How BIC is writing a new chapter in digital transformation with commercetools

BIC is a globally recognized leader in the stationery, lighter and shaver markets, known for its iconic ballpoint pens that have written billions of stories worldwide. With a presence in more than 160 countries, BIC has remained a household name by staying true to its commitment to high-quality, affordable everyday products. As a brand with a legacy dating back to 1944, BIC knows that to continue its success, innovation must be at the forefront — especially in today’s digital-first world.

Challenge:
BIC’s previous eCommerce platform for B2B was rigid, relied heavily on manual processes like spreadsheets, and couldn’t support the diverse needs of its global markets. It lacked scalability, flexibility, and delayed time-to-market for new initiatives.

Solution:
To modernize its digital commerce, BIC adopted commercetools’ composable architecture. With support from Clever Age, they developed a modular B2B platform using commercetools Composable Commerce and Frontend, enabling regional customization, better performance, and seamless integration of third-party services. Key features include:

• A quick order function for rapid purchasing
• A volume calculator for cost estimation and logistics planning in MEA
• Multi-currency, multi-region support across 100+ countries

Results:

• Faster time-to-market — from months to days
• Enhanced customer experience through self-service tools
• Unified B2B portal serving 150+ clients and hundreds of business units
• First launch in MEA (7% of revenue) with plans to scale globally

Impact:
BIC has transformed its digital commerce into a flexible, scalable, and future-proof system. This shift supports sustainable growth, rapid adaptation to market needs, and better customer engagement — all while honoring BIC’s legacy of innovation and quality.