Build B2B commerce that business buyers actually use

Your portal is live, but the friction remains  

A user-friendly interface matters, but it does not solve the complexity behind B2B commerce. Customer-specific pricing, product data, ERP logic, approval flows, account hierarchies and order exceptions determine whether buyers can truly work digitally. 

When those foundations are not properly connected, buyers still look for confirmation by phone or email. Orders continue to require manual work, and the platform fails to secure a fixed place in day-to-day operations. 

Successful B2B commerce therefore starts with the buyer’s task. What does a buyer need in order to place an order quickly, independently and without errors? Starting from that question, you connect experience, technology, data, content, marketing, sales and service into one commercial system. 

What you will know after reading this white paper  

• Why many B2B portals remain underused, even after a successful launch. 

• How to use the buyer enablement ladder to determine the maturity level of your commerce environment 

• What role processing, service and experience play in a reliable purchasing process 

• How to connect ERP, PIM, CRM, product data and content into a scalable buying experience 

• How to use a phased and measurable roadmap to increase adoption, reduce cost to serve and drive growth 

Who is this white paper for?  

This white paper is written for e-commerce and digital directors, marketing leads, IT directors, CTOs and other decision-makers involved in B2B commerce. 

These insights are particularly relevant for organisations in manufacturing, construction, wholesale and distribution, especially where complex assortments, customer-specific pricing, multiple sales channels or ERP-driven processes play a role.