New Shop for Mitsubishi Electric Factory Automation EMEA: freshcells transforms SAP Backend into Future-Proof B2B Architecture
Düsseldorf, January 2026 – Mitsubishi Electric Factory Automation EMEA, in close collaboration with the Düsseldorf-based software and consulting company freshcells systems engineering, has launched its new EMEA-wide shop for industrial automation products.
The primary objective of the project was the full integration of e-commerce functionality into the existing web platform, providing B2B customers with a consistent and efficient ordering process. In this partnership, freshcells took the lead on the technical, conceptual, and organizational execution of the entire implementation. The development focused on enhancing User Experience (UX), optimizing performance, and ensuring the system remains easily extensible. A key challenge was the development of a custom frontend built atop the SAP backend system, incorporating all specific customer-local rules and logic. This bespoke development enabled new functionalities and integrated the two systems in a sustainable and scalable manner. As part of the agile implementation, existing features were migrated and expanded, and a dynamic connection to the user and product data systems was established. During the design phase, deliberate steps were taken to resolve technical dependencies and limitations, establishing a future-proof architecture that not only preserves existing processes but makes them flexibly expandable. Andrea Intveen, Website Manager Factory Automation EMEA, confirmed the success of the launch: "freshcells has developed a high-performance, flexible shop frontend that integrates seamlessly into our existing system landscape. It significantly improves the user experience and simplifies administration across all 20 country portals." Mirko Olexik, Manager Sales & Marketing Operations, Factory Automation EMEA, added: "The result speaks for itself: The platform developed by freshcells sustainably strengthens our digital presence and opens up new opportunities for EMEA sales. It is a vital building block for our long-term digital strategy." With the introduction of this dynamic and extensible software solution, Mitsubishi Electric Factory Automation EMEA is positioning itself for long-term success in the digital B2B environment.
Return to overviewThe primary objective of the project was the full integration of e-commerce functionality into the existing web platform, providing B2B customers with a consistent and efficient ordering process. In this partnership, freshcells took the lead on the technical, conceptual, and organizational execution of the entire implementation. The development focused on enhancing User Experience (UX), optimizing performance, and ensuring the system remains easily extensible. A key challenge was the development of a custom frontend built atop the SAP backend system, incorporating all specific customer-local rules and logic. This bespoke development enabled new functionalities and integrated the two systems in a sustainable and scalable manner. As part of the agile implementation, existing features were migrated and expanded, and a dynamic connection to the user and product data systems was established. During the design phase, deliberate steps were taken to resolve technical dependencies and limitations, establishing a future-proof architecture that not only preserves existing processes but makes them flexibly expandable. Andrea Intveen, Website Manager Factory Automation EMEA, confirmed the success of the launch: "freshcells has developed a high-performance, flexible shop frontend that integrates seamlessly into our existing system landscape. It significantly improves the user experience and simplifies administration across all 20 country portals." Mirko Olexik, Manager Sales & Marketing Operations, Factory Automation EMEA, added: "The result speaks for itself: The platform developed by freshcells sustainably strengthens our digital presence and opens up new opportunities for EMEA sales. It is a vital building block for our long-term digital strategy." With the introduction of this dynamic and extensible software solution, Mitsubishi Electric Factory Automation EMEA is positioning itself for long-term success in the digital B2B environment.
