B2B industries are undergoing a massive digital transformation. According to recent studies, over 80% of B2B transactions are expected to happen digitally by 2025. The B2B eCommerce market is estimated to reach $18.97 trillion by 2028, growing at a CAGR of 19.7% from 2021. Enterprises in manufacturing, automotive, technology, and professional services are rapidly adopting digital commerce to streamline sales cycles, reduce operational costs, and enhance customer experiences.
However, the challenge lies in handling complex product configurations, legacy system integrations, and increasing customer expectations for personalized, seamless experiences. Investing in an integrated B2B commerce solution is no longer optional—it’s imperative for business growth. Adobe’s B2B Commerce suite, powered by Adobe Commerce B2B, AEM Sites, AEM Assets, and Adobe Journey Optimizer B2B, provides a scalable, AI-driven framework to help enterprises digitize orders, accelerate sales, and reduce costs.
Why digital transformation is crucial for B2B enterprises
Traditional B2B sales models rely on offline interactions, manual processes, and fragmented data systems. Digital transformation solves these pain points by:
- Accelerating the lead-to-cash cycle
- Reducing cost-to-serve by enabling self-service
- Providing personalized experiences at scale
- Expanding revenue through D2C, B2B2B, and marketplace models
- Closing more deals with AI-driven sales insights
The key pillars of B2B Commerce success
1. B2B Customer Acquisition and Onboarding
Automate customer onboarding: Leverage AI and automation to simplify the registration process, ensuring smooth customer verification and approval workflows. Reduce manual efforts and accelerate time-to-value for new clients.
Enable B2B portals: Provide self-service portals where customers can manage their accounts, set up user roles, access personalized catalogs, place bulk orders, track invoices, and review transaction history with minimal friction.
Seamless ERP and CRM integrations: Establish real-time synchronization between Adobe Commerce and enterprise systems like ERP and CRM to maintain accurate customer data, transaction history, and pricing structures for personalized experiences.
2. Personalized B2B commerce experience
Custom catalogs and pricing: Offer dynamic, customer-specific catalogs and bulk pricing models that cater to different segments, ensuring seamless procurement experiences for every business partner.
Dynamic procurement workflows: Implement configurable approval workflows that reflect real-world procurement hierarchies, enabling businesses to manage multi-tier approval processes efficiently.
AI-powered recommendations: Utilize machine learning to analyze purchase history, industry trends, and buyer behaviors to suggest relevant products and cross-sell or upsell opportunities.
3. Self-service purchasing for B2B buyers
24/7 order management: Provide an intuitive eCommerce experience where B2B buyers can place and modify orders, track shipments, request returns, and access invoices at any time.
Requisition lists and bulk ordering: Enable buyers to create and manage requisition lists for streamlined reordering and procurement, reducing time spent on repetitive purchases.
Flexible payment options: Support diverse payment methods, including corporate invoicing, credit terms, installment plans, and automated scheduled payments to align with enterprise procurement cycles.
4. Digitally enabled sales representatives
AI-driven lead prioritization: Equip sales teams with AI-powered predictive analytics to identify high-value accounts, forecast buying intent, and prioritize engagement strategies.
Data-driven sales engagement: Unify customer data across Adobe Commerce, CRM, and marketing tools to provide sales representatives with 360-degree insights into customer preferences, purchase history, and engagement metrics.
Omnichannel outreach: Enable sales teams to seamlessly interact with customers across multiple touchpoints, including personalized emails, chat, video conferencing, and in-person meetings, ensuring consistent and effective communication.
How Adobe’s integrated solution ensures B2B eCommerce success
Adobe delivers an unmatched B2B commerce experience by integrating a suite of powerful solutions that streamline operations, enhance personalization, and drive revenue growth. Here’s how Adobe’s solutions come together to empower B2B enterprises:
1. Real-time customer & account profiles
Adobe RT-CDP (Real-Time Customer Data Platform): Unifies first-party, third-party, and behavioral data from various touchpoints to create comprehensive customer profiles.
For example, a manufacturing company can leverage RT-CDP to consolidate data from its ERP, CRM, and eCommerce platform, enabling targeted promotions for distributors based on purchase frequency.
Adobe Journey Optimizer: B2B Edition: Automates personalized engagement strategies by delivering the right message at the right time.
A tech company can use Journey Optimizer to send automated follow-ups to leads based on engagement with whitepapers or product demos, nudging them toward conversion.
2. Content creation & delivery
AEM Sites: Builds high-performance B2B websites and self-service portals, ensuring seamless content management.
A global industrial equipment manufacturer can use AEM Sites to create region-specific landing pages with localized product catalogs and pricing.
AEM Assets: Centralizes digital assets like product catalogs, brochures, and videos, enabling efficient distribution across marketing and sales channels.
For example, a telecom provider can use AEM Assets to manage promotional materials for different enterprise segments and deploy them across digital channels effortlessly.
3. Seamless web & commerce experience
Adobe Commerce B2B: Provides advanced B2B functionalities like personalized pricing, contract-based purchasing, and bulk order management.
A healthcare supplier can leverage Adobe Commerce B2B to allow hospitals to create custom requisition lists and streamline procurement.
AEM Sites: Integrates with Adobe Commerce to create content-driven commerce experiences.
A consumer electronics manufacturer can utilize AEM Sites to publish product guides, specifications, and how-to content directly on product pages, enhancing the buyer’s journey.
4. Lead management & customer journey orchestration
Adobe Journey Optimizer: Enables real-time, cross-channel customer engagement.
A software solutions provider can use Journey Optimizer to nurture leads by delivering personalized content via email, SMS, and push notifications based on their interactions with the brand.
Adobe Marketo Engage: Facilitates data-driven B2B marketing campaigns by scoring leads, automating email workflows, and measuring campaign effectiveness.
For example, a logistics firm can use Marketo Engage to segment prospects based on their industry and send targeted promotions for its supply chain solutions.
5. Advanced analytics & optimization
Adobe Customer Journey Analytics: Provides deep insights into buyer behavior, sales performance, and campaign effectiveness.
A high-tech manufacturing company can use Customer Journey Analytics to track how distributors navigate its website, pinpoint drop-off points, and optimize the sales funnel for better conversions.
Example of a B2B customer journey in manufacturing
A manufacturing enterprise specializing in industrial automation equipment wants to digitize its B2B sales to improve efficiency and revenue.
Stage 1: Awareness & Research
- The buyer searches for “best industrial automation suppliers” and lands on the manufacturer’s AEM Sites-powered content hub.
- Adobe RT-CDP captures visitor data and categorizes them as a high-value prospect based on browsing behavior.
Stage 2: Consideration & Evaluation
- The buyer explores product specifications, case studies, and pricing options on the Adobe Commerce B2B portal.
- Adobe Journey Optimizer triggers an email with a downloadable whitepaper on industrial automation trends, nudging the buyer forward.
Stage 3: Procurement & Purchase
- The buyer adds products to their requisition list and submits an order, triggering an automated approval workflow.
- Adobe Marketo Engage sends a follow-up email confirming order details and estimated delivery times.
Stage 4: Post-Purchase & Retention
- The manufacturer uses Adobe Customer Journey Analytics to track product performance and buyer engagement.
- Adobe Journey Optimizer schedules an upsell campaign, recommending spare parts and maintenance services.
How Adobe B2B Commerce solution helps expand revenue & enhance sales efficiency
Adobe’s integrated solutions empower B2B businesses to:
- Sell through new channels (D2C, B2BX, marketplaces)
- Provide self-service capabilities to reduce operational costs
- Deliver personalized pricing, catalogs, and discounts
- Improve marketing ROI and sales effectiveness
- Build a scalable, best-in-class Martech stack
The bottom line
B2B enterprises need an agile, AI-powered solution to meet modern buyer expectations, digitize commerce operations, and drive sustainable growth. Adobe’s B2B Commerce solution enables businesses to transition from complex, manual processes to intelligent, automated workflows, resulting in increased sales, improved operational efficiency, and deeper customer engagement.
How Ranosys can assist as your Adobe B2B Commerce Agency
As an Adobe Commerce agency for B2B, Ranosys specializes in delivering end-to-end B2B commerce transformations. Our expertise in Adobe Commerce B2B development, AEM implementation, and Adobe Journey Optimizer ensures that your enterprise achieves seamless digital commerce experiences, personalized customer journeys, and accelerated business growth.
Let’s unlock the full potential of Adobe B2B Commerce—connect with our experts today!
