates Contentstack’s CMS, and the manufacturer is currently in the process of implementing Akeneo’s PIM (product information management) system, with each of these best-of-breed components operating within a cloud-native infrastructure powered by Google Cloud.

To learn more about commercetools and how it helps customers drive revenue growth through flexible, scalable solutions, please visit