CS+

A B2B e-commerce platform designed to scale globally — giving Carlsberg Group's customers a seamless way to order products online.

Carlsberg Group had no direct digital connection with its customers across Asia and Eastern Europe, relying entirely on wholesalers and distributors to reach the market. CS+ was the first attempt to bring a B2B e-commerce platform to these indirect markets, starting with a POC in Laos with BearLao Brewery.

I joined from day one as lead product designer, supporting user research and driving the product from initial concept validation to global scale.

Building CS+, by the numbers

From a proof of concept in Laos to a platform scaling across Asia and Eastern Europe.

8

Weeks to launch MVP in Laos with real customers

25+

Customer interviews across 3 countries

60%

Growth in Carlsberg's global e-commerce after 1 year

4

Markets successfully launched since POC

Phase 1 - Lao Brewery POC

In Laos, 80% of all communication and sales with wholesalers happened through WhatsApp — email simply wasn't part of the workflow. So we designed mobile-first from day one, and focused on a main flow to validate the concept fast: account activation, catalogue, cart, and checkout

Research in the field

Russia was the second market — much larger than Laos and a real test for the platform's robustness. We doubled down on customer interviews and field visits to understand local operations, and travelled to Denmark and Norway to learn from more consolidated Carlsberg e-commerce markets.

Key Findings

Customers needed stock availability, promotions, and distributor management — features not part of the MVP
Desktop usage was significantly higher than in Laos, requiring a stronger focus on responsiveness
A much larger catalogue demanded better product imagery and card redesign
A diverse mix of outlets — beer boutiques, pubs, grocery stores, and small diners — each with different ordering behaviours