How Barilla, the world’s leading pasta maker, is optimising ecommerce in China

Digital commerce is accelerating business growth around the world, but organizational transformation takes time, effort and expertise. Fragmented data, low visibility, and slow response times can see even the best brands lose ground and fall behind. Learn more from Barilla's successful story on optimising ecommerce in China.

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Barilla is the world’s largest producer of pasta and one of Italy’s top brands, with a powerful brand presence in physical stores around the globe, but when it plunged into the ecommerce world of China in 2016, the landscape looked very different. The traditional model couldn’t be directly replicated to drive the required levels of availability and overall visibility.

Vincent Cheng, Barilla’s Commercial Director in China, said the company was not set up for optimum ecommerce success until it started partnering with Edge by Ascential in 2018.

Watch the 3-min video to learn about the Barilla case study

“In the past year, our ecommerce business has grown tremendously – sales have doubled. Ecommerce now contributes important part of our business and keep rising ” Vincent said. “The digital shelf solution Edge provides to our teams has been crucial to achieving this growth.”

The first challenge that Barilla encountered in China ecommerce was optimising availability. Time and again, consumers were clicking on links on re-seller sites and finding the underlying product combination no longer existed.

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To learn how Edge by Ascential can help grow your ecommerce sales, please contact our Insight team at

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