B2B Ecommerce Platforms Smackdown: Magento vs OroCommerce vs Sap Hybris

According to the market research report US B2B eCommerce Platform Market, forecast to 2023, published by ReportBuyer, the global B2B (business-to-business) eCommerce generated sales will reach about $6.6 by 2020 of which the US will account for about $1.9 trillion, while B2C (business-to-consumer) sales are expected to reach $,3.2 trillion by then.

B2B e-Commerce Platforms. Usage and Trends

Although both B2B and B2C share common ground as both involve businesses and customers, B2B eCommerce has a more complex architecture in terms of client-specific pricing, price movements, volumes, and product customization.

The main industries using B2B e-Commerce platforms include distribution, wholesale, digital services, and retail. B2B eCommerce platforms cater to several business models such as B2C2B, B2B2C or B2C combined with B2B.

Although B2B ecommerce platforms are currently used more by mid- to large-sized companies, the trend will soon change as B2B e-commerce solutions providers are investing more and more resources into delivering fully integrated but very easy to install products.

Despite that some businesses are developing in-house e-commerce platforms, they lack in functionality features and capability to sync front-end and back-end data which only results in a disorganized and incomplete e-commerce solution.

How to Compare E-Commerce Platforms

The typical factors influencing B2B e-Commerce platforms include TCO (total cost of ownership), workflow systems, procurement systems, ease of integration, CRM (customer relationship management), PIM (Product information management) and OMS (Order Management System).

We’ve compared and rated three of the top-ranking e-commerce platforms including Magento, SAP Hybris, and Oro Commerce to help you make the right decision for your online e-commerce site.



This e-commerce platform serves more than a quarter of a million businesses worldwide which have witnessed huge increases in sales and client engagement.

With an environment of more than 150k developers and more than 300 expert solution providers, this platform tops the charts in terms of efficiency, agility and adaptability, and guarantees an excellent value/price ratio, delivering incredible solutions at a low TCO.

This B2B e-Commerce platform provides a full set of enterprise processes which guarantees a streamlined workflow including everything a company needs to manage key accounts and multiple brands.

Magento Commerce Feature Set:
Order Management

Users can upload SKUs to their account to place an order from their purchase history or by placing recurring buying orders to meet their requirements. Through the user-friendly and intuitive system, users can rapidly place re-orders. When ordering on a B2B store, clients focus more on finding the right product and simply placing the order.

Cross-Channel Network

The B2B value chain involves multiple channels and this flexible platform maps out the entire network. Because companies with multiple brands and branches require a specific distinction between business lines, the interface allows the admin to set up various business lines, storefronts, and brands. By configuring permissions, the entities can be fully controlled.

Price Negotiation & Quotation Management Module

Because in B2B purchases, the prices vary depending on different factors such as volume and payment method, its interface allows for price negotiation and customizing quotations. Also, the feature sometimes suggests to the buyer that he should increase purchase volumes to enable a discount.

Pricing & Custom Catalogues

Users can create dynamic and customized catalogs which include bespoke products and prices. The module can be synced with different ERP solutions to guarantee alignment between inventory and pricing.

Payment methods

In the B2B environment, payment options can either include net terms or lines of credit which are tailored to each specific customer. This online e-commerce platform guarantees a full range of payment methods including credit cards, payment on account, or alternative options.


This platform doesn’t offer pre-defined themes. However, themes are provided by 3rd party developers. Some are free, but others can cost up to a few hundred dollars. Since the release of its 2x version back in 2015, developers and designers are still working on creating themes.

Add On-s

Because it’s an open source platform, developers can easily create new apps and plug-ins. The platform’s Marketplace is where all new integrations can be found such as TaxJar, Bronto, Avalara’s AvaTax or Instant Search +.

Customer Support

For support, you can use the detailed online resources including the help center, forum, documentation, sales portal, user guides, blog or the phone number provided online. You can find training courses which vary in price, reaching up to several thousands of dollars.

Score card:

End-User Features: 6;
3rd party plugins: 10;
Design flexibility: 8;
Reporting & Data: 6;
Ease of Use (Admins): 8.

Rating: 7.6 / 10

>> Find our top Magento 2 b2b ecommerce implementation partners and agencies <<


Oro Commerce is suitable for B2B companies operating in the distribution, wholesale, retail, and production industries. The e-commerce platform is open-source and integrates highly flexible features which can be tailored to fit any business model including B2B, B2B2C, B2B2B or a combination of B2B and B2C. OroCommerce is available as a cloud solution or with an on-premise configuration.

OroCommerce Feature Set:

The Corporate Account Management module allows for managing complex corporate accounts through the seller administrator dashboard. On the other hand, buyers can set up their accounts, add users or establish buying rules without depending on business lines, departments, subsidiaries or other teams.

Allowing the right users proper access to relevant information is vital, so through OroCommerce’s roles permissions module both the buyers and sellers can configure access rules to price lists, products at the user or group level.

Because many businesses cover various regions or integrate multiple brands, OroCommerce enables control over multiple online sites which provide full supervision to businesses by using one dashboard.

The CMS feature allows management of product catalogs and info pages which offer buyers key information for their purchase decisions. The user-friendly interface makes the platform easy to navigate and buyers can find what they’re searching for in record time.

Through the Customized B2B Catalog Module you can tailor product catalogs to suit different businesses and increase sales.

You can create different price lists for each client based on negotiations. The price lists include unlimited quote points, various currencies, and styles. Corporate clients can create multiple shopping lists for different requirements and save them in OroCommerce for future use.

The Custom and Segmentation capabilities of OroCommerce allows for insight analysis to track business KPIs, study client behavior and create customized marketing campaigns.

The Flexible workflow engine allows customization of the check-out and order processes to suit clients requirements.

Customer Support

OroCommerce offers a wide range of online resources including documentation, downloadable training sessions, forums, online courses, as well as various contact channels including email, online form, and phone support.

Score card:

End-User Features: 8
3rd party plugins: 8
Design flexibility: 9
Reporting & Data: 8
Ease of Use (Admins): 9

Rating: 8.4 / 10

>> Find top OroCommerce b2b ecommerce implementation agencies here <<

SAP Hybris

Featuring increased capabilities of pulling and analyzing data from different sources, SAP Hybris provides cross-channel e-commerce solutions focusing on the B2B area, but also adaptable for the B2C sector.

The solutions provided include sales, marketing & revenue, and customer service. The platform comes in cloud and on-premise variants which prove the company’s holistic approach.

The SAP Hana in-memory integration allows for big data analysis from various sources which leads to a better understanding of clients’ behavior for targeted product customization.

The modular architecture allows for enterprises to add systems to create fully-integrated online e-commerce solutions. Modules include Dynamic Customer Profiling, Commerce Marketing, Customer Segmentation, Loyalty Programs, Marketing Management, Analytics, Lead Management, and Customer Service. The Cloud solution also integrates with other SAP platforms including the SAP Commerce and SAP Business Objects solutions making it a fully integrated e-commerce solution provider.

SAP Hybris Feature Set:

The Dynamic Customer Profiling features allow marketers access to large prospect and client data in a single interface. Data is presented from clients’ online sites, social media accounts or procurement history. The dashboard includes client interests, activity, mapping the buyers’ journey and analytic tools to study purchase trends.

Marketers can tailor campaigns in real-time according to client preferences through the segmentation & campaign management capability.

Through the commerce marketing feature, businesses can provide suggestions for products as alternatives to what the client is searching for. Suggestions are based on transactions’ history and the client’s business segment.

Loyal clients can be rewarded through the loyalty management solution with either gift cards or points which strengthen the engagement levels. Businesses can trace budgets, campaign expenses, and other marketing activities through the marketing resource management tool which aggregates all data in one interface.

Through the CRM and marketing lead system, marketers and sales teams collaborate by producing leads which can be tracked by campaign or during a certain timeframe. Through the customer attribution feature, you can analyze insights about what factors influence a client’s decision to by a specific product or brand.


SAP Cloud can be used on a 30-day free trial basis and is easily implemented in three phases including Solution & Strategy Definition, Inbound Data Implementation, Platform Configuration, Outbound Implementation, Platform Activation, and Checkpoints. Through the SAP Education online training programs businesses’ can optimize their use of the platform to full potential.

Customer Support

Users can visit the SAP online resources including the community forum, video tutorials, and the help platform.

Score card:

End-User Features: 8;
3rd party plugins: 7;
Design flexibility: 7;
Reporting & Data: 8;
Ease of Use (Admins): 7.5.

Rating: 7.5


>> Find top SAP Hybris b2b ecommerce implementation partners here <<

Wrapping It Up

Rising trends such as mobile B2B e-commerce, machine learning or AI are pushing businesses to become more agile and adopt B2B e-commerce solutions to maintain and improve their market position.

OroCommerce just about tops our list of B2B e-commerce platforms because of its incredibly user-friendly and flexible user-interface, the wide variation of B2B modules and high performing scalability.

If you’re looking for a complete and well rounded B2B e-commerce platform, then we believe OroCommerce is the solution for you.


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