How Anheuser-Busch InBev Started Generating Most of Its Revenue Via eCommerce
B2B eCommerce is becoming increasingly popular as more businesses shift their focus online. While eCommerce has been prevalent in industries like technology and manufacturing for years, other industries are also following suit. For example, B2B eCommerce is now a major driver of sales in the food and beverage industry, where Anheuser-Busch InBev (AB InBev) has emerged as a leader.
AB InBev is the world's largest brewer and has been able to generate most of its revenue through eCommerce in recent years. To achieve this, AB InBev has invested heavily in technology and infrastructure, including an eCommerce platform.
In this blog post, we'll explore how AB InBev achieved its success and how similar companies in the sector can, too.
AB InBev’s Digital Transformation
At the core of AB InBev’s success is its digital transformation. The company isn’t just a beer producer and distributor. It also has businesses devoted to research, technology development, and enterprise architecture.
For example, ZX Ventures, AB InBev’s global investment and innovation group, is focusing on innovative efforts in areas like sustainability and agile industry as well as eCommerce.
AB InBev’s eCommerce transformation has resulted in a significant shift in how the company generates revenue from both B2B and B2C customers. It’s also representative of the enormous potential eCommerce has for the future of the B2B sector.
According to a report by Digital Commerce 360, the company says it generated nearly $60 billion in revenue in 2022. It also says it generates more than 60% of its revenue through its B2B digital platform.
AB InBev is only just getting started. A 2023 article by Consumer Goods Technology says the company is preparing to expand further in Europe and is transitioning more of its operations onto digital platforms.
Specifically, the company’s plans include "the implementation of smart breweries, expansion of its digital footprint, boosting its cybersecurity infrastructure, and automating more processes across the ecosystem.” These goals are being accomplished through Orange Business, the business services arm of the global communications organization Orange S.A.
"Our accelerated digital transformation is a key competitive advantage of our business, improving the way we connect with our ecosystem of two billion consumers and six million [business] customers,” the company says. "We are driving incremental growth through our digital products and expanding the beer category into more occasions. While we are energized by our progress, we believe we are likely only scratching the surface of what is possible.”
The BEES Mobile App and eCommerce Platform
Much of the company’s eCommerce success has been driven by the company’s own mobile app and ecommerce digital ordering platform, called "BEES,” at BEES.com. According to the Digital Commerce 360 report, the BEES platform is now live in 20 markets. In 2022, the platform reached 3.1 million monthly active users.
The platform allows B2B customers to order products at their convenience and avoid issues like overstocking and out-of-stocks. It makes it easy for customers to obtain all their products from one location, get stock delivered exactly when it’s needed, and learn about which products are selling well in their unique markets. The platform even has a rewards program.
The BEES website says the project began in 2016, when AB InBev piloted in key markets like the U.S., Brazil, Mexico, and Argentina. After seeing some success, the company expanded the platform to other markets, integrated personalization for customers, and expanded its automated capabilities with "BEES Force” and "BEES Deliver.”
Customers now have access to perks like performance insights, digital coupons, new product recommendations, and more.
Don't Miss B2B Online Florida
AB InBev’s BEES platform is just one example of how B2B businesses are empowering their customers through digital transformation, automation, and online ordering. Still, there’s a lot that companies can learn from AB InBev’s example.
Its process of piloting the platform, launching iterative changes, and carefully growing its presence in key markets could serve as a template for other companies’ eCommerce ambitions.
If you’d like to learn more about how your company can leverage B2B eCommerce for growth, don’t miss B2B Online East. It’s happening October 16th to 17th at Hilton West Palm Beach, Florida.
Download the agenda and register for the event today.