Something exciting is brewing at AB InBev… and it isn’t just beer. The world's largest brewery is partnering with Mirakl to develop the next generation of its B2B eCommerce strategy, creating a new template for eCommerce innovation with its businesses across the globe, and for other leaders in the fast-moving consumer goods (FMCG) industry.

Innovation takes hold at the world’s largest brewery

A jointly Brazilian- and Belgian-owned venture, AB InBev is the largest brewery in the world, with annual sales of $56.4 billion and a ranking of #192 on Fortune’s Global 500 list. B2B sales make up 98% of AB InBev’s business, with 630 globally recognized brands like Budweiser, Corona, and Stella Artois, being sold to bars, restaurants, and convenience stores in 150 different countries. 

Historically, these sales have been driven by in-person processes, with a distributed sales team selling directly to business owners across the globe. Over the past few years, AB InBev has undertaken a massive effort to rapidly digitize its business, investing significant resources in building online sales channels. But digitizing your existing sales channels isn’t enough to maintain the lead today. Whether in B2B or B2C, creating a modern, innovative online buying experience requires greater convenience, a wider selection, and a strong customer experience. 

Enter Z-Tech, a new group within the organization that is powering innovation to strengthen AB InBev’s digital leadership. Working with Mirakl, Z-Tech is developing AB InBev’s global online marketplace strategy, creating the new model for a one-stop shop B2B distribution experience in CPG. With the Mirakl Marketplace Platform, AB InBev is building an online marketplace that offers buyers an intuitive, easy-to-use eCommerce channel to source everything they need to stock their shelves.

The initiative has started in AB InBev’s Middle Americas region, the largest and fastest-growing region in the company, and is initially launching in Mexico under the brand MiMercado by AB InBev. 

MiMercado by AB InBev offers a more convenient, intuitive experience online for our customers. It’s a core pillar of our digitization strategy, a strategy to grow our business, and an opportunity for us to strengthen our relationship with our buyers.

Luiz Gondim, CTO at Z-Tech and Global VP, Innovation at AB InBev


Initially targeted to convenience stores, MiMercado offers much more than an online purchasing channel for AB InBev’s product lines. Buyers can access a fast-growing selection of the many different CPG categories that store owners need to stock their shelves – everything from nonperishable food items to cleaning supplies, personal care, and even pet supplies.

MiMercado AB InBev Modelo
On MiMercado, AB InBev offers buyers an intuitive, easy-to-use eCommerce channel to source everything they need to stock their shelves.

Creating AB InBev’s platform for growth in Mexico, Latin America, and beyond

In the earliest days of its pilot, MiMercado’s model has already shown major signs of success for AB InBev. The platform generated $6 million in GMV in the first month, and now, it's on track to reach more than 10,000 businesses by the end of 2020. But that is just the beginning for AB InBev’s marketplace. 

After an initial launch with AB InBev’s convenience store customers, the brewery has plans to scale the MiMercado model to hotels, bars and restaurants, and is exploring developing branded fulfillment sites and special portals for franchise businesses that it serves. And while the project is in its early stages, AB InBev is already evaluating the next phase of its rollout to other countries in Latin America. 

By building a comprehensive online marketplace experience, AB InBev is offering the one-stop shop experience that buyers expect in an easy-to-use, consumer-like platform – creating a new model for other FMCG businesses to follow. 

Mirakl has given AB InBev the tools that we need to scale, and the early success of MiMercado is already proving how vast the opportunity is for us. We’re looking forward to scaling the platform globally and creating the model for the next generation of AB InBev’s growth.

Luiz Gondim, CTO at Z-Tech and Global VP, Innovation at AB InBev



Tzipi Avioz

Written by Tzipi Avioz

Executive Vice President, Customer Success at Mirakl

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