CITGO

Building a Scalable, Self-Service Commerce Experience

Overview

CITGO, a leading U.S. refiner and marketer of fuels and lubricants, needed to replace its 20-year-old homegrown system with a modern B2B commerce platform. Customers lacked self-service options, and every order required manual processing by customer service reps (CSRs), creating inefficiencies and limiting growth.

Partnering with Merkle, CITGO launched MarketNet 2.0—a scalable, intuitive ordering platform powered by Salesforce B2B Commerce. The new system automates key processes, empowering customers to place and manage orders independently while giving CITGO’s team the tools to operate more efficiently.

Services

Experience & Commerce

Industry

B2B

Market

United States

Tech Partners

Salesforce

52%

of order entries completed in MarketNet 2.0 (Phase 1)

200

marketers onboarded by end of 2024

Challenge

CITGO’s outdated ordering system created friction for both customers and internal teams. Customers couldn’t place orders on their own, and CSRs were stuck manually processing every transaction. This limited scalability, increased costs, and resulted in a frustrating experience for everyone involved.

Approach

Shift7 developed MarketNet 2.0 to transform CITGO’s commerce experience, focusing on automation, self-service, and real-time data accessibility.

Key enhancements included:

  • Customer Self-Service: Customers can now place and track orders independently, reducing CSR workload.

  • Streamlined Operations: Salesforce OMS eliminates manual data entry, improving order accuracy and efficiency.

  • Personalized Shopping: Customers see real-time pricing, product availability, and discount thresholds.

  • Enhanced Experience: Features like quick reordering, shipment tracking, account switching, and easy access to Safety Data Sheets make purchasing seamless.

Outcome

MarketNet 2.0 is already driving major impact: 52% of all orders in Phase 1 were placed through the new system, with 200+ marketers onboarded by the end of 2024. As Phase 2 rolls out to National Account customers in early 2025, CITGO is well on its way to a fully modernized, scalable commerce experience.

By automating processes and empowering customers with self-service tools, CITGO has streamlined operations and created a frictionless buying experience—setting the stage for long-term growth and efficiency.