Michelle Reece, Director at ABS Limited, shares her insights about why many B2B companies are sitting on a goldmine they don’t even realise. While they struggle with duplicate data entry, inventory chaos and orders falling through the cracks, their ERP system already contains everything needed for seamless online commerce. Yet, this disconnect between websites and back-office systems is avoidable.
The conversation always starts the same way. Business owners want to sell online, but they’re concerned about it creating chaos in their back office. Working with companies like drinks wholesaler AFT Drinks and others, we’ve seen how ERP and business-to-business (B2B) commerce integration can turn into a competitive advantage, once they understand the value an ERP integration can deliver.
Delivering measurable benefits and growth
For aftdrinks.com, we delivered a tailored integration between their ecommerce platform and their ERP system to streamline and automate the order process for their key customer accounts. Prior to the integration, orders were manually transcribed between systems, which was time-consuming and prone to human error.
By creating a seamless connection between the online storefront and the back-office ERP, sales orders now flow automatically into the client’s central business system; eliminating duplicated effort and ensuring data consistency. This real-time syncing of orders, inventory and customer information has enabled AFT to operate with a single source of truth, dramatically reducing the workload associated with manual order management and the risk of mistakes that often accompany disparate systems.
The benefits of this integration have been significant. AFT reports a huge reduction in administrative hours previously spent on manual entry, allowing staff to focus on higher-value tasks and improving overall operational efficiency. Order accuracy has markedly improved as a result of automation, leading to fewer fulfilment issues and better customer satisfaction.
Beyond these core improvements, the project has brought enhanced visibility across sales and inventory data, giving the business greater control and insight into customer demand and stock levels. This integration exemplifies how connecting ecommerce platforms with ERP systems can deliver measurable operational benefits and support scalable growth.
Not simple shopping carts
When we talk about B2B commerce, we’re not discussing simple shopping carts. B2B buyers need access to their negotiated pricing, order history and account-specific product catalogues. This is where ERP integration becomes essential. Unlike consumer e-commerce, B2B transactions require complex business logic that already exists within your ERP system.
We often see companies that are manually processing online orders. Their sales team receive orders through their website, then manually enter them into their ERP system. Not only is this process time-consuming and inefficient, but it introduces errors and delays. By creating a direct integration, between a B2B portal or website and the ERP system, these challenges can be eliminated.
The transformation is often immediate. Orders placed online can flow directly into the ERP as sales orders, complete with customer-specific pricing, payment terms and shipping preferences. The website essentially becomes an extension of a company’s ERP system, not a separate entity requiring constant synchronisation.
Beyond basic ordering
Modern B2B commerce isn’t just online ordering, it’s a complete customer experience. Through portal functionality, customers can have direct access to the information they need, when they need it. Instead of calling for order status updates or requesting copy invoices, buyers can log into their portal and access this information independently.
This self-service approach transforms the customer experience while dramatically reducing the administrative burden on internal teams. One client told me they had an employee working almost full-time just to send out shipping documents. That’s a person’s entire work week freed up for more strategic activities.
The portal approach works particularly well for established B2B relationships. Unlike traditional ecommerce sites designed for browsing and discovery, these portals cater to customers who already know what they need. They understand your product codes, they have established ordering patterns, and they just need an efficient way to conduct business with you.
Single source of truth
B2B commerce often involves complexities that consumer sites never encounter. We’re dealing with negotiated contracts, warranties, volume discounts, blanket orders and intricate approval workflows. An ERP system already manages these complexities, the challenge is exposing this functionality through your commerce platform.
For instance, when implementing a solution for a manufacturing client, we needed to handle their complex pricing matrix. Different customers had different pricing tiers, some had contract prices for specific items, and others received volume-based discounts.
Rather than trying to replicate this logic in a separate commerce platform, businesses can leverage the ERP’s existing pricing engine. The commerce site simply queries the ERP in real time for the correct price based on the customer and products selected.
This approach extends to inventory management, credit limits and payment processing. The ERP remains the single source of truth, ensuring data consistency across all channels.
The implementation reality
Starting a B2B commerce initiative doesn’t require a complete digital transformation. The most successful implementations often begin with basic functionality and expand based on actual customer needs. Start by providing visibility into order status and history, then gradually add capabilities like online ordering and account management.
The key is ensuring your commerce platform and ERP speak the same language. This might involve API integrations, middleware solutions or native portal functionality within your ERP system. The technical approach varies, but the goal remains constant: creating a unified experience that leverages your existing business logic and data.
As B2B buyers increasingly expect consumer-grade digital experiences, making the integration between commerce and ERP becomes even more critical. We’re not just building websites; we’re creating comprehensive digital ecosystems that streamline operations while enhancing customer relationships. The businesses that recognise and act on this opportunity will have a significant competitive advantage in the evolving B2B landscape.
Michelle Reece is Director at ABS Limited. For more information visit: abslimited.co.uk