Empowering Digital Commerce Transformation for Global Electronics Leader
Executive Summary
One of the world’s largest manufacturers of electronics and consumer goods successfully transformed its digital commerce operations by migrating from a legacy on-premises platform to a latest cloud based solution. Facing significant operational bottlenecks and scalability challenges with their outdated e-commerce system, the company sought a future-ready, cloud-based solution to unlock growth, agility, and innovation. This strategic shift delivered a seamless customer experience, faster time-to-market, and a strong foundation for global e-commerce expansion.
Client Background
The client is a multinational leader in the electronics and consumer goods industry, operating a vast product portfolio that includes cutting-edge electronics, appliances, and consumer lifestyle products. With an extensive B2C and B2B presence across multiple geographies, e-commerce plays a critical role in the client’s go-to-market strategy and consumer engagement efforts.
Business Challenge
The company had long relied on Meridian, a legacy on-premises e-commerce platform that could no longer meet modern demands. The aging system became a roadblock to digital growth and market responsiveness, presenting several key challenges:
- Limited functionality in catalog, pricing, and promotions.
- Inability to scale with new brands, SKUs, and market entries.
- Performance instability during high-traffic periods.
- Outdated content management tools that hindered engagement.
- Inefficient product search and lack of personalization.
- Inadequate support for mobile commerce and SEO strategies.
These issues led to high cart abandonment rates, decreased customer satisfaction, and ultimately, lost revenue opportunities.
Solution Overview
Clear Problem Definition
Alphanet executive team first defined the problem statement to clearly identify the core issues that needed immediate resolution along with a long-term plan.
We sat with the client’s leadership in engineering, product and marketing; went through the list of bugs seen in the past few quarters, evaluated the product roadmap to clearly define the problem statement(s):
- Limited E-commerce Functionality
- Scalability Challenges
- Performance Instability
- Catalog Management Bottleneck
- Restricted Content Management
- Slow Feature Development
- Impacted Conversions
- Poor Search Functionality
- Lack of Personalization
- Limited Mobile Commerce Capabilities
- Restricted SEO Optimization
Identification of Right Solution
With a clear inventory of current problems along with a long-term design in mind, Alphanet architecture team identified Salesforce Marketing Cloud as the best solution for the client.
Alphanet team met with the client to explain the rationale behind our decision.
- B2C and B2B Capabilities in One Platform
- Advantage: Robust support for both B2C and B2B use cases from a single codebase.
- Competitor Comparison:
- Magento (Adobe Commerce): Offers B2B and B2C but often requires extensive customization.
- Shopify Plus: Limited B2B capabilities out-of-the-box.
- BigCommerce: Offers B2B features but lacks enterprise depth.
- SAP Commerce: Strong B2B but may lack agility for fast B2C launches.
- Client had both business models so it can streamline operations and reduce maintenance overhead.
- Scalable, Enterprise-Grade Cloud Infrastructure – True SaaS model with automatic upgrades, enterprise security, and elastic scalability.
- Advanced AI & Personalization with Einstein – Built-in AI for personalized recommendations, predictive sorting, and merchandising.
- Headless & Composable Commerce Ready – Salesforce Commerce Cloud supports headless architecture and API-first development via Commerce APIs.
- Global Commerce Capabilities – Native support for multi-site, multi-language, and multi-currency out-of-the-box.
- Strong Community and Partner Ecosystem: Vast network of implementation partners, certified developers, and pre-built integrations
With the architecture, timeline approval Alphanet launched a full-scale migration to Salesforce Commerce Cloud (SFCC). The initiative was designed to future-proof the digital storefront and empower merchandising, marketing, and operations teams with the tools they needed to succeed in a fast-evolving e-commerce landscape.
Key solution highlights included:
- End-to-end redesign of the customer experience, from homepage to checkout.
- Advanced catalog and pricing management.
- Intelligent, faceted search with typo correction.
- Personalized shopping journeys through customer segmentation.
- Enhanced content and SEO capabilities.
- Secure mobile-first architecture.
Implementation Process
The project followed a phased and collaborative approach to ensure seamless transition and adoption:
Front-End Redesign:
- Intuitive navigation, smart filtering, and dynamic product displays.
- Optimized checkout for speed and mobile responsiveness.
- Self-service account features and personalized gift registry.
- Integrated promotions and consistent global branding.
Back-End & Customization:
- Streamlined catalog management with robust taxonomy and attributes.
- Flexible pricing rules and promotional configuration.
- Built-in tools for segmentation, personalization, and campaign automation.
- Secure payment, fraud detection, and enhanced inventory control.
- Social media and email marketing integrations.
- Full SEO optimization and analytics enablement.
Comprehensive Documentation:
- Business requirements, technical specifications, user stories.
- Visual mockups, style guides, and project timelines.
- Backend integrations and third-party service mappings.
Result Impact
The project has driven measurable improvements across key business areas:
- Agile Merchandising: Rapid deployment of new products and promotions.
- Improved Performance: Fast page loads, stable peak-time performance.
- Scalable Growth: A platform built to support global expansion and brand diversification.
- Enhanced User Experience: Personalized, mobile-friendly, and visually rich customer journeys.
- Increased Conversion Rates: Reduced cart abandonment and higher customer engagement.
- Better SEO & Traffic: Improved organic visibility and targeted traffic acquisition.
- Data-Driven Marketing: Real-time insights and segmentation to power personalized outreach.
This strategic e-commerce transformation showcases the Alphanet team’s impact of modernizing digital infrastructure in a high-demand, fast-moving industry. This case stands as a testament to how Alphanet’s core principles of aligning technology with business vision can fuel sustainable growth, elevate customer experience, and create a competitive edge in the global marketplace.