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By Spire

How BASF | Nunhems Digitized B2B Ordering with Salesforce Commerce Cloud

Discover how BASF ⎜ Nunhems digitized their B2B commerce with Salesforce and why they chose Spire to guide them.

Topic
Sales & Revenue Operations
Solution
Commerce, Experience
Industry
Agriculture
Spire members
Brightfox, FORWARD

Key takeaways

Near-full adoption

Nearly all onboarded growers and distributors moved to digital ordering without needing complex training.

Multi-country scalability

One flexible core platform across 6+ European markets, customized for local agricultural needs.

More time for expertise

Sales and support teams shifted from manual processing to proactive customer advisory work.

How are B2B customer expectations changing?

BASF | Nunhems, the vegetable seeds business of BASF, serves a complex European network of farmers, growers, and distributors. Traditionally, placing orders relied on sales reps, phone calls, and manual emails.

However, modern B2B buyers expect round-the-clock digital convenience. BASF | Nunhems needed a flexible portal where customers could explore products, check seed availability, and place orders anytime, while managing seasonal demand across different countries.

Black and white portrait of Michiel Elshout of BASF Nunhems
Michiel Elshout

Digital Excellence Manager at BASF ⎜ Nunhems

Customers are used to intuitive, 24/7 digital experiences in their private life. Why wouldn’t they expect the same from us?

serre plants

A central touchpoint for all things Salesforce

To modernize their ordering flows, BASF | Nunhems selected Salesforce Commerce Cloud (formerly known as Salesforce B2B Commerce Cloud) alongside Salesforce Experience Cloud.

They partnered with us for the entire process, from the initial business assessment to architecture, UX design, and the multi-country rollout. Two of our Spire members, FORWARD and Brightfox The Netherlands, collaborated closely to build and deliver a flexible solution that matches BASF | Nunhems’ digital maturity.

What are the benefits of Salesforce Commerce Cloud and Salesforce Experience Cloud?

The impact of the new platform was immediately noticeable for BASF | Nunhems, both for their customers and internal teams.

Customer adoption

  • 90–100% of onboarded customers now order online
  • Many placed orders without any training thanks to an intuitive UX
  • Customers now have 24/7 access to product availability and order status

Operational efficiency

  • Order intake time dropped to virtually zero
  • Lower admin load for sales and support teams
  • Focus shifted from order handling to customer support and advisory work

Scalability

  • Rolled out in 6 European countries, with more on the way
  • One central solution, with custom elements for each market
  • Fully integrated with the Salesforce ecosystem, including Sales Cloud and custom case handling

Working with Spire helped us shift from AI theory to real impact. Their guidance turned our data into a strategic asset.

Michiel Elshout – Digital Excellence Manager

BASF ⎜ Nunhems

What’s next: Salesforce Marketing Cloud

BASF | Nunhems continues to expand its digital ecosystem around a single platform strategy.

The next phase includes integrating Salesforce Marketing Cloud capabilities, and expanding Salesforce usage for case management, reporting, and sales forecasting across all European markets.

About the project

industry
Agriculture / Seed
Region
Europe (multi-country rollout)
Solutions used
Salesforce B2B Commerce Cloud, Experience Cloud
Spire members

FORWARD – Commerce Cloud
Brightfox The Netherlands – Experience Cloud

Looking to build a scalable B2B ordering platform?

Let’s talk. We help companies like BASF⎜Nunhems rethink their commercial operations, simplify complex order flows, and scale their digital experience with Salesforce.

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