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At this year’s World Economic Forum, Alexey Mordashov, Chairman of the Board of Directors of Severstal, Russia’s largest steel company, took a moment to discuss industry challenges and how his company’s new e-commerce platform hopes to boost sales. According to Bloomberg, online steel sales have been expanding globally, particularly in China and India, where most websites are run by traders, rather than producers themselves.

Severstal’s new online shop, powered by SAP Hybris Commerce, provides a slew of customer-friendly capabilities that will deliver a competitive edge in an industry where oversupply is dragging down prices.

Here’s more from Severstal's Marketing Director Dmitry Goroshkov, via Bloomberg:

“Severstal’s online shop will initially offer standard steel products only, but there are plans to expand to more niche goods over time and the system will be opened to international clients in 2018, Goroshkov said. Customers can order steel from storage facilities in 44 regions and choose from a selection of delivery locations.”

Severstal’s e-commerce site will feature 5,000+ product items. The intuitive interface will enable clients to make quick and easy orders, choose between delivery options and calculate delivery costs. Orders will be trackable via personal accounts, which can also be used to generate reports and obtain necessary documents. In addition, the marketplace will offer auxiliary services, such as special packaging options.

“Opening a new online store is an important step in Severstal’s customer centricity strategy,” said Goroshkov in a recent press release. “Its functionality allows us to consolidate and improve all stages and elements of our customer’s experience. We are working on making Severstal available 24x7 and on any device, anywhere and anytime.”

By 2018, Severstal expects 100% of its Russian clients to start using the e-commerce services, such as order placement and tracking and financial data recovery, with more than 3.5 million tons of rolled steel products purchased directly from the online store.

There is also a plan to launch an English version of the e-commerce platform, making it global and available to customers from around the world in 2018.

“We see huge potential in e-commerce,” Goroshkov told Bloomberg. “This is the fastest-growing segment of the world economy.”


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