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Innovation & Strategy GmbH
Lenbachplatz 3
80333 Munich


+49-89-416 126-660

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B2B E-Commerce

B2B commerce customers are becoming increasingly demanding. But this holds many opportunities for companies.


B2C customers have specific expectations of online stores. The process should be as convenient and intuitive as possible. The store must provide all the necessary information and, if possible, be linked to all relevant channels. Business customers tend to feel the same way. After all, they are normal consumers with their individual shopping habits and routines. Therefore, B2B e-commerce platforms should offer a comparable shopping experience to B2C stores.

However, B2B portals are much more complex, as they have to map sophisticated ordering processes and numerous items, most of which can be configured extensively. For this reason, the development of an efficient B2B e-commerce system must take into account completely different aspects and functionalities than a classic online store.


Personalization is one of the most important topics of our time in e-commerce. Due to its high importance, we have examined the topic of "personalization" from all sides and summarized the results in an e-book series.

B2B Features

Features of a modern B2B e-commerce platform include:

  • Personalization of the user panel
  • Flexible pricing
  • Customized advertising
  • Creation of quotation requests
  • One company account with multiple users
  • Account management
  • PunchOut (OCI)
  • Automated workflows
  • Multiple purchase lists & shopping carts
  • Recurring purchases
  • Advanced product search
  • Saving product configurations
  • Collection of product content
  • Configure, Price, Quote (CPQ)
  • Self-Service
  • Suitable communication channels
  • Choosing the right IT partner

You can find precise details on these functions in our e-book “B2B Commerce – More than just an online store”.

Our Approach

For all these mentioned requirements, you need to equip your e-commerce platform with a set of sophisticated tools that allow you to do much more than just place an order. Many B2B-specific functionalities are not available out of the box.

They need to be developed or implemented individually. However, this is not a problem, as individual features can be developed independently of the system. This is a hybrid architecture approach, which we generally recommend. We would be happy to clarify in a personal meeting whether it is suitable for your company.

AI in B2B E-Commerce

With artificial intelligence, you can achieve a lot in B2B e-commerce. The savings achieved through automated processes are particularly popular. Many companies have also been able to increase conversion or improve personalization with AI. We have summarized many insights and application examples for you in our booklet.

AI in B2B E-Commerce

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No matter what digital challenge you are facing, we will support you. With various specialists in our team and our network of experts, we find the right solution for every problem.

IT Consulting

Fresh ideas and in-depth know-how for your business

Challenging times demand adequate and flexible solutions. The range is huge. The right solution can be found or developed for every company and every problem.


Digital solutions that meet all requirements

Our project managers stand for the optimal fulfillment of the requirements from the areas of business, user, and technology.


We develop innovative solutions

We provide complete development teams on our own responsibility or complement existing teams with our expertise.

User Experience

We create customer experiences that inspire

We focus on the user in order to create a stunning customer experience.
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