Ljubex Goes Digital: Keeping Personal 
Contact in a Changing Business
Introducing online ordering brings a familiar question into focus: how can distributors 
adapt everyday processes while preserving the relationships behind them?
After more than 35 years in bearing 
distribution, Ljubex International has 
introduced a B2B portal as the next 
step in its digital development. For the 
family-owned business, the project 
brings together two aspects of its work: 
routine purchasing and the personal 
conversations needed when an enquiry 
requires more attention.
Everyday distribution involves a steady 
flow of information. Customers check 
availability, confirm prices, look back 
at previous orders and review their 
accounts. These tasks are essential, but 
they do not all require the same level 
of discussion.
The portal allows customers to access 
this information and place orders online. 
Alongside this change, Ljubex is retaining 
direct contact with its team for advice and 
more complex enquiries.
Introducing a digital ordering system 
means considering how it fits into 
existing working relationships. A 
customer repeating a familiar order 
may be comfortable completing the 
process independently. Someone with 
an unfamiliar requirement may need 
a conversation before deciding how 
to proceed.
Ljubex’s approach is to make both 
routes available. The portal handles 
routine transactions, while the team 
remains involved where an enquiry 
calls for discussion, interpretation or 
additional support.
This distinction is central to the project. 
Making information available online 
changes how customers access it, but it 
does not remove the need to understand 
the circumstances behind an enquiry.
Ljubex has developed from a bearing 
specialist into a business serving a 
range of industrial requirements across 
the Serbian market. Introducing online 
ordering adds another way for customers 
to interact with the company.
It also creates an opportunity to consider 
how established processes can evolve. 
The practical questions extend beyond 
the technology itself: which tasks can 
customers complete independently, 
where is assistance needed, and how 
can the transition between the two 
remain straightforward?
For Ljubex, the intention is to incorporate 
digital purchasing into its existing way 
of working while maintaining personal 
contact. As the portal becomes part of 
everyday activity, customer experience 
will be an important measure of how well 
that balance works in practice.
Because even in the digital age, good 
business still runs on strong connections.
Contact here:
+381 11 3085 111
info@ljubex.com
www.ljubex.com
Everyday distribution involves a steady flow 
of information
A new project for Ljubex International
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