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Ibexa v5: Europe’s B2B DXP

Ibexa v5 DXP
Ibexa v5 DXP

Why Ibexa v5 Matters

In a digital landscape long dominated by US vendors like Adobe, Sitecore, and Optimizely, Ibexa v5 is a statement of intent from Europe. It says: we can build a Digital Experience Platform (DXP) tailored to the messy, complex world of B2B commerce.

Unlike consumer-focused DXPs that optimize landing pages and marketing funnels, Ibexa leans into the real headaches of industrial manufacturing, distribution, and long B2B buying cycles: dealer portals, product data complexity, regulatory compliance, and cross-border collaboration.


Company Background: Nordic Roots, Private Equity Backing

Ibexa is headquartered in Oslo, Norway, and has a long history under its previous name, eZ Systems. In 2022, it was acquired by QNTM Group, itself backed by Altor Fund V, one of Scandinavia’s largest private equity firms. (ibexa.co)


That financial backing matters. It gives Ibexa the capital and runway to expand aggressively across Europe and North America, while still keeping its identity as a European vendor attuned to EU compliance, digital sovereignty, and local markets.


Growth by Acquisition: Quable and Raptor

Ibexa’s expansion isn’t only organic. It has made two bold acquisitions:

  • Quable (Product Information Management – PIM): strengthens Ibexa’s ability to handle the complexity of B2B product data. (cmswire.com)

  • Raptor (Customer Data Platform / Personalization): merged in 2025, giving Ibexa native personalization and CDP capabilities. (raptorservices.com)

Together, these moves turn Ibexa into more than a CMS. They make it a composable platform for content + commerce + data + personalization.


Notable Customers: Proof Across Industries

Ibexa already has a strong footprint with European and global customers:

  • Swissport – global aviation services

  • Pierre Fabre – French pharmaceutical and cosmetics giant

  • Native Instruments – Berlin-based music tech company

  • Groupe Atlantic – French HVAC manufacturer

  • Avène – dermo-cosmetics brand (ibexa.co/customers)

It also serves public institutions like the French Golf Federation and Aéroport de Nice, as well as University of Pennsylvania in the US. In North America, new logos include the Florida Department of Corrections and Canadian property group Carbonleo.


As Ibexa CEO Bertrand Maugain put it at Summit 2025:

“Our fastest growth is coming from manufacturers and distributors who are finally tired of running billion-euro businesses on Excel and email.”

Financial Momentum: Outperforming the Market

  • 20% revenue growth in H1 2024, with EBITDA margins around 25%. (cmswire.com)

  • At Summit 2025, Ibexa reported 100% year-over-year growth, fueled by composable adoption and the Raptor merger. (ibexa.co)

That trajectory makes Ibexa one of the few European software companies showing sustained double-digit DXP growth.


What Ibexa v5 Delivers

The v5 release builds on that momentum with:

  • Real-time collaboration: Sales, marketing, and distributors aligned in one content hub.

  • Content+commerce workflows: Designed for long B2B cycles where technical specs, compliance docs, and contracts matter.

  • Composable flexibility: API-first architecture with ERP/PIM/CDP integration paths.


Competitive Positioning: How Ibexa Stacks Up

  • vs. Sitecore: Sitecore dominates the enterprise tier with deep marketing suites. Ibexa is leaner and less costly for mid-to-large B2B firms.

  • vs. Optimizely: Optimizely excels in marketing optimization. Ibexa doubles down on product complexity and dealer workflows.

  • vs. Pimcore: Pimcore is strong at PIM, but Ibexa positions itself as a full DXP with PIM/CDP folded in.

In other words: Ibexa isn’t trying to be Adobe. It’s trying to be the DXP for Europe’s industrial backbone.


Sector Scenarios

  • Industrial manufacturing: Distributors log into Ibexa portals to pull updated product specs directly from ERP.

  • Automotive supply: Dealers access real-time inventory and pricing, avoiding spreadsheet bottlenecks.

  • Construction: Multi-stakeholder projects align on compliance docs and content in one shared space.


Boardroom Tensions

  • Regional vs. global vendors: Should you bet on a European DXP for sovereignty and local support, or stick with global players?

  • Composable vs. suite: Do you want the flexibility of composable or the simplicity of a monolith?

  • Ecosystem maturity: Is Ibexa’s partner network big enough for your global rollout?


A B2B Adoption Playbook for Content and DXP Leaders

  1. Audit where dealer/distributor interactions still depend on spreadsheets.

  2. Pilot Ibexa for one product line or region.

  3. Define KPIs: time-to-quote, partner satisfaction, error reduction.

  4. Scale gradually, layering ERP/PIM/CDP integrations.


The Big Picture

Ibexa v5 is not just another CMS release. It’s a signal that Europe has its own contender in the DXP market, with private equity backing, smart acquisitions, a growing partner network, and proof across industries.

For boards, the question isn’t whether Ibexa is big enough to compete with Adobe. It’s whether Ibexa is focused enough to solve the B2B problems US vendors overlook.


Question for you: Where in your B2B commerce flow are you still chained to email and Excel?


👉 At ecm.dev, we run B2B Flow Accelerators for Ibexa, Pimcore, and composable DXPs to cut manual friction from digital commerce.


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