The e-commerce industry in Poland – Companies

The new customer does not wait

What is the new wave of digital customers? These are people who want to get a product right now, in a convenient and intuitive way. They want to make as few clicks as possible from selection to payment. This is why a holistic approach is so important to support journeys to purchase and their continuous improvement across all available channels.

Following Adobe’s Digital Trends 2021 study, it’s clear that companies that have always cared about customer experience (also known as CX) were more likely to achieve long-term growth than their competitors. They are also better prepared to adapt to dynamically changing customer behavior, markets and external conditions. 70% of companies that have cared about analyzing customer journeys for 5 years and, therefore, have been able to quickly identify and modify weak points. This enabled the implementation of new CX solutions, which resulted in an almost four-fold increase in the second half of 2020 compared to companies that were not monitoring these solutions. Usually the shopping experience was only supported in the B2C industry, but the pandemic has shown that those who don’t care about good solutions in B2B are being left behind.

B2B purchases are much more complicated than consumer purchases. Therefore, when digitizing B2B sales, it is important to fully understand how our customer will buy with us. The key is to map the process offline – pricing, individual offers, discounts, payment terms. The e-commerce system is responsible for these elements in online selling, which must be flexible so that merchants can adapt its functions to the needs of their B2B customers – Borys Skraba, CEO Strix Poland

It is therefore the flexibility of the solutions put in place that counts, so that they allow the best adjustment of the system to customer expectations. The speed and fluidity of the systems delivered to the user is the key to success in the fast-paced world of e-commerce. This makes older technologies and the lack of ability to navigate the new digital world the biggest hurdles in business today.

There are many solutions to replace old systems. In view of the dynamically changing market situation, you should focus on those that are not only suitable for current business needs, but also meet future requirements, such as, for example, expanding your business with a new brand. Hybrid clouds come to our aid, combining dedicated IT infrastructure environments with public clouds, while providing near-limitless cost-effectiveness and scalability.

However, choosing the right solutions becomes a challenge.

Technology to the rescue

So far, the most important elements influencing the choice were the expected system load, the availability of the e-commerce website, the speed of operation and, of course, the total cost of ownership, i.e. the TCO (total cost of ownership), which includes not only the purchase price of the solution, but above all the cost of its maintenance and possible future expansion. The pandemic has changed the rules of the game a bit, as now not only are customers using remote services, but also employees are becoming customers of the system working from home. Today, the unavailability of a VPN connection to ERP, CRM or e-commerce panels can effectively stop the operation of the company. Added to this is the question of securing against personal data leaks – this leaves us with a really difficult choice.

The good news, however, is that B2B has slightly simpler characteristics than B2C – it’s more predictable. It is less strongly influenced, for example, by situations such as Black Friday – during which sales are often multiplied by 10 or 20 times. The peak of website traffic or a large increase in the number of orders are in many many unavoidable cases, because, for example, customers appreciate the end of the working day as the ideal time to refuel for the next day. In such a situation, our systems experience a real siege almost every day, at the time of the ordering deadline.

“Experience plays a key role in the proper planning and maintenance of the B2B cloud architecture, which results in stable operation under optimal TCO. By working with an experienced partner, we will be able to to respond to situations we hadn’t even thought of when implementing”Maciej Kalkowski, CEO Centuria sp. Z o. O

What is a real challenge in such a dynamic situation is meeting the implementation deadlines, maintaining the stability and security of the infrastructure. Selecting a solution that offers flexibility, ease of integration and allows for development (e.g. preparing components to benefit from integration with tools in other countries) will prepare us for the changing rules of the game. The key to success is, as always, the team – the partner’s experience in implementing solutions and maintaining server infrastructure as well as in-depth knowledge of the e-commerce market.

E-commerce from us

Polish e-commerce is doing well and we provide solutions for brands, through which they can start their global expansion. One of the examples of Magento implementation in our market was the preparation of a B2B e-commerce system for Lynka by the e-commerce agency Strix. Lynka is Europe’s leading supplier of corporate, promotional and sportswear. The company produces and distributes a wide range of assortments, offering B2B customers the ability to customize products by adding prints. The Lynka store offers an assortment of approximately 170,000 products. The specificity of commerce based on personalization makes product pricing complicated and has a large number of pricing variants. The prices of each product are almost individual for each Lynka B2B customer. It even happens that a product can have up to 90,000 price combinations. A business of such scale required the use of an e-commerce platform that provides stability, security and adaptation to the demands of the modern market – hence the decision to implement Adobe (Magento) Trade with Strix e-commerce agency and Centuria cloud service provider. Thanks to the implementation of the platform, it was possible to improve the customer experience of B2B customers, online buyers, to improve the work of sellers and to increase the efficiency of the B2B e-commerce system. .

“Adobe Commerce is a combination of the world-renowned features of the Magento platform with the Adobe Experience Cloud team’s knowledge of creating the best customer experience. Artificial intelligence supporting intuitive search, onboarding of creative resources and an efficient cloud infrastructure can take e-commerce to new levels.” Immo Plehn, Magento Adobe Commerce Evangelist

An example of a purchase order in the Lynka online store for a B2B customer. The form automatically calculates the price of many products

Another example is eObuwie, which has been successfully building the image of an innovative store of the future for years. Adobe (Magento) Commerce solutions provided by Poznań-based company Snowdog helped technologically support a whole new shopping experience involving multiple customer contact channels. The brand aims for the greatest possible integration of online and offline channels (so-called unified retail), building a coherent ecosystem of mobile and stationary electronic solutions. Despite the breadth of the product base and traffic, a stable and flexible platform helps revolutionize the approach to sales and enables near-unlimited growth, paving the way to conquer new European markets.

Adobe (Magento) Commerce offers a suite of online sales tools unmatched in the market. Platform flexibility and scalability allow you to fully focus on sales and combine online and offline experience, not technological limitations Kuba Zwoliński, CEO snow dog

You can learn more about the situation and trends in the industry at this year’s edition of the Meet Magento Polska conference, which will take place on September 20-21 in Poznań, and online. This year, the second day is devoted to business issues, and the traditional conferences will give way to round tables where specialists from the sector will come to discuss the e-commerce perspective and the best solutions. It is the largest event of its kind in Central and Eastern Europe. Tickets for purchase are available on the organizer’s website www.meetmagento.pl.

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