SRAM, one of the world’s largest bicycle component manufacturers, operates a comprehensive B2B platform that connects the company with its global network of bike shops, distributors, and manufacturing partners. Whether you’re trying to access the SRAM B2B portal for the first time or looking for help with your SRAM B2B login, this guide covers everything you need to know about the platform.
What Is the SRAM B2B Portal?
The SRAM B2B portal is the company’s digital commerce platform built for authorized dealers and business partners. It serves as the central hub where retailers can browse SRAM’s full product catalog, place and track orders, access technical documentation, manage warranty claims, and view pricing specific to their dealer tier.
SRAM launched the platform as part of a broader digital transformation effort, initially building it on the Optimizely (formerly Episerver) Commerce framework. The goal was to replace fragmented ordering processes — phone calls, fax orders, and email chains — with a single, unified digital experience for the company’s network of partners across more than 100 countries.
The platform covers all SRAM-owned brands, including RockShox, Zipp, Quarq, SRAM Eagle, and Time. Dealers can access product information, availability, and ordering for the full family of brands through a single login.
How to Access the SRAM B2B Login
The SRAM B2B login page is available through SRAM Connect, the company’s dealer-facing portal. Here is what you need to know about getting access:
For existing dealers: Navigate to the SRAM Connect portal at sramconnect.com and enter your credentials. If you have forgotten your password, use the password reset function on the login page. Some dealers may also access the portal through regional subdomains (for example, na.stu.sram.com for North American accounts).
For new dealers: Access to the SRAM B2B portal requires an authorized dealer relationship with SRAM. If you are a bike shop or distributor looking to become an authorized SRAM dealer, you will need to apply through the SRAM dealer program. Visit the “Dealers” section on sram.com for information about requirements and the application process.
Common login issues: If you are experiencing problems logging in, check whether your account has been migrated to the newer SRAM Connect platform. SRAM has been consolidating its regional portals into a unified system, which means older login credentials may need to be updated. Contact your SRAM sales representative or the SRAM dealer support team for assistance.
Key Features of the SRAM B2B Platform
The SRAM B2B platform offers authorized dealers several tools designed to simplify ordering and business management.
Product catalog and ordering: Dealers can browse SRAM’s full range of components, view real-time inventory availability, and place orders directly through the platform. The catalog includes detailed product specifications, compatibility information, and high-resolution product images that dealers can use for their own marketing.
Pricing and account management: The portal displays dealer-specific pricing based on your account tier and volume agreements. Dealers can also view order history, track shipments, and manage invoices through the platform.
Technical resources: SRAM provides access to technical documentation, installation guides, service manuals, and recall notices through the B2B portal. This is particularly valuable for bike shop mechanics who need up-to-date service procedures for newer component groups.
Warranty and returns: The platform includes tools for submitting warranty claims and processing returns. Dealers can track the status of claims and manage RMA (Return Merchandise Authorization) requests digitally rather than through manual processes.
SRAM’s Digital Transformation Journey
SRAM’s investment in its B2B digital commerce capabilities reflects a broader trend in the cycling industry, where manufacturers are moving from traditional distribution models to direct digital engagement with their dealer networks.
The company partnered with digital commerce agency BlueBolt to develop both its B2B and B2C platforms. The B2B site was built on the Optimizely Commerce Cloud, hosted on Microsoft Azure, providing the scalability needed to serve SRAM’s global dealer network. The serverless architecture means the platform can handle traffic spikes during product launch periods and pre-season ordering windows without performance issues.
The B2B platform also laid the groundwork for SRAM’s consumer-facing (B2C) digital presence. By establishing the product data infrastructure, content management systems, and digital commerce capabilities on the B2B side first, SRAM was able to extend those same capabilities to consumers more efficiently. This approach meant that product information, imagery, and specifications only needed to be maintained once and could be served to both dealer and consumer audiences.
How SRAM B2B Compares to Other Cycling Industry Portals
SRAM is not the only major cycling component manufacturer with a B2B dealer portal. Shimano operates its own dealer ordering system, as does Campagnolo. However, SRAM’s platform is generally considered one of the more modern implementations in the industry, thanks to its unified approach across all owned brands and its investment in user experience.
Where SRAM’s platform stands out is in its integration of B2B and B2C data. Because both platforms share the same product information architecture, dealers can be confident that the specifications and compatibility data they see in the B2B portal matches what consumers see on SRAM’s public website. This reduces the friction that often occurs when product information is maintained in separate systems.
Frequently Asked Questions
What is SRAM B2B? SRAM B2B refers to SRAM’s business-to-business platform, a digital commerce portal where authorized bicycle dealers, distributors, and manufacturing partners can access product catalogs, place orders, manage accounts, and access technical support resources.
How do I log in to the SRAM B2B portal? Visit the SRAM Connect login page at sramconnect.com. Enter your dealer credentials. If you don’t have an account, you need to be an authorized SRAM dealer — contact your SRAM sales representative or apply through sram.com.
What brands are available through the SRAM B2B portal? The portal covers all SRAM-owned brands: SRAM, RockShox, Zipp, Quarq, Time, and related product lines. Dealers can access and order products from all brands through a single login.
I can’t log in to my SRAM B2B account. What should I do? First, try the password reset function. If that doesn’t work, your account may need to be migrated to the newer SRAM Connect platform. Contact your SRAM sales representative or the dealer support team for assistance.
How do I become an authorized SRAM dealer? Visit the “Dealers” section on sram.com for information about the dealer application process, requirements, and territory availability.
