How Azelis Runs 150 B2B Portals Across 200 Markets from One Platform
Case Study Overview
- 150 portals live, serving over 200 markets
- 65,000 customers
- €4.1 billion annual turnover (2025)
Specialty chemicals distribution isn’t a browse-and-buy category. Before a customer in Spain Personal Care considers a purchase, they need regulatory documents, safety data sheets, and formulation guidance. That discovery process used to run entirely through local teams — and at €4.1 billion in revenue across 200 markets, it didn’t scale.
The catalog changes at every border. Supplier mandates restrict product availability by geography and segment, so a customer in China Coatings sees a completely different portfolio than one in Spain Personal Care. Every new market used to require a custom IT project from scratch.
One Architecture, 150 Localized Experiences
OroCommerce now manages all 150 portals from a single instance. Trade agreement logic controls visibility so each logged-in account sees only their negotiated pricing and approved catalog. A centralized data lake publishes market-specific portfolios. New markets can be stood up in as little as a week.
Technical experts stopped fielding document requests and returned to their actual jobs as consultants. The platform also connects Azelis’s 70+ innovation labs directly to commerce: lab technicians publish formulations, and buyers can request samples of every ingredient in a formulation with a single click.
“Instead of hitting a technical wall as we scaled to 150 markets, the platform grew with us, handling every new layer of complexity we threw at it.”
— Tim Lemmens, Product Manager Digital Platforms, Azelis
Case Study Snapshot
Industry
Health & Medical
Technology
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