Ready to Trade with the Whole World
Client: Micro Matic
Micro Matic is the world’s leading supplier – and now they can scale and export digitally easier than ever before. Micro Matic has implemented an e-commerce platform that enables them to enter new markets faster. They can reach customers in more than 20 different countries more quickly and effectively. The business can scale far more efficiently and has consolidated its online presence.
A Global Refreshing Business
You might not know the name Micro Matic, but you’ve probably used their products. Micro Matic supplies beverage systems and equipment to restaurants and bars across most of the world. So, if you’ve enjoyed a cold draft beer, chances are it was poured through a tap, keg coupler, or dispenser branded Micro Matic.
The U.S. Is Not Scandinavia
In the Nordics, Micro Matic works with major breweries like Royal Unibrew and Carlsberg. They provide equipment for cafés, restaurants, and bars. That’s not how it works across the Atlantic. In the U.S., each individual bar or restaurant purchases its own equipment. This creates a huge difference in order sizes and required functionalities for these two customer types. Both types, however, exist on the same platform. The same data and products are simply structured differently for them.
One E-Commerce Platform – Hundreds of Variants
Micro Matic sells its solutions worldwide, but legislation and needs vary greatly from country to country. This places high demands on the flexibility of the e-commerce platform, as it must cater to customers in both Kenya and Copenhagen. The platform is built so dynamically that it can adapt to each customer’s conditions and product range. This means that when a customer logs in, they only see the assortment relevant to their products – no matter where in the world they are.
Not Just an ERP System
Although Micro Matic is one company, it consists of many smaller divisions worldwide, often formed through mergers and acquisitions. This means they don’t share the same ERP system across the entire organization. However, it has become much easier to integrate new ERP systems with Micro Matic’s new e-commerce platform, allowing new locations like the UK and Poland to launch e-commerce during 2025.
The best thing about e-commerce in Micro Matic is our scalability, our synergies across markets and then our opportunities for export."
Mads Reiflin Johannessen
Head of Global Marketing & E-Commerce at Micro Matic
Easy for Every Customer
The e-commerce platform makes it simple for customers to access the portal they need to manage their beverage solutions. They only see the part of Micro Matic’s vast assortment that is relevant to them and can easily view all order and billing information via their personal page. This makes advanced B2B transactions simple for the customer.
Customers Love the E-Commerce Experience
In Scandinavia, where Micro Matic has offered the e-commerce solution for some time, more than 85% of orders are now placed digitally. Customers clearly prefer using the portal when placing orders. The same trend is evident as Micro Matic expands into new countries and language regions. Customers quickly adapt to the portal and strongly prefer it.
Ready for Growth and Scaling
With its e-commerce solution, Micro Matic has built the perfect foundation to expand its online presence worldwide. They can easily launch new webshops whenever it fits their strategy – whether they are dealing with wholesalers, breweries, or individual restaurants.
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Relevant Cases
Let's talk about what our e-commerce solution can do for you