A B2B sales platform to do some heavy lifting.

With a new B2B sales website, JCB can stay at the forefront of technology compared to their competition.




Employees: 12,000

Rochester, United Kingdom






Of new customers converted to repeat customers


Adobe Commerce ›

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Make it easier for customers to do business with JCB

Drive online revenue while reducing the time it takes for customers to find parts

Create an affordable, enterprise-level e-commerce site with scalability to handle all SKUs

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Online catalogue for 300 different construction machines

20% of new customers converted to repeat customers

250,000 SKUs supported

A robust B2B sales platform for a construction machinery giant

JCB is one of the top three manufacturers of construction equipment in the world. They employ over 12,000 people on four continents, selling products in 150 countries through 2,000 dealer locations. JCB engineering facilities around the world produce over 300 types of machines, while maintaining a reputation for unrivalled customer service. During their 70-year history, the family-owned company has always invested heavily in research and development, keeping JCB at the cutting edge of innovation.

In 2017, they decided to take their vast parts catalogue online for public access, making it easier for customers to do business with JCB. To do this, they needed an affordable, enterprise-level e-commerce platform with the scalability to handle their 250,000 SKUs — and handle some serious heavy lifting. JCB’s goals were to drive online revenue, while measuring their success by total traffic, conversion rate, average order value and customer feedback. And they needed to get to market quickly. Enter Adobe Commerce.

“We have empowered JCB customers to quickly locate parts from a catalogue of 250,000 items for their machine.”

Craig Jeffery

Service and Parts Digital Innovation Manager, JCB

With the new B2B sales website, finding and buying spare parts is easy

Together with their solution partner, iWeb, JCB focused on streamlining their customer’s journey with Adobe Commerce. The partner introduced a range of features designed to make finding and buying spare parts easier: a parts finder allows the user to search JCB’s epic parts catalogue by serial number, part number or model, regardless of product age. A ‘this part fits’ functionality was created, a bespoke integration that connects JCB’s catalogue to Adobe Commerce, so customers can enter a part number to see if it fits their machine.

Part diagrams and image zoom reassures customers they’re choosing right part for their particular forklift or tractor, while an IP lookup customises the information, producing location-specific pricing and languages. Next, they used a selection of third-party extensions: Worldpay and Barclaycard Payment integrations created an easy, safe and secure online payment system, while Fooman allowed JCB to automatically attach copies of orders, invoices, deliveries and credit memos as PDFs to customers’ emails.

Many of JCB's dealers around the world use different Dealer Management Systems (DMS) to run their business and each system comes with its own challenges. By integrating Adobe Commerce with several dealer’s DMS via APIs to display stock, they allowed for customer pricing and for orders to be placed directly into the DMS. The multi-store functionality in Adobe Commerce was a major plus point, allowing JCB to have independent sites for each dealer, while sharing core bespoke functionality, like the parts finder.

“Integration with several of JCB’s other internal business systems was crucial to the success of the website,” says Craig Jeffery, the Serivce and Parts Digital Innovation Manager for JCB, who oversay the project. “Adobe Commerce has been central to the success of the new JCB parts website. We have empowered JCB customers to quickly locate parts from a catalogue of 250,000 items for their machine.”

“Adobe Commerce has been central to the success of the new JCB parts website.”

Craig Jeffery

Service and Parts Digital Innovation Manager, JCB

Complete customer confidence

The website took just four months to implement and ensured that JCB remained at the forefront of technology. The time to find parts has been greatly reduced, giving customers complete confidence that they ordered the correct part from a genuine source. They can search for parts by part number, serial number or even select their machine from a gallery of similar machines. A few of their dealers now have individual sites with integrations with their own ERP systems, providing a single, consistent customer journey.

“iWeb’s agility and speed of development enabled JCB to introduce a truly innovative platform that future-proofs the business and makes it easier for our customers to do business with us,” says Jeffery.

Embarking on this new era of digital innovation, JCB is ready to meet the changing landscape of their customers’ needs. They are working on more roll-outs of the service to their dealer network. By using the native multi-store architecture of Adobe Commerce, JCB can easily and efficiently roll out powerful online B2B experiences for their dealer network in just weeks. With Adobe Commerce, JCB found an e-commerce platform just like their machinery: Robust, flexible and ready to make the hard work look easy.


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