Electrolux Digitalizes B2B Sales with VTEX

Before Compra Parceiros, much of the sales process took place through email, phone calls, and spreadsheets. Sales representatives received orders, routed information for manual entry, and also responded to questions about invoicing, availability, and delivery.

This model limited customer autonomy and kept the sales team busy with operational tasks. For authorized service networks and distributors, it was also difficult to access images, compatibility details, and in-depth information about thousands of parts.

The complexity increased after the purchase. In Electrolux's B2B operation, an order can be fulfilled in multiple shipments, while a single invoice can group items from different orders. Without a centralized view, customers and sales representatives needed to consult several areas to understand what had already been invoiced, shipped, or placed on hold.

Electrolux needed to digitize this journey without losing the consultative relationship that defines its B2B sales.

With VTEX, Electrolux created Compra Parceiros, a portal that brings together purchasing, quotes, orders, and services for business customers.

The platform provides a self-service journey while keeping sales advisors available throughout navigation. Customers can buy directly or request support so that a sales representative can prepare the order and route the purchase for approval.

Key capabilities include:

Order and invoice management

Customers can track every purchased item, invoiced quantities, invoices, and shipping status. This view turns a complex operation involving partial and consolidated invoicing into a simpler experience.

Compatible parts search

Advanced filters allow users to search by equipment model and find related parts. This capability helps technicians and authorized service networks identify the right item more quickly.

Digital quotes

Distributors, small service networks, and independent technicians can create, name, and track quotes within the portal. For technicians, the feature also makes it easier to organize estimates prepared for end consumers.

B2B Organizations

Users linked to different companies can switch between organizations without signing in again. For groups with multiple business units, this reduces steps and simplifies the purchasing routine.

Relationship center

The portal centralizes financial information, commercial contacts, returns, target tracking, and benefit-related requests. Some of these journeys were built with APIs and integrations with Electrolux systems.

"In B2B, customers want to spend less time on the purchasing process and more time on their own business. Our goal is to make this journey increasingly simple."

— Alisson Hoffmann, Partner Experience Lead for Electrolux in Latin America

Business growth

Since modernizing its digital platform with VTEX, the operation has grown significantly, surpassing twice its original transaction volume. This progress was supported by the platform's scalability, greater digital adoption by partners, and continuous improvements to the purchasing experience.

Sales team productivity gains

Customers can now browse products, create quotes, track orders, and access services in one environment. Visibility into invoicing and shipping has also reduced their dependence on sales representatives and internal teams for item-level information.

Digitizing these processes enabled the sales team to shift from primarily operational work to a more strategic and consultative approach. With customers more autonomous in the digital journey, sales representatives can dedicate more time to business development, relationship building, and value creation for their accounts.

Improved sales quality

Sales quality has also improved consistently. Customers have greater visibility into and autonomy over transactional processes, reducing operational requests directed to the sales team. As a result, sales representatives can take a more consultative approach, supporting the development of their accounts and increasing average order value.

"Today, our sales representatives can act as business partners. Rather than simply receiving and entering orders, they can focus on more consultative offers and sales."

— William Helouani, Director of Digital and Data at Electrolux

With an architecture that combines native VTEX capabilities, APIs, and integrations with internal systems, Electrolux has created a B2B operation ready to serve different markets and evolve with the needs of customers and sales teams.

All figures and information in this article were provided and approved by Electrolux.