2.5 minutes

In the first quarter, the BEES marketplace processed 10 million orders, a 27% increase from the same period last year.

Anheuser-Busch InBev (AB InBev) is rapidly expanding its B2B ecommerce strategy, reporting a 53% year-over-year increase in sales of third-party products through its BEES digital marketplace, reaching $645 million in gross merchandise value (GMV) in Q1 2025.

Total GMV across the BEES platform rose 10% to $11.6 billion compared to the same quarter last year. The company reported that 72% of its global revenue is now generated through its digital B2B platforms. The BEES B2B marketplace includes AB InBev’s own products and goods from third-party suppliers.

BEES, which stands for Business-to-Business Easy Ordering System, is Anheuser-Busch InBev’s proprietary digital ordering and customer relationship platform. The app enables small retailers and bar owners to order beverages and supplies, receive marketing support, access credit, and monitor performance data.

AB InBev BEES revenue in Q1

Total AB InBev revenue for the quarter was $13.63 billion, down from $14.55 billion in the first quarter of 2024. That’s a 6.3% decline on a reported basis, which the company attributed to unfavorable foreign exchange rates.

“Digitizing and monetizing our ecosystem are a key strategic priority,” said CEO Michel Doukeris. “We are deepening our B2B relationships with more than 6 million customers globally and scaling BEES to drive new revenue streams.”

In Q1, BEES processed 10 million orders, a 27% increase from the same period last year.

AB InBev also saw continued expansion of its direct-to-consumer (DTC) digital sales channels. Revenue from its DTC platforms — including Zé Delivery in Brazil, TaDa Delivery in Mexico, and PerfectDraft in Europe — reached $275 million in Q1, with 19.2 million ecommerce orders placed, a 12% year-over-year increase.

Despite a 2.2% decline in global beverage volume, including a 2.5% drop in beer sales volume, the company posted a 7.9% increase in normalized earnings before interest, taxes, depreciation, and amortization (EBITDA), reaching $4.86 billion. EBITDA margin expanded by 218 basis points to 35.6%.

AB InBev digital growth in Latin America

  • In Brazil, GMV on the BEES Marketplace rose 92% year over year, while Zé Delivery handled 17 million consumer orders.
  • In Mexico, BEES Marketplace GMV rose 42%, and the TaDa Delivery platform saw an 18% increase in order volume.

“The BEES platform is not just a transactional tool — it’s a full-service digital ecosystem,” said Doukeris. “It enables us to embed ourselves into the operations of our B2B customers while opening up new monetization opportunities.”

The company reiterated its full-year 2025 EBITDA growth guidance of 4% to 8%, supported by further investment in premium products, digital transformation, and efficiency improvements across global markets.

Check back for more earnings reports. Here’s last quarter’s update on AB InBev sales and revenue.

Sign up

Sign up for a complimentary subscription to Digital Commerce 360 B2B News. It covers technology and business trends in the growing B2B ecommerce industry. Contact Mark Brohan, senior vice president of B2B and Market Research, at [email protected]. Follow him on Twitter @markbrohan. Follow us on LinkedIn, X (formerly Twitter), Facebook and YouTube.