Building a Next-Generation B2B Platform
Who They Are
Interaxis, a division within the AB InBev group, set out on a mission to revolutionise how customers, suppliers, and administrators interact in the global beverage supply chain. Traditionally, large beverage transactions had been managed through fragmented, manual processes that created inefficiencies and slowed down business.
With ambitions to create an end-to-end digital experience, Interaxis wanted more than just a tool to improve efficiency. The vision was to develop a marketplace-style platform that could not only streamline operations but also generate new opportunities, helping suppliers and customers connect more effectively while reducing dependence on internal intermediaries.
The Challenge
The starting point was complex. The supply chain involved transactions that were typically high in value but low in volume, making them difficult to standardise through existing digital platforms. Legacy systems within AB InBev offered certain advantages, such as pre-integrated infrastructure and access to existing user data, but these came with limitations: outdated interfaces, limited mobile capability, and potential challenges with API integrations.
On top of this, Interaxis had to meet the needs of multiple stakeholders at once:
- Customers wanted a seamless self-service platform, with clear timelines, visibility on available capacity, and flexible payment terms.
- Suppliers needed real-time insight into demand, fast ways to validate and fulfil orders, and tools to manage capacity.
- Administrators required the ability to onboard users, manage exceptions, create reports, and oversee the entire flow.
The additional challenge was to decide whether to adopt a greenfield approach (new build, flexible, scalable, mobile-first) or adapt AB InBev’s legacy technology (faster to implement, but constrained).
The Solution
Interaxis designed a clear roadmap to transform from manual aggregation to a fully functional, future-ready platform.
- Persona Development
Six personas across three user groups (customers, suppliers, admins) were created to ground the design in real needs. From budget-conscious buyers to capacity-rich suppliers, these personas helped define the essential functionality. - Technology Path
Both options—leveraging legacy systems and building a greenfield solution—were deeply assessed. While legacy offered pre-existing licenses and integration with AB InBev’s IT infrastructure, greenfield presented the opportunity to create a truly scalable, modular, and interoperable platform using modern headless architecture. - Platform Vision
The chosen vision leaned toward greenfield technology, enabling:
- A cloud-based CRM platform connected to manufacturing systems in real time.
- Custom components for capacity bidding, giving customers the ability to bid on spare supplier capacity.
- Automated billing and invoicing integrations, ensuring efficiency and compliance.
- Multi-channel notifications (email, SMS, reporting) to keep all parties updated.
- Mobile-first design to meet modern user expectations.
- A cloud-based CRM platform connected to manufacturing systems in real time.
- Phased Roadmap
Delivery was planned in stages:
- MVP: A rapid prototype to validate the concept, backend integration, and beta testing with key customers.
- Product Iteration: Supplier dashboards, inventory management, search functionality, and customer-supplier chat.
- MVP: A rapid prototype to validate the concept, backend integration, and beta testing with key customers.
Enhancements: Automated billing and commission collection, real-time inventory and pricing, multi-currency and multi-language support, and eventually enabling transactions without Interaxis involvement.
