JAKALA has partnered with Mapei, global leader in the production of chemical products for the building industry, to design, develop and deploy a new B2B e-commerce platform. Powered by Adobe technology, the digital solution is designed to enhance the agent experience and provide centralized governance over commercial operations.
An integrated and collaborative approach
Launched in May 2024, the project stood out for the close synergy between the JAKALA and Mapei teams, who worked side by side throughout all phases – from architectural design to go-live, and through to the international rollout. Mapei played a key role in steering strategic and technological decisions thanks to its deep understanding of business processes and operational needs across diverse markets. JAKALA, in turn, brought its technical expertise to the table through a multidisciplinary team of 18 professionals specializing in Tech, Commerce Development, Data Management, and Advisory.
A major differentiator in the project was the development of an advanced Integration Layer by JAKALA’s Data Management team in collaboration with Mapei. This core component enables the seamless management of large volumes of data from heterogeneous systems, ensuring speed, reliability, and scalability across the entire platform.
The solution was designed as an operational tool tailored to the needs of sales agents, aimed at simplifying order management and the end-to-end sales process. The interface delivers an intuitive, user-friendly experience, while the underlying architecture ensures efficiency, traceability, and consistency in managing complex commercial flows.
CRO at the core of Digital Innovation
Amedeo Guffanti, Managing Director of JAKALA’s global Activation business line, opened the event emphasizing the central role of CRO within the Digital Sales Lab, JAKALA’s multidisciplinary ecosystem where Media, SEO, Analytics, UX/UI, and AI work together to maximize conversion across digital touchpoints.
Global rollout: a platform built to scale
From the outset, the project was designed with international expansion in mind. The objective was to equip each Mapei subsidiary with a consistent, high-performance digital environment – one that adapts to local specificities while maintaining centralized visibility and control over commercial processes.
The first deployment took place in Hungary in February 2025, for Mapei Kft. To date, JAKALA has completed rollouts for three additional international subsidiaries of the Mapei Group and is currently working on the implementation for Mapei S.p.A. in Italy. The rollout plan continues at a steady pace, delivering one country per month.
Over the coming months, further countries will be progressively onboarded. The goal is to make this platform the Group’s global reference solution for managing interactions across Mapei’s commercial ecosystem.
Raffaele Gerbi, Corporate CRM Manager at Mapei, commented:
We set out to build a platform that would not only be technologically advanced, but also reflect the complexity and diversity of our business worldwide. Thanks to the collaboration with JAKALA, we’ve developed a solution that simplifies the day-to-day work of our sales teams, strengthens local market presence, and supports a strategic, centralized view of our commercial operations.
Marco Miani, Partner at JAKALA and Leader of the Industrial Practice, stated:
This project is a concrete example of how strategic vision and execution speed can go hand in hand. Through close collaboration with Mapei and the robustness of Adobe technology, we delivered a tailor-made, high-performing platform built for scale. The added value lies in our deep understanding of industrial processes and our ability to meet ambitious deadlines without compromising on quality.
Industrial Market: JAKALA’s distinctive positioning
In the industrial sector, JAKALA stands out for its ability to analyze and optimize business processes across sales, marketing, and digital operations through a structured and proven approach, built around three complementary pillars:
- Strategy: supporting clients in defining go-to-market strategies aligned with business goals and industry dynamics
- Technology: identifying and implementing the most suitable enabling technologies to build scalable, customized, and data-driven solutions
- Activation: turning strategy into action through campaigns, platforms, channels, and tools that deliver measurable business results
With this integrated model, JAKALA is the trusted partner for industrial companies embarking on structured digitalization and international growth journeys.
Mapei: Italian excellence in the global construction industry
Founded in Milan in 1937, Mapei is a global leader in the production of chemical products for the building industry. Today, it operates through 96 subsidiaries in 57 countries, with 96 production facilities in 36 nations and over 12,500 employees, generating revenues of €4.2 billion in 2023.
The company invests heavily in R&D, with 36 laboratories worldwide coordinated by its Corporate Research Center in Milan, and works closely with universities and international research institutions. Its strategy is built on three pillars: technical specialization, internationalization, and sustainable innovation.
With more than 20 product lines, Mapei covers every segment of the construction sector – from tile adhesives to concrete additives, insulation systems to structural reinforcement solutions. The company is also recognized for its commitment to sustainability, developing low-impact, energy-efficient products with recycled and innovative raw materials. Mapei supports thousands of international projects with specialized technical assistance, from iconic buildings to major infrastructure works.
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