What is a B2B commerce platform – and why online stores aren't enough
Many companies launch their digital sales strategy with a traditional B2B online store. Products are displayed online, and orders are taken digitally – at first, this seems sufficient. But when it comes to customized pricing, complex approval processes, ERP integration, or industry-specific requirements, traditional online store approaches reach their limits.
The reason is simple: A B2B store represents a sales channel. A B2B commerce platform represents business processes.
Definition: What is a B2B commerce platform?
A B2B commerce platform is a digital platform that maps all relevant business processes between companies and is tightly integrated with existing systems such as ERP, PIM, or e-procurement solutions. It goes well beyond the functions of a traditional online store and maps purchasing, sales, service, and after-sales as a cohesive system.
In B2B e-commerce, a platform therefore includes, among other things:
- customer-specific prices and product ranges
- role-based access and approvals
- ERP-integrated ordering and document processes
- punchout scenarios and automation
- digital service and spare parts processes
A platform is not limited to a single channel but connects the online store, customer portal, mobile applications, and ERP systems into a consistent end-to-end process.
Why traditional (B2B) online stores aren't enough
1. Lack of ERP system management
Traditional online stores are often structured around the store itself. Prices, availability, and customer rights are managed within the store and only partially synchronized with the ERP system. This leads to:
- redundant data maintenance
- inconsistent prices
- increased maintenance effort
Modern B2B commerce platforms, on the other hand, adopt an “ERP-first” approach, in which the ERP remains the leading system.
2. Limited representation of complex processes
B2B business processes are rarely linear. Typical examples include:
- multi-step approvals
- different roles (purchasing, engineering, accounting)
- customer-specific terms
- quotation and document processes
These requirements are difficult or impossible to map using traditional e-commerce logic. Platforms integrate specific functions for this purpose, such as role and permission management, approval workflows, and document management.
3. No cross-application scaling
An online store is usually focused on the ordering process. In practice, however, companies need additional applications:
- Customer portal for self-service
- PunchOut integrations with ERP and e-procurement systems
- Mobile ordering apps
- AI-powered search and recommendations
- Spare parts and after-sales services
A B2B commerce platform like avanta integrates these applications in a modular and consistent manner.
The role of functions over features
In the B2B environment, it is not the number of features that matters, but rather the depth and integration of functions. Key platform functions include:
- Variant management for complex products
- customer-specific pricing and product assortment logic
- Approval and authorization models
- ERP-integrated ordering and document processes
These functions form the foundation for scalable applications across various industries – from mechanical engineering to the chemical industry.
Industry Outlook: Why Platforms Are Indispensable
The more complex products and processes become, the clearer the difference between a store and a platform becomes:
- Chemical industry: regulatory requirements, batch and safety data
- Mechanical engineering: spare parts service, assemblies, variants
- Standard parts & tooling: wide variety of items, automation
- Packaging industry: Custom configurations and units
In all of these industries, a standalone shop solution is not sufficient to map processes efficiently and sustainably in a digital environment.
Conclusion: think in terms of platforms, not channels
A B2B store is a first step into digital sales. A B2B commerce platform is essential for:
- scalable processes
- consistent ERP integration
- long-term scalability
- authentic digital customer experiences
Companies that take a strategic approach to B2B commerce should therefore not ask:
“What kind of online store do we need?” but rather
“Which platform sustainably maps our business processes?”
avanta – the B2B commerce platform
avanta is designed specifically for the platform approach described here. As an ERP-first B2B commerce platform, avanta combines modular applications, integrated processes, and industry-specific requirements into a single, end-to-end system. This enables B2B business processes to be digitally mapped in a holistic manner – far beyond the capabilities of traditional online stores.