With Würth Spain, a leading B2B distributor serving over 300,000 customers across industries such as automotive, construction and installation, we began a continuous collaboration in late 2021, at a time when the company was struggling to successfully launch its commerce platform.

In a context where B2B commerce is steadily gaining relevance, the challenge was clear: strengthen the online platform as a key channel within the commercial model, supporting both customers and the sales force in its adoption.

This required evolving a complex and highly integrated platform while ensuring business continuity and adapting to the specific dynamics of B2B, where pricing, sales relationships, and direct interaction remain critical.

The challenge was not only technical, but strategic. It was about turning the digital channel into a true growth engine, without disrupting the inherently physical nature of B2B operations. Achieving this meant actively listening to sales representatives and incorporating their feedback into the process.

We defined therefore an approach based on three core pillars:

• Progressive optimization of the technological core, without compromising operations
• Continuous evolution driven by data and real user and sales feedback
• Close collaboration across teams, integrating business, marketing, and technology

Rather than relying on one-off solutions, we focused on continuous improvement, building a faster, more scalable platform over time. Operating as one integrated team between WAM and Würth’s Marketing and eBusiness teams, the result was a 30% growth in the online channel in 2025. This confirms that digital transformation in B2B does not happen overnight, but as the result of consistent, long-term decisions. In 2026, we kicked off the year with a key platform upgrade, already successfully implemented, following a strong start in which Würth España online business closed Q1 with 17% growth compared to the same period the previous year.