In today’s globalized economy, multinational consumer products firms face a dual imperative: deliver unified, seamless B2B commerce experiences while adapting to the unique regulatory, cultural, and operational realities of each region. Nowhere is this more critical than in the diverse and dynamic markets of EMEA (Europe, Middle East, and Africa) and APAC (Asia-Pacific). At Publicis Sapient, we understand that successful B2B commerce transformation is not about one-size-fits-all solutions—it’s about harmonizing global best practices with local nuance to drive growth, loyalty, and efficiency.
Our work with a global skincare company illustrates the power of unified B2B commerce and education. By reimagining the digital journey for professional customers—dermatologists, spas, aestheticians, and schools—we created a DTC-like experience that made purchasing and product education effortless. The transformation unified commerce and training platforms, streamlined both customer and employee journeys, and empowered sales teams to become strategic partners. Automation and a renewed technology architecture underpinned rapid, cost-effective scaling, delivering 30% cost efficiencies and a seamless, self-service experience for B2B clients.
But how do these principles translate to the complex landscapes of EMEA and APAC?
EMEA and APAC are not monoliths—they are mosaics of languages, cultures, and business practices. In EMEA, a single commerce platform may need to support dozens of languages and comply with GDPR and other privacy regulations. In APAC, local languages, scripts, and mobile-first behaviors are paramount, as is sensitivity to local business etiquette and channel preferences.
Each region brings its own regulatory landscape. EMEA’s data privacy requirements, such as GDPR, demand robust consent management and data handling. APAC markets may require compliance with local data residency laws, digital invoicing standards, and sector-specific regulations. Ensuring compliance while maintaining a unified customer experience is a delicate balancing act.
B2B buyers in EMEA and APAC often favor different channels and engagement models. In some APAC markets, social commerce and mobile apps dominate, while in EMEA, traditional distributor relationships and hybrid selling models remain strong. Understanding and integrating these preferences into the digital journey is essential for adoption and growth.
Multinational firms must harmonize global processes with local flexibility. This includes integrating regional supply chains, managing complex pricing and contract terms, and supporting local payment and fulfillment options—all while maintaining a single source of truth for customer data and interactions.
We start by defining a clear future-state vision for B2B commerce that aligns with global business objectives. Then, we work hand-in-hand with regional teams to identify core capabilities, technical requirements, and design experiences tailored to local needs. This approach ensures that every market benefits from global efficiencies while retaining the flexibility to address local realities.
Our solutions leverage unified platforms—such as Salesforce Service Cloud or composable commerce architectures—that can be configured for regional requirements. For example, we integrate robust localization features, support for multiple currencies and tax regimes, and region-specific compliance modules. This enables consistent, high-quality experiences across markets while reducing the cost and complexity of maintaining multiple systems.
We help clients implement customer data platforms (CDPs) that unify data from every touchpoint, enabling real-time personalization and segmentation. Our approach ensures that data is managed in compliance with local regulations, with built-in consent management and privacy controls. AI-driven insights power tailored recommendations, dynamic pricing, and targeted campaigns that resonate with local buyers.
Transformation is not just about technology—it’s about people and processes. We help clients adopt agile, cross-functional teams that bring together global and regional expertise. This model accelerates innovation, shortens time-to-market, and ensures that solutions are continuously refined based on local feedback and evolving market needs.
We equip sales and support teams with digital tools and real-time insights, enabling them to act as strategic partners to B2B customers. Features like “order on behalf of,” integrated knowledge management, and mobile applications streamline workflows and enhance customer engagement—regardless of region.
Digital transformation in B2B commerce is a journey, not a destination. As EMEA and APAC markets continue to evolve, so too must the strategies and solutions that power them. At Publicis Sapient, we partner with consumer products firms to:
Publicis Sapient’s proven expertise in adapting global solutions to local contexts makes us the partner of choice for multinational brands seeking to scale digital transformation in EMEA and APAC. Let’s start a conversation about how we can help you deliver seamless, compliant, and culturally attuned B2B experiences—wherever you do business.