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What we achieved

  • 95%+
    digital adoption

  • Unified
    B2B and B2C

  • Reduced
    manual operations

To who

Overview

  • Part 1

    Challenge

    Manual ordering processes increased costs and limited scalability, while concerns about disrupting dealer relationships could slow the adoption of a fully digital commerce model.
  • Part 2

    Solution

    Husqvarna implemented HCL Commerce to deliver personalized dashboards, automate ordering, and enable a phased transition to direct-to-consumer commerce.
  • Part 3

    Results

    Achieved over 95% digital adoption, reduced manual processes, and delivered scalable B2B and B2C commerce through a single unified platform.

The Challenge

Reinventing Commerce Without Channel Disruption

Husqvarna needed to modernize how it served a complex ecosystem of distributors, dealers, and retailers while preserving the relationships that defined its business.

Manual ordering processes, such as phone, fax, and email, were inefficient, prone to errors, and increased operational costs. Customer service teams were spending valuable time entering orders instead of supporting customers in more meaningful ways.

At the same time, moving toward a digital-first model introduced internal concerns. The business relied heavily on independent dealers, many of whom were not highly technical. Any new system had to be intuitive, easy to adopt, and supportive of existing workflows.

Husqvarna’s goal was to increase digital adoption, reduce manual transactions, and create a scalable foundation for future growth without disrupting its core channel.

quote icon

The key to our success with commerce is the robustness of the platform. It’s very reliable, very predictable, and able to handle many different integrations.”

- Chip Pryor, E-Commerce Lead (North America), Husqvarna

The Solution

Building a Scalable, Customer-Centric Commerce Experience with HCL Commerce

Husqvarna implemented HCL Commerce to create a flexible, scalable solution capable of supporting complex B2B operations while enabling future B2C growth.

Delivered through the cloud, HCL Commerce ensures a personalized experience for each user. Customers log in to a dashboard tailored to their account, with access to:

  • Custom pricing and discount tiers
  • Product eligibility based on account permissions
  • Real-time inventory insights through ERP integration
  • Promotions aligned to seasonal demand

The interface was designed to be simple and intuitive, requiring minimal training and enabling fast adoption across a diverse customer base.

To support high-volume ordering, Husqvarna introduced bulk ordering capabilities, enabling distributors to upload large orders from spreadsheets rather than entering them manually.

Before launching direct-to-consumer, the company introduced an employee purchase program to test smaller parcel-based orders. This approach enabled a smooth and confident expansion into B2C.

Husqvarna has continued to modernize their solution with a responsive, mobile-friendly interface and improved performance, ensuring a consistent and seamless user experience.

The Results

Measuring the Results of Digital Transformation

Husqvarna achieved over 95% digital adoption among non-EDI customers, significantly reducing reliance on manual order entry.

This shift improved operational efficiency and allowed customer service teams to focus on higher-value activities such as support and sales enablement.

The platform now supports a high volume of transactions across both B2B and B2C:

  • B2B remains the primary revenue driver
  • B2C continues to expand its customer reach

Customers benefit from greater transparency and control, including the ability to track orders, view pricing, monitor backorders, and make informed purchasing decisions.

The modernized commerce experience has strengthened Husqvarna’s relationships with its partners while enabling the business to scale efficiently and adapt to changing market demands.

About the company

Husqvarna is a global manufacturer of outdoor power equipment, serving professionals and consumers, operating across North America and international markets. The company supports a diverse customer base through distributors, independent dealers, major retailers, and direct-to-consumer channels.

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