Digital Transformation: STIHL's B2B2C E-commerce Success Story

Norden partnered with STIHL, Brazil's leading manufacturer of portable power tools, to launch an innovative B2B2C omnichannel e-commerce platform designed to strengthen customer relationships, expand the company's digital presence, and increase sales while preserving its strong partnerships with authorized dealers.

Leveraging its expertise in e-commerce strategy and technology, Norden designed and implemented an innovative B2B2C omnichannel ecosystem.

Under this model, authorized STIHL dealers across Brazil became fulfillment and distribution hubs, creating a collaborative retail network that represented a significant innovation for the multinational company. The initiative received approval from STIHL's global board and, due to its immediate success, is now being considered for expansion into other Latin American markets.

The project included several strategic phases, including:

• Business strategy planning
• Market analysis
• Business model definition
• Solution architecture
• Vendor selection
• Website development

Throughout the implementation, the primary challenges included:

• Driving digital transformation across the organization.
• Creating alignment between multiple business areas.
• Developing an effective digital sales strategy for highly technical products.

These challenges were successfully addressed, and the results demonstrated both the effectiveness of the model and its strong potential for international expansion.

According to Sven Laure, Head of E-Commerce, Marketing Systems & BI for LATAM & the Caribbean, Norden played a critical role in the project's success by delivering the implementation on schedule and exceeding quality expectations.

The partnership provided the expertise and support necessary to transform an ambitious vision into reality.

Today, the project is recognized as a milestone in STIHL's history.

"Behind Norden is an incredible team of talented people who embraced this project with enthusiasm from day one and gave their very best to make it happen."

— Sven Laure, Head of E-Commerce, Marketing Systems & BI | LATAM & the Caribbean

STIHL's digital transformation through its B2B2C e-commerce platform not only strengthened the company's market presence but also established a new standard for collaboration with its dealer network—demonstrating how innovation and strategic partnerships can drive meaningful business growth and accelerate digital transformation within the industrial sector.