In the category "Best B2B company with online revenue under DKK 200 million."
... And the winner is ....
Years ago, much of the industry faced the inevitable digital transformation. At BJ-Gear, we took an active stance and invested strategically in automation and digitalisation. We upgraded our production facilities with several KUKA QRS robots, Kardex racking systems and MiR robots. We implemented a new ERP system, automated our invoice flow via RPA and made virtual meetings a natural part of everyday life.
At the time, we had a website and a technical product configurator, but the idea of an actual webshop was rejected as too complex. Not least because of our, at that time, more than 150 million possible product variants. Our self-image as a supplier of highly specialised gearbox and transmission solutions seemed incompatible with an e-commerce solution.
But in 2021, we changed course. The possibilities of an e-commerce solution were reconsidered, and after a thorough analysis, we decided to launch the project. An experienced e-commerce manager with a strong understanding of business and tech was hired, and on January 1st. 2023, the project officially launched. Just six months later, coding of the platform was in full swing.
The goal was an ambitious B2B webshop where the best principles from B2C were transferred to the industry. An open platform with prices for all items, user-friendly and intuitive product configuration, guest access to checkout and an advanced delivery calculator with real-time data. Payment can be made via prepaid invoice or with 130+ different card types, and products also appear on Google Shopping.
To ensure an efficient and professional B2B experience, the webshop is fully integrated with our ERP system. First-time customers are automatically created as debtors and for future purchases they are recognised by email and VAT number, so the order is automatically linked to the correct debtor ID. Logged-in users with sufficient credit can pay directly via invoice.
One of the biggest technical challenges was visualisation and images and step files for the product configurator. Previously, it would take a full-time employee over 27,000 years to generate images and 3D files for all 350 million product variants. With a combination of ChatGPT, Dynamics 365 FO and Autodesk Inventor, we have now automated the entire process. The ERP system generates all possible combinations, after which a script assembles, rotates and colours the components. Everything is uploaded directly to the configurator, eliminating manual processes for our engineers and giving customers instant access to correct 3D files.
On October 1st. 2024, the platform went live.
Soon after, we saw a significant increase in activity and sales. The generation of images and 3D files is ongoing and the product range is continuously expanding.
In early 2025, we were nominated for the Danish Business E-Commerce Award 2025 in the category Best B2B company with online revenue under 200 million based on just three months of sales data. It soon became clear that it wasn't the numbers alone, but our approach to innovation, the ability for scale and digitalisation that had caught the jury's attention.
Out of 1,600 companies, we were first selected among the top 20 and then among the five finalists. After a pitch in front of the jury in Copenhagen, we were able to accept the award as the winner of the category at the award show.
The jury's reasoning was:
"350 million variants. Six types of products. Sounds like a recipe for chaos - but BJ-Gear has made it easy with a configurator so intuitive that even Gen Z would call it smooth.
Each customer-created combination generates its own product and a real-time 3D rendering. And even if the product is complex, the customer immediately gets a delivery date via an advanced calculator that works faster than a logistics manager on espresso.
It's all wrapped up in a true B2C experience - in the middle of an otherwise heavy B2B market."
Going forward, we will continue to refine the platform always with the customer's needs and the customer journey at the centre. Our ambition is to make the configuration process even more intuitive and accessible and to deliver a customer experience that matches the quality and reliability that our products are known for.
