In the evolving landscape of B2B digital commerce, ABB has partnered with Mirakl to launch a partner-fulfilled marketplace platform that is fundamentally transforming how contractors access electrical products and services. This strategic collaboration centralizes ABB-grade product information with real-time availability and transparent pricing, creating a B2C-like experience tailored specifically for B2B customers. The platform initially piloted in Brazil has demonstrated remarkable success, doubling the active user base in 2024 with projections to double again in 2025.
ABB’s marketplace platform doubled its active user base in 2024, with projections to double again in 2025.
The choice of Mirakl as ABB’s marketplace technology partner reflects careful consideration of scalability and governance requirements. Mirakl’s proven capabilities support multi-partner and multi-country operations while maintaining product governance across regional differences. The platform’s seamless integration with Magento and market-leading features enabled ABB to reduce implementation time from over a year to just a few months, accelerating their digital transformation in the electrification business. The integration was simplified further by leveraging pre-built connectors to shorten development effort.
The partner fulfillment model preserves existing relationships while expanding capabilities. ABB unifies dropship and marketplace operations within a single platform, scaling with current suppliers through dropship arrangements while adding new categories through marketplace sellers. Strategic 3PL partnerships enhance fulfillment by bringing non-domestic seller inventory closer to customers, reducing both delivery times and costs. Partners retain independence through individual back-end access to manage their offerings, controlling pricing, availability, product assortment, and promotions while the platform handles customer-facing complexity.
Mirakl delivers essential B2B-specific features that distinguish it from consumer-focused platforms. The system supports complex organizational hierarchies, multiple user roles, and diverse pricing models including quote options and invoice generation. Payment flexibility extends to net payments and deferred payment terms, while specialized order workflows streamline bulk and repeat purchases through customer profile management and segmentation. The PunchOut2Go partnership enables buyers to connect eProcurement systems to Mirakl marketplaces for enhanced procurement connectivity.
Operational efficiency comes through dedicated seller dashboards that manage inventory, orders, KPIs, and customer inquiries. Custom onboarding workflows and automated performance monitoring guarantee quality control, while flexible commission structures adapt to different categories, sellers, and product types. The API-first architecture with REST APIs and pre-built connectors enables seamless integration with existing systems.
Most notably, the majority of new users represent customers previously outside ABB’s traditional channels, demonstrating the platform’s effectiveness in customer acquisition and market expansion.
