Why updates in B2B stores can be so expensive. And how to avoid that.
In many companies, it’s the same story every time: As soon as an update to the B2B store is due, effort and costs skyrocket. Many of my contacts report costs per update running into the tens of thousands of euros. What should really be routine feels, financially speaking, almost like a second project. Why is that? And above all: Is this really necessary? The short answer: No. The long answer explains why it often happens anyway and how B2B companies can avoid this trap.
1. The fundamental problem: many B2B stores are actually B2C systems
Most e-commerce platforms were historically built for retail / B2C. The B2B sector, on the other hand, is a whole different world:
- customer-specific prices
- customized product ranges
- complex ordering logic
- Roles & Permissions
- Invoices, delivery dates, master orders
- OCI / Punchout / cXML
- ERP Dominance
A B2C system can’t do this out of the box. So it gets “retrofitted.” With customization. Lots of customization. And this is exactly where the update dilemma begins.
2. Customization makes every update expensive
Every custom adjustment is a deviation from the standard. And every deviation must be checked during the update:
- Does all custom logic still work?
- Do the extensions/plugins still work properly?
- Does the customization conflict with changes in the core?
- Do interfaces need to be retested?
- Do pricing logic, shopping carts, and permissions still work?
- Do extensions have side effects on other modules?
The more custom code there is in the system, the more expensive, risky, and time-consuming each update becomes. Many companies don’t realize until years later that their online store is, in fact, no longer updatable.
3. Once it's installed, it's installed
Another classic problem: The store was “messed up.” That means:
- too many custom logic
- plugins that interfere with each other
- extensions that make deep changes to the system
- Lack of encapsulation
- Dependencies throughout the system
"Locked in" means you can't make any changes without breaking something else. This turns updates into open-heart surgery.
4. Testing costs are skyrocketing
B2B processes are testing nightmares. Why? Because they aren't limited to the front end:
- ERP processes must be tested
- Inventory, prices, and availability must be correct
- Punchout/OCI scenarios must work
- Customer-specific product assortments and terms must be correct
- Documents must flow seamlessly
Therefore, every update must be tested just as it would be during a go-live. This is time-consuming and therefore costly.
5. The better approach: B2B as the standard rather than B2C with add-ons
The key difference lies not in the technology, but in the approach:
B2C system → retrofitting for B2B requirements = expensive, complex, difficult to update
B2B system → B2B requirements built in as standard = stable updates, predictable costs, low risk
A platform that natively understands B2B requires far less custom logic. Because it handles processes such as:
- customer-specific prices
- ERP documents • Punchout
- Roles & permissions
- B2B workflows
- service functions
already included in the standard system. Less customization = less risk = lower costs.
6. Updates can be uneventful. Really.
If a system has a modular design, includes B2B processes out of the box, and allows for clearly separated extensions, then updates are:
- quick
- predictable
- stable
- cost-effective
- low-risk
That’s how it should be. And that’s exactly how it is—provided the technical foundation is right.
Bottom line: expensive updates aren't a given
They are the result of choosing the wrong system, excessive customization, and a lack of standardization. The good news: Companies can break free from this vicious cycle. By using platforms that truly understand B2B and don’t require you to “tinker around” just to map out basic sales or service processes. Then an update will once again become what it’s supposed to be: routine. Not a drama.
How to do it better
Anyone choosing a platform today should make sure that core B2B processes are already included in the standard version – without the need for expensive customization. That’s exactly the approach we take with avanta: a B2B platform that natively understands complex requirements, making updates fast, stable, and predictable. This way, an update becomes what it should be again:
a routine task rather than a risk.
Let’s work together to figure out what your B2B store should look like
Many companies know what their current system is lacking, but they don't know how modern platforms address these needs today.
The easiest way to clarity:
- Your requirements
Send us your requirements or discuss them briefly during an initial consultation. - Practical implementation
We’ll then show you how these requirements can be implemented with avanta—usually directly within the standard system. - Transparent cost overview
You’ll receive a clear breakdown of costs for usage, implementation, and integration.