Jelly Belly has rolled out more than 40 business-to-business and retail e-commerce sites using one centralized platform, allowing it to manage all sites from a single administrative console. Built with responsive design, the platform also makes website content automatically render properly on mobile devices for customers who choose the shop that way.

Switching from a home-grown e-commerce system to a cloud commerce platform to support international growth has helped 147-year-old jelly bean maker Jelly Belly Candy Co. launch 40 new international web sites in a year and expand organic site traffic by more than 50% year-over-year, Jelly Belly says.

The replacement of the home-grown system of fewer than 10 sites for all channels with the Mozu e-commerce platform from Volusion LLC, beginning in the fall of 2014, has doubled website loading speed, established a single platform for B2B, B2C and worldwide commerce, increased mobile sales by 300% and increased tablet revenue by 26%, Jelly Belly says.

Mozu operates as a software-as-a-service platform, which Jelly Belly accesses via a web browser to manage its e-commerce sites. Volusion doesn’t publicize pricing for its Mozu platform, which was designed for companies doing up to $100 million or more in annual web sales. The company’s Volusion brand e-commerce software runs from $15 to $135 per month.

“Partnering with Mozu for this new platform provides us with the opportunity to create a B2B website for our specialty channel,” says Brandon Finch, director of e-business for Jelly Belly. “We’re expanding the capabilities of our B2B website business to bring more functionalities to the table for our domestic and international sales channels.”

Functionality for the wholesale channel site, JellyBellyRetailer.com, as well as for the consumer site at JellyBelly.com, is fully responsive, allowing the company to serve mobile as well as desktop customers with minimal additional effort, Finch says. The platform, which lets Jelly Belly access and manage all sites from a single web interface, has allowed the Fairfield, Calif.-based company to launch more than 35 international content sites to support distributors in other countries.

“Mozu’s tools let us easily publish localized content to serve the appropriate international audiences,” Finch says. The primary difference in the international content sites is language, but the new platform also allows Jelly Belly to tailor the content to reflect the product mix available for each country. That enables customers on each site to view product descriptions and other content important to their local markets. The localized content extends to marketing materials Jelly Belly provides to international distributors to promote products to their retailer customers, Finch says.

Jelly Belly’s B2B content sites include links business customers can use to access video commercials on YouTube.com; downloadable content retailers can use to promote the Jelly Belly brand, such as mobile apps for jelly bean recipes and for decorating a mobile phone home page with jelly bean images that appear to fill a screen as they would fill a jar.

The increase in mobile sales is credited in part to the responsive design feature. “We’re also advertising online to our mobile customers, so we’re connecting with them where they live online,” Finch says. He notes B2B and B2C customers using mobile devices can place online orders on the go as they would if they were on the desktop. Jelly Belly plans to support sales representative activity with this functionality in the near future, he says.

Among Jelly Belly’s Mozu B2B features is an account management system that tracks customer order history and allows customers to reorder small as well as larger orders.

Jason Wallis, chief technology officer at Mozu, notes that the new software was deployed with the heavy fall 2014 holiday shopping season approaching and that the platform had gone live just in time for the holidays, resulting in the first week being Jelly Belly’s best week ever in revenue.

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