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Avnet Launches a B2B E-commerce Store on 1688

How WPIC helped BASF improve site performance, navigate local technical requirements and bring a China digital campaign to market faster.

Industry

Key Deliverables

Avnet case study

About Avnet

Avnet is a global technology distributor and solutions provider serving businesses across the electronics industry.

The company partnered with WPIC to expand its B2B e-commerce presence in China and improve how small and medium-sized business customers could access its products.

Improving Access for Business Buyers

Avnet already had demand for its products in China, but the customer experience had several gaps.

Some popular products faced stock constraints, pricing was not always competitive, and certain items were difficult to deliver directly to customers in Mainland China.

The company also lacked a dedicated flagship presence on a major Chinese B2B marketplace.

Choosing the Right B2B Platform

WPIC identified Alibaba’s 1688 as the strongest fit for Avnet’s China expansion.

The platform gave Avnet access to a large base of business buyers while offering the infrastructure needed to showcase a broad range of electronics and technology products.

WPIC used Discripto® to analyse market demand and help determine which SKUs should be prioritised for the China market.

Building and Optimising the Store

WPIC redesigned and launched the Avnet flagship store on 1688, adapting product information and merchandising for Chinese business customers.

The work included SKU optimisation, in-platform marketing, paid advertising, and ongoing refinement of the product assortment.

Product data was also reworked to make technical information clearer and more useful for buyers evaluating components and technology solutions.

Results

Avnet’s 1688 flagship store went live within 2 months.

The launch gave business customers in China a more direct way to access Avnet’s products and technical expertise through a dedicated local e-commerce channel.

The store debuted around Alibaba Cloud’s annual Apsara Conference in Hangzhou, giving Avnet a stronger platform presence as it expanded its B2B e-commerce strategy in China.

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