An essential starter guide for composable commerce catering to B2B digital newcomers

Is your B2B business a new kid on the digital block? Here’s why composable commerce gives you a competitive advantage

Manuela Tchoe
Manuela Tchoe
Senior Content Writer, commercetools
Published 23 April 2024
Estimated reading time minutes

Our new white paper The Starter Guide for B2B Digital Commerce uncovers how new-to-digital B2B businesses can embrace composable technology from the get-go to leapfrog competitors and maximize competitiveness. Here, get a glimpse of this essential guide.

An essential starter guide for composable commerce catering to B2B digital newcomers

It’s no secret that the B2B sector is unequivocally moving toward digital commerce — Gartner predicts that 80% of B2B sales interactions between suppliers and buyers will occur in digital channels by 2025. However, while manufacturers, distributors and wholesalers have embraced eCommerce capabilities, many companies still lag behind in digitization. If your company meets this profile, you’re certainly not alone

Scores of organizations remain hesitant to invest in digitizing buying experiences. Regardless of the reasons for such reluctance — failed eCommerce initiatives, fear of losing jobs, change management challenges or senior management’s lack of understanding of business benefits — the undeniable truth is that your company loses competitiveness with each passing day by failing to address the expectations of business customers.   

And therein lies the heart of the real opportunity: Modernizing commerce is all about meeting the expectations of B2B buyers. As consumers, they experience outstanding shopping journeys, convenient and user-friendly brand interactions, and even omnichannel engagement. It’s only natural that they’d value the same consumer buying principles when they buy on behalf of their employers. Simply put, when businesses can meet those expectations, the higher the chances of converting more sales and increasing the bottom line. 

Despite the clear need to invest in digital, B2B businesses have one trait in common when it comes to commerce: Complexity. Managing multi-tiered distribution channels, cross-border transactions, supply chain issues and catering to customer-specific demands remains a challenge. Many organizations have implemented all-in-one software or built homegrown solutions in the hopes of abstracting complexity in commerce, only to learn that those massive and often feature-rich solutions aren’t flexible, agile or adaptable enough in a rapidly changing environment.

While early movers in B2B digital commerce have gained market share and brand recognition, many of these are struggling today with the challenges posed by legacy platforms (whether third-party or homegrown), such as the inability to support growth initiatives, meet customer expectations or improve internal efficiency. As a matter of fact, a staggering 60% of B2B executives plan to find new eCommerce platforms as their outdated infrastructure keeps holding them back. 

This is where composable commerce comes in. 

Minimizing B2B complexity with composable

As a new kid on the digital block, you have the opportunity to embrace composable commerce at the start of your digitization efforts to maximize competitiveness. This flexible and scalable approach enables you to start with eCommerce on your own terms, free from the constraints of all-in-one solutions or hard-to-maintain homegrown stacks. Moreover, you can avoid the pitfalls other companies have made during their digital transformation processes, which can help you shape the strategy and roadmap of what works best for your company and its needs.  

Most importantly, a composable approach helps B2B firms minimize complexity because it’s easier to:

  • Tap into the power of best-of-breed applications as integrations are plug-and-play. 
  • Leverage low-/no-code commerce solutions for business practitioners. 
  • Deploy components incrementally, reducing the risk of large-scale implementation projects as well as accelerating time to value. 
  • Empower developers to scale tech stacks and drive innovation without the burden of proprietary technology as they can work with a tech-agnostic approach. 
By embracing API-first composable commerce, which offers modular architecture for rapid innovation, MMG [midmarket growth] B2B firms can swiftly adapt to market changes to optimize revenue generation and capitalize on emerging CX opportunities.

A practical guide to starting your composable commerce journey with commercetools

B2B digital newcomers can benefit from tried-and-tested routes to kickstart their digital journeys while accelerating time to value with the commercetools composable commerce platform. 

If your business is in the early stages of embarking on a digital commerce journey, this guide is for you. We’ll walk you through the basics of composable commerce, discuss how it can meet the needs of today’s B2B businesses and buyers, and provide actionable steps for launching your digital journey with top best practices to help leverage composable technology with commercetools to its fullest. 

Also, get to know how new-to-digital B2B organizations like Normet, Dawn Foods and Orbia Wavin have successfully implemented composable commerce from the outset, with holistic recommendations for your digital future, and much more. 

In short, discover why debuting your commerce straight away with composable will give you the tools to speed up your digital estate at a much faster pace than early movers stuck with legacy solutions.  

Ready to embrace composable commerce to kickstart your digital journey? Download The Starter Guide for B2B Digital Commerce and learn how we can support your eCommerce future. 

Manuela Tchoe
Manuela Tchoe
Senior Content Writer, commercetools

Manuela Marques Tchoe is a Content Writer at commercetools. She was a Content and Product Marketing Director at conversational commerce provider tyntec. She has written content in partnership with Facebook, Rakuten Viber and other social media platforms.

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