Radwell International: Scaling Complexity, Building for Global Relevance

It’s one thing to scale eCommerce. It’s another to do it while navigating 40 million products, 400 million SKUs, multiple currencies, and one of the most complex catalogs in industrial distribution. Radwell International didn’t just take on that challenge, they delivered it at speed and with discipline.

At the 2025 B2B eCommerce Industry Awards, hosted at B2B eCommerce World Americas, Radwell International was named Mid-Market B2B eCommerce Distributor of the Year. Not for flash. But for scale, structure, and clarity – brought to life in one of the most demanding B2B environments.

Jack Carter, Radwell’s VP of Digital Product, accepted the award on behalf of the team.

From U.S. Strength to Global Delivery

Radwell’s leadership in the American market is well established. But the business case for transformation wasn’t about presence – it was about precision. Customers across Europe were already buying from Radwell. The experience just wasn’t built for them.

Instead of bolting on capabilities, the team committed to building a multi-region digital foundation that could:

• Support localized storefronts across eight European markets
• Handle six currencies and six languages
• Tie product discovery, pricing, fulfillment, and tax logic into a cohesive experience
• Serve global customers while reinforcing U.S. operations — not diverting from them

This wasn’t a shift in direction. It was a deepening of capability.
And the full rollout landed in just six months.

What Made This Project Stand Out

Plenty of B2B companies talk about global scale.
Radwell made it operational – across product content, fulfillment, customer-specific pricing, and site performance.

What made this implementation distinctive wasn’t the technology stack or the feature set. It was how closely the digital experience aligned to business realities. Where others may have seen 40 million products as a constraint, Radwell treated it as a requirement. Where legacy architecture couldn’t support multi-locale complexity, they replaced it. And where content and campaigns had previously been centralized, they equipped regional teams with the tools to localize at pace.

A Strategic Model, Not a Side Project

The European launch wasn’t a standalone initiative. It was designed to inform what comes next for Radwell.com and other North American programs.

By building for reuse, not just for launch, Radwell set themselves up to scale faster and more consistently in future phases. And in doing so, they avoided one of the most common missteps in global eCommerce: treating international markets as one-off implementations instead of integrated business units.

Why It Deserves Recognition

Across the judging criteria, speed, complexity, business impact, and execution, Radwell delivered:

• A live, multi-locale deployment across eight countries in six months
• One of the largest live B2B catalogs in digital commerce
• Integrated fulfillment and pricing engines that reflect real-world customer agreements
• Clear evidence of operational efficiency and customer experience improvements

For mid-market distributors looking to expand internationally or even just scale domestically, Radwell’s work offers a grounded example of what’s possible.

This wasn’t a reinvention. It was a coordinated effort to modernize and extend what already worked and to do so in ways that meet the demands of global customers without creating organizational sprawl.

That’s why this project earned recognition. Not for introducing something never seen before but for proving what can be done when complexity is met with clarity, and when execution is prioritized over embellishment.