Univar is a Trailblazer

Univar creates chemistry with a self-serve, convenient buying experience.


5,000+ Employees




Chemical distributor Univar makes business buying — and increased sales — easy.

Univar Inc. is a distributor of commodity and specialty chemicals around the world. Univar enables brands that produce clean drinking water, manufacture carpet, make house paint, or even make soda. That’s just a hint of its reach. Its chemicals, ingredients, and services power companies that consumers interact with on a daily basis.

When the team at Univar sought to provide a better experience to its many global buyers, an impressive journey began.

It’s our goal to be the #1 destination for digital content and commerce in our space. Salesforce helps us reach that goal, and in the process, increase customer value.”

Ian Gresham | Chief Marketing Officer, Univar Inc.

Buyers expect convenience and ease — and Univar listens.

Univar’s customers were frustrated with the buying process, asking for self-service and easy reordering capabilities. They wanted the ability to make purchases anytime, anywhere — similar to B2C shopping online. Univar needed to introduce online ordering or risk losing a significant portion of their market share.

At the same time, Univar wanted to increase gross profit per order and grow online revenue. It needed to improve order accuracy and minimize human errors. To lower operational costs, it had to streamline renewal and subscription management processes.

An online portal could provide a more holistic view of Univar’s customers. That way, it could connect more authentically with buyers as a stronger business partner.

Interestingly, around this time, Amazon Business began approaching manufacturers about selling their products through its portal. This was a clear sign that the growth of B2B online buying was on a high trajectory. Univar wanted to benefit from the trend without sharing revenue.

Univar found its solution with a new partner: Salesforce.

Salesforce B2B Commerce and Community Cloud afforded Univar rapid speed to market. In fact, Univar launched the new storefront in just eight weeks. The storefront, MyUnivar, allows customers to check order status and history and to access invoices and quotes. MyUnivar also enables easy two-click reordering and empowers customers to more easily self-serve with 24/7 access across devices.

As a native B2B commerce solution on Salesforce, B2B Commerce also offers Univar a 360-degree view of its customers across sales, service, marketing, and commerce. This complete customer view provides Univar with deeper customer insights and increased market knowledge and reach, leading to improved customer loyalty through personalized interactions. It’s also driving greater revenue growth.

Univar wanted to expand its online business overtime. B2B Commerce provides the scalability and flexibility needed to continually iterate as the business and customer demands develop.

Univar accelerates great reactions.

The results of partnering with Salesforce speak for themselves. Since launching the MyUnivar page and related solutions, Univar has reported:

Increased Customer Satisfaction Scores

Increased AOV by recommendations

Increased ACV by subscription management

Increased customer visibility

Lower cost per transaction per improved processes

Reduction in manual efforts and errors — internally and externally


Explore the products that are helping Univar grow.



Unify the buyer experience with Commerce Cloud.


Create beautiful, CRM-powered experiences with Community Cloud.


Give your sales teams the power to close deals like never before with Sales Cloud.


Deliver personalized experiences with Service Cloud.


Drive action with intelligent marketing using Marketing Cloud.

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