JCB

Revolutionising machine purchasing with a global  e-commerce platform

JCB partnered with Atomic to launch its first fully integrated e-commerce platform for heavy machinery sales - the JCB Machine Store. Designed to centralise listings across dealerships and streamline complex purchasing workflows, the platform delivers a user-friendly, feature-rich experience for customers, dealers, and sales teams alike. It has redefined how JCB machines are discovered, compared, and purchased worldwide.

£14m+

Of reservations generated in 2025

88+

Dealers across 6 global territories

103%

Increase in qualified machine searches

A website banner reads “80 Years of Engineering and Manufacturing Experience” above a search bar. Below are images of various construction machines labelled: Access Platforms, Backhoe Loaders, Compaction Equipment, Compact Loaders.

“

Online ordering of JCB equipment has proved to be extremely popular. The JCB Machine Store marks a significant evolution of the concept with more machines, more options, and more insight available than ever before. We have invested heavily in creating a high-quality platform tailored to the needs of an evolving market and a new generation of customers.

Sales Director

JCB UK and Ireland

The challenge

Transforming offline dealerships into a unified global marketplace

JCB wanted to modernise the way its customers purchased equipment by creating a single, online destination that aggregated stock from all participating dealers.

This meant more than just listing machines – the new platform needed to accommodate real-time inventory, localised pricing, and flexible financing options, while maintaining a seamless user experience across web and mobile.

The challenge was to design and deliver an enterprise-grade e-commerce solution that could handle the complexity of heavy equipment transactions, integrate with JCB’s internal systems, and scale globally from day one.

Three smartphone screens display the JCB website. The first shows construction equipment categories, the second highlights mini excavators, and the third features a person operating a yellow JCB mini excavator outdoors.

Screenshot of a JCB website page showing a menu with product categories on the left and a list of site dumper models with small yellow vehicle icons on the right. A Show all results button is at the bottom.

A website displays a catalogue of yellow JCB mini excavators with images and model names. Listings include details, prices, filters, and a Buy Now button. Both desktop and mobile views of the site are shown.

The solution

A custom built e-commerce platform for industrial scale sales

Atomic led the design and development of the JCB Machine Store, a bespoke end-to-end e-commerce platform tailored specifically for JCB’s product range and sales model.

Built on a custom CMS and underpinned by robust APIs, the platform integrates with dealer networks and Salesforce to sync live stock data, automate product listings, and deliver dealer-specific pricing and lead alerts.

Customers can search inventory using geo-location, configure finance packages, interact with dealers via 24/7 live chat, and purchase multiple machines in a single transaction using a secure online checkout.

Every element of the system was optimised for both scale and simplicity, ensuring dealers could self-manage listings and customers could buy with confidence.

A grid of black digital forms with white text and orange buttons displays options for buying, registering interest, and calculating finance, featuring price details and input fields on a dark background.

The outcome

A global marketplace powering the future of JCB sales

Since launching in early 2022, the JCB Machine Store has rapidly become a cornerstone of JCB’s global sales strategy.

Now operating across four territories (including the UK, Europe, and the US) and adopted by over 88 dealerships, the platform has quadrupled online machine availability and generated over 15,000 qualified sales opportunities annually.

It has set a new benchmark in the construction and manufacturing sector for how industrial equipment can be sold online at scale, transforming customer experience while maximising dealer reach and efficiency.