Can B2B eCommerce Improve Overall Manufacturing Effectiveness?

Can B2B eCommerce Improve Overall Manufacturing Effectiveness?

There are new metrics every manufacturer must consider for achieving best-practice efficiency. These metrics have moved beyond the plant floor.

Whereas OEE (Overall Equipment Effectiveness) has been a calculation of optimise machinery output, what value could the new standard, OME (Optimised Manufacturing Effectiveness) provide, in considering how to bring product to the B2B customer?

The Case for Overall Manufacturing Effectiveness

“The technology solutions for OME start with a lower cost of ownership,” explains Chris Raven, UK Channel manager for Oro Inc.”

“Best-in-class solutions must include out-of-the-box features which reduce code-customizations, lowering maintenance costs.”

“Integration with third party applications is non-negotiable,” Chris urges. “The ability to simplify integration into existing business applications like ERP, Accounting, PIM, and other systems allow existing corporate data to be utilized and accessed without creating dysfunctional and disparate data.”

Chris Raven

Manufacturers are now required to optimise for both buyers and sellers, specifically accessible on any device, requiring that CRM and B2B eCommerce establishes a single solution that sells products online and manages business operations

Chris Raven, Oro Inc.

“Manufacturers insist on a shorter time to market which mandates getting an online store live rapidly and generating online sales immediately,” Chris points out.

“This is only achieved with a powerful workflow engine which can digitize all seller and buyer-related business processes.”

“The net result is a lower total cost of ownership and a shorter time to market resulting in a faster return on investment (ROI).”

Many industrial firms thoroughly detail the workflow, documenting the efficiency by adding complexity instructions which lay above the request for quote (RFQ) process.

B2B eCommerce for manufacturing

The Value of Automation

“There are many reasons why manufacturers are automating the B2B eCommerce processes,” suggests Chris. “The ability to enable data accuracy is paramount”

“Most eCommerce businesses generate an immense amount of new customer, inventory, or transactional data.”

“When maintained by hand, these data might not get relayed when and where needed, leading to lost sales.”

Migration From B2C-focused eCommerce to Dedicated B2B eCommerce

“For those companies accustomed to B2C-focused eCommerce platforms from providers such as Magento and SAP, establishing a dedicated B2B eCommerce platform offers scalability, security, and other industrial-strength B2B features,” advises Chris. 

“Armed with built-in CRM and robust API coverage to support progressive web apps (PWA) and headless implementation, it is critical to easily integrate with manufacturers’ internal enterprise tech stacks to work fluidly with existing ERP, product information management, and order management systems.

“Having a vibrant community of developers and open-source tools to support everything from self-service websites to fully featured B2B marketplaces are fundamental differentiators as the notion of digitization becomes ubiquitous”

Chris Raven, Oro Inc.

“Customisation and optimisation are critical throughout the entire shopping journey for the complex B2B buying process.”

“Only with open-source, cloud-based technology can a lower total cost of ownership and a shorter time to market be assured, allowing for scalability, flexibility, and personalized experiences meeting and exceeding contemporary B2B customers’ demands,” Chris concludes.

Manufacturing Matters Magazine appreciates Chris Raven’s insights.



Tom Cutler

Thomas R. Cutler is the President and CEO of Florida-based, TR Cutler, Inc., celebrating its 21st year. Cutler is the founder of the Manufacturing Media Consortium including more than 8000 journalists, editors, and economists writing about trends in manufacturing, industry, material handling, and process improvement. Cutler authors more than 1000 feature articles annually regarding the manufacturing sector.


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