Embedded Commerce: The Strategic move to increase your B2B E-commerce Sales in 2024

Daniel Keller, Knowledge Lead E-Commerce


In the ever-evolving landscape of B2B e-commerce, businesses are constantly seeking innovative ways to enhance customer experience and drive growth. Nearly 90% Of Buyers Say Experience a Company Provides Matters as Much as Products or Services (Salesforce, 2023).
This is why companies are looking for new, innovative ways to optimize the customer experience. One such innovative concept gaining momentum is embedded commerce.

In this blog post, we'll dive into:

What is Embedded commerce?

Embedded commerce refers to seamlessly integrating e-commerce functionalities into existing service portals and sales workflows like mobile apps, or other digital platforms. It allows businesses to offer products or services directly within the digital platforms their customers already use. i.e. - Your customers can buy your products or services right where they are, without visiting a separate website or getting in touch with your sales team.


How does Embedded commerce drive growth for B2B Businesses?




1. Enhancing Customer Experience for a Higher Customer Retention Rate

By integrating commerce into existing workflows, B2B businesses enhance their customer’s experience by making it easy for their customers to do business with them.

This solution eliminates the need for a customer to go to a separate website or call your salesperson. Instead, it allows customers to access products or services easily and therefore fosters a more seamless and integrated interaction.

Almost 90% of buyers consider the CX to be just as important as products or services.

Salesforce report (2023): Nearly 90% of buyers say the experience a company provides matters as much as products or services.


2. Streamlining the Buying Process

Embedded commerce simplifies the purchasing journey for B2B customers by allowing them to make transactions within the platforms they regularly engage with. This streamlined approach leads to increased order frequency therefore resulting in more Sales.

3. Maximizing Revenue Opportunities

Embedded commerce opens up new revenue streams without the need for a standalone e-commerce website. B2B companies can leverage existing customer touchpoints to generate sales, whether through service portals, mobile apps, or other digital platforms.


Business Use Cases

Practical examples of how embedded commerce can be used in your industry sector, to upgrade your business.

Automotive Sector

Simplify order placement & give your customers real-time information


As a company in the Automotive sector, this is how you could leverage embedded commerce to streamline the ordering process: 

  • Direct Integration of Product Catalogues: By incorporating your extensive product catalogue directly into the systems utilized by repair shops and manufacturing plants, you can facilitate seamless access to all your offerings.

  • Real-Time Procurement and Automated Order Placement: Embedded commerce facilitates real-time procurement of parts, streamlining and automating the order placement process. The process can be automated, so when your customer identifies specific parts they require, their customer portal can instantly generate and place orders without any manual steps or the need for external platforms. Therefore simplifying the order placement process.

  • Efficient Order Tracking: With embedded commerce, the entire process from order placement to delivery tracking becomes integrated within the existing systems, providing a unified and efficient procurement experience.

With embedded commerce, you can improve the efficiency of the supply chain, reduce operational delays, and improve overall customer satisfaction by offering a streamlined, straightforward method for ordering automotive parts.



Manufacturing Industry

Take your customer service to the next level.


As a leader in the manufacturing sector, integrating embedded commerce into your user-friendly portal is a strategic move that will significantly improve your clients' experience. Here's how:

  • Direct Spare Part Purchases: Embedded Commerce empowers your customers to directly engage with your business, providing them with quick access to a diverse range of parts or materials. This enables them to easily explore and purchase spare parts for their machinery directly through the portal, ensuring a seamless procurement process.

  • Scheduled Maintenance: The portal allows clients to easily schedule maintenance services, minimizing downtime and optimizing machinery performance.

  • Equipment Upgrades: Customers can explore and initiate equipment upgrades right from the portal, keeping their operations up-to-date with the latest technology.

By enhancing your portal with embedded commerce capabilities, you not only streamline our clients' experience but also add value to your service offerings, reinforcing your commitment to customer satisfaction and operational excellence.

SaaS Industries

Retain your customers by making your business the easiest to work with


As a leading SaaS provider, focused on delivering cutting-edge IoT and digital solutions, embedding commerce into our software platforms can significantly enhance user engagement and foster customer loyalty.

By integrating purchase options directly into your customer portals or Apps, you can enable users to upgrade their experience within your IoT ecosystem effortlessly:

  • In-App Upgrades: Users can instantly expand their operational capabilities by acquiring additional storage or processing power, directly enhancing the functionality of their IoT applications.

  • Additional Licenses: To accommodate growing teams and expanding projects, you can offer the convenience of purchasing extra licenses for your software, ensuring that new team members can get up and running immediately.

  • Custom Solutions: Recognizing the unique needs of your diverse clientele, you can provide the option to purchase specialized templates or modules tailored to specific industry requirements, directly within the applications.

This strategy of embedded commerce not only simplifies the process for your users but also encourages them to make the most out of your software. Thereby, deepening their engagement and loyalty and resulting in higher customer retention.


Keeping B2B E-Commerce Agile & Responsive

As B2B e-commerce continues to evolve, businesses must stay agile and responsive to market demands. Embedded commerce emerges as a powerful tool for maximizing resources, adding revenue streams, and prioritizing customer experience.

Whether in SaaS, manufacturing, automotive, or other sectors, the integration of commerce into existing workflows is reshaping the B2B landscape, offering transformative opportunities for growth and efficiency.
Embedded commerce streamlines the sales process, potentially increases order frequency, and improves customer satisfaction by making their interactions with your services more convenient and intuitive.

Embedded commerce isn't just a technological trend; it's a strategic move that empowers B2B businesses to thrive in the digital era.

Do you want to learn how Embedded Commerce can be implemented in your company or industry?
Feel free to reach out to us, our E-Commerce experts will be happy to assist you.
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Dominik Krusemark - Business Development Manager - SUNZINET