Nara, Japan – Sharp Europe detailed how it built a digital infrastructure for one of the world's most complex B2B operations on Drupal, managing 120,000 enterprise customers across 48 countries with 17 sites in 19 languages.
The electronics giant generates €13.5 billion in annual revenue, with 40% coming from B2B operations that serve vastly different audiences – from 110,000 small enterprises requiring low-touch transactions to mid-market companies needing sophisticated engagement.
"Big, complex, broad, deep," said Jason Cort, who leads European product management and marketing for Sharp. "That's what our martech stack has to support."
Image: Shigeru Kobayashi – COO Executive Officer, Head of B2B, Sharp
The Scale Challenge
Sharp Europe operates 63 offices across 48 countries, supporting 11 currencies and multiple sales channels. The product portfolio spans document solutions, IT services, and professional display systems – all requiring a unified digital presence for 2,500 employees and 120,000 enterprise customers.
Six years ago, the existing martech stack "was past its sell-by date," Cort said. But a complete refresh – including CRM and ecommerce portals – meant significant investment. The business case had to be airtight.
The Right Technology and the Right Partner
The public website became the starting point: "the biggest shop window with a global audience." With 80% of the buying cycle happening online, the digital experience had to work.
Sharp needed three things: the right technology, the right partner, and the right ROI.
Drupal checked the technology boxes: enterprise scale, open source, cloud-ready, secure, with the right APIs. But technology alone wasn't enough.
"Even with the best tech in the world, we need the right partner," Cort said. "If you fail with security, there is a very high price to pay."
Sharp selected 1xINTERNET, a Diamond Drupal Certified Partner.
Results and Cost Reality
The implementation now spans 17 sites in 19 languages. Internal stakeholders are "truly delighted," particularly the marketing teams.
Traffic optimization has improved, directing consumer traffic appropriately while focusing resources on B2B journeys. The platform enables rapid A/B testing and accessibility compliance – critical for operating across European markets.
"The platform gives us the agility and flexibility we need," Cort said. "1xINTERNET is able to deliver quickly for us."
One finding surprised the team: "We've found building custom things for our needs in Drupal is more cost effective than buying an off-the-shelf solution and tailoring it to our needs."
Drupal now sits at the heart of Sharp Europe's entire martech stack, integrating with CRM, analytics, and commerce systems.
Image: Members of hte DrupalCon Nara organizing team and Sharp Corporation, including Dries Buytaert, Jason Cort and Shigeru Kobayashi, and Baddy Breidert (1xINTERNET).
Lessons for Enterprise Buyers
Cort and Shigeru Kobayashi, Co-COO Executive Officer and Head of B2B at Sharp, shared three takeaways:
- Treat your Drupal partner as an extension of your team. Sharp works closely with 1xINTERNET as an integrated part of operations, not a vendor.
- Plan for ongoing investment, not one-time cost. Digital infrastructure requires continuous development and optimization.
- Don't compromise on quality, especially security. The consequences of cutting corners are too high.
"Finding the right partner is as important as the right platform," Cort said. "Drupal is absolutely the right choice. Sharp will be on the platform for many years to come."
Why Certified Partners Matter
Sharp's partnership with 1xINTERNET demonstrates the value of the Drupal Certified Partner program. DCPs have demonstrated expertise, committed to best practices, and invested in the Drupal ecosystem – exactly what enterprise buyers need when stakes are high.
For organizations evaluating Drupal, Sharp's six-year journey offers a clear data point: a €13.5 billion global business betting its digital infrastructure on open source, delivered through a certified partner.
The Drupal Association maintains a directory of Drupal Certified Partners at Drupal.org.
DrupalCon Asia continues through November 20 in Nara, Japan.