E-commerce for professionals

At wurth.se, customers can search for over 60,000 items. The digital store is fully integrated with the local stores. This is an e-commerce platform with professionals as its target group.

Wurth.se – an e-commerce for professionals

Würth is the world’s largest company in consumables for automotive workshops, craftsmen, construction companies, and industrial companies. Its e-commerce, with a B2B focus, serves thousands of customers daily who need the right equipment and materials.

Quick facts

  • Würth is present in 84 countries, has 71,000 employees, and a turnover of 115 billion SEK.
  • Wurth.se is built on Optimizely Content Cloud, inRiver PIM, and Apptus. Ninetech’s Azure Commerce Components are used as the eCommerce engine.
  • On wurth.se, the customer can assemble their shopping cart but then place the order integrated via their purchasing system.
“We are seeing strong growth in the digital part of our sales, and collaboration between channels is starting to take off in earnest. We now have a stable and agile digital foundation and are ready for our customers’ high demands as we enter our next digital phase.“ Daniel Sundell, Würth Svenska AB

Challenge

Structuring and refining the information about Würth’s range of 200,000 stocked items in Sweden and Germany—a range that includes everything from large machines to cleaning sprays and chocolate drinks. Another challenge was to create stable, easy-to-use, and easy-to-navigate digital solutions that also give a personal impression to the visitor.

 

Solution

With strong growth and increased order volumes from month to month through the digital channel, the next step was to move Würth to an omnichannel strategy. A step was taken towards improving the total business by taking advantage of the flows we had built up that provided the correct information in real-time in all channels. We believe that a fully integrated B2B e-commerce, an omnichannel approach, is a prerequisite for success in the fast-moving market we find ourselves in.

 

Result – relaunch 2025

Our collaboration has made wurth.se the new generation of B2B e-commerce. The solution was relaunched in 2025 with a new, future-proof, modular technology stack. Some of the latest additions are:

  • The new e-commerce platform is based on Ninetech’s Azure Commerce Components, uses inRiver PIM to manage all product information, and has Apptus for faster and better search with relevant personalized recommendations.
  • Another important part of Würth’s digital business has been connecting the web with physical stores. Selecting “your store,” local stock balances,” and the option to order online and “pick up in-store” are some examples of this.
  • Würth’s customers have the option of “PunchOut,” which means that they assemble their shopping cart online but then place the order integrated via their own purchasing system.
  • The new website also allows brand-new customers to make their first purchase directly with a card or invoice without the cumbersome registration processes otherwise standard on B2B sites.

“The launch of the new wurth.se is a major step forward in our digital development. In collaboration with Ninetech, we have combined industry-leading technology with tailored solutions to meet our customers’ needs – regardless of whether they shop via e-commerce, app, or integration solutions. Ninetech has been a committed, flexible, and reliable partner throughout the project, and we are delighted with both the result and the collaboration. Together, we have created a platform that is both stable and future-proof, which gives us a strong foundation for continued growth in our digital sales.” – Ulf Stenberg, Würth Sweden.