Behind the innovations: ARCELORMITTAL

ArcelorMittal Distribución Iberia is the segment of the ArcelorMittal group specialized in the distribution, transformation, and marketing of steel and aluminum products. It has a network of 14 Distribution Centers spread throughout Spain, from which they provide service to thousands of industrial customers. Their team consists of about 300 people who work daily to meet very diverse needs, from large structures to small series for workshops or assemblies.ArcelorMittal offers “steel solutions tailored to your needs,” and that is the guiding principle of everything they do, including their digital commitment. It is not just about selling online, but about making it easier for those who choose them.

ADVANCED MANUFACTURING.- What was the motivation to start developing this product?DAVID EREÑO.- In 2020 we took a key step: launching our e-commerce ArcelorMittal e-steel. The initial motivation was clear: to facilitate the purchase of steel and aluminum products in a digital environment, with the same trust as always, but with the convenience of being able to do it in just a few clicks.Since then, we have gone much further. Today, not only can you purchase products, but you can also request services like cutting or painting, inquire about out-of-stock materials, or submit your own offers. Additionally, last year we launched our own Marketplace with complementary products for the handling and transformation of steel, where other companies can showcase their offerings. This way, our customers find everything they need: from steel products to paint, PPEs, or tools. A comprehensive solution to meet everyday needs.

A.M.- Can you tell us how the development process was? …

A.M.- Can you tell us how the product development process went? Any anecdotes or obstacles along the way?

D.E.- We started in 2020, and just a few months later, the pandemic hit. Launching a digital channel in the midst of a health crisis was quite a challenge: remote demos, online training, meetings with centers from home… But it was also an opportunity to accelerate change.Our sector is mature, very focused on in-person interactions, and that makes digitalization difficult. It’s not just about technology: it’s about changing a deeply rooted way of working. That’s why we opted for a gradual approach, always supporting the teams and the clients.

A.M.- What is the technology behind this innovation?

D.E.- Rather than talking about specific technology, we emphasize that we are in constant evolution. This year we are developing new functionalities, and looking ahead to 2026, we are going to do a complete redesign that will further enhance the user experience.

A.M.- What are the main advantages offered by this innovative product? What needs does it address and how can it improve the lives of businesses?

D.E.- We summarize it in three words: convenience, speed, and control. You can place your order at any time, from anywhere, and in just a few clicks, you can find out if there is stock, the price, and when it will arrive. Everything is recorded, without waiting or phone calls.Our Marketplace adds even more value: now customers can find everything they need for their daily operations in one place. And all of this translates into time savings, error reduction, and increased autonomy.

A.M.- What industries is the innovation mainly aimed at?

D.E.- We target industrial companies of all kinds: workshops, assemblers, installers, metalworkers, structure manufacturers, and many more. Any business that works with steel or aluminum and also needs auxiliary products for their operations can benefit from our platform. …

An example of this is the e-steel Club: a loyalty program that rewards purchases with points, but goes further. Those points can also be exchanged for social actions, such as supporting various NGOs we collaborate with. Because we believe that innovating also means finding new ways to make an impact.