Knowledge Bank


B2B omnichannel strategy: Why ERP Integration is Vital

Sana Commerce

Shopping in the B2B world is feeling increasingly like shopping on B2C websites. B2B companies are on social media, they are active in digital marketing, and many of them are already offering personalised web stores. Why? Because consumers are blurring the B2C and B2B divide by expecting the same shopping experience in both their business and personal lives.

An omnichannel strategy combines multiple channels (physical locations, web stores, social media, etc.) to ensure a seamless user experience across channels, from start to finish.

Ensuring that the same data is available across all your channels is the cornerstone of a good omnichannel strategy, and integration with your ERP makes that possible. What does this look like in practice? Client details, current inventory availability, order histories and related product suggestions – all the information your sales team uses – is now available in your webstore.

In this white paper, we’re delving into what an omnichannel strategy entails for a B2B business, why it’s so vital, and how your business can develop its own omnichannel strategy.

Sana Commerce offers integrated e-commerce with Microsoft Dynamics & SAP ERP systems.

We would like to communicate with you regarding the products and services of our Marketing & Creative brands, that may be of interest to you. As well as Marketing Week, these brands include Creative Review, Design Week and the Festival of Marketing. If you do NOT want to receive these marketing communications, please email You can update your details and marketing preferences at any time by visiting your My Account page.

  • Please complete the form below to access the report
  • Information about how we use your data.

    For details of we use the information you provide to us, please see our privacy policy

    Information about how we may share your data with the sponsor of this content. This content is being provided to you on behalf of our sponsor. By clicking 'Submit', we may make available your name, job title, company and email address to this sponsor. It is in our and our sponsors' legitimate business interests to share this data with the sponsor: it allows us to attract the most appropriate sponsor for the content and to facilitate business-to-business communication between our sponsor and you. Our sponsor may contact you about their products and services.

    Alternative means of accessing this content. If you would prefer not to have your data shared with our sponsor, please send a stamped addressed envelope to Marketing Week – Client Services, Floor M, 10 York Road, London SE1 7ND and we will send you a copy of the content. In this case we may still let the sponsor know what company you are from, but we will not provide your personal details.