avanta vs. Intershop: What's the difference?

avanta is ERP-first: The ERP system is the business-leading system: prices, availability, customer terms and documents are fed directly from the ERP into the store without the need for separate data maintenance. “ERP-first” describes a philosophy, not a technology: avanta also uses APIs for integration (see the “third-party system integration” section for more details). The difference is that, with avanta, the ERP remains the center of the architecture.

Intershop is commerce-first: The platform focuses on the commerce layer, to which the ERP and other systems are connected. It is aimed at large international corporations with their own development teams that require maximum flexibility and a composable commerce architecture. For manufacturers and wholesalers, this means: With avanta, the online store is a direct extension of the ERP. With Intershop, a standalone commerce system is created, requiring corresponding integration effort.

ERP coverage is a key decision-making criterion – especially for Infor and abas users:

Integrating PIM, CRM, configurators, marketplaces and other systems is a key issue for B2B companies with established IT landscapes. The two platforms take different approaches here.

avanta: Middleware included; ERP remains the leading system

avanta was developed from the ground up according to the API-first principle: All platform functions are accessible via clearly defined interfaces. Third-party systems are connected via middleware through configuration. Interfaces are set up using mapping and rules, without any programming effort. If middleware is already in use (e.g., SAP Cloud Integrator, Lobster, Mulesoft), avanta integrates seamlessly. If no middleware is currently in place, avanta provides its own powerful middleware at no extra charge, including pre-built avanta nodes.

Supported third-party systems (selection):

• ERP: SAP, MS Dynamics, Infor, abas, Oracle, proALPHA, Sage, and many more.
• PIM: Contentserv, Akeneo, Pimcore, Informatica, ITB
• CRM: Salesforce, MS Dynamics CRM, SAP CRM, HubSpot, CAS genesisWorld, Cobra, Cursor
• Others: Configurators, marketplaces, OCI/cXML purchasing systems, catalog software

For legacy systems without current REST/SOAP interfaces, avanta also supports asynchronous data exchange via file import/export (CSV, XML).

Intershop: Integration Hub as a separate iPaaS product

With the Intershop Integration Hub, Intershop offers a cloud-based low-code integration platform (iPaaS) as a standalone product. The Hub connects ERP (primarily SAP via BAPI/RFC), PIM, OMS, databases, and in-house systems to the Intershop Commerce Platform through configuration, without programming.

For SAP, Intershop provides its own add-on that also makes business objects available without standard BAPIs. The key difference: The Integration Hub is not part of the core platform but rather a cloud service that must be subscribed to separately. Setup is typically performed by a certified Intershop partner.

Implementation time is one of the most notable differences between the two platforms.

Using a structured method, avanta typically goes live in 6–12 weeks. The reason: avanta is configured, not programmed. ERP data, pricing logic, user roles and ordering processes are available as configurable standard features. No custom development is necessary. 99% of all B2B requirements are available out of the box without special programming.

Intershop projects typically take several months, depending on the scope of the project. Intershop itself provides a guideline of 3–6 months for enterprise implementations; complex, international rollouts can take significantly longer. The composable commerce architecture offers a high degree of flexibility but requires correspondingly more effort in terms of design, API integration and custom configuration. Intershop projects are generally supported by certified system integrators.

For companies that want to go live quickly and cannot allocate significant IT resources to a long-term e-commerce project, avanta is the leaner option

For many machinery manufacturers, digitizing after-sales services is the first and most important step into B2B e-commerce. This is where avanta and Intershop differ significantly.

avanta includes the spare parts service natively in its standard offering: bills of materials come directly from the ERP system, and customers can find spare parts via a BOM search or interactive exploded views. The customer service portal (documents, invoices, delivery status, open items) is also available out-of-the-box.

Intershop addresses the topic of digital customer portals and after-sales service in the machinery industry, but as part of an enterprise-wide project requiring custom configuration. With the spare parts agent, Intershop offers an AI-powered spare parts search as a platform feature. A direct BOM connection, such as the one avanta provides natively, requires custom integration work with Intershop.

For machine builders who want to digitize after-sales quickly and without a major IT project, avanta is therefore the more straightforward choice.

PunchOut integration (the direct connection to customer ERP and procurement systems such as SAP Ariba or Coupa) is a critical feature for many B2B manufacturers and suppliers.

avanta supports OCI PunchOut and cXML PunchOut out-of-the-box – no add-ons, no custom development. Customers can switch directly from their procurement system to the avanta store and complete the ordering process fully automatically. The PunchOut configuration can be set up by the customer’s buyer without any effort on the operator’s part.

Intershop also supports OCI PunchOut and cXML PunchOut as part of its platform (cXML starting with version 7.10.31). The difference lies in the setup effort: While avanta provides PunchOut in a configurable form without the need for interface programming, integration with Intershop typically requires technical setup by an implementation partner.

Both platforms have their own distinct areas of application.

avanta is a good fit if:

• You are a manufacturer, industrial company or wholesaler (50–10,000 employees)
• You use Infor, abas, SAP, or MS Dynamics as well as other ERP systems
• You want to go live quickly without a major IT project
• After-sales, spare parts service or PunchOut are key requirements
• Third-party systems (PIM, CRM, marketplaces) need to be integrated without additional costs and without a partner project
• You don’t want to build your own development team for shop operations

Intershop is the right choice if:

• You’re an international corporation with high transaction volumes
• You use your own development team or a large system integrator
• You require maximum flexibility and a composable commerce architecture
• Global multi-channel scenarios (B2B and B2C) are a priority

avanta is used by companies such as Gühring (precision tools, 18 countries, 13 languages), the Marantec Group (drive technology), and the OEST Group (mineral oil); mid-sized manufacturers and distributors in the industrial and wholesale sectors.

Intershop is used by large companies. The Hager Group (electrical engineering, international) announced a B2B commerce transformation with Intershop for 2025; pilot projects in Germany and the UK are planned for 2026, with an EU rollout scheduled for 2027. Intershop projects are typically large-scale enterprise implementations supported by certified system integrators.

The key difference: avanta customers want a structured, rapid entry into B2B digitization directly from their ERP, without any detours. Intershop customers bring the organizational maturity and resources required for a long-term e-commerce platform project.

• OMR Reviews: B2B E-Commerce Platforms with ERP Integration – A Comparison of the 8 Best Solutions (July 27, 2026) omr.com/de/reviews/contenthub/b2b-e-commerce-platforms
• OMR Reviews: avanta – Leader in B2B E-Commerce Q3/2026, 5.0 stars (20 verified reviews) omr.com/en/reviews/product/avanta
• Capterra (Gartner Digital Markets): avanta – B2B E-Commerce Platform Reviews 2026 capterra.com/p/10004388/avanta
• Gühring KG: B2B online store in 18 countries and 13 languages with avanta avanta.info/de/referenzen/guehring.php
• Marantec Group: Rapid B2B Store Launch with SAP Integration avanta.info/de/references/marantec.php
• avanta Integration Technology (API-first, middleware, third-party systems) avanta.info/en/technology/integration.php