Braskem, one of the largest petrochemical companies in the world, has successfully transformed its B2B operations through the implementation of its B2B eCommerce platform, Edge. This platform built on OroCommerce has become an integral part of Braskem’s digital strategy, serving more than 800 companies across the Americas and Europe while dramatically improving internal efficiencies and customer satisfaction.
The Launch of Edge and its Impact
Before launching Edge in 2019, Braskem’s customer service representatives (CSRs) and clients faced significant challenges in accessing important information, placing orders, and managing interactions. The process was largely manual, relying on emails and phone calls for every transaction. This inefficient system led to delays, errors, and customer frustration.
Edge was introduced as a streamlined, automated platform designed to simplify these processes. Through the B2B eCommerce platform, users can now easily access critical data such as order statuses, delivery tracking, purchase history, and invoices. This level of transparency not only benefits customers but also reduces the workload for Braskem’s internal teams, allowing them to focus on higher-value tasks.
Measurable Success and Customer Adoption
Since its release, Edge has seen impressive adoption and growth. By early 2023, the platform was processing around 8,000 orders per month, a number that increased to 11,000 orders by 2024. In 2023 alone, Edge handled $2.8 billion in revenue, with over 50% of Braskem’s client base actively using the platform. According to client surveys, Edge maintains a 75% approval rating, reflecting its success in meeting user needs.
The platform’s success is built on robust order management features that help clients plan their manufacturing schedules more effectively. It also offers a personalized experience through customizable dashboards, allowing different roles within a client’s organization to view the information most relevant to them.
Improving Customer and Employee Experience
One of the key drivers behind Edge’s success is its ability to enhance both customer and employee experiences. By automating repetitive tasks like order processing and status updates, the platform has significantly reduced the burden on Braskem’s CSRs. This automation, combined with features like optical character recognition (OCR) for scanning client orders, has reduced order errors by 10% and saved Braskem over 22,000 worker hours annually.
This shift has led to higher job satisfaction among CSRs, enabling them to engage in more strategic activities such as improving service levels and supporting business intelligence efforts.
A Customer-Centric Development Process
Braskem’s commitment to a client-centric approach has been a key factor in Edge’s success. From the initial beta version, the company worked closely with a select group of clients to gather feedback and refine the platform. This collaborative approach continues, with regular interviews and usability tests ensuring that the platform evolves to meet client needs. In 2023, for example, Braskem added a Mass Order feature to simplify bulk purchasing for its largest clients, a feature now used for nearly half of all orders on Edge.
Conclusion: A Model for B2B eCommerce
Braskem’s digital transformation through Edge offers valuable lessons for other B2B companies looking to modernize their operations. By focusing on both customer needs and internal efficiencies, the company has built a platform that delivers tangible benefits. Edge not only simplifies complex transactions but also fosters stronger customer relationships, positioning Braskem as a leader in B2B eCommerce.
As digital transformation becomes increasingly critical in today’s business landscape, Braskem’s success with Edge underscores the importance of a well-executed, customer-driven approach to eCommerce, supported by a modern B2B eCommerce platform
