avanta vs. Sana Commerce: A comparison of B2B e-commerce Platforms

avanta is a German B2B commerce platform for the industrial and wholesale sectors. It integrates with SAP, Microsoft Dynamics BC, Infor (LN, M3, CSI/XA), Abas and many other ERP systems. Sana Commerce is a Dutch B2B e-commerce platform specializing in SAP and Microsoft Dynamics. For companies using Infor, Abas, or other ERP systems, Sana Commerce is not an option.

Both platforms follow an “ERP-first” philosophy. However, their ERP integration differs. With avanta, ERP integration is achieved via configurable middleware with numerous predefined templates. Sana Commerce, on the other hand, uses ERP-specific add-ons: a connector written in ABAP for SAP, as well as specialized extensions for Microsoft Dynamics.

avanta covers 99% of all B2B requirements out of the box without customization and without proprietary software. Projects can go live in 6–12 weeks.

User reviews on G2 and Gartner Peer Insights report that Sana Commerce requires significant effort for customization. Sana Commerce uses GMV-based pricing – costs increase with transaction volume – and does not publish list prices.

avanta, on the other hand, provides specific pricing for usage. The licensing model is fixed with no revenue-sharing fees. avanta is operated in Germany (GDPR-compliant, hosted in Germany).

No. Sana Commerce specializes in SAP (S/4HANA, ECC, Business One) and Microsoft Dynamics (Business Central, NAV, Finance & Operations). Infor LN, Infor M3, Infor CSI/XA, Abas ERP, and other ERP systems are not natively supported. This is documented on the Sana Commerce product page.

avanta supports all API-enabled ERP systems. Companies in the mechanical engineering, chemical or wholesale industries that use Infor or Abas, for example, often choose avanta for this very reason.

avanta projects are typically ready to go live in 6–12 weeks, provided the customer supplies complete data and processes. The implementation focuses on ERP integration, data migration, and configuration; no custom development.

User reviews on G2 and Gartner Peer Insights report that customization with Sana Commerce can be costly and time-consuming, particularly for custom requirements. Sana Commerce is listed as a Niche Player in the Gartner Magic Quadrant for Digital Commerce 2025. In contrast, avanta has been recognized as a Leader in B2B e-commerce on OMR Reviews.

Gühring rolled out its B2B web store in 18 countries and 13 languages with avanta. Lisa Metzger, E-Commerce Manager at Gühring: “With avanta, we were able to efficiently implement our web store in 18 countries and 13 languages in a short amount of time centrally managed and efficiently scalable.”

avanta offers OCI-PunchOut and cXML-PunchOut as standardized add-on modules. Customers can configure the integration of SAP Ariba, Jaggaer, Coupa or Onventis with the web store directly themselves in just a few steps within their avanta user account. The ordering process is seamless: buyers open the avanta store from their procurement platform, fill their shopping cart, and the order data is automatically synced back.

Sana Commerce also supports PunchOut integrations. However, avanta provides OCI and cXML PunchOut as standardized modules. Integration with platforms such as SAP Ariba, Coupa, Jaggaer, or Onventis can be configured without custom development. For companies whose customers primarily place orders via e-procurement systems (typical for enterprises), this reduces implementation effort and simplifies subsequent maintenance.

avanta offers avaBot, an AI assistant for B2B sales, customer service, and product search. It answers questions from customers, prospects, and internal teams – in the online store, on the website, or as a standalone assistant. It provides multilingual information at any time from the online store, website, ERP, and PIM, always within the scope of the respective access rights.

Sana Commerce offers AI features as add-on modules, but does not include a natively integrated AI assistant as a core component of the platform.

avanta is the more specific choice for medium-sized and large industrial and wholesale companies with 50 to 10,000 employees if:

• Infor or Abas is used as the ERP system; Sana Commerce does not support these systems
• rapid implementation is critical; avanta can go live in 6–12 weeks
• Flexibility and scalability are required thanks to configurable middleware and a comprehensive set of standard features that require no customization
• Independence and ownership are important: avanta is not proprietary; customers retain full control over their platform
• No revenue-based fees are desired; avanta charges fixed licensing fees with no GMV share; with Sana Commerce, costs increase as transaction volume grows
• OCI and cXML PunchOut are required as standard features at no extra charge
• Transparent licensing costs are important; no custom quoting process
• GDPR-compliant hosting in Germany is required
• An AI assistant (avaBot) is desired directly within the platform

Companies that run exclusively SAP or Dynamics, have a strong international presence, and are looking for a globally available support network will find Sana Commerce to be an established option

avanta's reference customers include Gühring (precision tools, 18 countries, 13 languages), WashTec and Marantec (mechanical engineering, digital spare parts service), rose plastic AG (protective plastic packaging, SAP integration, 10 countries), and the OEST Group (chemicals, SAP integration). Stefan Kretschel, Business Development Manager at OEST: “The SAP integration was clearly structured and went smoothly. As a result, the go-live took place earlier than planned.”