his article from the Ultra Commerce Marketing Team is sponsored by our partners at ProfitOptics.

In B2B, eCommerce has historically just been a device to boost awareness and convert leads into sales. However, the modern digital organization must think bigger if they are to keep pace with the competition and increase their market share of customers.

With eCommerce 3.0, organizations must view their online selling through a holistic lens – no longer is digital commerce isolated to acquiring leads and selling to those leads.

Instead, the entire customer journey from Storefront to Cart to Checkout to Delivery through an omnichannel approach must be considered.

Learn more about organizational eCommerce challenges from the front lines, by professionals who’ve experienced them first hand, download our recent eBook that we partnered with ProfitOptics to produce.

Taking a narrow approach to eCommerce can create a number of challenges, including:

• Internal operations teams hamstrung by manual inefficiencies required by legacy platforms

• Poor CX from manual inefficiencies leading to lost business and reduced CLTV

• Misaligned sales and marketing teams leading to profit margin bleed

• Product data not connected or separate from your eCommerce platform

The solution to these challenges lie in a fully integrated (CMS, PIM, plus OMS) eCommerce platform.

Tightly integrated, loosely coupled eCommerce

At Ultra Commerce we like to use the phrase, “tightly integrated, loosely coupled” when describing our fully integrated platform. That is to say, everything you require of your digital commerce (storefront, product data management, order management, etc.) in a tightly integrated package, yet loosely coupled to take an a la carte approach based on your organization’s most pressing needs.