American Orthodontics, a maker of orthodontic products, has established a B2B eCommerce site to expedite and simplify the purchasing processes for both its sales force and its direct clients.
The website, which was created and launched in partnership with contemporary commerce startup Avensia, intends to combine operations into a single system, according to a news release issued by Avensia on Wednesday, Oct. 26.
According to the press announcement, the site was created to assist in serving a worldwide market, manage complicated and customizable items, follow strict compliance guidelines, boost productivity and automation, and enhance revenue.
“We are selling complex products to demanding customers, and we need to ensure that the right product is ordered for the right purpose, without having to review every order,” American Orthodontics Business Operations Manager Peter Drozda said in the release.
The new site supports everything from selecting and configuring the appropriate product to making payments and arranging for delivery — whether the customer is being served from the eCommerce site, punch-out, or electronic data interchange (EDI), according to Drozda. It also aids sales and customer service representatives in onboarding new customers.
“Consolidating multiple [enterprise resource planning systems (ERP) and eCommerce] solutions into one system, serving over 100 markets, requires a highly talented joint team, strong leadership, tough prioritizations, and a deep understanding of American Orthodontics’ business and goals and the technology capabilities,” Johan Liljeros, Avensia’s general manager and senior commerce advisor for North America, said in the release.
According to research, the growth of e-commerce has raised consumers’ expectations for quick, clear, and safe digital payment processes.
Similar growth is being seen in business-to-business eCommerce, which is being fueled in part by the influx of technologically literate millennials into management roles with buying power. According to “The New Singularity,” a PYMNTS and USEND cooperation, these customers have mostly abandoned conventional methods of acquiring things because they feel at ease using digital payment and self-service options.
