E-Commerce im B2B

06/24/2021 MHPDeepDive

Integrated platforms as a factor for success

Click, click and it's ordered: Never before have so many people around the world bought goods on the Internet. Things have also been happening in B2B business. According to a 2019 survey carried out by the institute ibi Research at the University of Regensburg, 82 per cent of the 165 B2B companies surveyed sell on the Internet – every fifth one of them generates over 50 per cent of their turnover online. With the digital sales channels, closed online platforms/shops for customers and open online shops will play the most important role in the next five years. At present there are still significant differences regarding the attractiveness and usability of the online sales channels. Exceptional customer journeys, for example, tend to be taken less into account and are therefore not yet very common. The reason for this is, among other things, that many technical and organizational hurdles need to be overcome. The products are often complex and need explanation, and must be portrayed differently for the online trade.

In order to offer an outstanding customer experience also in B2B business, and thus to stand out from the competition, companies should set up an integrative order platform consisting of a modern ordering solution (e.g. based on SAP CX) with individualized and reliable configuration, visualization and advice, intelligent ordering, as well as the right payment function. The platform bundles all the steps of a customer experience, connects online and offline channels with each other, for example the order platform, the customer call center or the physical pick-up point, and makes possible a 360-degree view of the customers at all times. Analyses are also important in order to continually optimize customer journeys and to submit individual offers - also in After Sales. We at MHP go one step further and integrate immersive technologies, such as intelligent virtual and augmented reality applications, in order to create new content-based, end-to-end sales platforms. MHP has developed a smart commerce model, with which platforms can be scaled to the different requirements and demands of companies in B2B.

In our MHPDeepDive "E-Commerce in B2B", we will present examples of a B2B customer journey from two perspectives. We will first consider the customer journey from the customers' point of view and highlight the benefits on the basis of a scenario in which we have also used immersive technologies. In addition, we will consider the customer journey from the company perspective – we will examine the platform and its components more closely and describe in detail the benefits that result for you. On the basis of our smart commerce model and best practices, we will explain how our platform can be implemented also for you in B2B business.

What awaits you in our MHPDeepDive:

  • Together we will consider the B2B customer journey from the customer and the company perspective, and explain why an integrative platform makes sense.
  • On the basis of our smart commerce model and best practices, we will show how our platform can be successfully introduced for different sectors.
  • Find out, on the basis of a scenario, how customer experiences in B2B business can be improved using immersive technologies.


  • Bastian Lechermann
    Manager, Customer Experience, MHP


Beginn: 11:00 (CET)
Ende: 11:30 (CET)

Language: German