E280: 📦B2B Commerce Corner #24 | WHAT DO ENTERPRISE LEVEL MANUFACTURERS NEED IN THEIR NEXT ECOMMERCE TECHNOLOGY? | LARRY RAMPONI, VIAX.IO

The Future of B2B eCommerce: Insights from Larry Ramponi of Viax

B2B eCommerce is evolving rapidly, and companies like Viax are at the forefront of this transformation. Recently, I had the chance to dive deep into the world of B2B eCommerce with Larry Ramponi, co-founder and CEO of Viax. This dedicated platform is changing the game for mid-enterprise and larger B2B merchants, offering a suite of enterprise-grade functionalities that streamline the complexities of B2B transactions.

What Sets Viax Apart

Viax isn't just another eCommerce platform. It's designed to tackle the unique challenges of B2B commerce head-on. Features like complex Configure, Price, Quote (CPQ) functionality and support for various customer groups and pricing levels are just the tip of the iceberg. Viax is more than just a commerce engine; it's a modern solution helping businesses master the intricacies of B2B sales.

Larry Ramponi's Journey to Viax

Before Viax, Larry Ramponi was no stranger to the tech world. From being a technical director at ICF to co-founding the Techmates Group, Larry's rich background in eCommerce and technology set the stage for creating a platform like Viax. His experience with the Hybris platform, known for its complexity, gave him firsthand insight into the challenges B2B merchants face.

B2B vs. B2C: A Different Playing Field

Anyone familiar with Shopify knows it's a powerhouse for B2C and Direct-to-Consumer (DTC) merchants. But when it comes to B2B, the platform falls short. That's where solutions like Viax come in, offering the essential functionality B2B businesses need while also tapping into the Shopify ecosystem through apps like Wholesale Gorilla.

The Unique Approach of Viax

Viax takes a step back to address the challenges B2B clients face, from complex integrations to slow time-to-value. By focusing on what Larry calls the "eight burdens," Viax aims to drive innovation and help clients move from maintenance mode to a more proactive, innovative approach.

Building a Platform Around B2B Complexity

Tailoring an eCommerce platform to the B2B market means embracing the lack of a "vanilla" business model. Each B2B client has unique needs, from product configurations to pricing strategies. Viax's platform is built with this variability in mind, offering an end-to-end process that can accommodate the wide range of B2B requirements.

The Power of a Modular Suite-Based Platform

Viax operates on a suite-based model, with a focus on modularity and an API-first approach. This flexibility allows businesses to integrate Viax seamlessly with other systems, whether they're aiming for a headless setup or need to connect with various third-party providers.

Addressing B2B Specifics: PIM and Order Orchestration

In the B2B realm, complexities around product information management (PIM) and order orchestration are common. Viax tackles these issues by offering lightweight PIM capabilities and sophisticated order management tools, allowing for efficient handling of complex products and multifaceted order routing.

CPQ: The Heart of B2B eCommerce

Configure, Price, Quote (CPQ) functionality is crucial in B2B commerce due to the intricate nature of the products and services offered. Viax's CPQ module is designed to handle these complexities, streamlining the sales process and enabling businesses to offer a seamless configuration experience to their customers.

Subscriptions in B2B: The New Frontier

The concept of subscriptions is making its way into B2B, reflecting the need for consistent and routine ordering. Viax supports this shift by providing tools for managing subscription services, aligning with the business models of B2B clients that require regular replenishment of their products or services.

Embracing IoT and the Service Model

Internet of Things (IoT) integration is becoming increasingly important in B2B commerce. Viax enables businesses to utilize IoT data for predictive maintenance and service offerings, transforming the way B2B companies interact with their products in the field.

The Rise of B2B Marketplaces

Just as marketplaces have revolutionized B2C eCommerce, they're now gaining traction in the B2B sector. Viax offers the capability for businesses to create or participate in B2B marketplaces, managing complex product offerings and multivendor catalogs within a unified platform.

Looking to the Future: Where Viax Sees Growth

As Viax continues to innovate, the focus is on enhancing features like Available to Promise (ATP) and expanding its middleware capabilities. The goal is to bridge the gap between ERP systems and customer-facing platforms, making B2B commerce more efficient and transparent.

The Pricing Model of Viax

Viax stands out with its flat-rate pricing model, offering all its features for an annual fee without additional charges for API calls, seats, or storage. This approach encourages innovation and reduces the barriers for B2B businesses looking to improve their eCommerce capabilities.

The Implementation Approach

Viax supports its clients through the initial implementation phase with a proof of value period and ongoing workshops to ensure a smooth transition. Partnering with system integrators, Viax ensures that each client gets the most out of their platform, from concept to live deployment.

In conclusion, Viax is paving the way for a new era of B2B eCommerce, offering a robust platform tailored to the complex needs of the market. With a focus on modularity, integration, and customer-centric features, Viax is well-positioned to help B2B businesses thrive in the digital landscape.

For more information about Viax and the future of B2B commerce, visit vax.io or connect with Larry Ramponi on LinkedIn. Whether you're looking to discuss the platform or simply talk shop about B2B eCommerce, Viax is ready to engage and provide insights that can transform your business.

To learn more, check out the related THE ECOMMERCE EDGE Podcast episode below: