Project
Digitalization of the B2B Distribution Model
Client
Services
SAP CX
SAP Commerce Cloud
Industry
B2B Distribution
Consumer Goods
Background
Hijos de Rivera has pursued a sustained expansion strategy since the 1990s, which accelerated significantly after 2010. This growth is supported by its own logistics network in Spain and Portugal, with multiple distribution centers and commercial areas delivering an increasingly broad product portfolio. The traditional ordering model—highly manual and fragmented across channels—was starting to limit commercial agility and the scalability of the distribution network.
Overview
To support business growth and professionalize its relationship with distributors, ASPA deployed a unified B2B platform that brings together commercial operations and financial information in a single environment. The portal allows each distributor to access its authorized product catalog, place complex orders optimized for logistics, and consult invoices, commercial conditions, and financial status.
The solution was integrated with the ERP to ensure consistency in pricing, availability, and business rules, and was rolled out in phases to guarantee progressive adoption without operational friction.
Goals
The project aimed to simplify and digitize the entire distributor relationship lifecycle by reducing manual processes and enabling 24/7 self-service. For Hijos de Rivera, the goal was to gain operational efficiency, scalability, and full traceability across orders and invoicing. For distributors, the objective was to deliver a modern, personalized, and multichannel experience, enabling them to manage orders and documentation autonomously and with less effort.
Challenge
The platform needed to integrate seamlessly with an ERP that centralized critical business rules, transferring that logic to the digital channel without losing consistency. A particularly complex aspect was load optimization: automatically calculating full truckloads by combining products with different formats and packaging, ensuring volumetric efficiency and operational effectiveness in distribution.
Strategic Transformation
Hijos de Rivera transitioned from a heavily manual order management model to a structured digital relationship with its distributor network. The B2B portal became a central operational and commercial channel, capable of continuous evolution and of absorbing growth in catalog size, order volume, and new services without a proportional increase in internal workload.
Results
The phased rollout, supported by a change management approach focused on adoption, enabled distributors to gradually incorporate the new way of working. Today, the portal supports day-to-day order management and financial inquiries, reduces internal back-office tasks, and improves the quality and traceability of commercial information. The platform continues to evolve with new functionalities to expand its reach and value.
Long-term Value
The digitalization of the B2B channel has freed Hijos de Rivera from the operational burden associated with manual order processing, enabling higher business volumes to be managed with lower administrative effort. At the same time, it strengthens a more scalable and sustainable relationship with distributors, based on self-service, traceability, and continuous improvement. The portal has become a key asset in supporting the group’s future expansion, both in new products and new geographies.