Webshop Integration in SAP: Efficient Use of Digital Sales Channels with EAI and A2A Integration
Not only in direct sales, but especially in B2B sales, the number and variety of relevant sales channels is constantly increasing. Driven by digitalization, new possibilities of interaction arise. In the private sector, shopping and advertising have lately been shifting to mobile devices. Webshop integration with an EAI platform also leads to fundamental changes for Sales and Marketing, which promise added value for customers at lower costs.
Business customers are researching, buying and paying online. This requires the digital design of promotional offers and contact points - including online product presentation, configuration and various purchase options via webshops and marketplaces, via PC or mobile (via Omnichannel APIs). Not only is fully electronic invoicing required, but personalized customer contact is also indispensable. This requires the webshop connection to SAP in real time as well as integration of various other applications based on a smart EAI and A2A integration strategy.
In order to accelerate innovations and prevent system proliferation, it is advisable to rely on one single integration platform from the outset.
What has long since established itself in the retail sector is also becoming increasingly popular with manufacturing companies amongst many B2B customers: the establishment of a webshop as an additional sales channel. However, many companies now associate this with a comprehensive ‘Omnichannel’ sales strategy based on holistic real-time webshop integration in SAP. This is illustrated in the following figure.
In the course of an EAI and A2A integration strategy, many companies combine the integration of a web shop into SAP with the introduction of a central system for master data management (PIM – Product Information Management System), their own CRM system (e.g. from Salesforce) or the sale of their own products via portals and marketplaces of third party providers.
With the increasing digitalization of sales processes, expectations of logistics are also rising. Next-day delivery, ad-hoc delivery of products with low shelf life or location-based services are increasingly becoming the norm.
Manufacturing enterprises address this challenge through extensive SAP integration. This entails the automated transmission of order and production data into scheduling agreement processing. Once the specifics of what needs to be delivered and to where are determined, preparations for delivery and transportation can be promptly initiated. Simultaneously, essential data is disseminated to internal order picking, delivery, and planning systems. This facilitates early-stage product assembly, pre-dispatch preparation, and seamless handover to the logistics provider, minimizing any time loss.
The interconnectivity yields benefits for both customers and manufacturers. Customers can access real-time, precise delivery status for their orders, while manufacturing entities can establish ongoing process monitoring mechanisms.
BIS, as the central data hub, integrates the interfaces between the SAP system and the webshop, such as Magento integration, Salesforce integration, etc. To map real-time requirements with synchronous requests, the BIS API capability uses standards such as Web services and BAPIs or RFC calls.
BIS EAI/A2A integrates processes such as customer creation, ordering, master data extract, stock enquiry with pricing and transfer of payment information or order status.
In the course of digitalization, a leading trading company from Germany has created various online order channels. The company lists its products on various B2B industry portals and operates its own web shop. An online configurator was specifically developed for this purpose, which offers more than 4 million combinations and is also used by over 320 branch offices. Direct orders via EDI are also possible.
The product data from the SAP system is specifically prepared via the integration platform (SEEBURGER Business Integration Suite) and transferred to the respective channel. Orders placed are accepted and forwarded to the merchandise management system. Returns are also processed electronically.
- Consistency: All channels access the same stock in the SAP system
- Scalability: The additional online sales channels open up flexible ordering options and effortlessly manage seasonal peaks
- Automation: New products are automatically imported and the complete order processing is carried out electronically.
Successful omnichannel integration results in smooth interaction across all channels, the real-time interaction of participating systems, the consolidation of relevant data and the standardization of business processes. The BIS EAI/A2A Solution enables:
The BIS EAI/A2A capability provides digital order processing for web shops, marketplaces, stores and trading partners. It integrates orders seamlessly into SAP/ERP systems and processes returns to responsible systems.
Update product, price and inventory data across all channels.
Data transfer in real-time
The BIS EAI/A2A capacity facilitates vital availability inquiries for marketplaces or shopping carts, real-time stock checks in brick-and-mortar outlets, and rapid order processing within the realm of online retail, all within the scope of omnichannel integration.
Central data hub
Permanent comparison with other OMS, WMS, PIM, CRM and ERP systems via BIS API, EAI and EDI capabilities.