The accelerated digital transformation has also led to quick choices regarding B2B e-commerce software, which later turns out not to always meet the needs. Poorly chosen software has damaged the relationship between IT and the business, as shown in the 'IT Leaders outlook on B2B e-commerce 22/23'. Order errors, lack of B2B features, and low adoption by customers are cited as significant factors harming the relationship with customers and the business. The research also highlights the key role of IT leaders in choosing a B2B e-commerce solution. 

Business puts pressure on IT

What starts as a poor decision can grow into a larger problem as customers become less satisfied with the B2B webshop. Once the webshop is completely or partially down or does not meet expectations, orders are potentially at risk. Every moment that the B2B e-commerce solution is not working is a critical issue for the company, and this is becoming increasingly urgent as online sales rise. The consequence is that sales and customer teams put pressure on IT for a quick solution. Companies expect IT to be responsible for the reliability of the software. If this is not the case, the IT department is held accountable. 

This is particularly the case with order errors. These are a major annoyance for customers and undermine the chance of repeat orders. When a customer receives the wrong order because there is incorrect data within the B2B e-commerce solution, the business will immediately look to the IT department. No less than 1 in 4 tickets submitted to IT is a result of order errors. 

Sapio Research, on behalf of Sana Commerce, asked IT leaders and professionals worldwide about the challenges they face regarding their B2B e-commerce solution. This shows how great the frustration of IT is: only 16 percent are satisfied with the current B2B e-commerce solution. Additionally, 67 percent of IT leaders report that low adoption of the webshop has harmed their relationship with the business.

The frustration within IT is further exacerbated by the main reasons why customers do not use the webshop as planned or hoped. The top three reasons are outdated webshop design (40 percent), poor user experience (37 percent), and a lack of B2B features such as sales agreements and order forms (37 percent): issues that could essentially have been excluded during the selection process for a B2B e-commerce solution.

"The impact of a poorly chosen B2B e-commerce solution on the IT department is enormous and ultimately affects business results. Add to that the ongoing pressure from maintenance issues that consume more than 41 percent of the IT department's time, and it's no wonder that IT leaders are frustrated," says Arno Ham, CPO at Sana Commerce. "The results of our research are clear: IT leaders should play a key role in organizations when it comes to choosing the right B2B e-commerce solution. Their vision of a technology-driven future is important, as they can directly influence the goals of the business."