Powering B2B e-commerce growth across Europe
RAJA delivers one unified platform built for complexity and scalable e-commerce success.
billion in online revenue, representing 65% of total Group sales (€1.7 billion)
of new customers acquired through online channels
million annual website visits across 19 European markets
“With Intershop as our solid and flexible core and our Digital Factory driving innovation, we’ve built a scalable, customer-centric platform that powers RAJA’s success across Europe.”
From local pioneers to European powerhouse: a digital transformation story
RAJA has always been ahead of time. From its founding by two visionary women in post-war France to becoming Europe’s number one distributor of business supplies, the company’s growth has been driven by courage, innovation, and relentless customer focus. But as RAJA expanded through acquisitions – from Binpac in Belgium to major names like JPG, Bernard, Mondoffice, Kalamazoo, Viking, and RETIF – the digital landscape became increasingly complex. Different platforms, workflows, and customer experiences risked diluting the brand’s strength.
The challenge was clear:
- Supporting rapid growth through acquisitions, while unifying disconnected systems and processes
- Managing complex B2B processes for 28 companies and 250,000 products in 19 countries
- Delivering a consistent, personalized customer experience across multiple markets, languages, and verticals
- Enabling omnichannel and e-procurement capabilities for customers ranging from SMEs to large enterprises
Choosing a future-proof foundation: why RAJA trusted Intershop
RAJA’s leadership knew that the digital core would be critical to future success. After extensive evaluation, they chose Intershop because it offered the best B2B functionality straight out of the box.
“Intershop provided a solid base specialized in B2B – approval workflows, complex invoicing, integration with customer ERPs – everything we needed without reinventing the wheel,” says Antoine Laffond.
This decision wasn’t just about technology – it was about creating a foundation that could scale as fast as RAJA’s ambitions. In 2017, RAJA began a major responsive redesign of its e-commerce platform, building a shared, high-performance solution based on Intershop. The goal: create a scalable core model to support all subsidiaries, accelerate new feature delivery, and deliver a consistent, customer-centric experience across Europe.
This strategic move proved critical in the years to follow, especially during the COVID-19 pandemic, when RAJA successfully migrated major acquisitions like JPG, Bernard, Mondoffice, and Kalamazoo onto the core platform in just 12 months. The unified solution simplified operations, harmonized customer experiences, and ensured business continuity despite the global crisis. At the same time, RAJA’s focus on digital channels paid off: online revenue doubled within three years, with e-commerce and e-procurement now accounting for 65% of Group sales.
The solution at a glance
- Flexible, future-proof platform that unifies data and enables AI-powered personalization
- Shared infrastructure with freedom for each country or brand to tailor its online store
- Out-of-the-box B2B features like approval flows, ERP integration, and customer-specific pricing
- Hybrid architecture with open APIs for easy integration of best-of-breed tools
- Seamless self-service – order tracking, downloadable invoices, localized storefronts, and more
- Fast to launch, flexible to grow – exactly what RAJA needed.
“Integrating four major companies within 12 months during a global crisis was nearly impossible. But with Intershop, our implementation partner DATASOLUTION, and our internal teams, we made it happen. We didn’t just migrate technology; we unified the customer experience.”
Antoine Laffond, Head of Digital & E-Commerce, RAJA Group
Secrets of success with advanced B2B e-commerce omnichannel business
Results that prove the strategy works
RAJA’s strategic focus on digital commerce, powered by Intershop and delivered through its Digital Factory, has transformed the way the group serves customers across Europe. Today, digital channels are at the heart of RAJA’s business: e-commerce and e-procurement together account for 65% of Group sales, generating €1.12 billion in online revenue. The group’s ability to attract and retain customers through seamless digital experiences is clear – 93% of new customers now come through online channels, and RAJA’s websites welcome more than 72 million visitors every year.
With continuous AB testing, usability metrics such as UMUX, and the adoption of MACH architecture, RAJA ensures its platform is ready for future challenges.
“When our customers go online, they stay online. They appreciate how easy it is to do business with us – tracking orders, managing invoices, accessing purchase history – all in one place. Our biggest competitive advantage is our customer experience. Over 50% of our customers have been with us for more than 20 years. That loyalty tells the real story.”
Antoine Laffond, Head of Digital & E-Commerce, RAJA Group
RAJA: Translate content of 1,2 M products with AI in 18 languages, by Jill Schreurs
Looking ahead: Innovation powered by AI
RAJA continues to invest in advanced technologies like Generative AI and machine learning to stay ahead of the curve. In close collaboration with Microsoft, the team is exploring how these innovations can streamline operations, automate workflows, and unlock new, intelligent services. Across teams – from HR and legal to marketing, sales, and e-commerce – RAJA is identifying where AI can take over repetitive tasks, support smarter decisions, and enhance customer experiences.
Step by step, AI is being integrated into RAJA’s digital tools to deliver real value. Through its dedicated Innovation Lab, which explores AI and immersive commerce, RAJA focusses on meaningful improvements – smarter product recommendations, faster search, and more personalized content – all designed to make buying smoother, faster, and more relevant, while driving operational excellence.
About RAJA Group
RAJA Group is the European leader in multichannel distribution of business supplies and equipment. With operations in 19 countries and 28 companies, RAJA is Europe’s go-to partner for packaging and so much more. From office supplies and furniture to warehouse equipment, janitorial products, and retail essentials — they’ve got it covered. Today, RAJA supports around 2 million customers of all sizes, from local businesses to global brands, across virtually every industry.
Founded in Paris in 1954, RAJA is a family-owned company that takes pride in the quality of its products, the expertise and customer proximity of its services, and the strong relationships of trust it builds with clients. RAJA Group employs 5,000 people and generates an annual turnover of approximately €1.7 billion.
DATASOLUTION
With a 20-years' experience, DATASOLUTION is today the B2B/PIM expert on the French market. By combining the best of its expertise - e-commerce, PIM/MDM, digital marketing, UX/UI, hosting and managed services, consulting and Phygital, DATASOLUTION offers a complete range of solutions and services for the digital transformation.
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