The digitalization of steel trade has made significant progress in recent years. While telephone, fax, and email traditionally dominated communication, digital B2B trading platforms have now established themselves as a forward-looking solution and are continuously gaining importance.

A pioneer in this development is the Düsseldorf-based company Metalshub, which has been operating as a digital B2B trading platform for metals and ferroalloys since 2017. The platform digitalizes the entire procurement process – from tendering through supplier qualification to contract processing. More than 1,100 companies have now registered on the platform, and trading volume has grown impressively: from 20 million euros in 2018 to over 300 million USD in 2020.

The importance of online trading in metallic raw materials is also demonstrated in an interview with Dr. Sebastian Kreft, co-founder of software provider Metalshub, in the magazine stahl (issue 5-6/2023). Kreft emphasizes: “Our most important product at the moment is scrap. If you look at the raw material mix of companies that produce steel with electric arc furnaces, approximately 80 percent of raw material purchasing costs are attributable to scrap. This is by far the most important raw material for these companies.”

Leading steel manufacturers such as the SHS Group (Saarstahl and Dillinger), GMH Group, and Swiss Steel Group now rely on Metalshub for their operations.

Digitalization in Technical Wholesale: The NORDWEST Example

While specialized platforms like Metalshub focus on raw material trading, buying groups like NORDWEST demonstrate how digitalization is transforming the entire technical wholesale sector. The 2025 IT Community Day of NORDWEST Handel AG impressively illustrated the range of digital solutions for specialist retailers.

Over two days, NORDWEST’s Dortmund showroom transformed into an inspiration platform for online retail, online marketing, and digitalized business processes. Around 140 specialist retail partners took the opportunity to learn about current developments and practical solutions – a record figure that underscores the growing interest in digital trading solutions.

Key Themes of Digitalization in Wholesale

Data Provision and Integration

A core theme was DataConnect as a success factor for digital collaboration. Data provision must be flexible and precisely tailored today – whether it’s about quickly assembling dynamic product ranges or automatically supplying target systems with the right information.

Electronic Data Interchange (EDI)

Electronic document exchange with suppliers is increasingly becoming standard. Workshops showed how EDI projects work with NORDWEST as a clearing center and what lies behind the concept of webEDI – an important prerequisite for efficient, paperless business processes.

E-Commerce Solutions

The development of modern e-shops was also in focus. From the latest releases to current developments to planned features – the continuous evolution of digital sales channels is crucial for competitiveness.

Punchout Technologies

Particularly relevant for B2B trade: Modern punchout technologies such as OCI and cXML enable direct integration of e-shops with customer ERP systems and platforms like Ariba and Coupa. Practical examples showed how product data can be efficiently provided, interfaces technically implemented, and customer processes automated.

Digital Marketing in B2B

Digitalization is also transforming marketing:

WhatsApp for Marketing & Sales: More and more retailers are integrating WhatsApp into their customer communication – in compliance with data protection regulations via the WhatsApp Business API solution for automated sending of customized messages, everyday communication, order processing, or spare parts service.

Social Media Posting Service: Over 180 specialist retail partners already use professional content that NORDWEST offers as social media campaigns via the socialPALS platform. Brand manufacturers provide their campaigns centrally to retailers to increase regional visibility.

Email Marketing: With creative text ideas, compelling visual concepts, and clear best practices, specialist retailers can optimize their newsletters and sustainably strengthen their online shop.

Martin Reinke, Head of Digital Services & E-Business at NORDWEST, concluded: “The IT Community Day 2025 has once again shown how digitalization in wholesale is not just a buzzword, but becomes concrete and implementable through practical solutions and intensive exchange with our partners.”

Sustainability in Digital Steel Trade

An important aspect of digitalization is the integration of sustainability data. The Product Carbon Footprint (PCF) is increasingly becoming a decisive factor in steel trade.

Metalshub, for example, has formed a partnership with the science company Minviro to provide Product Carbon Footprint (PCF) data for steelmaking raw materials. Procurement teams can thus better evaluate their Scope 3 emissions and make data-driven decisions to reduce their carbon footprint.

The growing importance of scrap as a raw material in the context of decarbonization is also evident in the “Scrap Special” section of the magazine stahl (issue 5-6/2023). The environmental bonus of recycled steel significantly boosts demand: Compared to production from iron ore via the blast furnace route, recycling saves an average of 1.67 tons of CO₂ per ton of steel – equivalent to the amount of CO₂ a car emits over a distance of 9,000 kilometers.

The integration of sustainability data into digital platforms is also being driven by regulatory requirements such as the EU CBAM system (Carbon Border Adjustment Mechanism). Companies will soon have to transparently demonstrate the carbon footprint of their products – a requirement that can hardly be met without digitalized processes and data integration.

Challenges and Success Factors

Despite all progress, companies face various challenges in the digital transformation of trade:

System Integration: Connecting different IT systems requires technical know-how and careful planning. Standards such as EDI, OCI, and cXML help standardize interfaces.

Data Security and Compliance: With increasing digitalization, requirements for cybersecurity and data protection also rise. As discussed at the IT Community Day, every trading company needs a contingency plan.

Change Management: Acceptance of new digital processes must be created among all stakeholders. Practical training and the exchange of best practices, as occurs at events like the IT Community Day, are crucial.

Continuous Development: Digital transformation is not a one-time project but an ongoing process. Companies must be prepared to continuously develop their systems and adapt them to new requirements.

Outlook: The Future of Digital Steel Trade

The digitalization of steel trade will continue to accelerate. Dr. Sebastian Kreft of Metalshub puts it clearly: “We believe in the platformization of raw material trade.” The advantages – from efficiency gains to transparency to sustainability benefits – are so compelling that digital trading platforms will establish themselves as the standard.

This development is also clearly evident in technical wholesale. The positive response to the IT Community Day 2025 – with a record attendance of 140 guests – underscores the growing interest and willingness to implement digital solutions.

The integration of artificial intelligence will further revolutionize digital trade – from demand forecasting to price optimization to personalized customer engagement. At the same time, sustainability data will be increasingly integrated into trading platforms to make the entire supply chain transparent.

For companies in the steel industry and technical wholesale, the digital transformation of trade is no longer an option but a necessity. Those who set the right course now and invest in digital trading solutions will secure crucial competitive advantages for the coming years.

Online Sources:

• Metalshub – Digital Trading Platform
• EUROMETAL – Leading Steel Manufacturer Relies on Digital B2B Platform
• Technik-Einkauf – Metalshub Quintuples Platform Revenue
• NORDWEST Handel AG

Specialist Articles:

• stahl. 5-6/2023: Interview with Dr. Sebastian Kreft (Metalshub): “Gamechanger Carbon Footprint,” pp. 22-25.
• stahl. 5-6/2023: Nicole Voigt (Boston Consulting Group): “Using AI to Leverage Green Steel as a Growth Opportunity,” pp. 33-36.
• stahl. 5-6/2023: “Scrap Trade: Environmental Bonus Boosts Demand,” pp. 38-41.