About this project

Slick commerce platform for global growth

Bugaboo’s booming business is going places, and needed a cutting-edge multi-country, multi-language B2B commerce platform to keep up with its global growth strategy. Emakina had six months to create a tool that would closely link sales teams and retailers. 

Technology Salesforce

The challenge

B2B is a significant part of Bugaboo’s supply chain, however this part of the business had an outdated digital experience. The demand for an improved ordering platform was clear. To align with expiring licenses and an accelerating enterprise roadmap, this was needed within six months.

Another essential feature was enabling sales managers to administer their retailers via the Salesforce platform: the system acts as a supporting tool for use by Bugaboo B2B sales teams rather than a separate channel.

Our solution

In order to meet the demanding timeline, our approach was to build a lean MVP that leveraged out-of-the box features provided by Salesforce B2B Commerce Cloud. Despite the time constraints, the platform delivered the features needed to set Bugaboo on a successful path to a shared global B2B platform.

These included drop-shipping, where Bugaboo can directly deliver orders to customers taken by retailers, saving retailers inventory space and speeding up the process. We also built complete enterprise connectivity via Apigee middleware. We embedded an Agile SCRUM way of working across extended teams, using a backlog and story points to manage scope.


The new B2B global platform launched on time and within budget with an immediate uptick in orders and order value. Scaling to 50 markets and 7 languages, we went from multiple-source of B2B orders to a single-source platform, simplifying the system landscape, resulting in a decrease of operation costs. It featured a new modern and premium UX, consistent with consumer branding.

 Positive organisational feedback about the platform from both retailers and the Bugaboo sales team encouraged accelerated adoption and improved results. For example, 86% of Spanish retailers were logged in within the first day of the launch. Since we managed to deliver a powerful MVP in a short time period in North America, the solution has since been rolled out globally in all remaining markets.

  • 50markets
  • 7languages
  • 6months rollout