Tag Makes B2B Ordering Easier with Self-Service

Global marketing and communication leader uses Liferay to implement B2B commerce on a single platform. 
Number of Users
commerce accounts
orders processed
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Key Takeaways

  • Self-service simplifies processes and improve the customer experience. Tag empowered users and simplified ordering of print and product materials. Now, customers can manage their own ordering through a simplified user interface.
  • Connecting your tech stack on a single platform reduces waste and makes scaling easier. 
    Not only is it much easier to manage systems, applications, and data, Tag is also able to use Liferay to accelerate future development. They have the capability to integrate new systems, add personalization and analytics capabilities, and further automate business processes, all on the same platform. 
  • Investing in self-service is key for B2B organizations. 
    Self-service is not only a capability that customers are looking for, but is extremely beneficial in driving operational efficiency and reducing costs. 


Established in 1820 as a financial printing business, Williams Lea Tag has expanded to become a global leader in integrated marketing and communication solutions. Headquartered in London, the company has a presence in 195 cities across 40 countries. Williams Lea Tag Group is comprised of two strategic business units: William Lea, a global provider of skilled business-critical support services to financial, legal, and professional services firms and Tag, an end-to-end global market production partner for brands and agencies.
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Because of their complex B2B requirements and global reach, Tag needed a strong foundation for their commerce system.

Tag's legacy systems: 
  1. Prevented self-service ordering of printed collateral and merchandising. Tag understood that self-service was an expectation for B2B commerce that they were unable to provide to their customers.
  2. Hindered ability to aggregate data and connect workflows. These systems were siloed and required a significant amount of manual work in order to access the data needed.
  3. Were unable to connect to third-party applications and systems. They needed a platform that could easily connect to the Tag ecosystem as well as to other applications. No one tool was able to meet the needs of the business and connect their systems into one platform. So they turned to Liferay for their solution.
We have successfully implemented an e-commerce experience into the B2B space in which we operate. Clients manage their own ordering, which has removed a significant cost for Tag. The quality of service has improved as clients prefer the simple and familiar nature of self-service ordering. Who doesn’t like a bit of online shopping after all!
Alex Abrams
Head of Technology at Tag 


Under the guidance of their equity investor Advent, Tag looked to a new platform that could help address these challenges. Advent suggested looking into Liferay as they had been successful for other companies in the Private Equity portfolio. 

Tag ultimately chose Liferay for its horizontal portal origins, modular infrastructure, and commerce tools designed for B2B. Partnering with Liferay’s Global Services and consulting teams, Tag was able to quickly implement a solution to tackle their challenges. 


With a single platform, Tag was able to: 
  1. Redevelop independent home-grown applications into a single infrastructure. Now Tag is no longer held back by siloed homegrown systems and is able to alleviate MarTech fatigue. Now systems and applications are all connected together through Liferay.
  2.  Simplify complex B2B ordering with a self-service platform. Tag is now able to deliver a unified self-service ordering platform that includes requirement specification, reordering, consolidation of orders, and more. Clients are now able to manage their own ordering which makes it both easier to order and helps reduce costs for Tag. 
As Tag continues to expand their B2B commerce, they plan to leverage Liferay to automate their supply chain and CP process, and connect sales data with production costs to get a more accurate ROI.