Manufacturers and distributors looking to invest in B2B e-commerce software for Microsoft Dynamics need to consider more than just the features available today. The right platform should support business growth, adapt to changing requirements, and integrate with existing systems without creating unnecessary complexity.
At Community Summit, I spoke with , Chief Commercial Office at Amla Commerce that includes Znode. We spoke about what businesses should look for when evaluating B2B e-commerce solutions. From platform flexibility and unlimited storefronts to API-first integration and complex product data management, Tom shares practical advice to help manufacturers and distributors make more informed software decisions.
Watch the full interview below.
Transcription of video:
Anya: So the question we want to answer today is, what should manufacturers and distributors be looking for when they purchase B2B software for Microsoft Dynamics? Tom from Znode, tell us a few tips.
Tom: Yeah, I'm going to answer that specific to B2B e-commerce. That's our domain of expertise. To me, the number one thing is flexibility.
When we talk with manufacturers and distributors, often they're at the beginning or maybe the middle of their journey. And they might go with a very popular brand in the marketplace that really started in B2C, and a year in, they're stuck. Flexibility matters a lot in B2B because of mergers and acquisitions, adding new brands, complex data models, configured, kidded, bundled products and very large catalog sizes.
And so when looking at a B2B e-commerce platform, the ability to basically grow and have a platform that grows with you rather than buy a platform that you have to work around, customize and becomes more of a cost center than a growth center.
Anya: So I know one of your claims to fame is limitless e-commerce. Tell us why that's important and how somebody could be limiting themselves if they went with another solution.
Tom: Yeah, absolutely. It's a great question. For us limitless e-commerce companies basically may start out with a single portal. A lot of people on the floor here at Community Summit talk about portals, but they may want a web store.
If I were a manufacturer, I would stand up a global store or global site where it was SEO and GEO optimized for the sake of getting new channels, new customers. You may want to stand up a unique one-off store that's specific to a parts catalog for aftermarket parts.
Once you have the right commerce platform, growth is unlimited because most buyers start their search online. And with the ability to do unlimited stores, portals, unlimited brands, you can really open up a growth avenue.
And again, you still have traditional salespeople, but you're getting inbound leads. Maybe you're converting more people. Hopefully you're automating the buying process online and capturing that margin as well.
Anya: So one question that someone might ask if they were in the market for e-commerce, for Microsoft Dynamics is, are there limits? Are there any other questions that you feel that buyers ask you often or they should ask you often that they don't?
Tom: One is functional and one is technical. So, functionally speaking ask:
- How flexible is the platform?
- Can I integrate it into my current content management system?
- Can I easily stand up another store?
- How can I change the front end experience for a customer?
- Is it API first?
- Can I integrate not only into my Dynamics, but can I integrate into my CRM and three other systems that I have?
Flexibility matters a lot and that tends to be an API first approach.
In B2B, the second question should be technical:
- Can you tell me about the data model in the platform?
- Does it hand a large SKU counts?
- Is it easy to manage catalogs?
- Can I add a user-defined field?
- Can I add an attribute easily without touching the core database?
- What can my administrators do where I don't need a developer in order to manage my data?
Anya: If there was something that people could take away from this community summit event after they've spoken to you, what would you like them to go home and maybe research more or talk to their teams about?
Tom: Well, if you're a manufacturer distributor, what I would suggest is look at platforms if you're looking at e-commerce that focus on B2B.
Don't expect a retail platform to perform what your business needs. Look for specifically a B2B e-commerce platform.
Final Thoughts
Choosing the right B2B e-commerce platform is an important decision for manufacturers and distributors using Microsoft Dynamics. As Tom explains, businesses should prioritize flexibility, integration capabilities, and data management when evaluating their options.
Rather than choosing a solution based solely on immediate requirements, organizations should consider whether the platform can adapt as their business evolves. From expanding into new markets and managing multiple brands to simplifying online purchasing, the right B2B e-commerce solution can help support long-term growth.
Watch the full interview above for more insights from Tom Flierl and to learn more about its B2B e-commerce solutions for manufacturers and distributors.
