No one prepares a truck for a single mile. It’s built for the long haul. For Daimler Truck North America (DTNA), years of investment in digital commerce have helped create a platform for both growth today and innovation tomorrow.
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As one of North America’s largest commercial vehicle manufacturers, DTNA supports a vast ecosystem of dealers, fleets, service providers, and customers. Over the last decade, the company has steadily transformed its digital commerce capabilities, creating a foundation that has enabled growth, improved customer experiences, and positioned the business for the next generation of innovation.
Building a platform for growth
DTNA’s digital commerce transformation wasn’t driven by a single project or technology investment. It was the result of a long-term, strategic commitment to improving how dealers and customers interact with the business.
The company’s journey began with a basic digital parts-ordering platform to help customers and dealers purchase parts online. While the experience was relatively simple, it helped DTNA establish digital adoption, connect key systems, and build relationships with its dealer ecosystem. Most importantly, it created the foundation for what came next.
As customer expectations evolved, DTNA recognized the need for a more modern and scalable commerce experience. The company invested in the SAP Commerce solution, expanded digital capabilities, entered new markets, migrated to SAP Commerce Cloud, and continuously enhanced the platform over time.
Rather than treating commerce as a one-time project, DTNA embraced a mindset of continuous improvement.
Transformation is about people as much as technology
Technology may enable transformation, but adoption determines whether transformation succeeds.
For DTNA, one of the biggest challenges wasn’t implementing new capabilities. It was helping a large network of dealers and customers embrace new ways of working.
“We spent those years pursuing adoption of the tool, really educating our dealer body and getting their buy-in to start using the tool and introducing it to their customers,” said Brenda King, IT manager for eCommerce and Catalog at DTNA.
That approach remains a cornerstone of DTNA’s strategy today. The company works closely with dealers, gathers regular feedback, and maintains strong collaboration between business and IT teams. According to King, that alignment has been critical to ensuring digital investments translate into business value.
The partnership extends well beyond project delivery. King emphasized the importance of working closely with business stakeholders to identify priorities, evaluate opportunities, and ensure technology investments align with business objectives. Rather than operating in silos, business and IT teams work together to shape priorities, guide investments, and continuously improve the customer experience.
Preparing for what’s next
Today, DTNA is exploring how AI can improve commerce experiences through capabilities like product recommendations, customer assistance, and guided buying experiences. But the company’s approach remains grounded in business value.
“We really look at how AI can help us achieve our business goals,” King said. “It’s not AI for the sake of AI.”
That perspective aligns with a broader trend highlighted in the 2026 State of B2B eCommerce Report. As organizations accelerate AI investments, many are discovering that successful innovation depends on strong foundations, clear business objectives, and the ability to connect technology investments to measurable outcomes.
The road ahead: Success built on a strong foundation
The company’s digital commerce business has achieved approximately 40% compound annual growth over the lifetime of the platform, while digital adoption and customer engagement continue to increase. Today, roughly 30,000 users interact with the platform every day.
Those results were not driven by a single initiative. They were built on years of investment in platform modernization, cloud migration, dealer collaboration, and close alignment between business and IT teams. These foundational investments created the flexibility needed to continue growing while preparing for future innovation.
“Our decision to move to SAP Commerce Cloud was critical for us to continue growing,” said King. “It stabilized our infrastructure, gave us access to new capabilities, and created the flexibility we needed to keep evolving.”
DTNA’s experience offers an important reminder for organizations navigating their own transformation journeys: long-term success comes from combining innovation with the right foundation.
To learn more about DTNA’s transformation journey and how the company is preparing for the next phase of AI innovation, watch the webinar 2026 Trends in B2B Commerce: From AI Ambition to Impact.
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