29 Oct Rethinking Digital Commerce for Modern Distributors
Digital Commerce Beyond Transactions
Most people associate digital commerce with online orders and shopping carts, but true digital commerce encompasses the entire ecosystem connecting customers, products, marketing, transactions, and fulfillment. It is an end-to-end, data-driven process that requires integrated systems and coordinated teams.
The Connected Digital Commerce Framework
Customers are managed through CRM systems, driving demand and engagement. Personalized interactions generate actionable data for marketing and operations.
Products and Vendors are managed through PIM and EDI systems. PIM ensures product content is accurate, enriched, and syndicated to all channels. EDI automates transactional workflows, including purchase orders, invoices, and shipment notifications.
Marketing leverages this data to create unified messaging across email, social, and marketplaces, ensuring campaigns reflect real-time inventory and pricing.
Transactions flow seamlessly through ERP systems, reducing manual intervention and errors.
Fulfillment closes the loop, with warehouse management, parcel tracking, ASNs, and proof-of-delivery systems ensuring products reach customers as promised.
The Interface Layer
The interface layer represents the point where data and processes meet end users:
Customers interacting via web storefronts or ERP portals
Vendors managing orders and shipments
Distributors synchronizing inventory and pricing across channels
This layer ensures that operational efficiency aligns with the customer experience, delivering a frictionless commerce journey.
Epicor and Infor Integration for Digital Commerce
For distributors using Epicor or Infor ERP, integrating PIM, EDI, and APIs into this ecosystem is critical. Integration provides:
Centralized, enriched product data for all channels
Automated transactional processes with suppliers and partners
Real-time synchronization across ERP, ecommerce, and marketplaces
This approach transforms fragmented systems into a cohesive digital commerce ecosystem capable of scaling with business growth.
Governance and Process Alignment
Successful digital commerce requires:
Clear ownership and workflow management across product content, transactions, and marketing
Cross-functional teams reviewing KPIs, data quality, and channel performance
Continuous improvement loops to adapt systems and processes as channels and marketplaces evolve
Key Takeaways
Digital commerce is more than a platform or a shopping cart. Epicor and Infor users can achieve operational excellence and superior customer experiences by integrating PIM, EDI, and APIs within a connected ecosystem. Proper governance, workflow management, and system orchestration ensure scalability, accuracy, and customer satisfaction.
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