When eCommerce Platform Transforms in Business Commerce Operations
The Background
DOW Chemical is one of global giants in Chemical Indstry & manufacturers of many industry leading products.
In India they offer many reputed Sealant products, sold through a strong network of distributors and dealers and distributor presence across India.
With a little visibility of the last mile sales, and an even more weaker bonding with the retailer/dealer
This even impacted their GTM plans, making a product launch, or a time-bound scheme launch spread over weeks.
At times, by the time dealers even knew about a scheme, the scheme was coming to an end.
The business leaders knew that the solution to these challenges in a robust, custom developed, unified, digital ecosystem that linked them through the distributors, to the dealers/retailers and even buyers. While visualizing was an easy part, the development was a huge task which followed even bigger challenge of managing the day-to-day operations. It demanded continuous platform management, stakeholder engagement, order visibility, reward administration, communication support, reporting, and issue resolution. Managing these activities through multiple internal teams would have created operational challenges and diverted focus from core business priorities. Managing these was crucial as every link was connected with the brand’s reputation.
To ensure smooth execution and long-term scalability, DOW partnered with Doodlezz to build, operate and grow the eCommerce into a Business Commerce platform
The Objectives
To establish a structured and scalable operating model that could:
Easy to engage
sellers, dealers and final
buyers
Be supported
on a day-to-day Business Commerce operations
Simplify communication
between stakeholders
Improve visibility
into business performance & help devise business strategies
buyers
Drive platform
adoption and participation
Create a foundation
for long-term business growth
Reward
every buyer
The Approach
The platform catered to multiple stakeholders, including distributors, dealers, retailers, buyers, sales teams, and administrators. Each stakeholder had unique roles, permissions, and operational requirements.
Doodlezz managed the ongoing operational workflows required to keep the ecosystem active and efficient. This included profile management, onboarding support, user coordination, platform monitoring, and issue resolution. A dedicated CRM team with multiple language proficiency was put in place to ensure we understand the language a dealer speaks.
The focus was to ensure that every stakeholder could engage, transact, communicate through a single digital environment.
Impact Created
Constantly improved operational consistency across the network
The platform has been constantly improvised, in line with the feedback received from users
Faster support and issue resolution
Better coordination with channel partners
Increased platform participation at all user levels
A commerce platform delivers value only when stakeholders actively use it.
Doodlezz worked closely with distributors, dealers, and buyers to encourage platform adoption and engagement.
Communication support, campaign participation, user assistance, and regular interaction helped strengthen involvement across the network. There has been constant engagement in off-line mode as well, as Doodlezz supported dealers with siganges, merchandise, giveaways, etc.
The team also supported stakeholders in navigating platform features, accessing resources, and participating in ongoing initiatives.
Impact Created
Higher engagement from channel partners
Improved platform adoption across regions
Stronger connectivity between stakeholders
Increased participation in business initiatives
To encourage repeat participation and strengthen channel relationships, DOW introduced a structured reward ecosystem within MasterConnect.
Doodlezz managed the operational aspects of the program, including reward tracking, redemption workflows, campaign communication, and user support.
The program helped create stronger engagement while providing channel partners with clear visibility into their performance and benefits.
Impact Created
Improved dealer engagement
Increased participation in reward campaigns
Stronger loyalty across the channel network
Enhanced visibility of performance-linked benefits
As the platform expanded, so did the volume of business and user data.
Doodlezz supported the reporting and analytics functions by tracking platform activity, sales performance, participation trends, and engagement metrics.
These insights helped stakeholders understand the focus products & markets and identify opportunities for improvement.
Regular reporting enabled more informed business decisions and better operational planning.
Impact Created
Greater visibility into business performance
Improved decision-making through data
Faster identification of operational opportunities
Better tracking of channel engagement
The Impact
By using Doodlezz for outsourced Business Commerce services, DOW was able to set up a specific operating model that incorporated platform management, stakeholder involvement, analysis,reward management and communications into one cohesive unit.
As participation from dealers, sellers, and buyers grew, the platform evolved into a scalable business ecosystem connecting stakeholders across the value chain.
Business Outcomes
Since inception in July 2023, in less than 3 years DOWTM MasterConnect’s outsourced Business Commerce model has contributed to significant and measurable growth across DOW's channel ecosystem.
Dealer network expanded
2023-50
2026-3,210
Seller network grew
2023-1
2026-21
Geographic presence expanded
2023-10
2026-369
Monthly revenue reached
₹2.74 billion
Operational Benefits
Operational Benefits Beyond growth metrics, the platform brought greater structure, visibility, and efficiency to day-to-day operations.
Sellers, dealers, retailers, and buyers' centralized management from a single platform
Better visibility in sales, orders, and channel operations
Structured reward and engagement programs for channel partners
Scalable operating model supporting continued business expansion
The Takeaway
The success of Business Commerce not only lies in developing the platform but also lies in constant execution, collaboration, monitoring, and decision-making based on data.
Through its outsourcing of business commerce operations services, Doodlezz assisted DOW in managing an increasing commerce ecosystem, as well as focusing on business growth. This led to the development of a scalable and efficient platform that helped the business expand its channels.
Why Doodlezz?
We are an integrated marketing partner that combines creative strategy with operational delivery, identity, guidelines, packaging, assets, and content built for both digital commerce and offline retail. Unlike boutique creative studios that stop at concepts, Doodlezz takes designs through production, vendor liaison, and campaign ready packaging, reducing launch friction. In the Oman India market, agencies often specialise in either creative or execution; Doodlezz’s end to end model positions it to reduce vendor hand offs and accelerate time to market.
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