Introducing a B2B eCommerce experience for an existing customer base
Many B2B companies have built their operations around complex systems that store customer data, pricing, and product information in different databases.
When these companies want to add online ordering, they usually face a painful choice: either move all their data to a new eCommerce system, or build complicated connections between their existing databases and the new system.
But there’s a simpler way.
Since Spree Commerce is built on Ruby on Rails, it can directly connect to your existing databases thanks to Rails’ built-in multiple database support.
This means you can add modern online ordering without moving your data or building complex integrations – Spree simply reads and writes to your existing databases as if they were its own.
The Technical Integration Challenge
Traditional B2B operations often rely on complex IT ecosystems built over decades. These typically include:
- Enterprise Resource Planning (ERP) systems managing inventory and operations
- Customer Relationship Management (CRM) databases containing detailed client histories
- Complex product catalogs with customer-specific variations
- Sophisticated pricing structures including custom price lists
- Various payment terms and discount arrangements
- Multiple integration points with legacy systems
The prospect of integrating a new eCommerce platform into this environment can seem daunting. Common concerns include data synchronization, system performance, and maintaining existing business logic while adding new capabilities.
The Business Process Challenge
Beyond technical integration, B2B eCommerce must accommodate sophisticated business requirements:
- Organization-specific pricing and product availability
- Multi-level approval workflows for purchases
- Role-based permissions and access controls
- Complex order management processes
- Customer-specific payment terms and credit limits
- Custom catalogs and pricing structures per organization
These requirements often make standard B2C eCommerce platforms insufficient for B2B needs, while enterprise B2B solutions can be overwhelming in their complexity and cost.
The Spree Commerce Solution
Spree Commerce offers a refreshing approach to these challenges. Instead of requiring a complete system overhaul, it provides a lightweight, adaptable solution that can be seamlessly integrated into existing infrastructure. Here’s how:
Technical Integration Made Simple
Spree leverages Ruby on Rails’ multiple database support to connect directly with existing customer databases. This approach:
- Eliminates the need for complex API integrations
- Maintains data consistency across systems
- Reduces implementation time and cost
- Minimizes risk of data synchronization issues
- Allows for gradual feature rollout
Business Process Alignment
The platform provides built-in support for B2B-specific requirements:
- Customer-specific pricing and catalog management
- Robust role and permission systems
- Configurable approval workflows
- Integration with existing business rules
- Flexible payment terms handling
Success in Action: The 3form Story
A prime example of successful B2B eCommerce integration is 3form, a leading architectural materials manufacturer. Their implementation of Spree Commerce demonstrates how companies can modernize their sales channels while maintaining existing business processes.
3form achieved:
- Seamless integration with their existing customer database
- Preservation of complex pricing structures
- Implementation of sophisticated product sample ordering
- Maintenance of customer-specific catalogs and pricing
- Improved customer satisfaction through self-service capabilities
Key Takeaways
The transition to B2B eCommerce doesn’t have to be disruptive. With the right approach and technology:
- Existing IT investments can be preserved and enhanced
- Business processes can be digitized without being reinvented
- Customer relationships can be strengthened through improved service
- Implementation can be iterative and manageable
The key is choosing a solution that adapts to your business, rather than forcing your business to adapt to the solution. Spree Commerce’s approach demonstrates that B2B eCommerce integration can be both powerful and practical.
With proper planning and the right technology partner, B2B companies can embrace digital commerce while maintaining the complex relationships and processes that drive their business success.
