How ABB is elevating digital customer experience with a partner-fulfilled platform
ABB is a global technology leader in electrification and automation, operating through a vast network of partners across multiple countries. But as customer expectations shifted toward seamless digital experiences, ABB Electrification set out to accelerate its digital transformation while preserving the strong local relationships that have always been central to their business model.
The results speak for themselves. In Brazil, ABB Electrification's longest-running marketplace doubled its active user base in 2024 and is on track to double again in 2025. Most users on ABB Electrification's local platforms are new to the company, representing customer acquisition that wouldn't have happened through traditional channels alone.
In this conversation, Philippe Resnik, global marketplace lead at ABB Electrification, explains how the teams built a platform that works for customers and partners alike, why they chose Mirakl and what impact they're seeing across markets.
Why ABB built a platform
Philippe Resnik explains the challenge clearly: "We work with a large network of partners across different countries. At the same time, we want our end customers to benefit from a customized and localized experience while we drive growth for our partners." The digital experience, he notes, has become non-negotiable: "Our top priority is to deliver an unbeatable customer experience, and the digital experience is now more important than ever for our customers."
The solution was to build a platform that could centralize ABB-grade product information — complete with real-time availability and transparent pricing — while preserving the partner relationships that define ABB's go-to-market approach. "By partnering with Mirakl, we created a platform where our customers can access ABB-grade product information, real-time availability and transparent pricing all in one place," Resnik says.
What makes ABB's platform model unique
ABB's platform serves an unusually diverse audience. Resnik describes a spectrum that runs "from homeowners to large enterprises", a range that requires the platform to be equally comfortable with small, transactional purchases and complex, multi-stakeholder projects.
The user journey reflects this complexity. Some projects begin with ABB's local sales experts and transition to the digital platform for order completion. Others start online and pull in hands-on support when technical questions arise. "We prioritize a seamless user journey on our platform, which integrates an offline-online experience," Resnik explains. "Whether the project begins with our local sales experts and then transitions to the digital platform, or whether it requires hands-on support from our local sales team, our customers' needs always come first." The platform doesn't try to force a single path; it adapts to how orders actually unfold.
"It's important to notice how digital transformation is enhancing rather than replacing the traditional business relationship. It's about more than the shopping cart."
— Philippe Resnik, global marketplace lead at ABB Electrification
How partners benefit
At the heart of ABB's model is a deliberate choice: give partners independence, not just access. Each partner operates their own back-end, managing product offerings, pricing, availability and running their own promotions. "Our partners are set up for success with full flexibility. They have access to their own back-end, where they can manage product offering, pricing availability and run their own promotions," Resnik says.
From the customer's perspective, this complexity is invisible. "This information gets published on the ABB platforms, and customer orders are automatically routed to the right partner for fulfillment, creating a seamless experience for our customers," he explains. It's a delicate orchestration — partners retain autonomy while ABB safeguards the brand. "Meanwhile, at ABB, we maintain control of core product data, ensuring quality and consistency as we scale."
Why ABB chose Mirakl
When evaluating platform partners, ABB prioritized two things: proven expertise in marketplace technology and the ability to handle the operational nuances of a global, multi-partner model. "Our top priority is to make our customer eCommerce experience as smooth as possible. When evaluating platform partners, ABB prioritized proven marketplace technology and the ability to support a multi-partner, multi-country model. Mirakl met ABB’s requirements for scalability and governance, making it a suitable technology choice for our platform strategy.” Resnik says.
But it wasn't just about present-day functionality, it was about building for what comes next. The platform needed to manage regional differences, maintain product governance and support both current operations and future expansion. "Mirakl solution meets the needs of our customers and our partners, which can go from managing regional differences to maintaining product governance, all in one single place. Mirakl is a solution that supports both our current needs and our future ambitions," Resnik notes. For a company operating across dozens of markets with hundreds of partners, that flexibility was essential.
What impact for ABB
Resnik frames the platform's impact as a business accelerator rather than a disruptor. "It's important to notice how digital transformation is enhancing rather than replacing the traditional business relationship. It's about more than the shopping cart," he emphasizes. "It's about generating high-quality B2B leads. For example, in our local platforms, most of our customers are new customers for ABB," Resnik says. In Brazil, ABB's longest-running marketplace, momentum has been particularly strong: "In 2024, we saw a doubling of the active user base, and we are also on track to double it again in 2025."
The platform is proving particularly effective in emerging markets, where digital-first buyers expect the kind of transparency and immediacy that legacy distribution models struggle to provide.
What's next: scaling the vision
ABB Electrification's digital commerce strategy is evolving along two parallel tracks:
Enhanced personalization: Using data and digital tools to deliver tailored offerings and relevant services that meet specific customer needs.
Global expansion with a local focus: Extending the platform's reach while preserving the partner relationships that keep ABB connected to its markets.
"Ultimately, the goal of our strategy is to streamline and simplify the experience for our customers, making it easier for them to access the solutions that they need," Resnik says. That means onboarding additional partners, expanding product catalogs, and bringing complementary third-party suppliers onto the platform to create a more comprehensive destination for customers.
Key takeaways
ABB's experience offers a roadmap for manufacturers navigating the balance between digital transformation and partner relationships:
Digital enhances, doesn't replace. When approached strategically, platforms strengthen partner relationships rather than threaten them.
Brand consistency and partner empowerment can coexist. Manufacturer-controlled platforms can deliver consistency while giving partners the digital tools they need to compete.
Unified experiences drive growth. Seamless commerce journeys unlock customer acquisition and revenue.
Orchestration beats disruption. The right technology layer enables transformation without ripping out existing systems or relationships.
Data visibility unlocks strategy. Consistent visibility across the partner network provides insights that inform product development and market expansion.
As Resnik concludes: "With the platforms, we transformed the digital customer journey at ABB Electrification in a way that everybody benefits. Our customers get a streamlined online experience while our partners gain access to further business opportunities."
Ready to transform your partner network with a platform strategy? Book a strategy session with our team to explore how Mirakl can help you deliver seamless customer experiences while empowering your network of partners and distributors to grow.
