What is omnichannel B2B commerce?

Omnichannel B2B commerce is an approach where a business provides customers with a connected and consistent buying experience across multiple sales and communication channels. Customers can move between channels while their account information, orders, pricing, product data, and interactions remain connected where the systems support it.

B2B omnichannel commerce can include:

• B2B ecommerce websites: Customers browse products, view account-specific pricing, and place orders online.
• Sales representatives: Buyers can receive personalized assistance and place sales-assisted orders.
• Mobile commerce: Customers can research and purchase products using smartphones or tablets.
• Marketplaces: Businesses can sell through relevant B2B or industry marketplaces.
• Email and messaging: Customers can receive product information, order updates, and support.
• Physical locations: Where applicable, buyers can interact with stores, showrooms, warehouses, or sales offices.
• Customer service: Support teams can access relevant customer and order information across connected channels.

For example, a business buyer might discover a product online, discuss requirements with a sales representative, place the order through the ecommerce portal, and later track the shipment through a mobile device.

The key difference from simply having multiple channels is integration. Omnichannel B2B commerce aims to connect channels and provide a unified customer experience rather than treating each channel as a separate operation.