Food and beverage e-commerce platform

Launch a beverage or food e-commerce website fit for your industry. Discover the benefits of Sana Commerce’s ERP e-commerce solution for your B2B or B2C business and customers.

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Food and beverage e-commerce: Challenges and opportunities

Whether you’re selling primary ingredients or end-products, from the finest wines and coffees, to frozen foods and fresh vegetables — at Sana Commerce, we have extensive experience in food and beverage e-commerce, and understand your different challenges and opportunities:

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Challenges for the food and beverage industry

  • Perishable goods and short time to market: Critical need to sell and deliver goods quickly
  • Customers that rely on you to deliver the correct products at the correct time, to ensure their own business success (yet 52% of B2B buyers in F&B still experience online order errors regularly)
  • Inventory management of limited quantities and fluctuating prices
  • Complex logistics process and supply chains
  • Regulator constraints that vary by regions
  • New competition, from Amazon, to meal-kit businesses and new D2C business models

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Trends and opportunities with selling food and drinks online

  • Reducing waste, missed orders and overhead costs through automated processes
  • Meeting customers’ expectations: 41% of B2B buyers in the food and beverage industry want to buy at least 90% of products online
  • Increasing orders by giving your customers real-time information and access to your full catalog, even outside of office hours
  • Increasing your company’s presence in new and existing markets
  • Outdoing competitors who rely on more traditional sales channels, by providing customers with a more convenient experience

Digital transformation in the food and beverage industry: don’t get left behind! Learn about the digitization of B2B food and beverage sales, your customers’ primary digital pain points, and the benefits of an automated supply chain.

Get the free F&B trends report

Sana Commerce: Increase turnover while fostering lasting customer relationships

E-commerce platform for the food and beverage industry

Looking to speed up sales, while increasing convenience and reliability for your customers? In the food and beverage industry, getting your data right on your e-commerce website is key to success. So, if you already store all your business logic and data in your ERP, it makes sense to start here. At Sana Commerce, we make your SAP or Microsoft Dynamics ERP and e-commerce work as one. This means that we can show the data and logic you’ve built in your ERP on your web store in real time, without duplication or manual synchronization.

Our solution leads to increased efficiency as well as cost-savings for your company, while at the same time helping you foster lasting customer relationships through the following 3 key benefits:

Total customer convenience

Empower your customers with personalized self-service in an easy-to-use web store — even outside of office hours, when your catering and hospitality customers are still at work — with such features as:

  • Hyper-personalized web store: Customer-specific pricing, invoices, shipment status, online and offline order history, and more personalization are all available out of the box.
  • Order templates: Customers can create order templates to easily add recurring orders straight into their shopping baskets.
  • Price per UoM: Help customers make comparisons quickly, by showing both price per item and per unit of measurement (UoM).
  • F&B filters: Filter all your products according to attributes set in your ERP, from alcohol percentage to organic or gluten free.
  • Account managers: This allows, for example, chefs to enter their own orders in the e-commerce platform, while managers only need to approve them.
  • Documentation portal: Give customers transparency over ingredients, cooking instructions, allergens and food origins.

Reliability without compromise

Eliminate delays, errors and waste for an online experience your customers can always rely on, including:

  • Real-time inventory information: Your web store lets you sell products as soon as they are available in the ERP, according to any set (customer-specific) minimum or maximum order quantities.
  • Accurate pricing: From customer-specific prices to seasonal fluctuations, the complex pricing structures built in your ERP is translated into the online sales environment.
  • Correct delivery information: From shipment dates and charges, to delivery cut-off times and departure date tracking, all information is retrieved from the ERP.
  • Integration of packaging management: Avoid surprising customers with unexpected fees: display the packaging information and price from your ERP system directly in the sales portal.
  • Elimination of errors and delays: Thanks to ERP and e-commerce working as one, the automated order process leaves no room for human error and speeds up the sales process.

Constant evolution

Quickly and easily adapt your business to meet and exceed your F&B customers’ evolving expectations:

  • Fast go-to-market: Easily add product lines to react to new trends and seasonal demands, or to expand your product offering.
  • Add new B2C or B2B web stores: Quickly launch separate portals to reach new markets, all managed from a single tool.
  • Adapt to changing regional legislation: Once you make the change in your ERP, the same logic will be immediately applied to your e-commerce website(s) without disruption.

… And more!

See our platform in action

Sana Commerce’s real-time integration with Microsoft Dynamics AX ensures that all complex price structures and customer data are seamlessly integrated on our web store. Each customer has their own experience on the e-commerce website.
Jessica Stam | Online Marketeer Existing Business at Selecta Netherlands
We have two separate web stores [integrated with] Microsoft Dynamics NAV. Consumers can easily order food in the B2C environment, and there is a separate [B2B] portal for retailers' orders. This allows Kippie to tailor the portal to each segment’s different needs.
Sanne Hofman | Responsible for E-Commerce at Kippie
We are really happy we chose Sana as our e-commerce software supplier. Our customers are really happy with the web store and we present ourselves as a young and modern company.
Carl van Goethem | Director of Bierhandel de Wilde
Sana Commerce stood out because of how it’s layered on top of our Microsoft Dynamics ERP, to the point that it’s almost part of Dynamics AX. [Getting the right data to our web store] doesn’t require a push; it’s calling directly into our ERP. That, and the pricing made sense, so Sana Commerce was the right fit for us.
Bryan Belanger | VP of Technology at Ideal Protein

E-commerce for the food, beverage and catering industry

Learn more about how Sana Commerce’s e-commerce platform can help your F&B business increase turnover and efficiency, while fostering lasting relationships with customers who depend on you.

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Case study


Discover how Selecta Netherlands saw a 100% increase in online orders and improved customer convenience.

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Want to discuss your specific food and beverage e-commerce website requirements?

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