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In the recent years, the B2B world has converged towards e-commerce, and B2B customers expect the same experience in their professional lives than the one they face in their day-to-day lives. This is why, in 2017, the European company, Coca-Cola European Partners, decided to build and implement an e-commerce platform in each of the 13 markets in which the company is active, with the aim to make a step towards an omnichannel strategy and to offer to the customers the experience they expect. The Belgium and Luxembourg organization is the first to launch it.
This thesis analyses the integration of an E-commerce platform in the Belgium and Luxembourg organization of Coca-Cola European Partners, with the aim to optimize the customer experience.

E-commerce platform --- customer experience, --- business-to-business, --- change management, --- Sciences économiques & de gestion > Stratégie & innovation