B2B eCommerce Portal

The buying day no longer ends when sales visits do. A consumer goods and distribution company launched a 24/7 self-service B2B eCommerce portal, integrated with SAP and Salesforce, so business customers can purchase autonomously and access a more personalized commercial experience.
Business customer and distribution employee complete an early-morning handoff among pallets of consumer goods at an active distribution center.
24/7 access
Always-on B2B commerce channel live
Purchase autonomy
Self-service across the buying journey
Connected core
SAP, Salesforce and eCommerce integrated
Personalized reach
Broader product access and tailored experiences
Independent store owner checks a new assortment of consumer goods on a smartphone while a delivery worker unloads cartons in the shop’s receiving area.
From sales visits to an always-on B2B commerce channel

A phased omnichannel roadmap connected customer needs, portal design and core commercial systems. The result is a digital channel that places more of the purchasing journey in the customer’s hands while giving the company a more connected basis for commercial interactions.

B2B buying was tied to the sales representative, leaving customers without a self-service route and the company without a connected view across commerce, ERP and CRM.
目的
The initiative set out to open new B2B sales channels through digital commerce, strengthen the customer experience and establish an omnichannel sales model. The ambition was to give business customers greater control over when and how they buy, while connecting the data and systems needed to support more relevant commercial interactions.
機会
Business customers wanted to buy on their own terms, at any time. That created an opportunity to move beyond sales visits as the primary route to purchase, expand access to the product portfolio and use connected customer data to make each interaction more informed and more personal.
B2B buying tied to the sales representative

The company needed to create a self-service route to market while joining up the systems, customer insight and operating choices required for a coherent omnichannel experience.

主な課題
Independent shop owner waits by the phone with a paper product catalogue and order sheet, illustrating reliance on assisted B2B sales.
1: Dependence on assisted sales
Business customers had no self-service purchasing channel and remained dependent on sales-representative availability.
Warehouse employee reconciles printed orders, barcode labels and separate computer systems beside consumer goods moving through a distribution center.
2: Disconnected commercial systems
ERP, CRM and commerce operated as separate parts of the landscape and needed to work together.
Field sales representative sorts fragmented delivery and order records beside consumer goods outside a customer storefront.
3: Fragmented customer insight
The company lacked a 360-degree view of business customers across purchasing and commercial interactions.
Commercial and operations leads review a process map while walking through the connected stages of a consumer goods distribution center.
4: Defining the omnichannel model
The initiative required a phased roadmap that could connect customer needs, buying flows and portal features.
解決策
A phased omnichannel roadmap and integrated B2B portal

NTT DATA designed the omnichannel roadmap and B2B portal, then implemented a 24/7 self-service experience supported by SAP, Salesforce and eCommerce integration.

チェックアイコン
Always-on self-service portal

Implemented a B2B eCommerce channel that allows customers to progress through purchasing journeys autonomously, 24/7.

チェックアイコン
Core-system integration

Connected SAP, Salesforce and the eCommerce platform to support a joined-up digital buying experience.

チェックアイコン
Connected customer view

Enabled a 360-degree view of business customers to support personalized commercial interactions.

チェックアイコン
Discovery and phased roadmap

Assessed customer needs and buying flows, then translated them into an omnichannel roadmap and portal feature plan.

影響
Commerce that never closes

The B2B eCommerce channel is live, giving customers an always-on route to buy autonomously, reach a broader product range and receive more personalized experiences. Integrated customer data now provides a stronger foundation for sales effectiveness. The source does not quantify adoption, revenue, conversion, productivity or customer-experience improvement.

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