Embracing Unified Commerce: The Future of B2B Software Solutions.

Table of Contents

1. Key Highlights:
2. Introduction
3. Why Unified Commerce Beats Omnichannel for B2B
4. Core Pillars of Unified Commerce Architecture
5. Core Capabilities of a Unified Commerce B2B Software
6. Shopify's Unified Commerce Approach for B2B
7. Comparing Leading Unified Commerce B2B Platforms
8. Case Studies: Unified Commerce Lessons from High-Growth Brands

Key Highlights:

• Unified commerce B2B platforms streamline operations by integrating all sales and customer data on a single system, reducing errors and increasing buyer trust.
• Businesses implementing unified commerce report measurable improvements, including higher average order values, increased buyer retention, and reduced operational costs.
• Core capabilities essential for unified commerce include real-time data synchronization, tailored pricing structures, and embedded payment solutions that cater to diverse buyer needs.

Introduction

The complexities of managing multiple commerce systems can erode a business's efficiency, leading to bottlenecks in sales, broken customer trust, and revenue loss. In a fast-paced digital marketplace, businesses that do not align their e-commerce and traditional point-of-sale operations risk missed opportunities and a diminished customer experience. The shift toward unified commerce B2B software solutions addresses these challenges by consolidating critical business functions into a single, cohesive framework. This streamlining enhances accuracy, facilitates real-time data updates, and ultimately delivers tangible benefits in the form of increased sales and customer loyalty.

What distinguishes unified commerce from traditional omnichannel approaches is its ability to eliminate silos in data management. By placing every product, customer order, and contract within a unified system, businesses can deliver more reliable experiences for their buyers. This article delves into the workings of unified commerce, its core capabilities, and how brands leverage this approach to enhance operational efficiency.

Why Unified Commerce Beats Omnichannel for B2B

While omnichannel strategies have gained traction in providing a seamless customer experience across various touchpoints, they often fall short in terms of backend integration. Many businesses find themselves caught between multiple systems, requiring tedious manual reconciliations to ensure data aligns across platforms.

A unified commerce solution inherently advances beyond this limitation by processing all customer interactions—whether via e-commerce platforms, marketplaces, or in-person sales—using a single data model. This integration allows for fewer touchpoints, clearer analytics, and a standardized customer experience, leading to enhanced trust and higher transaction volumes.

The New Baseline for B2B Buyer Expectations

The onset of the COVID-19 pandemic has redefined buyer preferences. Today's B2B buyers demand a fluid shopping experience, oscillating seamlessly between in-person interactions, remote engagements, and robust digital self-service options. According to a McKinsey survey, one-third of buyers value face-to-face interactions, another third lean towards remote setups, and the remaining third prefer complete digital control over their purchases.

Moreover, digital self-service is on an upward trajectory; Forrester predicts that by 2025, over 50% of B2B deals worth $1 million or more will be closed through digital self-service channels. Such preferences necessitate real-time data availability and personalized experiences, reinforcing the case for unified commerce systems that ensure accuracy in pricing, inventory, and delivery estimates.

Impact on Average Order Value, Buyer Value, and Service Costs

Investing in a unified commerce strategy not only simplifies operations but also enhances an organization's overall financial performance. Businesses that align their operational data unlock numerous financial benefits:

• Higher Average Order Value (AOV): Brands operating on unified platforms, like Shopify, have reported an average increase of 8.9% in gross merchandise value (GMV).
• Stronger Buyer Value: B2B merchants using Shopify saw up to a 53% rise in GMV per buyer in their first year, driven largely by consistent pricing and real-time inventory updates.
• Reduced Operating Costs: Independent studies suggest Shopify’s total cost of ownership (TCO) is up to 36% lower than its competitors, highlighting the financial efficiency of unified systems.

Core Pillars of Unified Commerce Architecture

To build a robust unified commerce infrastructure, certain key components are essential. These elements work in tandem to create a seamless experience for both users and businesses:

Unified Data Model and Single Customer View

Many legacy B2B platforms segregate various types of data across multiple systems, creating challenges with data retrieval and access. Unified commerce technology resolves this issue by consolidating all transactional records—including product details, price lists, and inventory counts—into a central data model. This "single source of truth" allows for:

• Comprehensive customer profiles encompassing all associated buyers, pricing structures, and historical purchasing data.
• Immediate updates, ensuring that sales reps and buyers always have access to the most current information.

Real-Time API Orchestration Layer

A unified commerce system’s architecture benefits significantly from an API-driven orchestration layer that facilitates instantaneous data querying and updates across all touchpoints. With advanced technologies, such as Shopify’s event-driven GraphQL and REST APIs, businesses can:

• Dynamically manage stock levels, pricing, and payments, facilitating real-time adjustments instead of relying on periodic data syncs.
• Use the same live endpoints across various platforms, meeting the increased demand for up-to-date visibility from buyers.

Embedded Payments and Tax Compliance at Scale

Integrating payments and tax calculations within a unified system simplifies the financial management process. Utilizing a singular ledger for all transactions streamlines the financial auditing process and mitigates the challenges associated with compliance:

• Automated tax calculations and compliance across multiple jurisdictions reduce the administrative burden on finance teams.
• Centralized payment processing enhances the security and reliability of transactions while supporting high volumes of processing seamlessly.

Core Capabilities of a Unified Commerce B2B Software

Beyond technological integration, unified commerce offers capabilities that significantly improve the buyer's experience and business operations:

Role-based Pricing and Approvals

Buyers require clarity and reassurance that their pricing and terms are consistent with their agreements. A unified commerce platform enables:

• Flexible pricing structures managed efficiently through one interface, allowing businesses to assign different price lists based on contract agreements or buyer roles.
• Enhanced trust as buyers see customized pricing and approval workflows tailored to their situations from their first login.

Real-Time Inventory and Order Logs

Transparent treatment of inventory establishes buyer confidence:

• Systems that provide real-time updates on stock levels reduce buyer frustration caused by stockouts or missed orders.
• Comprehensive order logs maintain a searchable history of transactions, which assists operational teams in quickly addressing any issues.

Native ERP and CRM Connectors

The seamless flow of information is critical for maintaining accurate pricing and account data:

• Integration with existing ERP and CRM systems eliminates the need for cumbersome CSV uploads and disjointed workflows, ensuring data remains current across platforms.
• With real-time data updates, stakeholders are empowered with accurate information, facilitating quicker and more informed decision-making.

Self-Service Portals for Reorders and Quotes

B2B buyers increasingly prefer the convenience of self-service options, akin to consumer shopping experiences:

• A unified commerce system enhances self-service capabilities by allowing buyers to reorder past purchases effortlessly and view tailored quotes based on previous interactions.
• High levels of user satisfaction can stem from features such as one-click reorder functionalities and instant access to account-specific pricing.

Robust Analytics and AI Demand Forecasting

Real-time analytics and predictive forecasting bolster businesses’ capability to navigate complex market dynamics:

• Unified commerce platforms collect and analyze omnichannel data, providing invaluable insights into sales trends and inventory demands.
• Businesses utilizing AI for demand forecasting can optimize stock levels without succumbing to higher carrying costs, ensuring consistent availability for buyers.

Enterprise-grade Security and Compliance

The security of sensitive customer data is paramount:

• Unified commerce platforms must comply with rigorous security standards, including PCI DSS certifications, ensuring enterprise buyers trust that their personal and financial information is safeguarded.
• Adequate security certifications allow businesses to process payments smoothly without introducing additional compliance tools.

Shopify's Unified Commerce Approach for B2B

Shopify's innovative approach to unified commerce specifically designed for B2B companies exemplifies how to effectively merge these essential capabilities.

Company Profiles, Price Lists, and Self-Serve Checkout

At the heart of Shopify's B2B solution lies the company profile feature:

• This functionality enables businesses to manage detailed buyer accounts, with multiple contacts, locations, and custom pricing structures linked seamlessly.
• When buyers log in, they are presented with relevant product listings and pricing, ensuring the shopping experience is both efficient and tailored.

One Unified Back Office

Combining e-commerce and POS operations within a single administrative framework improves the accuracy and efficiency of overall business operations:

• A unified back office eliminates template redundancy, ensuring that every transaction—regardless of point of sale—is documented in one shared inventory model.

Extensibility via Functions, Flow, and Headless APIs

The flexibility to customize B2B experiences at scale is integral for many organizations:

• Shopify provides a powerful suite of tools and integrations that empower businesses to implement bespoke logic for volume pricing, discount structures, and automated operational tasks.

Comparing Leading Unified Commerce B2B Platforms

In an increasingly competitive landscape, it’s essential to compare unified commerce solutions critically.

Shopify vs. Salesforce

Shopify's edge over Salesforce is evident in its operational efficiency and cost-effectiveness:

• Shopify's checkout system demonstrates greater conversion rates and lower long-term ownership costs, offering manufacturers a more compelling ROI.

Shopify vs. Adobe Commerce

With its robust features and quicker time to market, Shopify stands out against Adobe:

• Independent studies reveal Shopify consistently provides better pricing structures, faster site speeds, and improved user experiences.

Shopify vs. BigCommerce

Shopify's extensive app ecosystem and proven performance deliver crucial advantages:

• The platform’s built-in tools facilitate more effective B2B commerce without excess reliance on third-party solutions that could introduce complications.

Case Studies: Unified Commerce Lessons from High-Growth Brands

Several success stories illuminate the effective application of unified commerce principles.

Simon Pearce

This heritage glassmaker transitioned from multiple systems to Shopify’s unified framework:

• By streamlining operations, Simon Pearce improved inventory visibility, reduced order-processing times significantly, and enhanced overall customer satisfaction.

Tony’s Chocolonely

Faced with the challenges of a bespoke stack that incurred mounting maintenance expenses, Tony’s Chocolonely streamlined into a single platform:

• The unified system enabled faster site speed and significant growth across various markets by allowing the team to refocus on larger strategic projects rather than remediation tasks.

The Conran Shop

Recognizing inefficiencies bogging down performance, The Conran Shop migrated to Shopify's solution:

• By moving to a unified platform, they achieved incredible results, including increased online conversion rates and reduced operational costs significantly.

FAQ

What’s the difference between unified commerce and omnichannel?

Unified commerce integrates various channels on a single platform, creating a cohesive experience with a single data source; in contrast, omnichannel approaches focus on customer interactions across multiple channels while leaving data fragmented.

How long does a migration typically take?

A B2B migration to Shopify can take between three to six months, with successful transitions often completed in under 100 days.

Does unified commerce reduce total cost of ownership?

Yes, studies indicate that implementing unified commerce solutions typically results in lower overall costs due to the reduction of licenses and middleware requirements.

Can I run DTC and B2B on the same Shopify storefront?

Yes, Shopify facilitates managing separate buyer profiles that allow for customized experiences among B2B and direct-to-consumer customers within one interface.

How does unified commerce improve customer experience?

By providing buyers with real-time access to stock levels, negotiated pricing, and expected delivery timelines, unified commerce enhances the overall purchasing experience significantly.

As businesses navigate the evolving demands of B2B buyers, adopting unified commerce strategies emerges as an essential consideration. These innovations not only streamline operations and improve accuracy, but they can also lead to increased orders and customer satisfaction. Leaders within the industry stand poised to embrace a future shaped by unified approaches, ensuring they remain competitive in an increasingly digital marketplace.