How Motorola Scaled its Global D2C Operations 11 Unified commerce has evolved from an emerging trend to a necessary strategy to thrive in today’s connected world. However, businesses still struggle to master the distributed management of their product offering and customer experience. As a manufacturer, selling direct-to- consumers became an effective strategy for Motorola to get to know their audience and offer a consistent brand experience. From content to post-purchase, VTEX Commerce Cloud enables Motorola to manage the relationship with its customers by combining headless front-end architecture and distributed order management. In order to unify B2B and D2C orders in a single channel, Motorola designed its e-commerce operations to address both scenarios. They created a transparent UI where a B2B user can log in and be presented prices different from a D2C user, as the system loads specific price tables set for that customer based on its unique commercial conditions. Channel Unification To make B2B management more efficient, Motorola developed an integration with its proprietary tax calculation system. The app, developed on top of VTEX IO calculates the rules from their ERP and looks this up through their tax system in China. Automated tax calculations and multi-level price tables made B2B operations scalable for Motorola. Unifying sales channels through VTEX Commerce Cloud also meant new merchandising scenarios, enabling them to cluster users and deliver segmented content and promotions. They could also customize the order flow which opened upsell opportunities by offering customers the chance to add the product’s warranty to the final purchase. It all started with the need to optimize costs. Soon, Motorola discovered other reasons why the switch to VTEX was the right decision: merchandising capabilities, IT empowerment, better customer service, and unification of sales channels added up to a staggering 25% increase in conversion rates, setting Motorola’s bar very high in the digital game.