B2B buying has gone fully hybrid. A McKinsey Pulse study shows buyers split their journey almost evenly across in-person, remote and digital self-service channels, the now-famous “rule of thirds”. Those same buyers touch about 10 channels in a typical deal. Gartner predicts that by 2025, 80 % of all supplier-buyer interactions will happen online.
So winning (and keeping) customers is less about discounting and more about delivering a buying experience that is friction-free, transparent and proactive. Here are four practical moves you can make this quarter.
Table of contents
1 | Let customers hop between channels seamlessly
What to do
Make your ERP-connected web store the hub of every interaction. Whether a customer starts with an inside-sales call, a mobile re-order on the shop floor, or a face-to-face visit, prices, inventory and order history should stay perfectly in sync.
Why it works
Buyers expect to switch channels without losing context.
Expose negotiated pricing and real-time stock from your ERP directly on product pages. A native integration (versus nightly batch syncs) avoids “out-of-stock” surprises during checkout.
2 | Make self-service empowering, not isolating
What to do
Give buyers the tools to research, configure and place orders on their own, but leave a clear escape hatch to a human when things get complex.
Why it works
75 % of B2B buyers prefer a rep-free experience, yet 43 % regret purchases made entirely on their own.
85 % of buyers hit barriers because of inaccurate data
75 % will switch suppliers for a smoother, more reliable experience.
They also expect basics such as automated delivery tracking (52%) and accurate custom pricing (64%) baked into the portal.
Quick win
Push carrier-tracking links from the ERP straight into the customer’s account page and send status updates automatically, no ticket required.
4 | Anticipate the reorder (and the next problem to solve)
What to do
Use order-history data to prompt replenishment at the right moment, suggest compatible products, or schedule service parts before downtime hits.
Why it works
79 % of B2B buyers prefer to place repeat orders online.
Recurring orders and subscriptions are now flagged as a top growth lever in B2B e-commerce trend reports.
Quick win
Set up automated “Quick Order” lists that pre-fill the last purchase and let the buyer adjust quantities with one click. Tie those lists to intelligent reminders based on previous consumption rates.
The backbone: ERP-integrated commerce
All four tips rely on trustworthy, real-time data. A Forrester-backed study of ERP-integrated stores found:
63 % say the single-stack approach is easier to maintain,
60 % report greater agility, and
51 % highlight one central source of truth for customers and staff alike.
When your web store is fed directly by the ERP, you eliminate manual re-keying, pricing mismatches and “where’s my order?” calls—freeing sales teams to focus on consultative work instead of firefighting.
Takeaway checklist
Aim for omnichannel consistency. Start by syncing your ERP data (stock, pricing, order history) across every sales touchpoint. You’ll know it’s working when customer service gets fewer “where’s my order?” calls.
Empower customers with self-service. Roll out tools like configurators and live chat so buyers can research and purchase on their own. Track progress by watching digital orders rise as a share of total sales.
Commit to radical transparency. Surface real-time inventory, custom pricing, and shipment tracking right on the portal. If cart-abandonment rates fall, you’re on the right track.
Make reordering effortless and proactive. Use purchase history to send timely reminders or pre-filled quick-order lists. The key success metric is a higher repeat-order rate and steadier recurring revenue.
When your web store is fed directly by the ERP, you eliminate manual re-keying, pricing mismatches and “where’s my order?” calls—freeing sales teams to focus on consultative work instead of firefighting.
Ready to see it in action?
If you’d like a quick walkthrough of how Sana Commerce Cloud surfaces ERP data to deliver these experiences, let us know.
