Outdoor power equipment manufacturer STIHL Inc. has launched a dealer-fulfilled B2B ecommerce marketplace.
It designed the marketplace to expand online purchasing while maintaining its long-standing policy of selling products exclusively through authorized dealers.
The platform enables customers to shop for STIHL products online. Meanwhile, the company’s network of more than 10,000 authorized dealers across the United States fulfills the orders. STIHL built the marketplace using technology from Mirakl.
Dealer onboarding has begun and will continue through 2026 as participating retailers join the system.
About the STIHL B2B marketplace
STIHL launched the marketplace to support the company’s existing distribution model. That model relies on independent dealers rather than large retail chains or direct-to-consumer ecommerce sales.
Rob Jenson, director of ecommerce and insights at STIHL, said the initiative is to provide dealers with tools to participate more fully in online commerce while continuing to serve customers locally.
“STIHL Inc.’s extensive authorized dealer network is the backbone of our business and our connection to local communities and customers,” Jenson said in a statement. “By partnering with Mirakl, we’re giving our dealers the technology they need to compete in today’s digital market while maintaining the personalized service that has defined the STIHL brand.”
The platform includes online product browsing, dealer onboarding and management tools, and integrated payment processing. Customers will be able to order products online and pick them up from participating dealers. The company said delivery options may be added later.
STIHL products, including chainsaws, trimmers, blowers and lawn equipment, are sold through a nationwide network of authorized dealers. The company’s U.S. operations employ more than 2,300 people and manufacture more than 100 product models at its Virginia Beach, Virginia, campus.
The marketplace marks an effort by STIHL to expand digital commerce while continuing to rely on its dealer network for fulfillment and customer service.
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