Adobe Commerce for B2B businesses

Business to business (B2B) manufacturers and distributors are turning to ecommerce to deliver improved revenue growth, better customer experiences, and increased operational efficiency. In fact, spending on ecommerce software is expected to see double-digit growth to 2025 with the B2B ecommerce market due to reach US$13,630million by 2027. 

There’s no doubt the B2B environment is changing as more transactions take place digitally. Here are just some of the reasons you might want to consider Adobe Commerce as the ecommerce solution for your B2B business. 

Creating a self-service buying portal – to improve sales and service experiences many manufacturers and distributors are looking for opportunities to automate and streamline repeat purchases. B2B buyers and decision makers expect and want to complete most or all of their transactions online. Seven out of 10 decision makers say they are happy to make self-service purchases of more than US$50,000 and over a quarter would spend more than US$500,000. Adobe Commerce offers B2B buying experiences with customized catalogs and pricing, personalized purchasing and self-service customer portals for easy account management and ordering. 

Integrating product and ecommerce experiences Gartner says that 80% of all B2B interactions will take place via digital channels by 2025. However, to meet this demand successfully you must integrate customer journeys so end users and channel partners can work with you seamlessly. With Adobe Commerce you can realize the benefits of headless ecommerce, where presentation of information and buying experiences is separated from other business systems. This allows you to embed product information, promotions, and frictionless purchasing within your content management system (CMS). 

Streamlining content management – as you would expect, Adobe Commerce provides an intuitive WYSIWYG (what you see is what you get) page builder so you can create new pages quickly using familiar Adobe interfaces. You can produce customized landing pages, FAQs, and product pages using ‘drag and drop’ elements so your team won’t need to become coding experts to produce high quality content. 

Embedding ecommerce in sales – you have probably spent years building personal relationships with your B2B customers. Neither you nor they will want to give this up, but it will take on a new dynamic. Your customers will still want the flexibility to speak with knowledgeable end experienced sales and service professionals when they need to. For this to work effectively you must all share a single view of product, pricing and sales information across your ecommerce site, in-house desktop systems, sales and ordering apps. 

This might include a version of your ecommerce site with additional features for your sales team such as customer account dashboards, requisition lists, proxy purchasing and order management on behalf of customers. You can also take advantage of Adobe’s artificial intelligence (AI) product recommendations to help your sales team make informed recommendations. With accurate data at their fingertips they can focus on your highest value activities and accounts supported by digital selling tools. 

Opening an online marketplace B2B sales via online marketplaces are predicted to be more than US$4trillion by 2025. 

As a manufacturer or distributor, Adobe Commerce can enable you to become a purchasing solution provider for your customers’ repeat orders by teaming up with third parties to meet more of their needs. In addition to extra revenue, you can also collect zero-party and first-party data for product research, customer experience, marketing, and sales. 

Using customer data – you have wide-ranging data about your customers, their buying histories and their behavior. With Adobe’s powerful customer data platform (CDP) you can collect, evaluate and manage customer data and use it in real-time profiles across all your channels. 

Building business processes – starting with a company account Adobe Commerce allows you to create and manage business processes. You can add multiple buyers and enable your customer’s administrator to build their company structure with different user roles and permissions. You can configure how each buying company operates, including purchase order management, payments, pricing, negotiations and requisitions. Customized catalogs can be created and shared with different customer groups while quick ordering can speed up your order process for registered customers. Shareable and reusable requisition lists simplify the process of repeat ordering (such as monthly or weekly replenishment orders). You can also authorize customers to submit requests for quotes (RFQs) within your site. 

Planning for the future

For the first time many B2B organizations are embracing digital transformation to improve customer service, sales, and marketing. 

Meeting customer expectations, responding to global materials and supply chain challenges and new digital-first competitors are all driving change.  

By investing in a self-service portal and exploring the potential of marketplaces, you can learn about your customers’ needs, remove inefficiencies, automate manual processes, and increase customer lifetime value. 

Williams Commerce is an Adobe Commerce Gold Partner with EMEA Adobe Commerce Specialization. Our fully certified team of Adobe Commerce developers can build the system your manufacturing or distribution business deserves to take full advantage of the power and extensibility of Adobe Commerce. 

Talk to one of our experts today. 


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